*All photos courtesy of the Pure Madness Group
To say today’s world is competitive would be an understatement of epic proportions. With some many brands competing to showcase their high quality products it can be a real challenge for a company to stand out. So how does one brand separate themselves from another? Culture. Culture fosters a sense of belonging, purpose and shared values that drive employee engagement, innovation, and ultimately, a company’s reputation. Take for example Melvin Brewing. Once known for their popular award winning beers, they stumbled due to an internal culture that sent the once popular Jackson Hole brewery reeling and in need of an overhaul.
Enter Roadhouse Brewing, another Jackson Hole brewery that during this time surpassed Melvin in popularity thanks to equally excellent beers and a positive connection with the community. Roadhouse Brewing acquired Melvin in 2022, formed the Pure Madness Group (PMBG) and thus, a new chapter began. The people at Roadhouse recognized the detrimental impact that Melvin’s former culture had on their brand and knew they had their work cut out for them to restore this once great brewery’s brand. This arduous process involved not only revitalizing the brewing operations but also shedding the negative connotations associated with the Melvin name. Now, two years into the process PMBG has transformed the once maligned Melvin into a positive leader within the industry who empowers employees and creates positive relationships with their customers.
Building a New Foundation: Pure Madness Group Takes the Helm
Let’s rewind a bit. In 2022, Roadhouse Brewing seemingly came out of nowhere and acquired Melvin Brewing. From afar, it appeared to be an odd purchase. Both Melvin Brewing and Roadhouse Brewing looked as though they were polar opposites in their approach to brewing and business. However, two years into the acquisition the breweries have formed the Pure Madness Group (PMBG) and are headed for great things.
PMBG knew the most important ingredient for Melvin’s success wasn’t a new hop variety – it was a complete cultural overhaul.
“We believed no single thing we did was more important than bringing a value system to life in that first team meeting we had, and each meeting and key decision process that has followed,” said Gavin Fine and Colby Cox.
While acknowledging the negativity associated with Melvin’s past, PMBG wasn’t interested in sweeping it under the rug. Their focus instead…building a new foundation based on strong values.
Beyond the Beer: Investing in People and Community
Melvin Brewing has always been known for their award winning beers but a company’s success isn’t always defined by its product. So, how did PMBG break away from Melvin’s inauspicious past? They started with a clear vision. Core values like trust, respect, continuous improvement and yes, even a touch of “Pure Madness” (fun!), were established and championed throughout the company. These values weren’t just words on a poster. They became the guiding principles for every decision, from hiring practices to business strategies. Colby Cox and Gavin Fine elaborate by saying,
“Our first significant step was to make our values a verb, not a noun, and to have them exist as action items we could hold ourselves and our team accountable to, and ideals we could reference when looking at the big and small picture for our organization.”
PMBG didn’t just talk the talk, they walked the walk. They invested heavily in their facilities. Doing so has ensured a top notch brewing operation for their equally new and talented staff. However, this commitment extends far beyond the brewery walls. PMBG has not only increased communication internally but externally, building new relationships and partnerships within the local community.
Team Behind Melvin Brewing’s Transformation
For Melvin Brewing and the Pure Madness Group forging a new path meant finding the right people to travel the road for them. Therefore hiring a few new faces became a priority. The brewmaster, a champion for diversity and women’s equality, embodies the company’s core values while raising his daughter in the valley. Then there’s the president, a force for diversity in the brewing industry and a champion of ethical practices. She previously served as the president of the Wyoming Craft Brewers Association and even started the state’s Pink Boots Chapter.
Hiring quality individuals such as these has Melvin moving in the right direction. Instead of hiding behind their past, the brewery is working to build a new reputation. Now they are a company that the community can be proud of while continuing to brew the great beer they are known for.
Still Brewing Award-Winners: Classic Melvin with a Modern Twist
Melvin Brewing has always been known for brewing top-notch beers, particularly their IPAs. This much has not changed. They are now doing it in a way that they are you can be proud of.
“The distilled feedback from our team is that our values of trust and continuous improvement create the freedom to try new processes and look for ways to brew, package and sell better beer,” said Gavin Fine and Colby Cox.Â
You can now raise a glass knowing Melvin, under the guidance and the Pure Madness Group, is doing it the right way. They are still chasing new hop varieties, that’s part of brewing. However, now they are doing it in a way that is making them and their beer even better.
Pure Madness has invested heavily in education for their brewers which includes but is not limited to hop selection, malt trips, educational resources and industry think tanks.
Fine and Cox add, “All of this aids in keeping us a little humble, very curious and constantly creative.”
Melvin Brewing: The New Chapter Under Pure Madness Group
Melvin Brewing’s story is one of transformation and growth. Brewing great beer has never been a question for them. Their beer is award winning for a reason. What was an issue was Melvin’s questionable culture centered more around an archaic bro code. Now having been purchased by Roadhouse Brewing and under the umbrella of the newly formed Pure Madness Group, Melvin is thriving. The company has successfully moved beyond past controversies and emerged as a leader in the craft beer industry, not just for its beers, but also for its dedication to its employees, community and the environment.
Melvin is still brewing great beer, but now they are doing so in a space where all are welcome and respected. And isn’t that exactly what great beer is about…being shared and enjoyed by any and all.
About the Author
Rich Stoner is the founder of the après-ski lifestyle clothing and media brand, All About Après. He is also the co-host of the Beyond the Après podcast. No stranger to the ski and après-ski scene, Rich has been a long time contributor for many publications on topics like skiing, gear, beer and food. However, his passion is on the slopes and enjoying good times with good people. You can find him perfecting his craft carving turns and drinking beers in the Green Mountains of Vermont. @allaboutapres