This Day On The Street
Continue to site
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

Craft Brew Alliance Raises The Bar On Beer Education

As the craft beer industry continues to grow at record rates, Craft Brew Alliance (CB A ) (NASDAQ:BREW), the sixth largest craft brewer in the country, is raising the bar on beer education with a significant investment in new training programs and educational requirements for its employees. As part of its commitment to cultivating beer culture and leadership, the company tapped the Cicerone Certification Program, the most recognized beer knowledge certification program in the country, to advance its team’s knowledge about beer, beer styles, and service.

Last year, CB A challenged its entire team to pass the Cicerone Level I Certified Beer Server exam while requiring all consumer-facing employees in sales, marketing and restaurant and retail to pass the exam by the end of the year. Of the more than 330 employees in consumer-facing roles, 100% completed the Certified Beer Server course by January 2014.

“I'd like to congratulate Craft Brew Alliance on having 100% of their customer-contact employees achieve Certified Beer Server,” said Ray Daniels, Founder and Director, Cicerone Certification Program. “The Craft Brew Alliance team joins more than 35,000 people worldwide who have demonstrated their knowledge of beer through the Cicerone program. We are proud to know they have found Cicerone to be an effective tool in providing excellent beer service in their daily operations.”

CB A ’s craft beer portfolio includes a broad array of styles to satisfy a variety of consumer tastes and occasions, and the company is continuously adding new employees to support its growth. CB A is home to three of most recognized pioneers in craft beer, Widmer Brothers Brewing, Redhook Brewery and Kona Brewing Co. More recently, the company developed and launched Omission Beer in 2012, an innovative craft beer brand focused exclusively on brewing with traditional beer ingredients that are specially crafted to remove gluten.

“Our roots tie back to the beginning of the craft beer movement, in the early 1980s before the term ‘craft’ even existed,” said CB A Chief Executive Officer Andy Thomas. “From the beginning, we have been driven by a desire to extend our own love of beer through delivering unique craft beer experiences to consumers. As we continue to grow, we remain fully committed to that same sense of purpose – and through great programs like Cicerone, we are ensuring that everyone at CB A is empowered to educate beer drinkers and enhance their experiences across all types and styles of beer. It is our hope that more beer companies taking a similar approach and encouraging this level of stewardship in all things beer.”

Moving forward, CB A is requiring all new consumer-facing employees to register and complete the Certified Beer Server exam as part of the orientation process. CB A provides all necessary resources, encourages study groups and classes, and reimburses employees for the certification registration fees. The company is actively exploring ways to support select teams who want to continue on and achieve Certified Cicerone status.

About the Level I Certified Beer Server Exam:

The Certified Beer Server requires competent knowledge of beer storage and service issues as well as modest knowledge of beer styles and culture and basic familiarity with beer tasting and flavors and basic knowledge about brewing process and ingredients. Knowledge of the Cicerone Certification Program’s levels and titles is also required.

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

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
Stocks Under $10

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

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

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
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free


Chart of I:DJI
DOW 17,131.86 +47.37 0.28%
S&P 500 2,014.89 +15.91 0.80%
NASDAQ 4,838.6430 +8.1730 0.17%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs