Meet Nicco Denton of SHAMS BREWING LLC

Today we’d like to introduce you to Nicco Denton

Hi Nicco, thanks for joining us today. We’d love for you to start by introducing yourself.
Our story begins in San Diego, CA, about five years ago. With a growing Iranian population in the United States, my partner, Tony Adli, and I saw an opportunity to bring a piece of Persian culture to the American market. We wanted to start a unique business that wasn’t being done in the United States. We brainstormed and landed on craft beer, which is very popular in Southern California despite the saturated market.

Our unique angle was to revive a beloved old brand from Iran called SHAMS, which was very popular in the 1950s and 60s before the Islamic revolution. We aimed to give some nostalgia to Iranian expats who missed the taste of home and also to show the West that Iranians enjoy beer and can have a great time just like anyone else.

At that point, I didn’t know anything about brewing, so I started reading brewing books and learning about the different ingredients and the process. I began home brewing, and after many failed attempts, I finally landed on a brew that worked and tasted great. It’s funny—my American friends always assume “Persian” beer is supposed to taste like saffron or rosewater. Still, in reality, the old beer that was brewed in Iran was very similar to American and German beers in quality and taste.

After we found the taste we liked, we began canning the beer and quickly realized we could not scale this business to the level we wanted by brewing from home. From there, we decided to find a brewery to brew the quantity we needed to supply California. We eventually partnered with a brewery in Southern California.

From there, we embarked on our journey to turn SHAMS Gold into an established brand, giving Iranians representation in the saturated beer market. It’s been an exciting and rewarding experience to bring a piece of our heritage to life for others to enjoy. Today, now based in Los Angeles, we actively sponsor local events in the Persian community, fostering a sense of camaraderie and celebration while promoting our brand. This has allowed us to stay connected with our roots and further our mission of bringing Persian culture to the forefront.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The journey of SHAMS Gold has been incredibly rewarding, but it hasn’t always been smooth. One of the main challenges we faced was entering the saturated craft beer market in Southern California. With so many established brands, it took us a lot of effort to carve out a space for SHAMS Gold.

We also had to educate ourselves on the brewing process from scratch. This involved a lot of trial and error and countless batches that didn’t turn out as hoped. Sometimes, it felt like we would never achieve the right taste and quality we envisioned.

Another major hurdle was scaling production. Home brewing was great for small batches, but to meet the demands of a larger market, we needed to find a professional brewery that could produce our beer in higher quantities while maintaining the same quality.

Additionally, we faced logistical and regulatory challenges. Navigating the permits and licenses required for brewing and distributing alcohol in California was a complex and time-consuming process. There were also cultural challenges in introducing a beer with Persian roots to the American market and ensuring it was well-received by both Iranian expats and the broader community.

Despite these challenges, our passion and determination have kept us going. Each obstacle taught us valuable lessons and brought us closer to our goal of establishing SHAMS Gold as a beloved brand in the craft beer market.

Thanks – so what else should our readers know about SHAMS BREWING LLC?
SHAMS Brewing LLC is a Veteran-Owned, licensed wine and beer distribution company dedicated to selling and distributing SHAMS Gold beer. We aim to grow SHAMS Gold into an international brand, starting with comprehensive distribution across California.

We specialize in distributing high-quality craft beer, reviving the beloved SHAMS brand from Iran that was popular in the 1950s and 60s. Our primary focus is to ensure that SHAMS Gold is available to beer enthusiasts all over California. We currently have accounts with numerous retailers and establishments throughout the state, making our beer accessible to a wide audience.

Our focus on authenticity and quality is what sets us apart. We meticulously select our ingredients and adhere to a rigorous brewing process, ensuring every can of SHAMS Gold delivers a consistently exceptional taste. This dedication has helped us carve out a niche in the saturated beer market, representing Iranian culture and heritage.

We take pride in actively sponsoring local events within the Persian community, fostering a sense of camaraderie and celebration while promoting our brand. This connection with our roots supports our mission to bring Persian culture to the forefront.

SHAMS Brewing LLC is also pioneering the way for other Iranians to enter the craft beer industry. By successfully establishing SHAMS Gold, we hope to inspire others in the community to pursue their entrepreneurial dreams and contribute to a diverse and vibrant craft beer market.

At SHAMS Brewing LLC, we believe that SHAMS Gold is more than just a beer; it’s a cultural experience. We ensure that our craft beer reaches a diverse audience across California and invite everyone to join us in celebrating both the rich history of SHAMS and the vibrant culture it represents.

Is there a quality that you most attribute to your success?
For sure, the most important thing that’s driven our success at SHAMS Brewing LLC is our dedication to authenticity. Even though we can’t replicate the exact taste of the original SHAMS beer from the 1950s and 60s, we’ve embraced the brand’s essence by keeping a similar logo with minor touches. It’s our way of honoring the heritage while giving it a modern twist.

We’re careful about sourcing high-quality ingredients and following a detailed brewing process, which ensures that every can of SHAMS Gold offers a unique and memorable taste.

But authenticity isn’t just about getting the beer right. It’s about staying true to our roots and proudly representing Persian culture. Through our genuine approach, we’ve built strong connections with our community, earned their trust, and fostered loyalty. This has set us apart in a crowded market and helped us grow.

Contact Info:

• Website: https://www.shamsgoldusa.com
• Instagram: shamsgoldusa