Behind every beer brand you drink is an impressive team of beer professionals — brewers, barkeeps, bussers, canners, sales reps, CEOs, COOs, lab techs, interns and everyone from marketing and HR teams to warehouse and restaurant workers. “Beer professional” encapsulates a wide variety of jobs and skill sets. Breweries are constantly making moves to secure great employees and industry leaders. Oftentimes, it’s not even a beer pro, but a food or technology wiz that’s needed. Craft breweries and their suppliers and trade associations have many facets and require specialized employees. Here are a few of the big personnel headlines from the craft brewing industry in the last month plus. Send your beer pro news to [email protected].
California Craft Brewers Association announces Kelsey McQuaid-Craig as new executive director
The California Craft Brewers Association (CCBA), the oldest and largest trade association representing craft breweries in the country, has announced the selection of a new Executive Director Kelsey McQuaid-Craig.
With a master’s in Public Administration, and as a Certified Association Executive, McQuaid-Craig will continue the association’s commitment to supporting membership and advocating at the state level on behalf of California craft brewers, while continuing to strengthen the association’s operations. With over a decade of association management experience, McQuaid-Craig most recently held the role of Director of Policy and Programs with the California Chapter of the American College of Emergency Physicians.
McQuaid-Craig adds a lens of organizational effectiveness to the CCBA’s long standing history. “As a dedicated association professional who enjoys a good craft beer, I look forward to learning from and engaging with the CCBA Board and members to strengthen the California craft brewing industry,” said McQuaid-Craig.
McQuaid-Craig has already begun her transition into the ED role, working closely with exiting ED Lori Ajax. A collaborative and overlapping transition ensures the CCBA will remain at the forefront of advocating on behalf of its membership, as well as ensuring strategic partnerships with allied organizations will continue.
Sierra Grossman, Board Chair, expressed the organization’s excitement with McQuaid-Craig, stating, “The Board knows that Kelsey will focus on ensuring the CCBA’s organization is as strong as it can be as we continue to be challenged in our ever-changing economic climate. With a strong association, we can continue to play a pivotal role in being the voice of craft brewers at the State Capitol.”
Aussie hop experts HPA appoints Owen Johnston as new CEO
The board and shareholders are pleased to announce that HPA has appointed Owen Johnston as its new CEO, following an extensive global process with the assistance of Derwent Search. The current head of sales and marketing will commence his new position when current Managing Director and CEO Tim Lord retires at the end of April 2025.
Johnston built Moo Brew, the largest craft brewery in Tasmania, Australia, where he worked as head brewer for 10 years before turning his focus to bringing Aussie flavor hops to brewers around the world. He has a BSc and MBA from the University of Tasmania and a Master of Science from the International Centre for Brewing and Distilling at Heriot-Watt University in Scotland which form the foundation of his extensive understanding of the supply chain, from the hop farm to the brewery floor. Over the past 11 years at HPA, Johnston has been instrumental in building a globally recognized brand that is valued by brewers around the world.
Shareholder Stephan Barth said, “Owen’s extensive 20+ years’ experience in the beer and hop industry sets him up to spearhead the business’ next phase of development. He has worked at HPA for the past 11 years and has intricate knowledge of the business, the industry, the driving forces that will support our future, and importantly our customers. Owen is well placed to represent the BarthHaas group as HPA’s new CEO.”
Johnston said, “I’m honored and delighted to be appointed HPA’s new CEO, and really looking forward to leading HPA’s next chapter, ensuring we continue to create impactful flavors to delight beer lovers. We’ve built a great team at HPA, and I’m very proud of what we have achieved, particularly in the last 10 years. I am confident we will continue to face challenges together and collaborate strongly with our partners for continued success as the high-quality specialist hop supplier of choice.”
Barth noted “On behalf of the shareholders, I would like to extend our deep gratitude to Tim Lord for his leadership and integrity during his 20 years as managing director and CEO, and for the instrumental role he has played in HPA becoming a globally recognized supplier of flavor hops. He laid out the vision for HPA’s growth in Australia and overseas.”
Johnston will work closely with Lord over the coming months to ensure a smooth transition, with a continued focus on our customers, providing stability and positioning HPA to thrive in beer and beyond.
Bart Watson named president and CEO of the Brewers Association
The Brewers Association — the not-for-profit trade association dedicated to small and independent American craft brewers — recently announced the appointment of Bart Watson to president and chief executive officer (CEO) of the trade association. As the current vice president of strategy and membership and the former chief economist of the Brewers Association, Bart is a well-known and respected voice in the industry.
“Bart’s in-depth understanding of the craft beer industry and landscape and his decade-plus of experience within the Brewers Association makes him uniquely poised to step into the president and CEO role on day one with a strategic vision and plan,” said Leah Cheston, board chair. “The board of directors is excited for the next chapter and looks forward to working with Bart to chart the path forward for our members and our industry.”
The Brewers Association Board of Directors confirmed Watson’s selection at their December 12 board meeting in Atlanta after conducting a national recruitment process via executive search agency Kittleman & Associates. His start date as president and CEO will be January 6, 2025. Watson will succeed Bob Pease, who will retire from the organization on January 3.
