The Chico-based Sierra Nevada is buying a 100-percent interest in the relatively new Sufferfest brewery, which was founded in 2016 with a focus on beer aimed at active, athletic beer-drinkers.
-- Mercury News
An interesting tie-up in the beer world. This is Sierra Nevada's first and only acquisition in the space. Are health conscious beers a thing? I think they probably are - spurred on by the session beer (lower alcohol) craze. Unlike soda, beer seems to be able to pivot into the health conscious space rather easily