This document discusses research conducted on whether Ballast Point Brewing Company should expand their brand by opening a new location. Researchers conducted surveys that found consumers are more willing to visit a coastal location and a location that offers food and other beverages in addition to beer. The researchers recommend Ballast Point open a new coastal location that serves beer, wine, spirits and food to further expand their brand.

1. BY: Alyssa Loaiza, Casey Curley, Hannah Puig, Jessica Rodriguez

2. MICROBREWERIES AND THE INDUSTRY
Ballast Point Brewing Company: the
perfect balance of taste and aroma, an
obsession with ingredients, and an
exploration of techniques.
• “Dedicated to the Craft”
• The San Diego craft beer industry has
exploded in the last 5 years
• Opportunity for expansion
• Thriving nightlife and a large population

3. OPPORTUNITY
• Ballast Point has the opportunity to expand their
brand by opening a new location.
• An area that would be a great opportunity to
move into would be the food segment. It could
be done in a manner that incorporates the beer
in the preparation or pairing certain beers with
specific dishes as complements to each other.
• Based on the brand story a new location near
the coast seems like a great way to reach more
consumers and provide a new atmosphere for
consumers.

4. DECISION & RESEARCH PROBLEM
Decision Problem:
Would it be beneficial to open another Ballast Point location to
further expand the Ballast Point brand?
Research Problems:
1. Beer consumption behavior of consumers that drink craft beer
2. Profitability of Stone Brewery/Restaurants
3. Demographics located in potential new location

5. RESEARCH DESIGN
• Exploratory Research
• Primary Data: In-depth interview
• beer drinkers, non-beer
drinkers, employees of
Ballast Point, and residents
along the coast
• Secondary Data: Literature
search
• Ballast Point Website, Yelp

6. RESEARCHDESIGN
• Descriptive Research
• Primary Data: Survey
Questionnaire
• Qualtrics
• Facebook, E-mail
distribution

7. DATA COLLECTION
• Primary Descriptive Research:
Survey
• Collection: Facebook and E-mail
• Types of Questions: multiple
choice, rank order, and matrix
tables with scale
• Scales: graphic, likert, and
itemized rating scale

8. SAMPLING PLAN
•Target Population: Men & Women 21+ from
San Diego
•Sampling Frame: Facebook contacts, family e-
mail list, co-worker e-mail list, classmates,
roommates
•Sampling Procedure: non-probablistic sampling
•Sample Size: 50 (average age 20-25)

9. DATA ANALYSIS
• Null Hypothesis: People do not find a San
Diego based restaurant more influential
than the price of the menu options.
• Paired Sample T-Test
• Result: Reject the null hypothesis
• Therefore, we can conclude with 95%
confidence that people do not find menu
price options more influential than the
fact that it is San Diego based.

10. DATA ANALYSIS
• Null Hypothesis: The mean perception that
eating at a coastal location adds to the experience
of eating/dining out is higher than 3.0 (the neutral
point on a 1-5 scale of strongly disagree to
strongly disagree). {Sig. = .000}
• One sample t-Test
• Result: Reject the null hypothesis
• Therefore, we can be 95% confident that the
mean perception that eating at a coastal
location adds to the experience of
eating/dining out is higher than 3.0.

11. DATA ANALYSIS
• Null Hypothesis: The mean likelihood
of visiting a Ballast Point location that
offers food is not greater than 3.0.
• One-sample t-test
• Result: Reject the null
• We are 95% confident that the mean
likelihood of visiting a Ballast Point
location with food is greater than 3.0.

12. DATA ANALYSIS
• Null Hypothesis: The mean likelihood of
going to Ballast Point if other beverages
aside from beer are offered is not greater
than 3.
• One-sample t-test
• Results: We reject the null hypothesis
• We can conclude with a 95% confidence
level that the mean likelihood of going to
Ballast Point if other beverages aside from
beer are offered is greater than 3.

13. LIMITATIONS
• Larger sampling population
• Exploratory Research- Focus groups
• Access to sales data (increase)
• Additional questions to extend survey
• Location biased on survey

14. CONCLUSION
• Consumers are more willing to go
to a better location to eat even if it
is farther away.
• They are also more likely to go to a
place that has food and alternative
beverages rather than just beer. .
• It is more important for customers
to have the value of going to a San
Diego based restaurant than the
price.

15. RECOMMENDATIONS
• Open another Ballast Point location
that serves beer, wine, spirits, and
offers a food menu
• Emphasize “San Diego-based” aspect
of brand
o Social media campaigns
o Promoting beer in San Diego restaurants/bars to
expand brand
• Look into opening another location
closer to the coast