Since the moment Green Flash Brewing Company acquired Alpine Beer Company back in 2014, there has been concern among protective fans of the latter about that brand’s future. Over the past two-plus years, numerous rumors have popped up, but never in such abundance and covering so many topics as in the weeks following Green Flash’s recent round of layoffs. The company dismissed approximately 25 employees over the span of a few days. Since then, numerous sources have signaled the beginning of the end in talks with industry colleagues. Enough so, that we recently went to Green Flash owner Mike Hinkley and other company representatives for direct responses to each of them.
Rumor: It’s been reported that Hinkley has stepped down from the CEO position.
Response (from Green Flash): Hinkley is still the CEO and his title has not changed. Chris Ross was recently promoted from chief operating officer to president, and is reporting to Hinkley. This promotion recognizes the great knowledge and vast experience that Ross brings to the Green Flash organization. Over the past year-and-a-half, Ross has built a solid operations department. In his expanded role as president, every department at Green Flash will benefit from his insight and business acumen.
Rumor: Hinkley has moved to Fort Lauderdale, Florida.
Response (from Green Flash): Hinkley is dividing his time between both coasts to be close to the Virginia Beach brewery, the San Diego brewery and Florida. He plans to spend less time in the brewery and more time on the road with his beloved sales team, the Road Warriors.
Rumor: Alpine’s founding family—Pat, Val and Shawn McIlhenney—will soon have no affiliation with the company.
Response (from Hinkley): The Hinkleys and the McIlhenney’s continue to own Alpine Beer and Green Flash. McIlhenneys forever is the retention plan. If Shawn has children someday, we will send them all to brew-school and hope for the best. Pat is an awesome brewer. Shawn is an awesome brewer. Hoping it’s in the genes. None of us will live forever, but Alpine Beer will.
Rumor: Brewing operations will cease permanently at Alpine Beer’s brewery in Alpine.
Response (from Hinkley): We plan to brew Alpine Beer in Alpine forever. We are currently working with the landlord on site-development and hope to build a new brewery in Alpine as soon as possible.
Rumor: Green Flash is working on constructing a facility in Texas.
Response (from Hinkley): Green Flash will eventually build a brewery in the middle of the country. The motivation? We are in the business of making and selling beer. It makes great business-sense to bring fresh beer to market and connect with customers close to the point-of-sale. We love Texas, but there are no specific plans to build there, or anywhere else, yet. We are just getting comfortable in our Virginia digs.