By the mid-1990s, the success of New Belgium was permeating the beer industry. At the time the beer was sold only in Colorado, but sales in Arizona were forthcoming. New Belgium’s distribution model was to appoint wine and spirit houses on a statewide basis. To manage their sales, they outsourced that function using a broker in Denver.
In 1995, As New Belgium grew; they hired JB Shireman to help oversee their sales. The next year they brought in a marketing pro in Greg Owsley. At the time neither JB nor Greg had any beer industry experience, but they did have a passion for the craft segment and New Belgium.
By the end of the 1990s, New Belgium decided to enter Texas, and in keeping with their business model, they appointed Glazer’s the distributor for the state of Texas. Having joined Glazer’s at the start of 1999, I was tasked with the job of rolling out New Belgium later that spring.
At the first of the year a large group of managers and directors from Glazer’s visited New Belgium and both JB and Greg introduced the brewery to the team. It was during the months prior to the rollout that the brewery started to change its go-to market model by developing its own sales team.
New Belgium hired two sales people with the now famous titles of Beer Ranger. One of these was Brian Kruger from Austin. The New Belgium team of JB, Greg and BK now managed this introduction which resulted in first year sales just over 500,000 cases.
As New Belgium expanded its territory westward in the coming years, BK was soon promoted to Ft. Collins and worked with JB as more and more states were opened. All the while Greg worked to develop the now famous Tour de Fat bicycle events across the country. New Belgium’s dramatic growth is well documented.
Both JB and Greg left New Belgium in the mid-2000s. JB became a bar owner and later went to work at First Beverage Group assisting crafts in the financial area. As we know he is a well-known speaker at beer meetings and conventions. Greg continued in the world of marketing, overseeing his own agency, The Storied Brand. Both JB and Greg continue to be very successful in their ongoing ventures.
Last month it was announced that the third member of this team, BK was leaving New Belgium to head up the sales for Enjoy Beer, the holding company that will eventually include five successful crafts starting with Abita Brewing Co.
New Belgium has continued moving east and growing; now building a second brewery on the east coast. Under Kim Jordan’s leadership, New Belgium has become one of the industry’s leading crafts, but one can see the successful fingerprints of JB, Greg and BK.
The history of the beer industry has many stories similar to New Belgium’s and the people that led various companies to success. For those people and others like JB, Greg and BK, it is a long and winding road…
Beer Fodder: http://pdx.eater.com/2015/6/8/
Leave a Reply