Mild ale

% of total output Draught Beers 2009 2010 2011 2012 Mild 33.5 31.4 32.2 35.0 Best Bitter and stout 15.0 14.8 14.5 14.0 Bitter 24.0 25.0 27.2 26.5 Lager 6.5 6.0 6.2 6.8 Total 79.0 77.2 80.1 82.3 % of total output Packaged Beer 2009 2010 2011 2012 Light, pale, export 4.0 5.5 5.0 4.5 Lager 3.0 2.5 2.5 2.7 Brown Ale 7.0 7.5 6.5 5.0 Stout 5.5 6.0 5.0 4.5 Strong Ale 0.5 0.5 0.4 0.4 Party Cans 01.0 1.8 0.5 0.5 21.0 22.8 19

sub-categories: ale and lager. Ales were the first type of beer ever created before brewers knew the role yeast played during the beer making process. Ale yeasts flocculate at the top of the fermentation tank and are brewed from malted barley using a warm fermentation. The yeast ferments the beer quickly, which gives it a full bodied and fruity taste. They also contain hops, which

only short periods of cold storage, typically 1–3 weeks. Most of today 's lager is based on the Pilsner style, pioneered in 1842 in the town of Plzeò, in the Czech Republic. The modern Pilsner lager is light in colour and high in carbonation, with a mild hop flavour and an alcohol content of 3–6% by volume. The Budweiser brand of beer is a typical example of a pilsner. The five main sub-catagories of lagers are: pilsner, bock, helles, dunkel and Oktoberfest. Pilsners ' defining elements were the

of the six beers I tried was Sandbar Sunday, which is an American Wheat built to be your everyday beer. No frills needed here. Just a refreshing beer for a hot day. Islamorada Ale is a citrus ale that’s crisp and refreshing with citrus from the nose to the finish. No Tan Lines is a mix of both Sandbar Sunday and Islamorada Ale and not surprisingly they go together well. The Channel Marker IPA is a session IPA that isn’t

The Market. How should one think about market definition in the U.S. beer industry? Is there a single “beer market,” or are there several markets? If there are two or more markets, how would you identify them? How does demand substitutability and/or supply substitutability affect market boundaries in the industry? How high is demand substitutability and supply substitutability across segments of the industry, and in particular across the different markets you have identified? We find two

1. What is Mountain Man Brewing Company’s positioning relative to its competitors? Mountain Man Brewing Company (MMBC) is a 2nd tier domestic beer manufacturer based out of West Virginia. MMBC is positioned as a leader among local brewers in the East Central region, being one of the four regional breweries still operational in West Virginia. MMBC brews only one type of beer – the Mountain Man Lager, a dark bitter tasting beer. Target market for the product is middle aged men from the blue collared

MOUNTAIN MAN BREWING CASE WRITE-UP Problem Statement: Mountain Man Brewing (MMB) has been successful with only one beer, Mountain Man Lager, but consumption has decreased. The decrease in sales for this beer has caused a decrease in profits, since it is their only product. Mountain Man needs to consider a change in their positioning strategy to increase sales and profits to keep the business successful. Alternative #1: Create, promote and sell Mountain Man Lager Light Pros: It gives

Competitive Market Although Nano-Brewery should not hold allusions of taking over the macro-brewer scene anytime soon, they are doing well in comparison to other nano-brewers nationwide. Currently, Nano-Brewery is services five accounts where they provide beer on tap, which by industry standards is positive. John Holl, the editor and chief of All about Beer Magazine remarks about nano-breweries, “heck, if they can get on tap in at least one place in town, that’s success.” The reports of not being

Nantucket Nectars Tom Scott and Tom First started Allserve, a floating convenience store serving boats in the Nantucket Harbour during their summer holidays in college. After graduation, during the winter of 1990, First recreated a peach fruit juice drink that he came across in Spain and started a side business selling fresh juice. Everyone loved the product and they went on to open the Allserve General Store on Nantucket's Straight Wharf. They named the fruit juice "Nantucket Nectars". Scott

Porter’s Five Forces Industry Competition / Intensity of Rivalry: As with every industry and business, there is competition. In the case of the craft beer industry, the competition is medium and growing. From challenging the big macro-breweries, to battling against new incoming brewery businesses, the craft beer industry is absolutely on the radar for competition. Macro-breweries are still the largest competitors with craft breweries. The major player in the craft beer industry, according to IBISWorld