As New Belgium’s distribution continues to expand away from its Colorado based culture, preserving the quality of its brand is key, when making its branding and messaging resonate with consumers in different parts of the country. In certain regions, breweries are widely recognized and accepted; however, in some regions, different variables play a vital role in the decision. The largest geographic concentrations of craft breweries are located in the Pacific Northwest, Northeast, the Great Lakes, and the Mountain West (Reid & Gatrell, 2015, p. 6). Religious beliefs are deemed the reason breweries are not widely accepted in the southern region, which would pose a major obstacle if the New Belgium Brewery (NBB) attempted to expand in the South
New Belgium has received many awards for it continued performance of environmental sustainability (“The Brewery with,” 2003). Before global expansion, it would be smart for New Belgium Brewery’s marketing directors to travel overseas and engage with the beer drinkers in different countries before global expansion. Also, by interacting with consumers overseas, New Belgium Brewery can determine which beers need to be sold overseas. The marketing directors for New Belgium should not automatically try to sell every brand of beer they carry overseas. If they try to do this, they will more than likely lose
One of the weaknesses to distributing Coors beer in the two counties is the competition of other domestic and microbrew beers. Although the consumer and retailer willingness to buy Coors beer is high, will they actually purchase Coors beer when it becomes available to them? The questionnaires have strong feedback for Coors beer in the Delaware counties but people may become biased by their customer loyalty to other beer brand. There is a big enough marker share for Coors to be implemented, but will Brownlow be able to succeed in this competitive industry.
Our third attraction in New France is “Sam’s Souvenirs!” Created for the Father of New France, himself, this shop is all things Samuel de Champlain! Post cards of the beautiful New France and Quebec City are also available. Not to mention our amazing t- shirts that are accessible for all! Shirts are available in all sizes, and we can monogram them as well! Last, but certainly not least, everyone’s favorite, novelty mustaches! Everyone loves Sam’s famous and skillfully shaped mustache! As our most popular product in New France, make sure you are early to grab your own!
The current television advertising for New Belgium is an extension of the personality of the company (Ferrell & Hartline, 2014). The original commercial was a manifestation of the life of an urban professional who wanted to spend more time enjoying the mountain life in Colorado. The story is of a guy named Tinkerer who rehabs a bike in order to go on a riding adventure across the Colorado Mountains (Beirne, 2005). This is similar to the story of how New Belgium Brewery was founded when Jeff Lebesch, the co-founder went on a bike trip through Belgium and was inspired to brew a beer based on yeast found on his journey. The Tinkerer commercial about following your folly was a direct reflection of the culture and the spirit of New Belgium the company.
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.
Molson Coors is a thriving international brewing company that has nine Signature Brew drinks and 123 Special Brew drinks that ranges from non-alcoholic to alcoholic (Molson Coors Brewing Company, 2016b). They have multiple markets around the world which contributes to the success of the company in the brewing industry. This report analyzes Molson Coors’ internal and external environments which determines their position in the brewing industry. It also discusses strategies the company uses in order to be successful in their industry. Molson Coors shares the industry with its main competitors but has its own uniqueness that makes its business stand out. Molson Coors is a successful business that presents opportunities for economic growth.
Brand plays a key role in the beer-purchasing process, along with taste, price, special occasion,
There are many companies that already have successful business models in place, making it imperative that as KRB start a new brewery we don’t try to merely imitate their breweries, but instead find a balance that allows us to differentiate ourselves. KBR ability to provide the consumers with the unique opportunity to come support their entire local community by enjoying our product. There will always be an increasing number of other breweries in the area on top of the high number already existing, but none of them are taking advantage of the opportunity to embrace the area and immerse their business into the local economy like KRB will.
Belgium is home of the finest ales and have been known to brew for centuries. So when Jeff Lebesch, an electrical engineer from Fort Collins, Colorado took a bicycle trip through Belgium it made him realize there may be a market back home to sell Belgian-style ale. Jeff returned home with hopes to experiment and brew his own beer in his basement from the various ingredients he received on his trip. When his friends approved of the ales he started marketing them to the local town. He later opened New Belgium Brewing Company in 1991. His wife, Kim Jordan was the company’s marketing director. They named their first brew “Fat Tire Amber Ale” after Jeff’s
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.
In this paper I will be talking about the U.S. beer industry and in short an overview of the brewing industry worldwide. I will talk about the barriers to entry, economies of scale, government intervention, pricing, current market trends, product differentiation, and imports. The focus being mainly on the U.S. brewing industry oligopoly. The U.S. brewing industry has three major players: Anheuser-Busch, SAB Miller, and Coors/Molson. Anheuser-Busch is currently the largest brewer in the world, producing over 100 million barrels a year. Anheuser-Busch currently owns over 50% of the market in the United States, with Miller trailing behind at 20% and Coors at about 11% with the rest of the market occupied by imports and craft breweries. When analyzing any industry, how easy it is for newcomers to enter the market is a great importance. If there are high barriers to entry
Meanwhile, since Grolsch used other brewers for distribution while importing beer into foreign countries, the ongoing industry consolidation often led to a need for changing distributors. In several of their markets Grolsch was already on its third or fourth distributor in the span of 15 years. Besides the political, economic, and logistical issues Grolsch had to adapt to, they also were adapting to cultural differences. Their marketing campaigns would vary significantly from market-to-market. While their ability to be nimble, change strategies, and adapt where necessary has been a benefit, it has also been limiting in that Grolsch has struggled to build a consistent brand image and market position in several of its key markets. For example, even though the UK accounted for 25% of Grolsch’s volume, they still only held 1.5% of the UK market. Further, operations have been impacted by the consistent turnover of distributors in several important markets. Grolsch’s adaptation strategy has kept them nimble but has prevented any large scale and stability in certain countries outside the Netherlands.
New Belgium Brewing Co. (NBB) is a craft beer leader that embraces sustainability and corporate responsibility. For New Belgium, social, ethical, and environmental responsibilities are as important to the company’s operations as profitability. For New Belgium, business is as much about improving the local community as it is about making beer.
Through their brand recognition, New Belgium Brewery has won the beer battle between most of their competitors. Beer connoisseurs know New Belgium Brewery by their infamous New Belgium Fat Tire. Fat Tire has helped New Belgium gain a competitive advantage because of the beers high demand. Also, New Belgium’s social responsibility is a major part of why they obtain the competitive advantage over their competitors. New Belgium is a simple company that portrays an economical friendly production, a strong family back- round, and consumer-based market strategy. New Belgium focuses on three responsibilities, social responsibility, employee responsibility, and environmental responsibility. Also, because of their focuses, they have become one of the top competitors to other craft beer
Table of ContentExecutive summary3Corporate Background4Which industry or industries is the firm operating in?4Who are the customers?4Where does the company serve?5What needs are being satisfied by the company´s goods or services?5What are the company's distinctive competencies?6Which generic strategy in currently used by the company?7Country analysis and attractiveness assessment7Brazil PEST analysis7India PEST analysis12South Korea PEST analysis15Industry and Competitive Analysis-18Porter's Five Forces Analysis of Beer Industry in Thailand (as Consolidated Industry)18Beer industry in Brazil19Beer industry in India19Beer industry in South Korea20Company Situation22Problem/Key Issue22References24Executive summaryBoon Rawd Brewery is an