🔒Beyond Beer: New CEO Shannon to expand Stony Creek Brewery’s offerings

With more than 30 years of experience in the national beer and spirits industry, including several leadership roles, Stony Creek Brewery’s new CEO Daniel Shannon has been tapped to lead one of Connecticut’s largest craft breweries into the future.

Since its founding in Branford in 2010 by Peggy and Ed Crowley Sr., Stony Creek has never had a CEO at the helm.

The Crowleys’ son, Ed Crowley Jr., owner and president, said COVID produced challenges for the business and industry as a whole, especially with supply chain issues and rising costs.

“It was the right timing to hire such a talent in Dan Shannon to lead our brewery into the future as we fight our way through a difficult and challenging industry at the moment,” said Crowley Jr.

As an industry veteran, Shannon has been appointed to help the brewery expand its empire beyond beer, according to the Crowley family.

“Dan will lead the company’s vision into the future as it expands its brand offerings into other beverages and refreshments outside the beer aisle,” said Crowley Jr. “Dan will work to identify long-term partnerships and collaborations within the consumer segment to partner up with … and to carry out the company’s long-term strategy of portfolio expansion and penetrating the marketplace within the alcohol space and non-alcoholic categories.

Area breweries, like Stratford-based Athletic Brewing Co., which produces alcohol-free craft beer, are experiencing tremendous growth in the booze-free field.

Athletic recently made Inc. Magazine’s list of the top 5,000 fasting-growing companies in the U.S. for 2022. It was ranked 26th in the nation from its 13,071 percent revenue growth over a three-year period, and was the only company in Connecticut to rank in the top 100.

Stony Creek, which declined to disclose its annual revenues, hopes to enjoy similar success with non-alcoholic brews.

“We are constantly looking at trends and evaluating our options to maximize our sales efforts, including non-alcoholic, which is absolutely on our radar,” said Crowley Jr. “We are working with our innovation team in-house to stay on trend with current styles that have gained traction in the past few years.

Shannon said a time frame for when Stony Creek could offer booze-free brews hasn’t been determined.

Beer native

A native of St. Louis, Missouri — the flagship headquarters of Anheuser-Busch and home of Budweiser since the 1850s — Shannon naturally developed a passion for potent potables.

He started out as a merchandiser and sales rep for Anheuser-Busch, and worked his way through the ranks becoming senior director of the Michelob Family of brands and later senior director for the national chain division.

“St. Louis is a brewing town, and I was influenced by many great breweries and people in the industry,” Shannon said. “I grew up wanting to own a business, or run a small business.”

Shannon in April joined Stony Creek, moving here from southern California. He brings with him three decades of experience working with national brands like Budweiser, Michelob and Rolling Rock, as well as Wanderlust Spirits’ brands Helix Vodka and Askur Gin, where he was co-owner.

Shannon earned a bachelor’s degree in business management, with an emphasis on small business management and entrepreneurship from California State Polytechnic University in Pomona, California.

Being part of the brewing culture, Shannon was familiar with the Crowley family, having met them at past industry events, he said.

“I’m thrilled to lead a trailblazing, regional brewer and work with the Crowley family to bring Stony Creek Brewing to the next level,” said Shannon, who will oversee the company’s 40-plus employees. “When the Crowley family built the brewery in Branford, there wasn’t anything like it in Connecticut.”

Since Stony Creek opened its doors more than a decade ago, there’s been an explosion of craft breweries, with now more than 120 in Connecticut alone. Shannon said he’ll work to ensure Stony Creek remains part of Connecticut’s landscape. Future plans include upgrades to the 30,000-square-foot brewery, tap room, private event space, waterfront areas and expansion of the libations menu.

Creating a great customer experience is a key part of the business, Shannon said. In addition to his CEO responsibilities — ranging from overseeing facility operations to handling distributor, contract, retail and on-premise sales — Shannon enjoys mingling among the crowd. He can sometimes be found behind the bar, pouring customers a cold one.

Shannon is also a firm believer in giving back to the community and helping the environment.

In May, Stony Creek teamed up with the regional nonprofit Save Our Sound. A “Save the Sound” light lager was produced, with Stony Creek donating a portion of the proceeds to help protect the air, land and water along Long Island Sound.

Shannon said in addition to the aluminum, recyclable can, the packaging for the new six-pack was created using plant-based materials.

Unique location

Stony Creek — located at 5 Indian Neck Ave., and situated on the Branford River — produces more than 20 craft beers, with distribution throughout New England. The brewery is known for its Cranky Series of IPAs and Stony Joe Stout, as well as Shannon’s favorite, the award-winning Dock Time.

Shannon said Stony Creek stands out among the pack not only for its beers, but its festive atmosphere brewing with food trucks, games, karaoke and trivia nights, live music and waterfront views.

“Our unique location lends to a captivating and enjoyable social experience, and although we take the brewing and our beer seriously, you don’t have to be,” Shannon noted.

Outside of work, Shannon and “the love of his life” of 17 years, Cheresse, love dogs, and he is an avid surfer and enjoys spending time outdoors. The couple now makes their home in the East Rock neighborhood of New Haven.