“Fuck Bad Beer” Sierra Nevada’s Brian Grossman is Bat Shit Passionate

July 17, 2017 | Mathew Powers

“We’re bat shit passionate. I mean, you talk about sustainability, you talk about our beer quality, you talk about our family history. It’s all of that. You can’t just sum it up in passion because that has, you know, 50 shades of gray type of a feel to it. But, if you say ‘We’re bat shit passionate,” it’s like, ‘Okay!’ That’s what it is,” said Brian Grossman of Sierra Nevada Brewing.

The maturation of the craft-beer industry includes a changing of the guard, but for Sierra Nevada that transition will remain in the family. Formed in 1979 by Ken Grossman, his son Brian now serves as co-owner and serves as the GM of the brewery’s Mills River, North Carolina, location. We sat down to talk to Brian and find out what makes Sierra Nevada tick.

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