Stone Brewing Layoffs – When Craft Goes Corporate
This opinion editorial was submitted by our partner and friend Jason Harris. Jason is a podcaster and homebrewer. He is the fourth brewer on the Four Brewers Podcast and occasionally makes his beer opinions known anywhere there is a comment section.
Two weeks ago, many in the craft beer world were surprised to hear of layoffs at Stone Brewing Company, the 10th largest craft brewery in 2015. Somewhere between 50 and 100 employees were sent to polish up their resumes and join the job hunt, many of whom who had been long time fixtures at the company.
On it’s face, this is a pretty normal occurrence in the big business world. A company is looking to cut costs, has some rough months, needs to appease investors and make that quarterly report look better. An easy way to do that is to trim the fat, look at the balance sheets and see who brings in the most money and get rid of the ones who don’t.
But this isn’t just any company – this is Stone Brewing. The company that rode to success on the backs of a beer called Arrogant Bastard that dared you to drink it. The company that defined themselves as the antithesis of corporate lagers, and proudly declared fizzy yellow beer as being for “Wussies”. The company that has declared themselves as fiercely independent, committed to craft, and is offering to kindly invest in any breweries who don’t want to sell to the evils of big, corporate brewery buyouts. Don’t join the bad guys, join Stone! Stay True Craft! One big, happy, beer family! But how different is the Stone Brewing of 2016 from the Stone many craft beer fans came to love craft beer with?
The Evolution of Stone
Stone Brewing’s rise has mirrored, and often outpaced, the meteoric rise of craft beer in the US. Barely making the list as the 48th ranked craft brewery by volume in 2005, they had rocketed to 14th by 2010, and in 2015 they were ranked #10, just above their recently acquired – for a reported $1 Billion! – neighbors Ballast Point Brewing and Spirits. As their star shined, Stone expanded in some creative ways. They purchased their own farm with the goal of supplying organic food for their Bistro. They opened remote breweries and company stores throughout Southern California. The news of Stone beer being available in a new region became commonplace as they spread to being available in the majority of US states. A destination hotel was announced near the main Escondido brewery. A new brewery was announced in Richmond, VA. An ambitious brewery project was crowdfunded in Berlin with mixed results. Stone was popping up all over the world in hopes of taking over!
At the same time, there were subtle changes in the beer and branding that started to surface. Stone surreptitiously created a new brand to sell “offbeat” beers called Stochasticity, and then backed off of the sleight of hand and let everyone know they made it. Stochasticity Project released half a dozen beers to middling reception before the line was killed entirely.
Soon after, in a surprising move, Stone Brewing decided they were going to spin off their Arrogant line of beers. No longer would the Arrogant Bastard be a Stone brand, it would be part of “Arrogant Brewing” a new sub-company created from Stone. The goal here seemed to be to distance the parent company from the brash, confrontational, and, well, arrogant branding that had gotten them to this point.
What about the beer?
Branding, new locations, and new things aside, what was going on with the beer side of the brewery? That’s where the real heart of any brewery lies. As it turns out, quite a lot was going on with Stone Brewing’s beer line. Outside of the Arrogant beers, Stone had long histories with Ruination “The First Ever bottled DIPA!” and Pale Ale. These beers were iconic and almost inseparable from the brand – but had seen slumping sales with the rise of more choices in the craft beer world. This led to “2.0” versions of these beers – new recipes formulated for modern palates without the baggage of a recipe dating back to the 1990s. We also saw some newer beers get the axe, like Sublimely Self Righteous Black IPA – seemingly another victim of the fading Black IPA/Cascadian Dark Ale fad.
Many craft beer drinkers (myself included) chalked these changes up to staying current – you can’t build a successful brewery on old recipes forever. Then when the 2016 beer roadmap came out, it seemed like something at the core had shifted. A blonde ale? Citrus Wit? These aren’t the kind of beers that an aggressively strong flavored brand puts out. An even bigger shock was Arrogant Brewing (the new brand to contain all of the sassy Stone marketing of yore) releasing a “Who Ya Calling Wussie?” pilsner in 16oz cans.
Would the Stone Brewing of 2005 even recognize the beer line of 2016?
Where is Stone Brewing now?
After the beer, there are the business moves. Greg Koch, longtime CEO and face of the company, vacated the CEO position. It lays vacant for a long time before going to Dominic Engels, who was formerly the CEO of POM Wonderful who is best known for selling juice and nuts.
There were a lot of small, concerning factors about Stone Brewing leading up to this. Retiring core beers, spinning off other core beers, bringing in beers they claimed to hate, and bringing in outside corporate CEO’s to run the company.
Then, there were layoffs announced. A company who in this same year had opened breweries in Virginia and Germany, on top of announcing hotels and other expansion projects, was suddenly in such dire straights that they needed to lay off 50-100 people to cut costs.
