Keith Greggor revitalizes Anchor Brewing’s iconic brand

 
Keith Greggor is known for being a master brander, but now the affable liquor industry veteran is adding master brewer to his list of accolades. His latest endeavor involves the remodeling of Anchor Steam Beer after the iconic brand fell into a state of disrepair.
“People would salute the brand because of our history, but walk right by,” says Greggor, who serves as president and CEO of Anchor Brewing Co., which originated in San Francisco during the gold rush in 1896. “The new guys in town were getting all the attention.”
Anchor  Brewing was a forebearer of the modern microbrewery and the No. 1 brand of craft beer in 1990.
But by the time Greggor and partner Tony Foglio purchased the brewery from Fritz Maytag in 2010, Anchor Brewing’s flagship brand had fallen to No. 29, was producing just 100,000 barrels of beer per year and was losing money.
Failing to keep pace with rising competition had taken a toll on the popularity of the historic steam beer. The Golden State has become home to a diverse mix of almost 400 craft breweries, according to the Brewers Association. Newcomers have been enjoying roughly 13 percent annual growth by introducing seasonal brews and sexy brands that cater to consumers’ taste buds and emotions.
Although Greggor had successfully created Skyy vodka’s image, he admits that he didn’t know the first thing about brewing beer when he decided to buy Anchor Brewing. Still, he couldn’t resist the opportunity to rouse a brand with historical significance.
“With more than 2,800 breweries nationwide, I initially thought the last thing America needed was another brewery,” he says. “But, I was intrigued by the idea of reviving a brand that was an integral part of our local history.”
Greggor would need the precision of an engineer and the passion of an artist to breathe new life into Anchor Brewing.