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1. Shaun Belongie, VP of marketing
2. Lauren Limbach, Wood Cellar director and blender
3. Steve Fechheimer, CEO
4. Michelle Large, learning and development coordinator
5. Douglas Miller, distribution coordinator
6. Leah Pilcer, director of communications and PR
7. Dr. Patti Palagi, on-site physician
8. Ali Schultz, sensory specialist
9. Coleman Morris-Goodrick, festivals associate, “carnie”
10. Kristy Siegfreid, quality assurance business systems analyst
11. Pete Limbach, festivals associate, “ carnie”
12. Kelly McKnight, brewer
13. Tyler Peters, community events coordinator
14. Brian Callahan, director of fun
15. Jen West, sales support
16. Raquel Santos, accounts payable
17. Antin Petryk, liquid center representative
18. Ted Peterson, Wood Cellar technical lead
19. Jason Trujillo, quality assurance
20. Katie Wallace, director of social and environmental impact
21. Jacob Fuentes, sensory quality technician
22. Kristen Coley, IT support analyst
23. Alex Trtanj, brewer
IT’S A BRIGHT MORNING IN FORT COLLINS , Colorado. An overnight fog has just lifted. And inside the New Belgium Brewery headquarters, a big, glassy barn of a building, the craft beer producer’s CEO, Steve Fechheimer, is facing a firing squad.
“There’s been some concern around Mural,” he says, referring to the company’s most significant new product launch in four years. It’s an “agua fresca cerveza”—a low-alcohol, lower-calorie fruity beverage resembling a shandy that’s the opposite of a typical beer drinker’s beer. And New Belgium, the fourth-largest craft brewery in America, has built a reputation on making beer for people who like beer.
The crowd that Fechheimer is encountering today isn’t an investor group or a board of directors. It’s a roomful of employees, a hundred or
