Boutique Breweries Must Offer Unique Products and Charge Premium Prices
Ken Grossman · Sierra Nevada Brewing Company: Ken Grossman · Mar 30, 2020 · at 22:05
Ken Grossman, founder of Sierra Nevada Brewing Company, discusses the fundamental economic playbook pioneered by Fritz Maytag at Anchor Brewing that helped launch the modern craft beer industry.
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“So he helped sort of create what is now the craft brewing industry by Realizing that if you're going to be a small boutique brewery in this country, you better, one, produce a unique product, and two, figure out how to charge enough of a price that you can survive as a small producer.”
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