Beer Institute CEO Jeff Becker died on Jan. 7 following a long battle with cancer. A true beer guy, Becker served the Beer Institute as vice president and director of alcohol issues from 1988 until he was bumped up to the president post in 1999. During his tenure, his easy manner, quick wit and tremendous leadership enabled the fiercely competitive brewers to come together as an industry to address issues including excise taxes, underage drinking and advertising.
Announcing his death, the Beer Institute released this heartfelt statement: “Everybody who knew Jeff immediately liked him because he was a terrific guy and a true beer guy. Jeff was a tireless advocate and a true champion for all that is good about our great industry. Jeff embodied a spirit of optimism and collaboration — a spirit he brought to work every day right until the end. Those of us in the industry who worked with Jeff are better for it and his presence, commitment and friendship will be greatly missed. Jeff was, first and foremost, a friend, a husband and a father.
Jeff is survived by his wife Brenda and his children Megan and Max. Please keep them in your prayers and raise a glass to a great man.”
A toast to Jeff Becker. Our thoughts and prayers go out to his family.