DEXTER, Mich. — Northern United Brewing Company has named Liz (E.T.) Crowe as Marketing Director for their core beer brands, which include Jolly Pumpkin and North Peak. This position was designed to help organize and supervise the overall marketing strategy for both sales and customer engagement. She will serve as the main spokesperson and brand steward.
Liz was one of the founders of and served as sales and marketing director for the start-up lager-centric Wolverine State Brewing Company in Ann Arbor. Since then, she has provided marketing, social media, and distributor relations consulting services to several Michigan breweries and has spent years as a successful real estate agent with the Charles Reinhart Company. She’s one of the founding members, and serves as current president of Fermenta, a women’s craft collective, that provides educational, scholarship and networking opportunities to women in the beer, wine and distilling businesses in Michigan. The group will be expanding under her leadership to include a chapter in Wisconsin, as well as adding fermented foods to their areas of support for women in 2019.
Tony Grant, CEO/CFO of Northern United Brewing, states: “We feel very fortunate and excited that the stars aligned and we were able to bring on Liz as our newest teammate. Jolly Pumpkin was the first all-sour brewery in the United States and still is the definitive voice in the sour beer category. We are investing heavily in and are focused on bringing the brand back to the forefront as we continue to push boundaries and talk with a consistent voice to our loyal enthusiasts and new consumers alike. Liz will be instrumental in helping us bring together all of the wonderful, fun and quirky assets and our culture and style to solidify our brand globally, starting right here in our home state.”
Liz will be initially work on integrating all aspects of the Jolly Pumpkin brand, including beer sales and pubs to create a consistent, clear message for this unique, internationally renowned brewery, via traditional and social media, public relations, events planning and sales support.
“We are so excited to have someone with as much passion and knowledge about the beer business in general, and Jolly Pumpkin in particular on our team. Liz knows us, knows our history, and we are thrilled to have her on board,” said Jolly Pumpkin founders/owners Ron and Laurie Jeffries
Liz will be based at the Dexter brewery.