Beyond the Pale
The Story of Sierra Nevada Brewing Co.
by President and Owner of Sierra Nevada Brewing Co., Ken Grossman
Ken Grossman’s passion for brewing began when a friend showed him the
basics of home brewing. Using homemade equipment, he began brewing
five-gallon batches of beer on his own, and soon became a proficient
homebrewer. In 1976, Ken opened his own store, The Homebrew Shop and
soon after, began building a small brewery in the town of Chico,
California. His goal: to brew exceptional ales and lagers.
Ken Grossman shares his story in the new book, Beyond the Pale:
The Story of Sierra Nevada Brewing Co. (Wiley; August 2013; ISBN:
978-1-118-00736-5; $24.95; Hardcover & E-Book). This book chronicles
Ken’s journey from hobbyist homebrewer to owner of Sierra Nevada Brewing
Co., one of the most successful craft breweries in the United States.
“Building and running a brewery is all-consuming,” said Grossman. “After
decades of keeping my nose to the grindstone, this book was a refreshing
chance to reflect on the journey I’ve taken alongside patient family and
friends, loyal employees, and driven industry peers. We’ve all helped
make craft beer something that’s both exciting and enduring.”
Ken Grossman couldn't have known that his early fascination with taking
apart household appliances would eventually lead to welding together
Sierra Nevada's first malt mill and customizing its bottling equipment.
Although obstacles obscured his path, Grossman’s determination to brew
the kind of beer he liked to drink and be his own boss led to the
success of one of America's best-loved craft breweries that now produces
more than 800,000 barrels of beer annually.
Grossman recalls the role models and life experiences that fed his
curiosity and drive—from a neighbor's obsession with science and gadgets
to the friends who drew him to hiking, and, finally, to the brewing
community that provided both support and friendly competition.
It shares the business decisions that nearly broke him, yet eventually
drove him to success. The sum total of his life provides the foundation
of the "Sierra Nevada way," a company philosophy that emphasizes
sustainability, nonconformity, following one's passion, and doing things
the right way.
Since Grossman founded Sierra Nevada in 1980, part of a growing beer
revolution in America, critics have proclaimed his beer to be "among the
best brewed anywhere in the world." Beyond the Pale describes
Grossman's unique approach, focusing on people, the planet, and the
product. His story shows how, with hard work, dedication, and integrity,
you can be successful in following your dream.
About the Author:
KEN GROSSMAN is the founder of Sierra Nevada Brewing Co.,
established in 1980. Ken's passion for good beer began when a friend
showed him the basics of homebrewing. He began brewing five-gallon
batches of beer on his own and soon became a proficient homebrewer. In
1976, Ken opened his own store, The Homebrew Shop, and, soon after,
began building a small brewery in the town of Chico, California. His
goal: to brew exceptional ales and lagers.
An avid backpacker, Ken named the new company for his favorite hiking
grounds—the Sierra Nevada Mountains. Finally, on November 15, 1980, the
Sierra Nevada Brewing Co. brewed the first batch of what would soon
become a landmark in American craft brewing: Sierra Nevada Pale Ale.
Today, the Sierra Nevada Brewing Co. is considered one of the premier
craft breweries in the United States.
Visit www.sierranevada.com
Beyond the Pale: The Story of Sierra Nevada Brewing Co.
Wiley; August 2013; ISBN: 978-1-118-00736-5;
$24.95; Hardcover & E-Book
Contact:
Ryan Arnold
Sierra Nevada Brewing Co.
530-893-3520
ryan.arnold@sierranevada.com
or
Jocelyn Cordova, Publicist
WILEY
Jcordova@wiley.com – 201-748-6249