In his new position leading the Brewers Association, Watson will address legislative and regulatory issues impacting independent craft breweries and producers, champion their voice in the media and across industries, oversee the development of events and resources to benefit member businesses and support the board’s ongoing development as a strategic governing body.
Before joining the Brewers Association in 2013, Watson was a visiting assistant professor at the University of Iowa Department of Political Science, a postdoctoral research fellow at the Berkeley Roundtable on the international economy, and a University of California Berkeley School of Public Health lecturer. He is a graduate of Stanford University and holds master’s and PhD degrees in political science from the University of California, Berkeley.
“I am honored to be chosen to lead the Brewers Association, and I look forward to building on the strong foundation laid by the leaders before me,” said Watson. “Craft has been going through a difficult period and I am committed to finding ways to help our members navigate those challenges. Our members are incredibly innovative and adaptable entrepreneurs, and I’m ready to work with them and for them to support their businesses and bring excitement back to the category.”
Paulaner USA appoints Andy Glaser as new CEO
Recenlty, Paulaner, a leading German beer maker with heritage dating back to 1634, announced the appointment of Andy Glaser as chief executive officer of Paulaner USA. He succeeds Steve Hauser, who is leaving the company after 10 successful years.
In his new role, Glaser will tap into his extensive beverage industry experience, focusing on adapting the iconic Paulaner brand within the US market and driving continued growth. He previously held leadership roles at Hennessy, Bass Ale and Champagne Henriot. Additionally, he served as Vice President of Marketing at Heineken USA from 2003 to 2008, when Paulaner was in its portfolio.
“We would like to thank Steve Hauser and the entire Paulaner USA team for their incredible work. In recent years, we have been able to expand our brand – with the US becoming one of our most important markets and experiencing double-digit growth. Under the leadership of Andy Glaser, we are ushering in a new era for Paulaner USA and, together with the local team, will take the brand to the next level; laying the foundation for further growth in the coming decades,” says Paulaner CEO Jörg Biebernick.
“I’m absolutely delighted to take this exciting next step and return to my roots in the beer business,” says Andy Glaser, Paulaner USA’s new CEO. “While there are some current headwinds in the US market, I’m convinced Paulaner’s outstanding quality and strong brand position will allow us to realize our ambitious long-term vision. I’m looking forward to helping the US team write the next chapter of Paulaner’s success story.”
“We are thrilled to recruit Andy, a proven expert, for this strategically important role. We have been particularly impressed by his holistic vision of sales and sustainable brand building, but also by his engaging personality and plans for the local team. We are eager to begin working together and wish him success in his new role,” says Marcus Thieme, Director of International Markets at Paulaner Brewery.
Paulaner is one of the most successful German beer makers in the American market. Amongst the oldest breweries in Munich, Paulaner has brought the Bavarian way of life to beer enthusiasts since its founding in 1634. The company began importing beer to the US in 1987 and is now enjoyed in more than seventy countries around the world.
Wisconsin’s Sprecher Brewing names Eric Kirkhofer chief operating officer
Sharad Chadha, president and CEO of Sprecher Brewing Co., recently announced the company has named Eric Kirkhofe as chief operating officer (COO) — a part of Sprecher’s strategic growth strategy. As COO, Kirkhofer will be leading Sprecher’s production, sales and marketing, finance and human resources teams.
“We are so happy to have Eric join our leadership team,” said Chadha. “His background in retail finance and operations will help us tremendously in our efforts to further grow Sprecher into a successful retail brand throughout the United States.”
“I’m excited to put my years of retail finance and operations expertise to good use at Sprecher,” said Kirkhofer. “Sprecher is an incredible brand with unlimited potential, and it will be wonderful to join this team of professionals and play a role in Sprecher’s future growth.”
Prior to joining Sprecher, Kirkhofer served seven years as the CFO at Bader Rutter & Associates overseeing the agency’s finance, human resources, information technology, administrative and marketing analytics teams. His background also includes serving as COO and CFO for BuySeasons; vice president of finance at Kohls; and vice president of finance at Tweens Brands. Before beginning his corporate career, Kirkhofer served as a United States Naval Officer.
Kirkhofer holds an MBA from Ohio State University and a Bachelor of Arts in political science from University of California, Berkeley. Since 2020, Sprecher’s craft sodas have exploded in popularity and have experienced unprecedented growth in sales and distribution nationally. The award-winning sodas are currently available in over 25,000 stores in 49 states. Sprecher’s sodas are made with superior, locally sourced ingredients, including pure raw honey, that is uniquely fire-brewed in small batch kettles to deliver its “Best in Class” bold flavor.
This fire-brewing process, which is common for beers but almost unheard of for sodas, caramelizes the sugars inside the fire-brewed kettle, combining and releasing the high-quality ingredients that ultimately create its superior taste experience.
Nationally, Sprecher’s Root Beer was recognized by the New York Times as the “No. 1 Root Beer” citing it as “A wonderfully balanced and complex brew.”
