An Inspired Chat with Nicco Denton of West LA

We’re looking forward to introducing you to Nicco Denton. Check out our conversation below.

Nicco , we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What’s the most surprising thing you’ve learned about your customers?
That there’s no such thing as a “typical” customer — and that’s what makes it so rewarding. With SHAMS Gold, I’ve seen everyone from first-time beer drinkers to seasoned craft connoisseurs crack open a can and find something they didn’t expect. Age, background, beer knowledge — none of it predicts who’s going to fall in love with the flavor.

What really surprised me is how personal the experience can be. Some folks talk about citrus notes and malt balance, while others just say, “This tastes like summer.” And both are right. It’s a reminder that we’re not just putting beer in cans — we’re putting connection, nostalgia, and a little bit of joy in there too.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Nicco Denton, Co-Founder of SHAMS Gold. I’m an engineer by day, but my passion lives in craft beer — specifically, SHAMS Gold. SHAMS isn’t just another beer brand; it’s a revival of something deeply meaningful. The original SHAMS was brewed in Iran before the 1979 revolution, and for many Iranians, it represented a time of celebration, culture, and connection. When the revolution ended legal beer production, SHAMS disappeared — but the memory of it didn’t.

This updated version of SHAMS Gold exists to give that memory a new life. It’s about more than just flavor — it’s about representation. We’re creating space in the craft beer world for a culture that’s often overlooked. For Iranian expats, cracking open a can of SHAMS Gold isn’t just refreshing — it’s nostalgic. It’s a nod to the good old days, reimagined for today.

We’ve also started expanding our lineup with new releases that reflect our broader vision — including a bold West Coast IPA, a juicy HAZY IPA, and a refreshing collaboration lager developed with Beverly Hills chef Nicole Dayani, founder of Nicole’s Kitchen LA. It’s lower in alcohol, lighter in calories, and smoother to drink — designed for casual beer fans and perfect alongside bold, flavorful food.

SHAMS is more than a brand — it’s a bridge between past and present. And in a world full of diversity, it’s helping close cultural gaps, reminding us that no matter where we come from, we’re all human — and we all appreciate a damn good beer.

Great, so let’s dive into your journey a bit more. What did you believe about yourself as a child that you no longer believe?
As a kid, I didn’t believe in myself. I wasn’t the artist — I couldn’t draw like my cousin Joseph. I wasn’t the athlete either. I looked around and saw people with obvious talents, and I didn’t feel like I had one. That stuck with me for a long time.

But over the years, I realized that not all gifts show up early or loudly. Mine came through in how I think, how I build, and how I connect ideas and people. SHAMS Gold became a way for me to express that — to tell a story, to create something meaningful, and to prove to myself that I do have something to offer. It just took time to see it.

Is there something you miss that no one else knows about?
I miss the good old days — the kind you don’t realize are special until they’re gone. As a kid, I spent a lot of time with my extended family. Big gatherings, loud conversations, food everywhere, and that feeling of being surrounded by people who knew you before you even knew yourself.

Some of the older ones aren’t around anymore, and I think about that a lot. Back then, it just felt normal — like those moments would always be there. Now I realize how rare and sacred they were. It’s not something I talk about often, but it shaped how I see connection, culture, and the importance of holding on to the things that bring people together.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to building SHAMS Gold into something that lasts — not just as a beer brand, but as a cultural bridge. I want SHAMS Gold to be mentioned in the same breath as Persian rugs and Persian cats — iconic, unmistakably Iranian, and proudly part of the global conversation. It’s about more than business. It’s about representation, connection, and proving that craft beer can carry meaning beyond flavor. Even if it takes years, I’m committed to making SHAMS Gold a name that resonates — with Iranians, with beer lovers, and with anyone who believes that culture and craft beer can coexist.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say I built things that mattered — not just brands or businesses, but bridges between people. That I took something personal, something cultural, and turned it into something others could connect with. That I honored where I came from and made space for others to do the same.

I hope they remember that I gave back. That I volunteered my time to support the less fortunate — whether it was helping feed the hungry or providing water and cooling for the unhoused during the hottest days. That I mentored people who just needed someone to believe in them. I never wanted to just succeed — I wanted to help others see what was possible for them too.

And sure, I loved my cool cars and clothes — I won’t pretend I didn’t enjoy that part. But it never defined me. What mattered more was staying grounded, paying attention, and making others feel truly seen. I hope people say I led with heart. That I left behind more connections than I found, and that the spaces I helped create brought people closer together. That’s the kind of legacy I’d be proud of.

Contact Info:

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