Mark Rieth is a successful entrepreneur and proud Michigan State University alumnus. After earning a degree in business administration from MSU in 1989, he began his career at Toyota before pursuing entrepreneurship. In 2005, he acquired Atwater Brewery and grew it into Michigan’s fourth-largest craft brewery. He later founded FÜL Beverage, invested in Lansing Brewing Company and revitalized Velvet Peanut Butter.Rieth is a strong supporter of MSU, having established the Mark F. Rieth Scholarship for Entrepreneurial Studies and serving on the Broad College of Business Advisory Board. In 2025, he will return to campus as the Broad College commencement speaker.
Life after Michigan State University started with an incredible opportunity — one that came directly from being a Spartan. My first job out of college was as a management trainee for Toyota Motors in Los Angeles, thanks to the legendary Spartan alum Bob McCurry — who played on MSU’s 1955 national championship football team and became Toyota’s top American executive. That Spartan connection opened the first door for me, but the Spartan mindset — hard work, determination and tenacity — kept me moving forward.
From L.A., I transferred to Boston with Toyota and later to Arizona, gaining experience and building my professional network along the way. But my heart was always in Michigan, and when the opportunity came to return to the city I love — Detroit — I took it. I wanted to be part of the city’s renaissance, to create something meaningful and to contribute to the energy and entrepreneurial spirit that defines Detroit.
That’s when I made my boldest move yet: I took my life savings, leveraged my MSU connections for business lines of credit, and bought a struggling brewery called Atwater. Those first years were tough, but #SpartansWill isn’t just a slogan — it’s a way of life. With relentless effort, Atwater grew into a powerhouse brand, and in 2020, it caught the attention of Molson Coors, the second-largest brewer in the world, which acquired it.
But my entrepreneurial journey didn’t stop there. Fueled by the same passion that MSU instilled in me, I launched FÜL Beverage, creating nonalcoholic beers and energy drinks. I revived Lansing Brewing Co. because I love Lansing and MSU. And most recently, I took on the challenge of bringing back Velvet Peanut Butter, a 90-year-old Detroit brand with deep roots in the community.
None of this would have been possible without the power of the MSU alumni network. With more than 550,000 Spartans worldwide, we are a force — successful, resourceful and willing to help each other. I’ve experienced firsthand how being a Spartan can open doors, create opportunities and fuel success.
If there’s one thing I’ve learned, it’s this: If you want something badly enough, you will make it happen. The drive and resilience that MSU instilled in me have shaped my entire career. And I know that wherever my next venture takes me, the Spartan spirit will continue to guide the way.
Go Green!
