4min chapter

How I Built This with Guy Raz cover image

Sierra Nevada Brewing Company: Ken Grossman

How I Built This with Guy Raz

CHAPTER

How Do You Get People to Buy Your Beer?

Pale al is at 38 bitterness units, and so foquite tat sort of chilly. It's quite a bit more than what people are used to drinking. So we were producing a beer that was polarizing, to say the least. And again, we were trying to feature very aromatic hops, pine and citrus and all each other,. A nuance to rom asn't come out of hops. We couldn't afford six pack carrers. That was sort of out of our budget. How did you start to sell it? Like always your firstw i mean, did you go to bars? Did you Were going to sell it on tap, or you aing to sell it to

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