As the legend goes, Lanier and his three friends, Damien Goudreau, Dean Rohan, and Jonathan Weisbach, started Tree House Brewing Co. in a small barn in Brimfield.
Since that day 10 years ago, the company has become one of the two largest breweries in Central Massachusetts at 40,000 annual barrels brewed, with Lanier still standing as head brewer and CEO. The company not only survived the COVID pandemic but expanded rapidly, adding two new locations in Deerfield and Tewksbury, on top of its Cape Cod location. Tree House’s locations are profoundly important to the business model, as its beer is only sold in-house. Its newest locations have pushed into the entertainment industry, as well, with Deerfield offering a music venue and Tewksbury a former country club with a full golf course.
As head brewer, Lanier is focused on creating a cleaner environment throughout the brewing process and setting a precedent for the Massachusetts brewing industry. He oversees 250 employees and provided 100% health insurance coverage for all full-time employees and their dependents during the pandemic. Despite his company’s incredible growth, Lanier is committed to maintaining a homegrown and community-oriented feel, reminiscent of his earliest brewing days in Brimfield.
Who would you take on a 10-year, deep-space mission? My family, but since it’s hypothetical: for conversation: Albert Einstein, Richard Feynman, Marcus Aurelius, Da Vinci, Nietzsche for bonus points; for entertainment: Sinatra, Coltrane, Lennon, MJ; for laughs: Robin Williams, Mitch Hedberg, George Carlin, Steve Martin.
What is the best location in Central Mass.? Tree House Brewing Co.! 🙂
What is the key to success? Determination and sacrifice – there are no secrets. Our success to date is directly proportional to effort.
Who would you like to meet in the next 15 years? I wish Thich Nhat Hanh, but sadly he passed away in January.
