The sale of the founders could boost the city's brewery tourism, say brewers

GRAND RAPIDS, MI – Recent news about the imminent sale of Founders Brewing Co. to a Spanish beer conglomerate is causing a wave of congratulations and concern in Grand Rapids.

Skeptics and optimists agree, however, that the sale of the founders to the Madrid-based Mahou San Miguel Group will likely stimulate brewery tourism in the city and help cement Grand Rapids' reputation as a Beer City USA. .

"First of all, I actually think it's going to be positive," said Doug Small, President and CEO of Experience GR, the visitor and convention marketing agency. Kent County. "They do not leave. They are not going anywhere. "

The founders announced Thursday (August 29th) that Mahou would acquire 90% of the capital of Founders. They previously held 30%.

Mr. Small said he spoke with founding co-founder Dave Engbers after the announcement of the sale and was reassured about keeping the company in the community.

"(It) has made it very clear that the brand would remain strong and that it would grow and grow faster than ever," Small said. "More and more people are discovering Founders beer for this reason, and it's good for us."

Chris Andrus, co-founder of The Mitten Brewing Co., said he did not think the sale would upset the local brewing scene, as the founders have always been the largest brewery in the area.

He said that Founders was the first stop for marginal visitors because tourists were spreading and exploring the many other breweries in the city.

"What's great with craft beer is that we share all the customers," said Andrus. "They are loyal to the products, not to the business."

The founders, who in 2014 were the 14th largest brewery in the United States, were launched in 1997 by Mike Stevens and Engbers. His most popular product is All Day IPA.

Leaders of the Founders refused to put Stevens or Engbers at their disposal to comment.

With his sale to a foreign company, Andrus said he hoped that the founders would continue to invest in their employees and their community and not to send all their profits to Europe. He expressed optimism, saying the company had deep roots in Grand Rapids.

"I think this decision will only improve the quality of the beer and put it in the hands of many people," he said.

When Mahou acquired for the first time a 30% stake in Founders in 2014, this partnership would help the brewery tap into the growing international beer market.

According to Engbers, the agreement with Mahou will allow the Founders to launch broader advertising campaigns and increase their reach in the market, according to Small.

"Spreading your brand around the world … takes a lot of pockets," Small said of his conversation with Engbers. "Now, with this deal, they believe that this company has the ability to do so, in order to create better, wider advertising and stronger campaigns."

Scott Schultz, co-owner of Creston Brewery and master brewer, said the increased domestic and international reach of Founders products could spur more attention to focus on early and other breweries booming.

"Maybe the Japanese will see Grand Rapids in Michigan with this beer can and will be intrigued enough to visit and see the entire beer scene and not think that's the only thing that comes out of Grand Rapids. "Schultz, who was previously brewed at Founders," he said.

The craft infusion and independence of the owner go hand in hand for many in the industry.

According to Schultz, it is this independence that gives brewers the opportunity to innovate – something that a board of directors does not always risk.

"It's my fear of becoming a brand company one by one and losing sight of some of the fun things they've done over the years because it's not profitable," he says. declared.

The founders said in a statement that the company would remain "autonomous in the management of its business, its products and its teams".

"We will continue to manufacture beer for which we are known while seeking innovation and experimentation," the statement said.

Schultz and Andrus, all very young, said they expected the founders to get some reluctance from the brand to have been obtained by a large conglomerate.

Andrus said that most people will probably forget and, if the quality remains, stay with the brand.

He pointed out that the sale of the Chicago-based Goose Island Brewery in Anheuser-Busch proved that brands could resist defeat and recover any lost support by continuing to produce quality beer.

Andrus said Grand Rapids could not become Beer City USA if it was not for its founders.

"We started brewing at home in the garage in 2010, and Founders was our favorite place," said Andrus. "Many places like Mitten would not be here if it were not for the founders … I'm not sure we would be here if the founders had not demonstrated the validity of the brewery sector to all of us . "

The small founders called the "king" of craft breweries in Grand Rapids and the merit of making the city's beer scene what it is today.