Ken Grossman on Surviving Slumps

Dear Client: Forty-five years since the birth of his Chico, California brewery, Sierra Nevada founder Ken Grossman has lived through just about every version of “it’s rough out there” for beer.  When he started Sierra Nevada Brewing Co. in 1980, there were 43 brewing companies in the entire U.S. Today there are just under 10,000 in the country. In between, Ken has watched craft’s first boom and bust, the ’90s shakeout, COVID, and now a generation that is seemingly less