Marketing Strategy Of Pipeworks Brewing Company

In 1844, the Empire Brewery was founded by Jacob Best and his sons in Milwaukee, WI. In 1860, Jacob’s son Phillip took over and renamed the brewery the Phillip Best Company. Phillip’s daughter, Maria married a steamship captain, Frederick Pabst. Captain Pabst sold his shipping interest and bought a partnership stake in the brewery. In 1872, Captain Pabst became President of the company. In 1889, he renamed the business the Pabst Brewing Company.

The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. This case examines the early stages of Interbrew's global branding strategy and tactics, enabling students to consider these concepts in the context of a fragmented but consolidating industry.

The Bud Light brand is second to none when it comes to light beer and a good time. Although, first considered a flop in the United States after its introduction in 1982, Bud Light surged up the charts after a rebranding effort in 1986. The “Gimme a Light” campaign by the D’Arcy McManus & Mansius agency altered the brands path forever. Since then, Bud Light has drastically increased its market share while still maintaining its success in the global light beer and beverage market.

Dutch Bros. Coffee objectives are to generate a steady stream of revenue through the business to Consumer (B2C) coffee services industry. The goal is achieved by maintaining a low cost to develop & maintain their business through small franchise establishments that service a massive volume of customers.

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products from their competitors through excellent design. A U.S. wholesaler recently asked a group of marketing students to identify a group of beer bottles that had been stripped of their labels. The stubby green Heineken bottle was the only one among the group that showed an instant recognition. This strategy also focuses on high awareness, easy accessibility, and new products. Heineken spent a lot of money on the launch of Premium Light; the first time that brewer had created an extension of its flagship

Several attempts have been made by Boston Beer Company to continue on a growth streak but not all attempts have been successful. The main goals for Boston Beer Company are to increase revenue and continue growing in the industry. Boston Beer Company has had trouble growing as barriers of entry are low and competition is high. Even though the market has seen a slight upturn, however Boston Beer’s founder Jim Koch elaborates on the company’s dissatisfaction, “We are disappointed with our depletion trends in 2016, which have remained weak so far in 2017. These trends are affected by the general softening of the craft-beer category and cider category and a more challenging retail environment with a lot of new options for our drinkers”. (https://www.fool.com/investing/2017/02/22/boston-beer-finds-growth-the-hard-way.aspx)

The brewing industry can be characterized by Porter’s Five Forces framework. New entries to brewing have a relative ease in creating home micro-breweries, which is aided by

Branding is critical to a successful new product launch because brands better allow a customer to identify a firm and judge the product’s quality. Brands benefit the firm in that they secure competitive advantage, allow for a price premium over competitors and create strong brand loyalty (module 7A). All of these factors are critical to a product’s final identity and the connections that consumers will associate with it. Consumers also tend to associate an added benefit with successful brands. This is known as brand equity (module 7A). Svedka had established their brand identity early on. They wanted to be known as high quality vodka at a relatively inexpensive cost.

Within the craft beer market, consumers have many products to chose. A product is anything offered within a market that which fulfills a want or need (Armstrong & Kotler, 2015). In 2012, over 1,750 breweries operated in the United States (U.S.), with over 1,920 the following year (Brewers,

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

Stella Artois, informally called Stella, is a pilsner beer between 4.8 and 5.2% ABV. It is a beer brand from Belgium and it also brewed in other locations. Stella Artois is one of the prominent brands of Anheuser-Busch InBev, the world’s largest brewer. Stella Artois has its own Pouring Ritual and iconic serving chalice and it is savoured in 95 countries as a complement to elegant events and fine dining (ABInBev, 2014). The first point will be discussed is Stella Artois’ s market entry strategy. As same as other international companies, Stella Artois also uses acquisition strategy to expand its market. As InBev attempted to maximise its product portfolio by launching its leading brands into new markets, Stella Artois was launched as a premium product in Latin America (Passport, 2005). China is the key focus of Stella Artois’s efforts to generate growth. The 2014 acquisition helped the company make the fastest growing top 10 player in the market (ABInBev, 2015). The acquisition also served to strengthen its position in economy larger and enhanced the company’s production and distribution infrastructure in the market. The second point being analyzed is Stella Artois’s marketing strategy. First of all, the packaging strategy of Stella Artois will be analysed. The packaging of Stella Artois has evolved over time. However, the mandate on the design has not change. All packaging must be supreme quality and worth (Stella Artois, 2004). Stella Artois packaging always exclusive

Although sales of premium brands have fallen in a steady response to the growing popularity of the craft beer. The industry revenue has been stable over the past 5 years. As a result, from 2011 to 2016 the industry revenue is expected an increase and growth annually at 6.7 percent over the five years,with a total of $39.5 billion . (IBISWorld iExpert) In the long-term, these numbers are expected that grow 0.9 percent annually within the next five years. The potential growth will be seen in the traditional and premium beer sector. As a response, the giant companies in the industry Anheuser-Busch InBev and MillerCoors look forward into the merges and acquisitions as a strategy to maintain market dominance. The strategy is based on the

I would like to propose a marketing plan for opening a coffee shop in the city of Moscow. Over the past two or three years, a coffee shop in Russia managed to grow in a socio-cultural phenomenon: at once there was like a house of cards, the Soviet culture of consumption of coffee.