Sierra Nevada appoints Pryce Greenow as new CEO

California-headquartered Sierra Nevada craft brewery announced Pryce Greenow as its new CEO, effective from 26th February. Pryce most recently served as Beam Suntory’s President, International and Global Sales Excellence Officer from November 2017 to February 2023.

Sierra Nevada’s Founder, Ken Grossman had served as interim CEO following the announcement of Jeff White’s retirement last June. White had served as the company's CEO since 2019 and was only the company’s second CEO in its 40-year history, succeeding Grossman.

Grossman will return to the role of Founder, Owner and Chairman of the board.