E-Malt.com News article: USA: AB InBev creates Craft Advisory Board

John Hall, long-time CEO and founder of renowned Chicago, IL craft brewery Goose Island, announced at the company's quarterly meeting on November, 15 that he would be stepping down from his position at the brewery. Taking his place, according to a press release, will be Andy Goeler, who has served as vice president of Import, Craft and Specialty for the past five years at Anheuser-Busch, Examiner.com reported on November, 16.

Hall will be joined by Goose Island COO Tony Bowker as founding members of the newly established Anheuser-Busch Craft Advisory Board. Vice president of North America finance for AB InBev, John Guerra, will also sit on the board.

Craft beer lovers were in an uproar over Goose Island's sale of a 58% majority share in the company last year for which AB InBev shelled out roughly $39 million. Worries abounded about the possibility of beer quality going down the drain in favor of profits. The Chicago brewery has seen increased sales and wider distribution, with distribution to all 50 states via Anheuser-Busch's network in the works. To the chagrin of many, this came about as production of many of Goose Island's core brands was shifted to other AB InBev facilities so that the main Chicago brewery could focus solely on the company's smaller-batch artisanal brews.

What exactly the purpose of the new Craft Advisory Board will be is not outlined in the press release, but it is interesting to note that a finance VP will sit on the board, and that a seasoned veteran in sales growth will be replacing Goose Island's founder as the company's CEO. Goeler is described in the press release as a virtual master of brand growth and increased profitability:

“Andy is a seasoned veteran with 30 years in the beer business at Anheuser-Busch, leading brands small and large and with broad experience in sales. Andy has been working with the Goose Island team for the past year to help expand the brands, satisfying the demands for Chicago’s favorite beer among beer drinkers in the Midwest and Northeast. Now, he will take on further expansion of the brand nationally, growing the brands the right.”

It will be interesting to see what effects such a move has on the famed Chicago craft brewery, its brands, and the views its fans hold -- and what exactly the purpose of the new Craft Advisory Board will be for Anheuser-Busch.

21 November, 2012