Sierra Nevada Tracked Grateful Dead Tours to Anticipate Surges in Demand
Ken Grossman · Sierra Nevada Brewing Company: Ken Grossman · Mar 30, 2020 · at 48:31
Ken Grossman, founder of Sierra Nevada Brewing Company, describes how touring Grateful Dead shows drove unexpected regional spikes in beer orders.
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“And then the Grateful Dead, actually They somehow early on got hooked into the beer, and so when the dead would travel around we'd have to watch where their concert series were, and we'd get all these orders for beer ahead of them hitting town.”
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