Charlotte Welcomes Jenny Sassman Waters Back Into the Brew
The craft beer scene in Charlotte is once again buzzing with the news that Jenny Sassman Waters has returned to the brew. The veteran of Charlotte’s beer scene has assumed the role of executive director for the Charlotte Independent Brewers Alliance (CIBA). This news was warmly received by the local brewing community gathered at the Ekos offices in NoDa, on a recent Monday evening.
The Baton Pass
Jenny Sassman Waters’ return was marked by a symbolic baton pass – a pint of Captain Jack, the flagship pilsner from Olde Mecklenburg Brewery, delivered by Heather Harris, the outgoing executive director. Harris is relocating to Wilmington, leaving a significant void within the organization. Now, as part of her homecoming, Waters will continue the work Harris and the CIBA have been steadily progressing within the city.
A Beloved Community
During her tenure at Birdsong Brewing Co., Waters made a significant impact, strengthening the sense of community within the brewing scene. After briefly stepping away to focus on a marketing manager role with residential real estate company Corcoran HM Properties, Waters confessed that she missed the brewing world. She particularly missed the strong sense of community that she experienced in her role at Birdsong Brewing Co. and during the aftermath of the Wooden Robot tragedy, which saw co-founder Dan Wade’s accidental death in February.
The Challenges Ahead
Despite the warm welcome, Waters is aware of the challenges that lie ahead. The craft beer scene in Charlotte has grown exponentially over the past decade. There are now over 100 taprooms in the area, and the demographics of craft beer consumers have shifted. Younger generations are not only more health-conscious but are also more likely to experiment with different food and beverage options. This presents challenges for CIBA, but Waters is prepared to tackle them head-on.
“The bulk of the consumers who were drinking craft beer in the 2010s, and up until just the past few years — they’ve changed. The seltzers have come into play, all of the low-calorie items, session items, where they can drink them all day,” Waters explained during an interview.
Looking Ahead
Tasked with guiding CIBA into its latest chapter, Waters has big plans. She aims to continue the successful four-day Brewed Weekend event schedule, conduct more extensive surveys of brewery owners and employees, and work to keep Charlotte beer at the front of drinkers’ minds and mouths. Furthermore, she intends to work on better estimates of craft beer’s economic impact and explore new ways to keep local craft beer relevant to consumers.
“That’s our job: to educate them on what is local, why you should drink it — you probably have a neighbor in the Charlotte craft beer scene. We just need to make the connection.”
Endnote
Jenny Sassman Waters’ return to the brew marks an exciting chapter for Charlotte’s craft beer scene. Her passion for community, wealth of experience, and determination to tackle new challenges promises to bring fresh life to the industry. Watch this space for what’s to come under her leadership in the Charlotte Independent Brewers Alliance.
