Beyond the Pale: The Story of Sierra Nevada Brewing Co.

From the Inside Flap -------------------- 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 Grossman′s path, his determination to brew the kind of he liked to drink and be his own boss led to the success of one of America′s best–loved craft breweries. From his youthful adventures to his experience in dealing with the complex landscape of the industry, Beyond the Pale chronicles Grossman′s trials and tribulations in building a brewery that now produces more than 800,000 barrels of 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. Beyond the Pale details Grossman′s start, from homebrewing as a teenager, to becoming a skilled brewer, and, later, to building a small brewery in the town of Chico, California. 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 revolution in America, critics have procled his 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. From the Back Cover ------------------- Praise for Beyond the Pale "This is the creation story of the American Craft Brewing Renaissance. Ken Grossman and Sierra Nevada Brewery not only exemplify the fearless, entrepreneurial, creative, DIY ethos they wrote the book on it." SAM CALAGIONE, founder and President, Dogfish Head "In this fascinating book, Ken Grossman tells the tale of his brilliant brewing success with his inimitable charm and his famous humility. Those of us who were there watching Sierra Nevada′s amazing rise to the heights can now savor the intriguing inside story. It′s an American story of dogged persistence and brilliant creativity. This is business at its best and at its best a great story that′s true." FRITZ MAYTAG, Chairman Emeritus, Anchor Brewing "Anyone who has enjoyed a Sierra Nevada Pale Ale has experienced, firsthand, Ken′s commitment to brewing one of the finest s in the world. Now, in addition to savoring Ken′s delicious , we can enjoy the incredible behind–the–scenes story of its creation. Beyond the Pale recounts Sierra Nevada′s journey from grassroots beginnings to astonishing success and all the ups and downs in between. It is a story about following through on inspiration, leading with integrity, and the passion that is poured into making great ." GARY ERICKSON, founder, co–owner, and co–CEO, Clif Bar & Company "In my many years in the brewing industry, nobody has impressed or inspired me more than Ken Grossman. His tale is astonishing: how he rose from brewing in the proverbial bucket to being the genius behind the world′s most beautiful brewery. Ken is a legend, yet remains one of the most unassuming people in the business. Quality attitudes, responsibility, fairness, and hard work with an underlying enjoyment in seeking the best: these are the attributes of the Sierra Nevada success story that Ken tells in this brilliant book." CHARLIE BAMFORTH, Professor of Malting and Brewing Sciences, University of California, Davis "This is Ken′s personal story of his path and the people and circumstances that have brought Sierra Nevada Brewing Co. to the forefront of American craft brewing. It is rollicking and a fun story full of life and overflowing with wisdom." CHARLIE PAPAZIAN, author, The Complete Joy of Homebrewing; founder of the Great American Festival and the American Homebrewers Association

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