http://www.realbeer.com/redbrickpress/sierapr.htmlThe Erickson Report
March 1996
Sierra Nevada Installs $2 Million Packaging Plant;
Will Reach 250,000 Barrels in 1997;
New Brewery Planned for 1997
"We've let the market decide our production, without big promotions or marketing," marketing director Steve Harrison told the Erickson Report in an interview at the brewery. Harrison was the first employee hired by Ken Grossman and Paul Camusi after the company started in 1979. Grossman and Harrison had grown up in Southern California, and when Grossman told him he was going to start a microbrewery, Harrison eagerly volunteered to join the startup venture.
"When we started there was only Anchor Steam and Liberty Ale, this incredibly highly hopped ale that was completely foreign to conventional American tastes," Harrison said. "We knew if people went for Liberty Ale and Anchor Steam, there was a chance for our distinctive ales. We started without a single marketing test or consumer survey. We never would have made it if we had produced what was popular in the market at the time. We had a simple philosophy -- we made the beers and ales that we wanted to make because we liked them," he said.
http://www.wired.com/science/discoveries/news/2004/05/63335Business Buys Into Fuel Cells
John Gartner 05.05.04 | 2:00 AM
Electricity blackouts are not welcome when you're in the middle of brewing thousands of gallons of blond and brown ales.
To escape the energy and economic uncertainties of California's notoriously flaky electricity grid, Sierra Nevada Brewing will soon produce its own electricity onsite using fuel cells, joining the growing ranks of companies striving to be nearly energy-self-sufficient.
The Chico, California-based company is taking advantage of government incentives to install fuel cells from FuelCell Energy that are powered by hydrogen converted from natural gas. The four 250-kilowatt fuel cells will supply electric power and heat for the brewery's production processes.
Steve Harrison, vice president of Sierra Nevada, said the rolling blackouts during California's 2000 energy crisis hampered the brewery's operations. "You can't afford to be without power, because the beer will go bad very quickly," Harrison said.
http://www.newsreview.com/chico/Content?oid=oid%3A30250'Stage' presence
Sierra Nevada's long-awaited TV music series is about to debut. It looks exciting. Now the question is: Just how big will it become?
Give Bob Littell props for courage. It takes a lot of guts, even for a seasoned harmonica player, to climb up on stage and perform a duet with Australian guitar ace Tommy Emmanuel.
Littell, who hosts the new, much-anticipated public-television music series Sierra Center Stage, recorded at the Sierra Nevada Big Room and set to debut locally on Friday, May 14, at 9 p.m. on KIXE Channel 9, did just that, and he has proof: It's recorded for all time as part of the series.
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Ken Grossman, co-founder and now sole owner of the Sierra Nevada Brewing Co., says he thinks the idea originated with Steve Harrison, his sales and marketing manager. In any event, Grossman liked the idea, and from that seed a series, or at least the beginnings of one, has now grown.
Today Grossman is sitting behind a hardwood desk in his large office on the second floor of the brewery. Behind him an expansive floor-to-ceiling window looks out on the trees lining the parking lot. As usual, he's dressed casually, in polo shirt and khaki trousers, which is pretty much the house uniform for men at Sierra Nevada. His beard, which archival photos on the brewery's Web site show he's worn since he started the company in 1981, is neatly trimmed and flecked with gray.