If you can't grow it, you have to buy it,” is the latest motto in the American craft beer industry. Sierra Nevada Brewing Co, one of the largest craft brewers in the United States has today announced to purchase 100-percent of San Francisco-based Sufferfest Beer Company, its first acquisition ever.
Sufferfest was launched in May 2016 by Caitlin Landesberg to brew a beer “supporting her athletic lifestyle and diet” after her unsuccessful “search for the perfect beer to quench her thirst after long trail runs in and around San Francisco.” Sufferfest’s beer assists with workout recovery, containing vitamins and micronutrients. The term Sufferfest refers to an extended endurance endeavor in sports, such as a race or a hard workout.
According to a facebook post of Sierra Nevada, Sufferfest “makes some of the best lower-calorie, gluten-reduced, absolutely crushable beers out there. They're also a woman-owned, values-driven, Certified B Corporation. In short, they're a kickass company and we're so glad to have them on board.”
New Sierra Nevada president and CEO Jeff White said, “Sufferfest represents an authentic and genuine platform for us to connect with more and different people. This isn’t something cooked up by an ad agency. Sufferfest is a group of tireless, deeply committed people who love to have fun. In other words, they feel like us.”
Sufferfest does not have its own production but instead brews all of its beers at the Sleeping Giant Brewing Company in Denver, Colorado. Although it is not yet decided, it is very likely that production will be transferred in the near future to Sierra Nevada’s Chico brewery.
Sufferfest employees including Landesberg will continue to operate in their current roles. Financial terms and other details of the transaction were not disclosed.