JB Shireman, Director

JB began his career in beer as a partner in the smallest bar in the state of Colorado and the oldest continually operating business in the city of Fort Collins. It was here that JB’s passion for the beer industry evolved from personal to professional. He was an early on-premise customer for New Belgium, Odell, and many other early craft entrants, including Pierre Celis, whose beer a friend bootlegged from Austin.


In 1995, he joined New Belgium Brewing Company as one of their first in-the-field sales reps. Over a 13-year career, he led the company’s sales and marketing function, served on the Mission group, which was responsible for long-range planning, held a seat on the Board of Directors, co-founded the Tour de Fat bicycle parade and festival, and helped the brewery expand into 27 additional states via 200+ wholesalers.  JB left his position at New Belgium as head of distribution strategy in 2009 to spend more time with his family.


Shortly thereafter, he started Craftcentric, LLC, a consulting firm dedicated to all tiers participating in the craft space.  As a consultant, JB has advised many of today’s leading crafts suppliers and distributors on topics ranging from operational efficiencies, improved wholesale and retail management, distribution network changes, and sales and marketing leadership.


Most recently, JB has been a consultant and dealmaker in the craft beer space and has led many high-profile craft transactions including Devil’s Backbone, 10 Barrel, Four Peaks, Breckenridge, Saint Archer, Hop Valley, Revolver, Terrapin, Boulevard, Firestone Walker, 21A/Funkwerks and Brooklyn Brewery.


JB lives in Fort Collins, Colorado with his wife Angela and two boys, Sawyer and Max. He is an avid fly fisherman, hunter, climber and writer.