New Belgium Case Analysis

“The beer industry in the United States generates $75 Billion in annual sales.” (Abelli, 4)

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.

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.

New Belgium competes in what is known as the Craft Brew or Microbrew market. This market represents approximately 3% of the Domestic Beer market. (see Graph A). Anheuser-Busch (Budweiser) accounts for nearly half of this market.

The marketing and branding can resonate to different parts of the country by continuously including their focus on those traits of whimsy and fun and of course sustainability. The sustainability is important when finding locations so New Belgium would have to make sure that is an important factor to reach out to other parts of the country. The fun, folly, and whimsical imaged of the NBB brand was strengthened through advertisements. Unlike its much larger domestic brand competitors, NBB did not continue television advertising but believed that its brand image and culture were well suited for social media (Ferrell & Hartline, 2014).

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.

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.

To sustainability. Their efforts to suststain the earth has created a real intimate relationship with their customers. Their environmental stewardship is one of the areas that gives the company superility over their competitors. New Belgium is very passionate about bicycle advocacy and sensible transportation. The company has donated as much as $105,000 to local organizations around the country who supports biking being a viable form of transportation. New Belgium is also very passionate about keeping waterways clean. Their beer is made with clean water and the company has showed Colorado a tremendous amount of support to sustain river water (Sustainability stories, 2015). The New

With regards to upper hands, there are diverse angles to the idea. As indicated by Ferrell and Hartline, it is imperative that organizations concentrate on operational greatness, item administration, and client closeness (2014).In respects to New Belgium's upper hand, I would the most vital points of interest would incorporate their duties to society and obligations to workers. New Belgium offers their workers numerous motivating forces because of their prosperity. A portion of the motivating forces in which the representatives are offered incorporate provided food lunch once per month, conveying their kids and canines to work, alongside a free back rub once per year. Connected with workers don't require much preparing and tend to regard the

One of the ways that New Belgium maintains a great strategic plan was coming up with new and innovative ways to increase the company’s revenue. Its annual Tour de Fat, a traveling carnival that celebrates bike culture, raises hundreds of thousands of dollars for bike-related nonprofits in the cities it visits. Since, 1994 New Belgium also donated $1 dollar for every barrel of beer it sells, that would be donated to cycling Ferrell, (2008).

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,

The Beer Industry in Australia is highly lucrative and is made up of 209 businesses. This industry brings in over 5 billion dollars in revenue and grows of a rate of 0.1% annually (Ibis World, 2015). The industry though, in the past 5 years has undergone some tough conditions. Per capita the consumption of beer has declined dramatically. Out with the old in with the new. Premium beers and ciders have now replaced the traditional XXXX and Carlton Draught. A trend across a lot of industry’s not just the beer industry has seen consumers wanting better quality product rather than a larger quantity’s. As the beer industry isn’t just exclusive to Australia overseas competitors have taken advantage of this ‘quality market’ and sell their premium branded beer in Australia. This has obviously had a great affect on the amount of Australian brewed beers being purchased in Australia. With such increase in demand for craft beers the past decade has seen a growth to about 150 breweries in 2015. The new and ‘trendy’ companied such as Burleigh Brews are now the biggest challenge for the larger companies. Introducing low carb beers and different blends are some of the strategies these companies are using to overcome the smaller businesses except it still remains a challenge for breweries that have been for years. Beer industry brings in revenue of 4.8 billion dollars and a total profit of 765.3 million dollars. Australia has 209 registered beer manufacturing business’s with a predicted

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

In the following report, I have analyzed and suggested courses of action to resolve major issues and concerns of the Lagunitas Brewing Company. I have identified Lagunitas’ key strengths including their brand loyalty, uniqueness, and management leaders. I have also analyzed critical weaknesses of the company including market strategy, demand forecasting and public image. Furthermore, I have outlined areas of potential opportunity such as international growth and threats such as other craft breweries. To conclude, I have analyzed the strengths, weaknesses, threats, and opportunities of Lagunitas to come up with a few strategies for the future of the company as it expands to the international market under the new ownership of Heineken.

Beer Company 2 is a brewer of “seasonal and year-round beers with smaller production volume and higher prices” that “outsources most of its brewing activity” (pg. 120). It is financially conservative, and has undergone a “major cost-savings initiative to counterbalance the recent surge in packaging and freight costs” (pg. 120).