Anderson Valley Brewing Company with Kevin McGee, CEO

Kevin McGee's crisis management background is the perfect skillset to lead the rebranding and expansion efforts of the nationally distributed craft beer brand, Anderson Valley Brewing Company. Kevin's home base in Boonville, CA might be the coolest place on earth to drink a beer, play frisbee golf and take in some music. AVBC also is leading the way in sustainability efforts. 

 

35+ year old-school craft brewery

Started one of the first nano–breweries in America

Beer is a good business, recession-proof, and he and his father bought AVBC

Expert in crisis management

How they reorganized AVBC

The story behind the bear with deer antlers

Issues with the Brewery:  consumer-facing marketing was failing

Legacy brands had grown rapidly with little marketing effort without talking to the consumer

Instead of A-B testing – they physically show up in the market and understand what resonates

Has a national sales team and outsources communications, social media, and outreach

80% of sales effort should be to your distributor

Craft beer didn’t benefit from pantry loading

Trends in beer – return to beer-flavored beer & hire ABV per dollar & nonalcoholic

30-acre brewery in Anderson Valley, CA – an 18-hole disc golf course, stream, music events, outdoor stage

The solar-powered array covers 50% of needs and they are expanding to 110%.

Self-contained water cycle – 10 wells on the property

Sustainability won’t sell a product for you – comes in handy if you are high-quality or a tiebreaker

Brain fart that I didn't edit out – LOL

Other sustainability initiatives and cost savings - how do eliminate waste and expand margins

A special collaboration with Surf Rider Foundation – Coastal Ale and donating 5% of gross margin

25^thBoonville Beer Festival April 29^th  

Season 3, Episode 23

Anderson Valley Brewing: 

• LinkedIn
• Website
• Facebook
• Twitter
• Instagram

Connect with Kevin McGee

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About me and my mission and the podcast:

Are you looking for a fun and light-hearted podcast to discover unique brands and learn about the people and strategies successful companies are implementing in the CPG and Food and Beverage Industry?  The brands featured here take us into the world of innovation, sustainability, good for you, lifestyle, QSR, Foodservice, Distribution, DTC, Club, and more.

I am a fun-loving business leader, podcaster, husband, dad, cyclist, and Convention of States volunteer in my spare time. My mission is to discover the people and ideas behind these different, better, and special companies. 

 

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