In 2022, Tasting Table, a trendy cultural blog also rated Sprecher Root Beer number one; Uproxxx, a national culture digital magazine named Sprecher’s Cherry Cola number one; and Sporked, the internet’s source for the best food rankings, ranked Sprecher’s Ginger Ale number two. Sprecher also recently won eight awards including a double gold, gold and six silver medals from the 2023 Tasting Alliance Beer Competition. All impressive honors.
Sprecher Brewery takes pride in being an active part of the Greater Milwaukee community. From its Glendale headquarters just north of downtown Milwaukee, it brews more than 20 different craft sodas, Juvee energy drinks, Ooh La Lemin natural drinks, O2 Hydration sports drinks and 12 craft beers. Thanks to Sprecher’s 150+ employees its beverages are now available in the majority of states across the country and at SprecherBrewery.com.
AFicioNAdo Certification Program welcomes Ashley Worden as chief operations officer
The AFicioNAdo Certification Program recently announced the appointment of Ashley Worden as chief operations officer. This strategic leadership move positions the company to capitalize on rapid growth in the non-alcoholic beer/wine/spirits and cannabis beverage markets, as these segments continue to gain traction as leading alternatives to traditional alcoholic beverages.
Ashley Worden joins AFicioNAdo after a successful tenure as Director of Finance and Operations in the cannabis industry, where she collaborated with AFicioNAdo Founder Meagen Coester to develop a robust beverage platform for a manufacturer. With her extensive regulatory expertise, Ashley will support the company’s mission to expand certification offerings among suppliers, distributors, retailers, and regulatory agencies, enhancing knowledge and compliance in these fast-evolving markets.
“We are thrilled to have Ashley lead AFicioNAdo into the next phase of our growth,” said Meagen Coester, founder of the AFicioNAdo Certification Program. “Ashley brings unmatched experience in navigating operational challenges and regulatory landscapes, which is exactly what we need as we scale our certifications to meet the demands of this rapidly expanding sector. Her leadership will be instrumental in supporting industry adoption as non-alcoholic and cannabis beverages redefine the consumer landscape.”
Booming growth in non-alcoholic and cannabis beverages
The global non-alcoholic beverage market, including non-alcoholic beer, wine, and spirits, is experiencing unprecedented growth as consumer preferences shift toward healthier options. The non-alcoholic beer segment alone is projected to grow from $22 billion in 2022 to $40 billion by 2032, driven by an increasing preference for alcohol alternatives that deliver on quality and flavors that match their alcoholic counterparts — without the intoxicating effects or unwanted side effects associated with overconsumption or chronic alcohol use, according to GMI Insights.
In parallel, the cannabis beverages market — which encompasses both non-alcoholic and alcoholic cannabis-infused beverages derived from hemp and marijuana — is expected to expand at a CAGR of 19.2%, growing from $1.34 billion in 2024 to $3.86 billion by 2030. North America leads this segment due to ongoing legalization and consumer acceptance of cannabis products, particularly as young adults seek out functional, low-dose options to replace traditional alcohol-based beverages, verified in Grand View Research industry report.
AFicioNAdo: Driving standards across categories
Since launching in 2022, the AFicioNAdo Certification Program has established itself as a leader in alcohol-free education, serving some of the most influential organizations and individuals in the industry. BrewDog was the first international brewery to adopt the AFNA Beer Certified — program, setting the stage for dozens of key industry distributors, retailers, and suppliers to follow suit.
With contributions from an elite group of industry experts — including Aaron Golston, Spencer Ploessl, Leigh Gall, Yael Weisberg, Antonia Fattizzi, Mirella Amato (Master Cicerone), Dr. Bill Simpson, and Dr. Keith Villa — the company is expanding its portfolio to include the AFNA Wine Certified offering, launching in 2025, and the AFNA Spirits Certified exam, currently in development. These new certifications will continue to set the industry benchmark for education and standardization across multiple verticals, including cannabis beverages, which AFicioNAdo has delineated as a distinct segment.
“Having a leadership team with such a diverse and deep understanding of these evolving markets gives us a unique vantage point,” Coester continued. “Ashley’s addition signals a new era of innovation and excellence as we position AFicioNAdo to become the go-to certification body not just for non-alcoholic beverages but also for cannabis-infused drinks. Our goal is to provide the expertise and frameworks that help industry professionals navigate these burgeoning categories with confidence.”
Kurt Kaufmann of Seed Talent, the technology platform that exclusively handles the AFicioNAdo training verticals, added, “Ashley’s leadership will be pivotal in scaling the certification program. With her focus on compliance, operations, and strategy, AFicioNAdo is set to elevate industry standards and become the go-to certification for professionals in the non-alcoholic and cannabis beverage sectors.”
Industry Recognition and Educational Resources
The AFicioNAdo Certification Program is also celebrating the success of its 2022 release of the world’s first manual on AFNA Beer — a comprehensive guide that sets the standard for training in this category. The manual is available on Amazon, reinforcing the company’s role in educating professionals as the non-alcoholic and cannabis beverage markets continue to mature and evolve.
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