International Management

1. Beer2Beer
Claudio Tarquini | Giorgio Perissinotto | Mikhail Pavlyukov
Michele Dini | Alessandro Ceron | Gabriel Fano | Luca
Meneghello

2. A soaring market
From about 20 brewers in 2001 to 300 in
2012, up to 600 today
The purpose of the study
Figure out how Italian breweries can be
successful in traditional beer countries

3. In-depth interviews
Strengths Weaknesses
Opportunities Threats
with owners SWOT Analysis

5. Founded in 2006 in Onigo di Pederobba (TV)
Annual turnover (2013) 1.800.000 € (+15%)
Export (2013) 400.000 € (22% on turnover)
The objective is to reach a share of
export/turnover of 60% in the next 3-4 years
27 countries to which beers are
sold

6. Extensive use of ICT: website, geolocalization
systems, QR-codes, social networks
Brands and certifications: Made in Italy,
SlowBrew, VeganOK, ISO 9008
Design : Innovative packaging
Distribution : A consolidated network of
distributors

8. Founded in 2007 in Roncole di Busseto (PR)
by two passionate entrepreneurs
Annual turnover (2013) about 800.000
(+20%)
Export %(2013) 37% of turnover
Export mainly to European and
North- American countries

9. Innovative product design From the
brewer’s concept to the final product
Primary focus on the product and
marketing strategy comes after
Most awarded microbrewery in international
competitions
Web marketing E-commerce, website, social
networks

10. oP
FUTURE PLANS
Investments in new production facilities to increase
production capacity (end of December 2014)
Opening of a brewpub specialized in Italian craft
beers in 2015

12. Founded in 2000 in Torrechiara (PR) by two
brothers
Low volumes of production About 300hl
per year
Innovation Beers produced from champagne
yeasts and fermentend in barriques
Recognition Panil was already known as a
well-established wine-maker

13. Innovative marketing and comunication strategy
Founders with complementary knowledge
Extensive use of ICT technology
Consolidated distribution channels
Innovative production process  unique products
Existing good reputation (winemaker)
Awards in international competitions
Lack of marketing strategy
Very low production volumes
Not competitive price
Lack of brand awareness
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Growth of the market (horizontal or vertical?)
No tradition constraints
Lack of entry barriers
Absence of a strong market leader
Risk of market bubble
Low national consumption
Uneducated market
Foreign more developed competitors
Absence of legislation and high taxes

14. WHAT IS THE COMPETITIVE ADVANTAGE ALLOWING ITALIAN
MICROBREWERIES TO COMPETE VIS-A-VIS TRADITIONAL
BEER COUNTRIES?
A new concept of Made in Italy
From Tangible…
BRAND PRODUCTIO
… to intangible
N
CREATE INNOVATE EXPERIMENT

15. Creativity and innovation are not
themselves sufficient in order to be
successful
Without proper communication and
marketing strategies even the best
product ends up unnoticed
Otherwise would you buy a beer for
10€?

16. Marketing strategy
Innovation in production processes

17. Thanks for your attention!