When Maui Brewing’s acquisition of Modern Times Beer closes in late October, the newly formed parent company will be called Craft ‘Ohana – the Hawaiian word for “family,” Maui announced today.
“As we combine these two well-respected and innovative breweries, we recognize that it is not our ambition to have two separate entities owned by a common parent company, but rather two brands operating as one company with operations in multiple states,” Maui co-founder and CEO Garrett Marrero said in a press release. “With Craft ‘Ohana, we pay homage to our Hawaii roots while signaling our stewardship and dedication to the craft beverage movement that has become a staple across bars, restaurants, and retailers throughout America over the last 35-plus years.”
Craft ‘Ohana will include both beer brands, Modern Times’ coffee brand, Maui Hard Seltzer, Kupu Spirits and Island Soda.
Modern Times CEO Jennifer Briggs will stay on in the newly created role of chief experience officer (CXO). Her purview for both brands will include “human resources, cultural development, DE&I [diversity, equity and inclusion], marketing, brand development, direct-to-consumer and hospitality functions.”
“This is a fun and ambitious opportunity to foster a multifaceted, growth-oriented company with brands and people that build a genuine common unity for our communities, consumers, wholesalers, and our coworkers,” Briggs said in the release. “Maui Brewing is a vivid example of the craft brewing movement of passion, pride, and connectedness. Now, we have so many opportunities to bring this feeling to more people.”
Briggs joined Modern Times in 2021 after founder and former CEO Jacob McKean resigned following accounts from multiple employees that the San Diego-based craft brewery had fostered a toxic work environment under his watch. Briggs steered the company through a tumultuous time that included the closing of half its taprooms, a court-ordered receivership, and an auction process that included more than a few hiccups.
Throughout her tenure, Briggs said a big motivator for her was to create a supportive environment for all team members while bringing the brand back to health.
“The people that decided to stay and to work through it and really believed in the company, I want to help them be successful again, and feel successful again, so I think the psychological sentiment inside the company was pretty painful,” Briggs told Brewbound during a conversation in January. “Even a lot of the women who decided to stay, they stayed because they believe in it. Their friends are there. They had a really strong sense of community. And it was pretty traumatic for them. They’re the reason I decided to take this job.”
Before joining Modern Times, Briggs spent more than a decade at New Belgium, where she led human resources and organizational development. In addition, she is an outside independent director for PFSbrands and Engineering Economics and co-founded GRITT Business Coaching, according to the release.
Maui brewmaster Kim Brisson-Lutz has been promoted to vice president of operations for the company’s Hawaii properties. Brisson-Lutz’s 15-year career has included stints at J. Lohr Winery and Saint Archer Brewing. Between those two companies, she joined Maui as a brewer for four years and returned in 2016 after Molson Coors acquired Saint Archer.
“I am honored to take on the challenge of this new role during this exciting time for Maui Brewing and Modern Times,” Brisson-Lutz said in the release. “We have an amazing team, and my focus will be on making our facility and operations world-class. Safety, efficiency, and quality will be our top priorities as our ‘ohana and production grows with a maintained focus on our core values.”
Maui chief operating officer Scott Metzger has been promoted to president and COO for Craft ‘Ohana and will oversee operations for both brands. His promotion will free up Marrero to “focus on the overall long-term strategy for the company while Scott manages the daily execution of the company’s vision and objectives,” the release said.
“Mahalo to our teammates both past and present. I could not be prouder of all we’ve accomplished as a team over the last 18 years. We’re thrilled to welcome our new teammates from Modern Times into the ‘Ohana,” Marrero said in the release. “In bringing together Maui and Modern Times under Craft ‘Ohana, we are committed to continuing to lead in innovation, sustainability, quality, and furthering our support of the communities we serve.”
Earlier this month, Modern Times Drinks filed a Worker Adjustment and Retraining Notification (WARN) notice with the state of California about its intention to lay off more than 120 employees in early October, as the San Diego brewery’s previous parent company would cease operations ahead of Maui closing on its $15.3 million deal to acquire the brewery. Maui is expected to rehire a majority of those workers.
Last year, Maui (62,592 barrels, excluding Maui Hard Seltzer) was the country’s 43rd largest craft brewery by volume and Modern Times (53,371 barrels) was the 48th, according to data from the Brewers Association’s (BA) May/June issue of the New Brewer Magazine. Their combined output (115,963 barrels) would make them the 24th largest craft brewery by 2021 volume metrics.
Follow this link for past Brewbound coverage of Modern Times.