It's a grow or die mentality. If our brand isn't growing, somebody else's will.
Ken Grossman was born to a Jewish family in southern California on 11 November 1954. He studied at Butte College.
Grossman and his wife Katie (née Gonser) have three children and live in Chico, California. His son Brian and daughter Sierra will run the company when he retires. His son Brian moved to North Carolina to manage the new Sierra Nevada Brewery in Mills River, NC which began production in 2014. His wife Katie is a teetotaler.