The explanation? “Lower than expected growth”…if we unpack that, the company still made more money year over year than it did before, but it expected to be making a certain amount MORE money, and thus long time employees are now on the unemployment line.
How is this “True Craft”? The brewery that positions itself as “fiercely independent” and “committed to craft” is laying off dozens of long time employees within weeks of opening new brewing facilities all over the world and long before seeing if these investments have paid off. This smells a lot like your typical corporation – manage to make the quarterly results look good, to appease the shareholders. But this isn’t a typical corporation, this is Stone Brewing – the fiercely independent brewery. Reading their press release on the layoffs, it’s hard to find something that makes the decision seem like anything but a cold, calculated decision to slim the payroll and increase the next quarter’s profits. But what will this do for next year? And the year after that?
Stone hasn’t been bought by another, bigger brewery. They haven’t sold their company to another one, or given up a majority share to a venture capital company. They have made every attempt to be an independent brewery, safe and separate from big beer.
As a company, Stone Brewing has distanced themselves from or outright discontinued many of the products that people associated with the brand. They have brought in a typical corporate CEO from outside of the beer industry and quickly followed up by gutting the staff of long time employees. They have branched their product line into categories that they vehemently raged against before, all in the name of growth. When you’ve gone against all of the values you stood for in the industry, and become more like the thing you claim to be the opposite of – are you better as a company? Was it necessary to chase constant, massive growth at any cost? Is this bigger, broader Stone Brewing an improvement over the Stone Brewing many craft beer fans loved over the years?
From where this author is sitting, it’s seeming like not selling to big beer looks a lot like becoming big beer. Is that really better?
A person with deep knowledge / in-the-know...
November 26, 2016 @ 5:58 pm
The article is spot on. Stone was once a special brewery; today they are too big for their britches. You cannot have the “small” label whilst being huge. You cannot lay off solid folks who considered themselves lifers without major blowback (and I think Stone deserves MORE blowback). I know many at Stone including many who were laid off. It is not a pretty scene. Mr. Koch was convinced to do the unimaginable. The Koch of old would never have done this. He’s part of the problem now. Stone can only go down the rathole further from here with their announced projects. Come on, a hotel?! Stick to beer and food, I’d think, to keep your base happy and your company successful without layoffs. Berlin alone was at least $25M and I’m hearing the restaurant is completely empty during the week (restaurants operate at such small margins which means they have to be losing money, bleeding it). There is all kinds of wrong with Stone Brewing now. It looks like under Mr. Koch’s (lack of) leadership it will continue (and please don’t tell me the new CEO is truly running th show… he’s not… he’s a puppet)… Cheers…
Spoonieluv7
October 31, 2016 @ 11:47 am
I agree, having this CEO act in this way could be indicative of alot of things, profitability, “fat-shaving”, new direction, etc, but from my experience, when another CEO/Executive comes in who isn’t from the industry and starts by cutting positions, that indicates they are trying to show the company’s bottom line as better than it is so they can sell it.
Will
October 29, 2016 @ 7:28 am
You really have to ask where are these layoffs are coming from? Is it brewing, food service, marketing? It could also be transportation. They have a regional fleet that delivered their stuff as well as other brewers to retail and restaurants. I know it’s a lucky day when they bring back some Pliny from Santa Rosa. It may not be that the company is on a downward trend, it’s just a division isn’t performing to pull in the revenue it needs.
Jonathan Miller
October 29, 2016 @ 7:09 am
Opinion pieces are exactly what they are: opinion. You can think some Corporate CEO was brought in to be the “hatchet man”, or that Stone now makes beers that aren’t true to their lineage. You can think that the layoffs weren’t justified, or that Stone doesn’t care about it’s employees. It’s all just one person’s opinion from the outside looking in. I think many of us who are fans of the company could take the opposite position on just about every point the author made, and sound just as reasonable, if not MORE reasonable or true. Stochasticity? Why fault Stone for trying something new? Heaven forbid a brewery try something new. If Stone didn’t try “something new” we’d never have the Vertical Epic series, Enjoy By, or the great seasonal beers they’ve released like Mocha IPA or Coffee Milk Stout. IPA’s?? Stone still releases some of the biggest, juiciest IPA’s out there (20th Anniv, Unapologetic, and a vast number of small batch beers that are great.) Have there been duds along the way? Sure, and I could list many beers they’ve done that I’m not fond of. Layoffs are never easy, but maybe, just maybe Stone trimmed the fat so to speak to become leaner and meaner? There are still countless great employees who have been with Stone a long time who continue to make Stone what it was/is/willbe. I know many of these people who are talented and committed to Stone continuing to kick ass. Those people weren’t mentioned in this opinion piece, and sadly that omission undermines the entire premise of the article.