The Marketing Of The Beer Industry

896 WordsMar 7, 20164 Pages
The U.S. beer industry is a highly concentrated industry since two large firms (Anheuser-Busch InBev and MillerCoors) occupy a significant market share. As the craft beer industry experiences an explosive growth, the competition becomes fierce. As the largest craft brewery and the seventh largest brewery in the United States, the Boston Beer Company is facing growing competitive threats from larger breweries and premium imported beer companies, including Anheuser-Busch InBev, MillerCoors, Heineken, Sierra Nevada, New Belgium Brewing, and Crown Imports. More than that, it has to face the competitive challenges from the small breweries, which are growing rapidly and want to surpass the Boston Beer Company. Samuel Adams produced by the Boston Beer Company is one of the most popular craft beer because it has won more awards in the beer tasting competitions than any other brewery in the world since 2000 (Dess et al. C129). As the competition within the craft beer industry, the Boston Beer Company has to figure out a way to maintain growth, increase customer awareness, and continue to brew flavorful beers that customers enjoy. Porter’s Five Forces on the general Beer Industry Industry rivalry is considered high because of the acquisition, the decline of the beer consumption, and the rise of the craft-brewing sector. Competition among the beer companies in the industry is based on brand and quality. In recent years, the industry has also consolidated quite notably with the top two

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