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South Burlington, Vermont - February 26, 2010

Alan Newman looks surprisingly sedate when he steps out of his office at the Magic Hat Brewing Company in South Burlington. But that changes when he pulls on a purple mane of feathers. "Is that better?" he chuckles.

Magic Hat organizes the annual Mardi Gras parade in downtown Burlington. Newman jokes, "How many times can you dress as outlandishly as you want and still be underdressed?" 

"Whatever the climate is, people come out and have a good time," he beams, eager to add even more sequins and feathers to his getup for the big day Saturday.

But behind the beads and the mask, you'll find a businessman more serious than he lets on. "My father always offered me an allowance, and I turned it down," he remembers.

Newman had a newspaper route growing up in the New York City area, then jobs folding rags and fitting rental tuxedos. "I'm basically unemployable! I'm not a good employee," he laughs.

The baby boomer's refusal to conform made him fit right in when he moved to Vermont. Newman says, "I've been in Vermont since 1970. And I suspect I'll probably die here some day -- hopefully not too soon!"

He worked a handful of marketing jobs, and even tried real estate before a homebrewing buddy inspired Newman to launch Magic Hat 16 years ago. "Beer was kind of an accident," he says. By sales volume, the company is now the number one craft beer in New England.

Magic Hat christened a new manufacturing line just last year at its South Burlington headquarters, doubling its capacity. It can turn out 400 bottles a minute to quench the thirst of customers in 26 states.

But Newman admits, the expansion has brought some hiccups, namely, "Learning how to balance workloads with perishability."

The ability for so much output has forced Magic Hat to tweak shifts affecting some of its 73 workers. It from time to time has to cut hours or add more depending on changing demand for freshly-bottled beer.

Newman has high hopes for craft brewing. "It's the only category in the alcohol sector that's experiencing significant growth in today's economic climate," he explains.

He says his company is enjoying double-digit growth. The beer industry as a whole has seen a flurry of acquisitions, including last year's takeover of Otter Creek Brewing by another "Made in Vermont" brand, The Long Trail Brewing Company.

Reporter Jack Thurston asks, "Do you think one day some big company like Molson is going to come calling on you, looking to scoop you up?" "God bless! Let 'em come," Newman answers.

He continues, "I get asked this all the time. It's never been on the table. If someone comes tomorrow and writes a stupid check? Well, I'm getting old, how much longer can I do this thing? But today, the goal is to continue doing what we're doing, doing it the way we're doing it, get better at it, and grow our customer base."

Alan Newman still loves drinking and serving beer, and he samples brews wherever he goes. "I'm a beer fan!" he exclaims.

This businessman who loves a good party seems to have found the perfect job, even though he makes it look like it's not work at all. "I love what I do!" he beams.

Click here for more information on the Magic Hat Mardi Gras Parade, Saturday February 27 in downtown Burlington.

Click here for information on street closings before and during the parade.

For more events on Saturday: 

Jack Thurston - WCAX News - Made in Vermont