For Garrett Marrero and Scott Metzger, 2023 was the year of Craft ʻOhana, their new parent company that rolled up a collection of brands and businesses to include Maui Brewing Co., Maui Seltzers, Maui Hard Teas, Kupu Spirits, and Modern Times. The choice of name was specific (In Hawaiian, “ohana” means family) and had particular meaning this year: “No man is an island, especially on an island” Marrero says. “We achieved what we needed to achieve because of being together; it’s representative of our whole team.”
The creation of Craft ʻOhana and new distribution partnerships led to a highly successful year that exceeded forecasts on a monthly basis. That level of success can be partially pinned on COO Scott Metzger, who helped guide the (re)organization of the multiple companies under one umbrella. Marrero notes that Metzger’s personality and his capabilities “were instrumental in creating Craft ʻOhana.”
“It’s a big year for investment—capital, people, education, operational excellence—ultimately preparing for an unknown future,” Metzger says. “We had tremendous growth on the mainland—an aspirational brand beyond beer. Maui is the favorite place everyone has been or a place everyone wants to go. I think people will see that positive customer experience with Craft ʻOhana.”
But most importantly, Marerro’s influence extends beyond the business. After wildfires devastated the state, taking about 100 lives and causing massive destruction, Craft ‘Ohana became the catalyst for The Kōkua Beer Project, a global collaboration beer and fundraising effort to provide housing and basic needs for Hawaiian residents impacted by the fire. About 725 brewers worldwide signed up so far with expected donations to surpass $1.5 million. Marrero also jumped into action himself during the height of the fire, making supply runs in his truck and plane.
The idea of family wasn’t just important to what Marrero, Metzger, and their Craft ‘Ohana team accomplished in 2023, but was ingrained by how they all stepped up for those in need.
Words,Alexander Gates