The Hippo


Sep 23, 2019








Retiring owners Dave and Nancy Williams (left) stand alongside new owners Erik and Sky Croswell. Courtesy photo.


Where: 112 Daniel Webster Hwy, Nashua
Call: 891-2477

Change is brewing
New ownership at Nashua’s do-it-yourself brewery

By Allie Ginwala

At just about the 20th anniversary of bringing make-your-own beer, wine and soda to the greater Nashua community, IncrediBREW owners Dave and Nancy Williams have retired and husband and wife Erik and Sky Croswell will take over the next phase of the brewery’s life.

Erik Croswell, a Groton, Mass., native who’s lived in New Hampshire for the past 15 years, first stepped into IncrediBREW when he was 21 years old.
“First time I ever came here was with my dad and his soccer team,” he said. 
The team would gather together and get six kettles going to make different flavors of craft beer. 
“I fell in love with the place. I started bringing my friends here because we were just 21, and along the way I just really became good friends with Dave,” he said.
Since 1999, Croswell has worked behind the scenes at IncrediBREW, helping with marketing. He revised the websites, updated social media accounts and performed other tasks that used his graphic design and web development background. 
Though he only took over as the new owner this month, Croswell always felt a strong connection to IncrediBREW and knew he wanted to be a part of its future. In a conversation with Williams a number of years ago, Croswell said that if the time came to start thinking about selling the business, he’d be happy to step up. 
“So that’s where we left it, and it just kind of stewed for years until recently we reconnected and we talked about the possibility of that happening and they were ready to retire,” Croswell said. “My wife and I just started pedaling as fast as we could to make it happen.”
Switching roles from marketing to ownership will bring a number of changes for Croswell, including the chance to interact with patrons every day. He wants to focus on keeping the foundation the Williams set to engage the loyal customer base while also bringing in new faces, making sure each person that walks in has a great experience making drinks. 
“Every step of the way that experience has to be the same from the start of the day to the end of the day, and our energy level has to be up for that, and that’s pretty key,” he said. “That’s going to be the biggest thing for me, is how I can improve the experience overall.”
Looking forward, Croswell has ideas for adjustments in multiple areas. One new feature in the works is hard cider. Soon customers will be able to come in and make their own batches of cider. Bottles will also be available for retail purchase. 
“Cider is a really trending thing right now,” he said. “There’s all sorts of cool flavors. We’ve already been testing recipes [such as] apple spice and raspberry lime.”
Another focus will be bringing more attention to soda-making. Croswell said he wants to see birthday parties and Girl or Boy Scout troops come in to make soda for a fun night or to use in fundraisers. 
On the wine side, “We want to continue to grow our efforts, especially within some of the fundraising activities we have,” Croswell said. 
Currently, a portion of the proceeds from a bottle of their wine purchased at retail stores is donated to the Animal Rescue League of New Hampshire and Humane Society of Greater Nashua. 
“That’s something Dave and Nancy had a huge passion for. It’s something we’re looking to not only continue but to grow,” he said. 
He’d like to do that by offering more varieties (right now the options are one red or one white). He also wants to work on private labeling with restaurants and people planning weddings (to use as favors, centerpieces or gifts).
Croswell said he’ll still focus on social media, using Facebook and Twitter to help grow the business and expand IncrediBREW’s presence in the community.  
As seen in the April 23, 2015 issue of the Hippo.

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