Mountain Man Brewing Company Essay

During the past 30 years, Big Rock has provided beer drinkers across the country with a high-quality product line consisting of reputable brands such as Traditional and Grasshopper Ale. Moreover, due to the continuous change in craft beer drinkers, Big Rock has provided a diverse variety of flavours to compete in the craft market segment primarily in Alberta. However, as the industry becomes increasingly more competitive due to the exponential growth of microbreweries, Big Rock must continue to develop its brand and spread awareness beyond Alberta and across the country in order to address the stagnated growth that currently exists within the business.

PROS -By introducing a light beer the company will gain a younger demographic that has yet to establish a brand loyalty. Younger consumers are also big spenders and consumer representing 27% of total beer consumption and still growing. The introduction of a light beer may also increase awareness and consumption of Mountain Man Lager.

4. Maintain brand equity with the distinctive bitter flavor and slightly higher-than-average alcohol content of Mountain Man Lager.

In a world where large, corporate breweries rule the market, craft beer is created to please an audience that applauds the styles, techniques and flavors. Though craft beer can be purchased through several different outlets, the best place to thoroughly enjoy the entire experience of the specially made beer is in the brewery where it was made. The article titled, “In Lean Times, a Stout Dream” in The Wall Street Journal1 states that, despite the hard economic times and consequent consumer cutbacks, sales of craft beer, the industry 's fastest-growing segment, rose

Joseph, Lou. "Energy Saving Technologies." The Brewer-Garrett Company. N.p., Jan. 2011. Web. 11 Feb. 2015. < http://www.brewer- garrett.com/WhatWeDo /Energy.3]Serv ices/EnergySavingTechnologies.aspx>.

Address the following questions in a 4-5 page write-up of the Boston Beer Company Case to explore the issue of Initial Public Offerings.

To further decrease the likelihood of cannibalization and to diversify its location offerings and customer base, the memorandum recommends that MMBC launch MMLight into on-premise locations (such as bars and restaurants). Industry observers remark that the crucial consumer segment for beer companies are younger drinkers ages 21-27 years who are not yet loyal to a brand of beer. Women and younger drinkers typically prefer light beer. These groups frequently visit on-premise locations and represent an exciting market for MMBC. For questions or concerns, please feel free to e-mail mducker2@illinois.edu or call 217.381.9578.

Mountain Man Brewing Firm was an autonomous, relations owned brewery that produced the Mountain Man Lager, a beer recognized for its authenticity, quality and toughness. It had a distinctive rancid taste, somewhat higher than average alcohol content and was believed a forceful working man’s beer. It was rated the “Best beer in West Virginia” for 8 straight years. It was additionally rated as the “Best beer in Indiana”, “America’s championship lager”, “Best recognized local beer” and the “West Virginia beer”. Scutiny had shown that the Brewery was as recognizable brand amid working class males as Chevrolet or John Deere and this was the cornerstone of the brand’s accomplishment alongside blue collar customers. Brand frolicked a critical act in beer buying decision. Mountain Man was a legacy brew in a mature market. It relied on its past and rank as an autonomous, relations owned brewery to craft an aura of authenticity.

New Belgium brewery has increasingly grew throughout the years since their development in 1991. Despite the dominance of the “Big Three” (Budweiser, Miller, and Coors), NBB needs to be aggressive and strive to invest in the attractive beer industry in able to grow more. If positioned correctly, NBB and its main brand, Fat Tire, can continually grow. An evaluation of the industry, the business itself, its brands, and the customers and competitors is needed in order to be continuously successful.

Belgium is known for a culture of high-quality beer and this concept was formulated by an electrical engineer from Fort Collins, Colorado. The electrical engineer, Jeff Lebesch, was traveling through Belgium on his fat-tired mountain bike when he envisioned the same high-quality beer in Colorado. Lebesch acquired the special strain of yeast used in Belgium and took it back to his basement in Colorado and the experimentation process was initiated. His friends were the samplers and when they approved the beer it was marketed. In 1991, Lebesch opened the New Belgium Brewing Company (NBB) with his wife, Kim Jordan, as the marketing director. The first beer and continued bestseller, Fat Tire Amber Ale, was named after the bike ride in

1. What environmental issues does the new belgium brewing company work to address? How does NBB taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability?

National beer brands have been able to splurge on advertising and use lifestyle based advertising apart from on-premises advertising to attract new customers. Given MMBC’s small advertising budget it is an uphill task to promote their brand to newer consumer segments.

Mountain Man is mainly distributed in East central area such as Illinois, Indiana, Michigan, Ohio, and West Virginia. They just focus on a very small part of the United States beer consumption. If they penetrate their beer to other states, their sales may increase and have new customer loyalty. MMBC needs to approach competitive

With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline, Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences, seeking to maximize market coverage while minimizing brand overlap and at same time avoiding any brand equity damage, as its core consumer segment is quite different from the new targeted consumer segment.

The biggest motivator to customers of Brewery Vivant at this time is the ability to provide of good beer at a competitive price. For those who know it, additional motivators would be the ambiance of the location, and the food choices they offer, but because this is a lesser known motivator, Brewery Vivant would like to focus on the promotion of these things.