We caught up with the brilliant and insightful Nicco Denton a few weeks ago and have shared our conversation below.
Nicco , looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic didn’t start with a business plan—it started with a rake.
When I was 12, I began working in my family’s janitorial business. My stepdad, an entrepreneur himself, was one of my earliest and greatest influences. He ran contracts all over town, and I’d be out there helping wherever I could—scrubbing, sweeping, hauling gear—long before I understood what the word “entrepreneur” even meant. Yard work wasn’t optional. If something needed to be cleaned, moved, or fixed, you did it. No complaints, no shortcuts. That was the culture of our home—and the beginning of mine.
Later, my time in the military took that foundation and poured steel over it. It taught me discipline under pressure, grit in uncertainty, and pride in precision. It taught me that details matter, especially when no one’s watching.
All of that—early work, tough lessons, unshakable values—came with me when I launched SHAMS Gold. Whether I’m negotiating a lease, writing captions at 2 AM, or triple-checking our 4×6-pack logistics, I still operate with that same mentality I had at 12: earn your place every day.
And while a lot of people see SHAMS Gold as a craft beer brand, to me, it’s a reflection of something deeper. It’s the work ethic I was raised with, canned with care, and delivered with pride.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
My name is Nicco, and I’m one of the founders of SHAMS Gold Beer—a premium craft beer brand built on heritage, hustle, and bold intention. By profession, I’m also a Cyber Systems Engineer, which means I bring a mindset of structure, precision, and systems thinking to everything I touch. That dual perspective helps shape SHAMS Gold in a way that’s both creatively vibrant and strategically sound.
SHAMS Gold was never just about brewing beer. It was about creating something meaningful—something that reflects culture, discipline, and pride. I wanted to build a brand that doesn’t just taste good but tells a story. One sip, one scroll, one song—we’re crafting an experience from top to bottom.
We started with our flagship Pilsner—crisp, clean, and crafted to stand tall on any shelf. Since then, we’ve expanded the lineup with two bold new offerings: a West Coast IPA with that classic hop-forward punch, and a juicy, aromatic Hazy IPA that brings balance and character in every pour. And we’re not slowing down—a Lager is already in the works, designed to be easy-drinking, intentional, and true to the SHAMS Gold spirit.
Right now, SHAMS Gold is scaling. We’re still proudly brewing out of Torrance, CA, partnering with a facility that helps us maintain the high standards we set from day one. As we grow into new markets and deepen retail relationships, we’re staying focused on what matters—delivering a product and a brand that resonate far beyond the beer aisle.
SHAMS gold is where my worlds meet: the logic of a systems engineer, the drive of a first-gen entrepreneur, and the soul of a dreamer who’s building legacy one bottle at a time.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Three Pillars That Shaped My Journey
Looking back, three qualities have made the biggest impact on my path as both an entrepreneur and a Cyber Systems Engineer: discipline, adaptability, and strategic storytelling. Each one was learned in a different chapter of my life—and each one still pushes me forward every day.
1. Discipline:
This started early. Whether it was helping out in my family’s janitorial business at 12, raking the yard when I didn’t want to, or later showing up for military service—discipline was built through repetition and responsibility. It taught me that consistency beats intensity when it comes to long-term success.
Advice: Start small and stay consistent. Show up before the motivation hits. Discipline isn’t something you wait for—it’s something you build, one decision at a time.
2. Adaptability:
From balancing my tech career with building SHAMS Gold to navigating supplier changes, evolving market trends, and shifting timelines—I’ve had to learn how to pivot without losing direction. Adaptability doesn’t mean compromising your vision; it means staying flexible in how you get there.
Advice: Stay curious and open. Ask more questions than you answer. Learn from the people around you—especially those in completely different industries. Adaptability grows when you’re willing to see things from new angles.
3. Strategic Storytelling:
With SHAMS Gold, it’s not just about brewing—it’s about connecting. Whether I’m writing product captions, pitching to investors, or curating a promo soundtrack, I’ve learned the importance of crafting a brand that resonates emotionally and visually. Storytelling is what turns a product into a movement.
Advice: Sharpen your message. Understand your “why” and learn how to express it clearly. Whether you’re speaking to one person or a hundred, your story should feel honest, bold, and uniquely yours.
How can folks who want to work with you connect?
Definitely— collaboration has been a huge part of what’s made SHAMS Gold grow, and we’re always open to working with folks who bring passion, precision, and creative energy to the table.
Right now, we’re especially excited to connect with:
• Retailers and distributors who believe in bold, intentional products and want to carry a craft beer brand with cultural depth and serious staying power.
• Content creators, videographers, and photographers who can help bring the SHAMS Gold vibe to life visually—people with a sharp eye, a unique aesthetic, and a love for storytelling.
• Event curators and pop-up organizers who are building experiences that bring communities together. SHAMS Gold thrives where culture, music, and people meet.
• Other beverage founders or entrepreneurs looking to share insights, resources, or possibly co-create something fresh.
• Investors or strategic partners who align with our mission and want to be part of building something long-term and legacy-driven.
If someone’s reading this and feels aligned, the best way to connect is by reaching out via email or Instagram DM. We respond, we collaborate, and most importantly—we build with intention.
Whether you’re bringing distribution experience, design talent, business insight, or just big vision energy, we’re open to hearing how we might build something golden together.
Email: nicco@shamsgoldusa.com and Instagram: shamsgoldusa
Contact Info:
- Website: https://Www.shamsgoldusa.com
- Instagram: Shamsgoldusa
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