Beyond The Pale – The Story of Sierra Nevada Brewing Co.
Last week I had the opportunity to read a new book, “Beyond the Pale The Story of Sierra Nevada Brewing Co.” by Ken Grossman, President and Founder of Sierra Nevada Brewing Co.
The story itself is amazing, the roller coaster ride of starting a craft brewery in a landscape dominated by Big Beer. Although things have changed slightly for the better, it’s still an arduous undertaking. Many of the obstacles faced during the early days of the brewery have since been addressed, with plenty of resources available to an adventurous entrepreneur. This wasn’t the case for Sierra Nevada as they literally started from scratch, and evolved into one of the most important breweries in American history.
Honestly, I have to say, I might be a little biased here, after all, Sierra Nevada Pale Ale has been my favorite beer for a couple of decades now. But the fact remains, Ken Grossman is awesome. After reading about everything involved with the development of the company, and the tumult experienced, I’ve come away with a very profound respect for all the people involved in making that lovely little green labeled bottle of beer, not to mention all the other tasty treats coming out of Chico. This book is a definite must read for so many types of people. There’s something in here for everyone, machinists, welders, brewers, bankers, foodies, venture capitalists, beer geeks like myself, and anyone interested in a great American success story.
Now go get some Pale Ales, or, like I did, a four pack of Torpedo, and read this book, seriously.
About Sierra Nevada Brewing
Founded in 1980, Sierra Nevada Brewing Co. is one of America’s premier craft breweries, highly regarded for using only whole-cone hops and the finest quality ingredients. The pioneering spirit that launched Sierra Nevada spans more than three decades, with innovation emerging from both the brewhouse and sustainability initiatives. Sierra Nevada has set the standard for artisan brewers worldwide as a winner of numerous awards for its extensive line of beers including Pale Ale, Torpedo®, Porter, Stout, Kellerweis® and a host of seasonal, specialty and limited release beers. www.sierranevada.com – @SierraNevada – facebook