Brewery

Dogfish Head craft beer was said to only have .0002% of the market share of beer sales in the United States. According to brewersassociation.org, Dogfish Head craft beer ranked 12th in the nation in 2011, based upon the number of sales for a craft brewery. That is truly amazing, how a company ranked 12th in the whole country in craft beer sales still only has .0002% of the total market share of the beer industry. However, the owner of the company said that he would never want to grow like the large

Koch went out to purchase Hudepohl-Schoenling Brewery. A brewery that his Father once was an apprentice for in the 1940’s. Koch, an idealist thought into the future and knew this move would be an important step to reducing waste and reliance on a contract brewing basis. The first major company success would occur within junction of the U.S. craft beer movement. When 1995 came along, some of 500 independent breweries were producing specialty beer in the United States. While Boston

tasteless beer in extremely large brewing operations. In 1984, when Jim Koch found his great-great grandfather’s beer recipe, he decided to start the Boston Beer Company and produce his beer under the name Samuel Adams. In 1984 there were only about 100 breweries in the United States, but today there are over 4,000 and Jim Koch is credited with pioneering the American craft beer industry. The reason why Jim named his beer Samuel Adams because he wanted to start a revolution like he did. Of course in the

Heineken (HEINY) another major brewer, acquired the beer business of FEMSA in 2010. As in 2013, Anheuser- Busch InBev one of the market leaders acquired Grupo Modelo, Mexican brewer. In the following year 2014, Anheuser- Busch InBev reacquire Oriental Brewery, South Korea brewer. (Sharon Bailey) The acquisitions combined their market share and currently owns 41.2 percent of the US market.(Statista) Although sales of premium brands have fallen in a steady response to the growing popularity of the craft

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. Strengths:

around for decades. The first American brewery was built in 1632. Now, there are over 2,822 breweries in the United States (BeerAdvocate). The three industry leaders are Anheuser-Busch, MillerCoors, and Pabst Brewing (BeerInfo). These companies have helped contribute to the $51 million industry. For the last 30 years, Anheuser-Busch has been the industry leader. They hold a 47.6 percent share of the American beer sales. Anheuser-Busch operates 12 breweries across the United States (Anheuser-Busch)

Craft brewing is the most rapidly growing segment of the brewing industry, averaging 12% annualized growth over the past 10 years [1]. At present there are more than 4,000 craft breweries in the USA. The Brewer Association defines a craft brewer as small, independent and traditional. Small means that annual production is of 6 million barrels of beer or less. Independent means that an alcohol industry company, that is not itself a craft brewer, has limited economic interest. Traditional means that

popular recently. However, beer is not new to the world, the flavoring and presentation of craft beer first started gaining popularity in the 1980s and erupted in the United States in 2010. Although some countries that are known for having master breweries look down on America brew, there is one company that stands against that notion, Sam Adams. The iconic Sam Adams has been around since I was a kid, however, what are some ways they can expand upon their well known brand? SWOT Analysis Strengths:

Normally, breweries were built close to the largest customer market for their products because of the fee for transportation is too high and they can take more market shares if there is enough populations to promote (Strom, Gibson, & Bourassa, p3), so at the beginning, Great Western Brewing Company has a disadvantage on its distribution. Not only its consumer market, but also the marker shares, when GW built its business, market shares already segmented by two main breweries which take more

large scale breweries like Anheuser Busch, Adolph Coors Co, and Miller Brewing Co. Craft Breweries are beginning to increase their share in the overall market. It is expected that craft breweries will account for 5% of the overall beer market in 2000, up from 1.4%. However, there is increased competition in the craft beer market. There were 165 new craft brewers in 1994. This increased the total of craft breweries in the US to 750. Boston Beer will be competing with these 750 breweries for 5% of