San Francisco, Calif. (December 11, 2018) Sufferfest, the beer brewed by athletes, for athletes, proudly names Chris Strain president, effective immediately. Strain hails from the beverage and outdoor sports industries, where he previously held key sales, marketing, and brand strategy roles with PepsiCo, Vans, and CamelBak.

Chris Strain, President of Sufferfest Beer Company.

Chris Strain, President of Sufferfest Beer Company.

Strain’s 28 years of experience includes 10 years with PepsiCo, starting in its bottling sales group before joining the national category management strategy team, and later becoming brand manager for Mountain Dew. At Vans, he spearheaded its lifestyle positioning as vice president of global marketing. Most recently, Strain served as chief marketing officer for Camelbak, where he oversaw the hydration brand’s product and marketing teams.

“Simply put, Chris is a swiss army knife,” said Caitlin Landesberg, CEO and founder of Sufferfest. “His breadth of experience in functional beverage, action sports and the outdoor industry makes him the perfect addition to our growing and all-star team. He represents the brains and brawn embodied by our brand, and there is much to look forward to on the horizon.”

Strain will bring unparalleled dimension and alliance into Sufferfest’s 2019 goals. He will be responsible for Sufferfest’s strategic development and oversee the implementation of new distribution strategies that will launch the functional beer brand into new markets nationwide.

“Sufferfest is in a pivotal market position—with the launch of a new beer category that answers health and active consumers’ needs for a functional, great tasting beer. I am thrilled to join this innovative and energetic team to bring Sufferfest into continued success and growth,” says Strain.

Strain’s hire comes on the heels of significant growth in Sufferfest’s home base of California. New and increasing partnerships with Reyes Beverage Group, Beauchamp, Classic Distributing Group and Columbia Distributing expand Sufferfest’s accessibility to their growing athlete and outdoor enthusiast-driven markets throughout the state.

“California is the driving force of our business,” says Landesberg. “We have a deep commitment to our original tribe and are consistently focused on making Sufferfest more widely available to our fellow sweaty consumers throughout the state.”

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About Sufferfest
Sufferfest Beer Company fuels active, healthy and passionate humans with premium quality beer. Born out of the needs of athletes and adventurers, we make award-winning functional beer for those who go the extra mile. We're committed to serving delicious beer that delivers more benefits without settling on taste or quality. Sufferfest Beer Co. is a certified B Corporation, because we’re dedicated to practicing environmental sustainability and positively impacting the communities in which we sweat, drink and celebrate. Whether you crushed it on the trails, had a big win at the office, flexed your weekend warrior, or shredded the gnar, you deserve our beer. From us to you: go hard, have fun, and enjoy the sufferfest. Learn more about why we sweat for our beer at


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