Case Study : The Craft Beer

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MGT 407 Final Project 1 The craft beer movement is here to stay and one of the biggest players in the market is Boston Beer Company. This company is most notably known for their flagship beer Samuel Adams Boston Lager. They are also producing over 60 different styles of beer including cider and malt beverages making them the second largest craft brewery in the United States. Boston Beer Company was founded in 1984 by Jim Koch who is still the current owner and head brew master. He can be seen in all of the iconic commercials brewing beer the same way he has over 30 years ago. Boston Beer Company is considered to be in the craft beer segment of the overall beer market because they produce less than 6 million barrels per year, they are…show more content…
At the time in 1984 there was nothing like it in the market that had as much flavor, quality ingredients, and a unique brewing process. The company quickly grew to be a national brand and aimed to compete against Budweiser, Coors, and Miller by marketing to most bars, restaurants, retail stores and professional sports stadiums across the country. Fast forward about 20 years and a new market was emerging, the craft beer market. The craft beer market would now bring more competition to the market by offering consumers different styles of beer ranging from lagers to pale ales, IPA’s, stouts, and porters. Boston Beer was in a great position to be able to compete in this new market by having the brand recognition, production facilities in place, and distribution channels in force. Since the craft beer movement created a demand for new flavors and styles of beer, Boston Beer quickly went to work creating different beers to meet the demand at their production breweries. In 2014, Boston Beer Company commercially produced over 60 different styles of beer to make sure they had enough styles to offer all consumers while maintaining strong brand recognition by using the Samuel Adams name on all of its beers. There are two determinants of demand and two determinants of supply that affect Boston Beer Company’s supply and demand curves. The factors that cause a shift in the demand curve are price of

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