Lager

In the parts "A Stone-Age Brew" and "Edified Beer" from the book A History of the World in 6 Glasses, Tom Standage depicts how lager influenced the lives of the principal people who lived in year-round settlements and later in the primary developments in Mesopotamia and Egypt. Lager assumed a noteworthy part in turning the primary people from seeker gatherers to agriculturists. Brew was found in the Fertile Crescent around 12,000 years back, when gruel got from accumulated grains (a staple sustenance)

Analysis 2.1 Current Marketing Strategies of Mountain Man Lager MMBC is categorized into the craft beer industry. Being independently-owned and family-run, it produces a smaller amount of beer in comparison to the major domestic producers. As of 2005, MMBC generated revenues of $50,440,000 and sold over 520,000 barrels of its lager beer. 2.1.1 Product Mountain Man Lager is currently offered by MMBC and is considered a premium beer product. Lager beer is generally seen to be in the mature stage of

specializes in producing Mountain Man Lager that is a family owned recipe that has a unique bitter award winning taste. Mountain Man Brewing Company holds a strong brand name in the premium beer segment of the beer industry. MMBC lager Beer has won several awards and has high brand recognition in the region that it operates. Since 1960, MMBC has operated primarily in the Midwest distributing product in Illinois, Indiana, Michigan, Ohio, and West Virginia. MMBC Lager is a strong hoppy beer that is preferred

products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, to adding a Light version of the beer. This paper will evaluate the following: 1. The positioning statement of MMBC; including what has made MMBC successful and how MMBC distinguishes itself from competitors. I will argue that quality and authentic West Virginia family recipe created a brand that differentiates the lager from competitors. 2. How these factors enabled MMBC to create such a strong brand;

beer, Mountain Man Lager, which won “best beer in West Virginia” and was elected as “America’s Championship Lager”. Mountain Man Lager featured quality, bitter favor and slightly higher-than-average alcohol content that uniquely contributed to the company’s brand equity. Mountain Man was a local market leader and distributed its lager in several states outside West Virginia. By 2005 Mountain Man was generating over $50 million in revenue with over 520,000 barrels of Mountain Man Lager sold. However,

introducing a “light beer” form of the popular Lager. In the past six years, the “light beer” industry as increased at an annual rate of 4% while sales of traditional beer has been declining annually by 4%. Although this seems like a probable solution, there are two major problems Mr. Prangel is facing: 1.) Mountain Man’s current target market will not approve of this new

demonstrates a history founded in 1925 by Guntar Prangel, a coal mineworker with a home-based brewery, and advertised mainly to additional mineworkers, Mountain Man lager highlights superiority elements, a unpleasant taste and shadowy tinting. Nowadays, Mountain Man Brewing is quiet a lone-product business. Mountain Man allocates its lager in numerous conditions external West Virginia, is a native marketplace frontrunner, and produces completed $50 million in profits, with 520,000 barrels sold. Brand:

In order to stay competitive in the beer market, MMBC can introduce a new product under the same brand. As MMBC has been producing only one beer, MM Lager, which is more appealing to older consumers, MMBC can introduce MM Light to target new market segmentation, the younger consumers. “Over the past six years, light beer sales in the U.S. had been growing at a compound annual rate of 4%” (Adelli, 2007). The light beer is equally popular among men and women, especially in their 20’s. These consumers

strong brand. These include: taste, perceived quality, image, tradition, and authenticity. Taste is achieved through a selection of rare Bavarian hops and unusual strains of barley creating a defined Mountain Man quality. In addition, Mountain Man Lagers’ distinctively bitter flavor and higher alcohol content sets this beer apart from its competitors, which uniquely contributes to the company’s brand equity. To complement the richer stronger taste, a dark colored bottle

Mountain Man’s region. 4c. What is the likely future of competitive brewers? What is MMBC 's market/competitive position? Mountain Man has its own identity. It is a family owned business and its product packaging reflects the image created for its lager. The company focuses on producing a quality products and identifying the product with its consumers. Its consumers remain loyal to the product. 5. Should MMBC introduce a light beer? They should definitely introduce a light beer. This would allow