This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Sierra Nevada CEO Makes East Coast Beer Run

Stocks in this article: SAM

Though Grossman and Sierra Nevada have shown little sign of letting up, the craft beer world around them has changed dramatically. Maytag left the industry in 2010 after selling Anchor, while the industry itself has experienced double-digit-percentage growth. Sierra Nevada, meanwhile, is now the third-largest craft and regional brewer behind Samuel Adams producer Boston Beer (SAM) and Pennsylvania-based D.G. Yuengling & Sons. Each of those brewers also has large brewing facilities in multiple states.

When Grossman and his family open shop in Asheville in 2014, Sierra Nevada won't be the scrappy craft underdog. It'll be flirting with or surpassing 1 million barrels of capacity, which is unheard of for small brewers who aren't Boston Beer or Yuengling, and opening up North Carolina to other big craft players such as Colorado's New Belgium Brewery. That brewer is reportedly deciding between Asheville and Philadelphia as it considers an East Coast location.

We got Grossman on the phone to talk about Sierra Nevada's growth, its future in Asheville and how he intends to keep his craft brewing legacy sustainable and in the family:

We took some request from readers for the first question and almost everyone wanted to ask about Hoptimum. At 100 IBUs, this is an extraordinarily big beer. It's bigger than your Bigfoot barleywine, which was already pretty heavy and bitter at 9.6% ABV and 90 IBUs.

Grossman: We wanted to make something that was full-throttle, both hoppy and malty.

We've fooled around with a number of recipes over the last few years and we've made a number of different batches. We released a little last year as a single production run and decided this year that we'd release it in a four-pack and make it be one of our three High Altitude Series extreme beer styles.

This is the first one. We're working on a stout that we'll release after Hoptimum and then we're going to have Bigfoot rotate into a four-pack format next year. It'll be a four-month seasonal for each of those.

Can you tell us anything about the stout?

Grossman: Well, we've been making a lot of different ones. It's being modeled around the Fritz and Ken Stout and a couple of other real big imperial stouts. We're still tweaking the recipe in our pilot brewery, so it'll be in that vein.

Does Fritz still collaborate with you on beers?

Grossman: No. I approached Fritz when we were doing our 30th anniversary and asked him if he'd be willing to work with us on our anniversary series of beers. He was very gracious and said "Sure" and we actually brewed those up ourselves.

2 of 7

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,030.21 +6.04 0.03%
S&P 500 2,081.88 -0.29 -0.01%
NASDAQ 4,773.4720 +8.0480 0.17%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs