Why A New Target Audience Is Needed

Why A New Target Audience Is Needed
Question One:
Outline a short background of the company and introduce why a new target audience is needed (provide a brief introduction of 2–3 paragraphs
including the company's mission or vision, background, etc.)
Beerhopper is have recently announced their innovative alcohol and e–commerce company going live in the end of December. Despite only being
active for a month Beerhopper has already evoking a considerable amount of interest from bars and restaurants, already catching the attention of 45
restaurants. However, in order sustain this demand, Beerhopper must expand their market. Despite currently marketing to Waterloo and Laurier
University Students, it is important to develop this market into another segment, in order to boarded ... Show more content on Helpwriting.net ...
These packages allow the consumer to purchase 10 beers at the set price, obtaining the best beer, in the best locations. Beerhopper also offers
information about each of the beers available, thus, enabling the establishment of smaller craft beer brewers. 73% of craft beer drinkers say that
they know exactly what kind of beer they are going to buy even before they go to the bar or restaurant (Gaille, 2014). Therefore, Beerhopper has the
ability to change not only change the way people order beer, but also the state of mind people have about beer. As they are offering information about
the unestablished beer, that would otherwise be disregarded. New information is able to people out of their comfort zones, and explore new niches,
discovering the small business craft beers, as well as the brands that everyone knows and loves (Beerhopper, 2015).
Currently Beerhopper is on a trial basis, primarily targeting the aforementioned Waterloo and Laurier, University Students, through applying marketing
strategies such as the Referral program, which is referring a friend and get a free pint. Also using promoting strategies through blogs, media and
networking. Finally Beerhopper uses QR or Quick Response using code stickers, merchandise, and posters, that allows customers to install the
Beerhopper application and get a free pint. However, Beerhopper's
... Get more on HelpWriting.net ...

Classification of Beer
What 's more refreshing on a hot summer day than a nice cold beer? Or how about drinking a nice cold one with some buddies after work at a local
bar, sound nice doesn 't it? Beer has been around for many years and will probably be around for many more. A beer is any variety of alcoholic
beverages produced by the fermentation of starchy material derived from grains or other plant sources. The production of beer and some other alcoholic
beverages is often called brewing. Most every culture has there own tradition and the own take on beer, thus producing many different styles and
variations.
Simply put, a beer style is a label given to a beer that describes its overall character and often times its origin. It 's a name badge that has ... Show more
content on Helpwriting.net ...
During the secondary stage, the lager clears and mellows. The cooler conditions also inhibit the natural production of esters and other byproducts,
resulting in a "crisper" tasting beer. Modern methods of producing lager were pioneered by Gabriel Sedlmayr the Younger, who perfected dark brown
lagers at the Spaten Brewery in Bavaria, and Anton Dreher, who began brewing a lager, probably of amber–red color, in Vienna in 1840В–1841. With
modern improved fermentation control, most lager breweries use only short periods of cold storage, typically 1В–3 weeks. Most of today 's lager is
based on the Pilsner style, pioneered in 1842 in the town of PlzeГІ, 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 3В–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 extremely soft water
that was pumped locally and the unique aromatic hops that were also grown nearby. Pilsners are malty sweet, and well hopped. Caramel flavors are
often noticed accompanied by medium to high bitterness. Pilsners have a good amount of carbonation and are clean and crisp. Bock beer is a hearty
beer with high alcohol content. Contrary to the rumor, bock beer is not what 's cleaned out of the

Coors Case
–––––––––––––––––––––––––––––––––––––––––––––––––
Case 4.0 Adolph Coors –––––––––––––––––––––––––––––––––––––––––––––––––
Index
Index2
Introduction3
Background3
Porter's 5 forces analysis5
SWOT13
PESTDN21
Generic Strategy23
Current Strategy24
Cluster Analysis24
The value chain for Adolph Coors Brewery26 Balanced Scorecrad31 Hill & Slack models32 The Wheel of Consistency explanation39 Core
competencies40 Strategy41
–––––––––––––––––––––––––––––––––––––––––––––––––
Introduction
In this case an analysis of the Adolph Coors Brewery will be made, to see what the competition is like within the industry, what are the company's
strengths compared to their competitors. What are their weaknesses and ... Show more content on Helpwriting.net ...
So the brewing industry stayed in a fast growth stage in 1960 to 1980. After the fast development, the demand grew less than 1% between 1980 and
1985. With the large advertisement investment (about 10% of sales) and more choices, thebeer industry had owned a fix drinking market share. For
these, the brewing industry had already established a strong foothold which meant they already reached the maturity stage.
In the plc diagram above, the beer brands Coors Light and Coors Banquet is shown in relation to their respective stages of their lifecycles. Coors light
is the newest beer of the two and is in the beginning of the growth face. Coors Banquet is more towards the beginning of the mature face, since it's their
oldest brand and it is not growing that much anymore.

–––––––––––––––––––––––––––––––––––––––––––––––––
Porter's 5 forces analysis
Industry Competitors – Rivalry among Existing Firms
High fixed costs
– Raw materials cost major breweries over half of their net revenues.
– Large volumes results in high storage costs. Beer storage is also difficult.
Slow industry growth
– The industry grow is staggered (less than 1%). This will result in a market share competition that will benefit the companies who have the means to
survive, e.g. the means to lower their costs.
Numerous or equally balanced competitors
– Equally balanced competitors' posses the financial power to wage a financial price war. The competitors are able to guard their interests and are

New Belgium Brewing: SWOT Analysis
Strengths:
1)Stakeholders
Since its conception in the early 1990, the facility has been moving toward employee–owned (Gorski, 2013).
2)Environmental impact
Strives to be a leader in environmental responsibility
3)Marketing
The company went with a new concept the "Follow your Folly where it relied on whimsical branding that evoked nostalgic and reflective memories"
(Ferrell, 2010.pg 67/473).
4)Sustainability
Strives to be the leader in micro brewing while maintaining the core values it started with and had employee buy in even before it went" 100 %
employee owned in2013" (Gorski, 2013).
Weakness:
1)Limited Distribution
Distribution limited to 26 states. Cost of product higher than other brand beers.
2)Increase cost of Eco–Friendly ... Show more content on Helpwriting.net ...
Consumer demand for robust ale was not being fulfilled with the current beers on the market. In 1991 Jeff Lebesch and his wife Kim started the
company out of their basement. They focused on the rich flavor and unique concept. Their focus on social and environmental responsibility has set
them apart from brewing companies on the market. Jeff and his wife wanted to promote a product while being innovative and socially responsible.
They designed their core values and mission statement while hiking in a national park (Ferrell, 2010). In addition they wanted to promote the brand
and corporate citizenship (Ferrell, 2010). Although the product is alcohol they encourage consumers to be responsible. Also, they have sponsored
events, dinners and philanthropic causes to help gain consumer loyalty. In 2013, USA named NBB as 6 out of 15 best brewing companies (Franklin,
2013). Also, the company has increased is competitive advantage with is stance on environmental conscience brewing. They were the first brewery to
utilize wind power generator, even with an increase cost of .025 per kilowatt (Asher, Bidner and Greene, 2003). Also, they utilize light tunnels,
windows and recycled steam to reduce their carbon footprint (Gorski, 2013). In 2002 NBB participated in the LEED–EB pilot program (Ferrell, 2010).
Furthermore, the company donates $1 for every barrel of beer sold to each of the 26 states territories and distributed $700,000 in 2012 (What we are
about, 2013). Despite

The New Face And The Beer Industry
Are microbreweries the new face to the beer industry? The real question is what is a microbrewery? Microbreweries are small business that
produces a limited amount of specialty beers for local sales. Microbreweries are popping up all across the country, with new craft beers taking over
taps. Michigan alone has over a hundred different breweries. The economic system is on a rise, because of the new style of beer coming to
supermarkets and party stores. There are also new jobs being created by the tourism of all the new tap houses opening up. Microbreweries is a new
business that is making changes to alcohol production, it is creating jobs, boosting the economy, and demolishing the monopolization of the beer
industry. There are many... Show more content on Helpwriting.net ...
There are many different styles that can be created by what ingredients are used, the amount of hops, and the fermentation rate. Microbrews have
become an upgraded business that started a few centuries ago in Michigan. Beer creation has been around since the early centuries. The first law
that was created about beer was the "Purity Law". It was created in 1516 in Bavaria. "This law states that beer can only be made with barley, hops,
and water. Later the law was revised and introduced wheat and yeast." (Craft Beer Timeline) Michigan played a major part and started creating
brews in 1829. It was sought out by a French man named Alexis de Tocqueville. The first type of beer brewed in Michigan was a dark robust ale. But
by the 1840s there were German influences that made Michiganders create German style lagers. "Through the 1840s to the early 1880s the most
common brewery was the mom and pops operations serving just a small clientele'' (200 years). At this time, the business was only on draft that was
usually created by pub owners in the back of the saloons. Soon after this bottled beer was introduced and larger companies began using multilevel
breweries to handle the demand of the consumers. In the article, 200 Years of Michigan Beer, "Prohibition hit hard for Michigan. The state started a
ban on alcohol sales and consumption three years before the nationwide ban. Larger companies tuned to different means to keep up the businesses.

History Of Beer Brewing Beer And The Styles Of Beer Essay
Introduction
This paper is intended to review the history of brewing beer, the differences between the breweries, the trends, the process and ingredients used in
brewing beer and the styles of beer. Detailed information will be discussed on how to adequately serve beer with food and how to compliment them
together to make them appealing to the public. Beer was invented many centuries ago and was first known as a homemaker skill. Over the years beer
has become very popular and technology has made the process of brewing beer less complex and more flavorful allowing for extreme success in the
brewing industry.
Analysis
The history of beer is an extensive one, the actual timing and individual that invented beer is unknown. It is estimated that beer was created by
accident over 5,000 years ago. "Hard evidence of beer production dates back about 5,000 years to the Sumerians of ancient Mesopotamia" (Andrews,
2014.) The concoction to create beer was stumbled upon when bread and wheat got wet and because water was usually contaminated beer became
the preferred beverage. Beer is primarily made up of "malt extract, yeast, hops, and water" (Flowers, 2014) these ingredients add the syrup taste,
sweetness, and different flavors to the beer while it is being brewed.
Microbrewers sell less than six million barrels a year, macro brewers sell more than six million barrels a year, and brew pubs sell on sight only. Craft
brewery's and regional brewers make less than micro and macro

New Atlantis Or Modern Times?
New Atlantis or Modern Times?
I spent all Saturday and Sunday marching around San Diego. You may know the trip. Sea World, the Midway Aircraft Carrier, hotel pool with the
kids and lots of tourists. If you ever find yourself in San Diego, thirsty, tired, and need some good beer, you need to find yourself abeer utopia.
I took my family to Modern Times. Yes I took my five and one and a half year old son's into a tasting room along with my wife. Before you go off
about being a derelict father a little bit of explaining is in order. I don't typically travel ,with family in toe, to beer tasting rooms. Nor do I think it
appropriate to take them to a bar. That being said, I thought I would test the "family friendly environment" that was communicated on the Modern
Times websites, about us, page. Its true they let us right into the tasting room with no problems. We kept the troops in order with food and Legos,
until the one year old decided it was time to go about 40 minutes in. Way to kill the mood.
Located off Hancock and Greenwood, and very near Sports Arena Blvd is Modern TimesBrewery. Modern Times is the Arcadia of craft beer. The
brainchild of a former Stone Brewery employee and a large cadre of other partners, is a craft beer brewery that specializes in "sessionish" beers.
Each beer maintains about 5% alcohol and are very easy drinking. As you would expect, each of Modern Times flagships have their very own profiles
that set them apart. Our four

The Myth Of The Werewolf
The Myth Of The Werewolf
Assistant – Insert Photo
The myths and lore of the werewolf (http://www.livescience.com/24412–werewolves.html) had caught the imagination of not only the German public,
but the whole of Europe during the medieval times. Such was the fear of this dreaded creature that people were burned at stake on mere suspicion of
being a werewolf, much like the infamous witch hunts.
It was the author, Johannes Fridericus Wolfeshusius (http://www.worldcat.org/identities/lccn
–n2012–186114/), a native of Leipzig, who broke the myth
of werewolves by terming it as a medical condition called Lycantrophy (https://www.britannica.com/science/lycanthropy) in his treatise 'De
Lycanthropia: An vere illi, ut fama est, luporum & aliarum... Show more content on Helpwriting.net ...
The construction work was started in 1909 and the station was opened in 1915, but not after its share of hiccups. Once the proposal of establishing a
united German Imperial Railway was shot down in 1898, due to the antagonism between two rival state railways – the Royal Saxon State Railways
(https://www.revolvy.com/topic/Royal %20Saxon%20State%20Railways&item_type=topic) and the Prussian State Railways (http:/
/www.gaugemaster.com /articles/guides/history–of–prussian–railways.html), the Leipzig city council organized an architectural competition for a
design that would cater to both the state railways.
The competition was won by architects William Lossow (http://saebi. isgv.de/biografie/William_Lossow_(1852–1914)) and Max Hans KГјhne (http:/
/saebi.isgv.de/biografie/Max_Hans_K%C3%BChne_(1874–1942)). The Central Train Station with its impressive architecture was completed on
December 4, 1915 and represented both the competing state railways. Today, the building not only houses a total of 24 platforms, but also a
multistoried complex with shops and eateries. The Central Train Station remains an indispensable part of Leipzig's glorious heritage.
The Legend Of The Leipzig Beer
Assistant –

The Success Of Tiger Beer
For many years, beer has become the world's most generally devoured alcoholic drink. With the fast growing societies, thousands of beers are
manufactured, sold and consumed every single day. Just like any other drinks, there are many different types of beer such as Heineken, Carlsberg,
Tiger Beer, Guinness, Budweiser, Corona and Becks. There are many more brands ofbeer but these are a few brands that are well–known around the
globe. Among the brand of beers that were mentioned above, Tiger Beer, owned byAsia Pacific Breweries (APB) has managed to work its way up to
become an international success. This iconic beer that was originated from Singapore has won more than 40 worldwide honours and grants throughout
the years (APB, n.a.). It ... Show more content on Helpwriting.net ...
Throughout the years, Tiger beer has launched a number of successful campaigns. The recent campaign that was launched was the "Tiger Uncage".
On the official tiger beer page, it stated that uncage is about having the courage to follow your dreams and pursue your passion (TigerBeer n.a.).
The campaign was launched in 25 countries last year and the first launch started on May 1, 2014. The objective of this campaign is to rudder Tiger
beer's worldwide launch of its brand repositioning which include new logo and packaging. Apart from that, this campaign also encourages people to
realize their potential and inspire them to follow their dreams. During the launch itself, more than a 100 guests including the media attended the
major event. Three short films showcasing real life stories of young Asians personalities including Singapore's very own Anthony Chen were shown
to the guests (R.D. Monchy, n.a.). Curated door gifts were given to the 100s of guests and the gifts were part of a complement so that they can
broaden their "Uncage" experience beyond the event itself (R.D. Mochy, n.a.). This campaign was a success for Tiger Beer. For the launching of the
campaign, Tiger Beer used a few advertising tools to promote its event. There were a few advertisements that circulated the media. Tiger basically
used both traditional and new media for this campaign. The short films that were used during the event can be found on new media such as YouTube
and also traditional media such as the televisions. The film consist of a few inspiring Asians such as Joey Pang, Anthony Chen and Charlie
Ruedpokanon sharing their inspiring stories and how they break free from conformity to pursue their dreams. The stories that were used for
advertising were quite relevant to the 'Uncage" campaign. On the local Today newspaper, picture of the Tiger Beer "Uncage" were printed on the front
cover with a

The Boston Beer Company
Case Study # 02
The Boston Beer Company
Brewers of Smuel Adams Boston Lager (Mini Case)
MGT 504: Strategic Management
Prepared For
Tanvir H Dewan
Course Co–ordinator
College of Business Administration
IUBAT
Prepared By
Group: Indestructible
IUBAT–International University of Business Agriculture and Technology
25 May, 2012
Boston Beer Company:
The Boston Beer Company was founded by Jim Koch in 1984. The Boston Beer Company has been cited as one of the best companies to work for by
Boston Magazine, one of the Best Entry–Level Jobs by The Princeton Review, and their beers have won more awards than any other in history. Samuel
Adams beers were known for their distinct taste and freshness. The Boston Beer Company, ... Show more content on Helpwriting.net ...
* Martin F. Roper (Chief Executive Officer)
Mr. Roper was appointed the Chief Executive Officer of the Company in January 2001, after having served as the President and Chief Operating
Officer of the Company since December 1999. Mr. Roper joined the Company as Vice President of Manufacturing and Business Development in
September 1994 and became the Chief Operating Officer in April 1997.

* Gregg A. Tanner (Class B Director)
Mr. Tanner has over 30 years of operations and supply chain management experience in the food and beverage industry, with significant experience in
risk management. And here he is responsible for risk management strategy. * Jean–Michel Valette (Class B Director)
Mr. Valette has extensive experience in management, public company corporate governance, strategic planning and finance, as well as in the alcohol
beverage industry. Here he is responsible for strategic planning. * Responsibilities of Directors:
The primary responsibility of directors is to oversee the management of the Company and, in so doing, to exercise their business judgment to act in
what they reasonably believe to be the best interests of the Company and its shareholders. In discharging their duty of oversight, directors should give
careful attention to the selection of the Chairman and the Chief Executive Officer and should monitor their performance and that of the Company. The
Board should

Marketing Analysis for Meantime Brewery
MARK1161: Marketing Practice
Report
Sherif Saad
Introduction
Beer is an alcoholic beverage that is considered the most widely used alcoholic beverage worldwide. Production and distribution of beer is not an easy
task. As for the UK industry, it has four large organizations that enjoy an oligopoly with 85% of the market volume. The Meantime Brewery has to
identify the most suitable and profitable ways to hit the market. The report analyses the market's situation using the
Four P's, SWOT Analysis, Segmentation, Targeting and Positioning of the Meantime
Brewery, then finally analyse the industry through Porter's Five Forces. (Dinkhoff,
2010)
BeerSales13.7%
29.6%
15.4%19.4% ... Show more content on Helpwriting.net ...
Place
The places where Meantime sells it's products are convenient and appropriate, customers can find their products in: vпЃ¶ Retail chains such as
Sainsbury's, Waitrose, Marks and Spencer. vпЃ¶ On trade establishments (B2B) vпЃ¶ Website vпЃ¶ Self owned pubs
The location of Meantime next to Cutty sark and Greenwich University is an immense advantage, it's in the right place for customers to recognize,
their products are available at the right time with quality for tourists, students, locals and workers to experience an incredible experience during their
break. However, some retail shops
4

do not stock their products. As a result, it is unavailable for many consumers, which can be an unnecessarily loss/lost profit.
Promotion
Promotion is a method/tactic from the company to show the customers what it can offer customers through a consistent message; this message has to
be appealing in order to offer the customer a worthy reason to buy their product.
Londoners Campaign
Meantime launched their first above the line campaign on the 6th of June 2012 that was called Londoners in evening and time out standard, different
creative white and black portrayed shots were applied to several pictures with one word "Londoner", the reason for calling it so it reflects those who
travelled to the city and chose London as their home, as it illustrates/conveys/displays Meantime's passion for

Case Study : The Craft Beer
MGT 407 Final Project 1
The craft beer movement is here to stay and one of the biggest players in the market is Boston Beer Company. This company is most notably known
for their flagship beer Samuel Adams Boston Lager. They are also producing over 60 different styles of beer including cider and malt beverages
making them the second largest craft brewery in the United States. Boston Beer Company was founded in 1984 by Jim Koch who is still the current
owner and head brew master. He can be seen in all of the iconic commercials brewing beer the same way he has over 30 years ago. Boston Beer
Company is considered to be in the craft beer segment of the overall beer market because they produce less than 6 million barrels per year, they are ...
Show more content on Helpwriting.net ...
At the time in 1984 there was nothing like it in the market that had as much flavor, quality ingredients, and a unique brewing process. The
company quickly grew to be a national brand and aimed to compete against Budweiser, Coors, and Miller by marketing to most bars, restaurants,
retail stores and professional sports stadiums across the country. Fast forward about 20 years and a new market was emerging, the craft beer
market. The craft beer market would now bring more competition to the market by offering consumers different styles of beer ranging from lagers
to pale ales, IPA's, stouts, and porters. Boston Beer was in a great position to be able to compete in this new market by having the brand recognition,
production facilities in place, and distribution channels in force. Since the craft beer movement created a demand for new flavors and styles of beer,
Boston Beer quickly went to work creating different beers to meet the demand at their production breweries. In 2014, Boston Beer Company
commercially produced over 60 different styles of beer to make sure they had enough styles to offer all consumers while maintaining strong brand
recognition by using the Samuel Adams name on all of its beers.
There are two determinants of demand and two determinants of supply that affect Boston Beer Company's supply and demand curves. The factors that
cause a shift in the demand curve are price of

The Methodology Behind Beer Production And Beer Analysis
Purpose
The purpose of this experiment was to mimic and understand the methodology behind beer production and beer analysis. The type of beer produced
was based on being a Paulener Weissbier clone. Furthermore, this type of homemade beer followed the extract brewing methodology for beer
production. The analysis of beer consists of measuring various key factors that the beer industries use to assert the quality of beer. These
characterizations of a product are alcohol percentage, SRM Colour, International bitter units and specific gravity.
It is important to address that for this specific lab alcohol percentage was replaced with total carbohydrates. This was done since alcohol percentage
was extremely hard to quantify with the current ... Show more content on Helpwriting.net ...
of crushed Munich malt and 2 oz. flaked wheat was inserted into a muslin bag and tied at bout ends. When the temperature of the water in the source
pan reached 150 F the grain bag was introduced into the saucepan. The muslin bag was kept in the saucepan for 20 minutes, under temperatures raging
between 155 to 165F, occasionally being squished by a wooden spoon with the intention to promote the extraction of sugars. After the 20 minutes at
155–165F the grain bag was removed and placed in a strainer above the pan.
When the water in the kettle reached the boiling point the strainer (with the grain bag in it) was put on top of the kettle. When the strainer was put
in place water was slowly poured from the saucepan over the grain into the kettle. The kettle was heated until fully boiling. Once the kettle starts
boiling 2.75 lbs of dried malt extract and 0.6 oz of Haletauer hops (in a muslin bag) for 60 minutes. After the 60 minutes a sterilized lid was placed
on top of the kettle and allowed to cool for a few minutes, following this, the kettle was put in a cold–water bath.
The kettle was allowed to cool for at leas 30 min or until the temperature inside reached 45 C. when the liquid was sufficiently cooled the lid was
removed and the liquid stirred to introduce oxygen into the mixture (its important to note that the mixture was exposed to the atmosphere less than 60
sec). The mixture was transferred to the fermentation bucket and mix with the brewer's spoon. A package

Iowa 's Own Backpocket Brewing
Iowa 's Own Backpocket Brewing I grew up in a working class family and that meant working class beer. Pabst Blue Ribbon, Old Style, and
Milwaukee 's Best were the beers of choice at every BBQ or Superbowl party. When I became old enough to drink beer, I learned that the old
standards became standard because they were cheap, not because they were interesting. In the Midwest we love our meat and potatoes, and our boring
beer. These are both hold overs from another time, when goods could not move as far, or as fast as they do today. Although some craft brews are
completely original, most of them are variations on classic recipes. These personal touches are what give breweries their own identity. In one way
beer is a lot like food; ingredients and styles vary regionally, but it all starts out much the same.So what makes one beer more interesting than another?
It begins with the brewer, choosing ingredients, mixing flavors, and making subtle changes. Most of the different styles of beer have been around for
many years, however, craft brewing was something that few people had heard of thirty years ago. Since then it has steadily gained momentum.
These days most grocery stores carry a staggering variety of imported and domestic craft beers. One company has turned a love of traditional German
beer into a local landmark . Backpocket Brewing of Coralville, Iowa produces several varieties of beer, some are available all the time, others are
seasonal, or even a one time run.

The Mechanics And Technicality Based Conceptual...
Module three was probably the most complex modules that we have encountered this semester for me. I viewed this module as the mechanics and
technicality based conceptual understanding of consumer behavior. We recognize that consumer behavior isn't just static, but is much more in tune
with the complexity that is the Human mind. This module to me represented the consumer coming to the final stage of the consumption process and
becoming aware that a final decision is eminent. When I look back at my purchases I think how much went into buying an item or service and actually
getting to that point where I have made that final purchase. It's interesting the one thing that spurs my whole consumption process is when I have told
myself that I really want something, I need something, or I have to have something. This self–awareness is what even allows the consumer to know
what specifically they want to purchase. If we don't have this identifying behavior then product selection ends up being a moot point. My purchases
are filled with items that were to serve a specific need or want. I usually identified this need and began the evaluative process. This process can be
easily influenced through a multitude of different situational characteristics that are both intended and unintended. There are characteristics that the
store or organization will try to put out and the portion that comes from product and consumer habits. I think for me as I look at the products I buy and
the places I go

The Chemical Traces Of A Beer And The Artist Of Its...
Humans have been trying to get a buzz for centuries. Molecular archeologist Patrick McGovern believes fermentation of yeast was discovered nearly
9,000 years ago after he uncovered chemical traces of a fermented beverage found seeped into the porous clay of ancient pottery. It is safe to say that the
brewing industry is as old as civilization itself and over time humans have been able to be creative with the process and produce variations of beer
recipes. Drinking a beer can be defined as an experience involving the presentation of its storage along with the beverage itself. Consumers can
appreciate both the artist of the individualized concoction of the beer and the artist of its container or vessel. These two components of the ... Show more
content on Helpwriting.net ...
The wort is then brought to a boil, only recent in todays world, and hops are introduced where they can break down and add different flavoring to
the beer by releasing oils. The wort cools down and yeast is then added for fermentation to begin. The yeast breaks down the sugars from the mash
and releases alcohol and carbon dioxide into the mixture. At this point in the brewing process, brewer can decide to brew an ale or a lager, and choose
the correct yeast according to that decision. As the yeast finishes up its job, it begins to settle at the bottom of the fermentation vessel, leaving the final
beer product (Quinn).
Fig. 1
Since the beginning of fermentation history, potters and brewers have been linked by the beer market. Beer is a product of water, malt, and yeast and
fermentation. Fermentation is fundamental in brewing because it gives beer its carbonation and alcohol content, so it is no wonder people began
creating vessels, or amphorae, with a functional use suited for this chemical reaction. In Figure 1, amphorae that are shown generally had a specific
shape with a tall narrow body and cylindrical neck, enabling beer to ferment due to yeast breaking down sugar into alcohol in a cyclical movement
inside (Cartwright, 2013). Both artists felt the impact of globalization in pre–modern period with two major inventions: the wheel and writing. Writing
helped with communication between far away places and connect people at a faster pace by

How Beer Has Changed Our Side, Time
Beer has been around longer than a few countries today. It has a lot more history to it than one might believe, for example, Raley states that
"Historians speculate that prehistoric nomads may have made beer from grain & water before learning to make bread." (Raley 1998) Despite that
speculation no person can deny the time and effort has been put to perfecting a fine brew.Brewing beer can be very rewarding however it does requires
time, the right ingredients, and most importantly the complex steps to create the perfect beer. Unfortunately for brew masters one of the most
important pieces to crafting the perfect beverage is not on our side, time. As John Palmer explains in his instructional book How to Brew "The
primary phase for ales is often 2 – 5 days, but 1 – 3 weeks is normal for a lager." (Palmer, 2006) what he is referring to is the time from the boiling
process to turn your ingredients (which we will talk about shortly) to the long fermentation stages, and finally racking and bottling. There are
unofficial sources claiming to have some ales done in less than a week while some lagers were said to take over a year. The most crucial and
potentially most dangerous stages all involve the uncertainty of time. A task such as bottling your brew too early can cause an eruption of the bottle
which could be dangerous for all involved. While not all incidents involving time are physically dangerous it is extremely off–putting to think rushing
that beer during the racking phase

Florida Craft Brewery: Biscayne Bay Brewing Company...
Florida Craft Brewery: Biscayne Bay Brewing Company http://biscaynebaybrewing.com/
Established: Brewing onsite since 2012 and distributing to South Florida since 2014. The taproom officially opened August 16th, 2016.
Location: 8000 NW 25th Street Suite 500, Miami, FL
Known For: Biscayne Bay Brewing's most popular offerings are their 'Biscayne Bay Saison' and 'Miami Pale Ale'. The Saison was an acceptable
attempt at the style. Unfortunately the Pale Ale wasn't available during my visit.
Current Beer Menu: I drove down to Biscayne Bay Brewing for a couple of reasons. First, when I was checking out their website I saw that they
listed having three barrel aged beers on tap. I thought, man this is going to be a great spot because no one has ... Show more content on Helpwriting.net
...
It was a tad sweeter then I typically look for in the style, but I enjoyed it all the same. I would have really enjoyed seeing where the Stranahan
barrels would have taken McDaddy. From the 'Double Nine (double) IPA' you will get grapefruit in both the aroma and on the backend when you
finally get the hop bite. It was definitely very malt forward though, which I always find odd when it comes to an IPA or DIPA. Interestingly
enough my favorite beer of the day was a Dunkelweizen named 'Wendyweizen'. It was probably the best Dunkel I have had for some time. 'La
Colada' was the last beer in my flight. It's an English style Porter brewed with Cuban coffee. I did get a slight roastyness from the coffee, but found
the beer to be very light with not much body to it. If you're going to brew with Cuban coffee the beer should pretty much jump up and bite you.
McDaddy and La Colada were also on nitro, but I didn't try either one. The guest tap list unfortunately blew away anything Biscayne Bay brewed
in–house. With beers like Dogfish Head 'Olde School', Civil Society 'Fresh', Lagunitas 'Brown Shugga', Lagunitas 'High West–ified Coffee Imperial
Stout', and M.I.A. Brew Company's Tourist Trappe Tripel and Ultra Mix DIPA the taproom felt more like a craft beer bar than a brewery. I get the
feeling Biscayne is targeting the Miami crowd who are virgins in the craft beer scene, which is why their beers seem to be a bit more on the tame side.
In saying that my opinion might have been

Brewhouse Essay
This past Sunday I spent a few hours at the Port of Miami aboard Carnival's Vista cruise ship for the release of four new beers that will be served
aboard the Carnival Horizon. The new beers will be served in Guy's Pig & Anchor Bar–B–Que Smokehouse|Brewhouse. The restaurant will combine
the best of both worlds, a restaurant featuring BBQ developed by Food Network star Guy Fieri and a brewery whose beers are built around the smokey
BBQ laden menu. The Brewhouse portion will be under the control of Master Brewer Colin Presby who has spent the last couple of years manning the
Brewhouse aboard the Vista. "Smokehouse|Brewhouse is a unique culinary concept and we've created four fantastic brewed–on–board craft beers that
not only showcase different tastes and brewing styles but also serve ... Show more content on Helpwriting.net ...
As part of the festivities, a firkin of the Farmhouse Ale was tapped by Carnival Vice President of Beverage Operations Edward Allen. Out of the four,
the Farmhouse was my favorite. It had just enough barnyard funk to keep me coming back for more. The malts for the Smoked Porter are smoked
on–board using the ships smoker. The smoke wasn't overpowering and I think it will pair nicely with the smoked BBQ. The West Coast IPA is
hopped with Simcoe, Amarillo, and Centennial hops. While the aroma and taste of pine and citrus begin to blast your senses it finishes with a malty
backbone. The refreshing Toasted Amber Ale gives off notes of lite caramel and biscuity malts. I'm sure all four offerings will be welcomed with
open arms aboard the Horizon. While they are all tasty in their own right, I think the flavor profile was dialed back a touch to appeal to a wider
audience. Craft beer drinkers will be able to appreciate each beer while folks new to craft will also be able to enjoy a freshly brewed craft beer with
their BBQ

Craft Beer And The Beer Industry
From 2012 to 2014, the number of craft breweries in America has grown from 2,401 to 3,418, representing a 42% increase. ("Number of Breweries
and Brewpubs in the U.S.") Additionally, while US overall beer production fell 1.4% in 2013, craft beer production grew by 9.6% and now represents
7% of the total beer market. (Snider). The brewers association describes a craft brewer as small, meaning annual production of less than 6 million
barrels of beer, independent, meaning less than 25% of the brewery is owned by non–craft brewers in the alcoholic beverage industry, and traditional,
meaning the majority of beers derive flavor from traditional brewing ingredients and fermentation and further states that these beers tend to be more
expensive than mainstream brews. ("Craft Brewer")
The craft beer industry is rapidly increasing in size and the beers within it tend to be more expensive, but little academic research exists on the
perceived quality of craft versus mainstream beers. Craft beer is widely seen as generally better than mainstream American beers such as Budweiser,
Coors, and Miller, but no academic research exists to determine how expectations of differences between craft and mainstream beer based only on
being labeled as "craft" can effect perceived quality and flavor.
People's expectations have widely been shown to influence both flavor experiences and neural responding. Plassman and others (2008) demonstrated
this using wine, by presenting wine to participants that

Boston Beer Corporation Marketing 2014 Annual Report
Position Analysis
Boston Beer Corporation Marketing 2015 Annual Report
Prepared by Yangxu Wu (Camille)
Marketing Analyst
Report Distributed March 20, 2015
Prepared for
Marketing Strategy Committee
The Boston Beer Corporation
ABSTRACT
This report analyzes the current market position of the Boston Beer Corporation, Inc. The purpose of this report is to investigate current market
elements for Boston Beer Corporation; therefore, advantages and disadvantages of the company's performance will be demonstrated for future
reference. The report will be mostly based on research in the industrial performance, the products, the market, and the competitive landscape. To better
analyze the marketing position of the company, some parts of this report will be mainly focus on the most vital product of Boston Beer
Corporation–the Samuel Adam Boston Lager.
The craft beer industry will be expecting a growing demand and supply in the next five years. Since the marketing strategies are not effective, the
Boston Beer Corporation is facing the danger of losing market share in the future.
For Boston Beer Corporation, two suggestions will be presented with hope to expand company's market share: (1) to innovative and offbeat branding
the products (2) and to gain better control of distribution networks.
TABLE OF CONTENTS
ABSTRACT...............................................................................................iii

EXECUTIVE SUMMARY..............................................................................1
INTRODUCTION........................................................................................2
Industry

Asahi Breweries Case Summary
Asahi Breweries' market performance in the past three years had amazed the Japanese business community. Being a marginal player before 1986, the
company had recorded an increase of 71.9% beer sales volume in 1988 while the whole industry grew only 7.6%. At the same period, the company's
market share grew from 10.5% to 20.6%. The company's current flagship product is its Super Dry beer, a revolutionary beer with an appealing and a
distinct sharp taste. Accordingly, Asahi's competitors have also moved into the dry beer market and attempted to capitalize the surprising profitable
opportunity. Thus, Asahi has encountered many challenges resulted from the high growth rate of sales and emerging competition. Asahi's capital
infrastructures and ... Show more content on Helpwriting.net ...
Because of the support from Sumitomo Bank, Asahi's financial power has been strong. Finance Director Hiroshi Okada reaffirmed the public that
Asahi has a very low cash flow risk because its stocks are doing very well in the market. The company projects a 7% sales growth for the next few
years, but even if the sales does not materialize, Asahi will not run into bankruptcy because it has lots of undervalued assets, which can be sold to
generate a great deal of wealth to support the company's operation. This strong financial power is both unique and value–added to Asahi's future growth.
Asahi's distinctive competence also comes from its engineers and technicians, but its shortage of sales personnel, administrative staffs, and large
distributors are threatening the company's future performance and growth. Higuchi management style's positive effect may not last long because of the
lack of empowerment. There will also be increase in the cost of hiring and retaining 800 more permanent employees, and attracting more large
distributors, which have mostly been captured by Kirin. Other possible reasons are the failure to meet distributors' expectation, the consequential
uncertainty of its future performance, and the lack of market coverage in eastern Japan. Asahi's physical capacity is another key weakness that limits its
future growth. It takes a long time for Asahi to

Marketing Plan For A Business Plan
1
"Beer is proof that God loves us and wants us to be happy" Benjamin Franklin
Sunny Brewing Company is located in Small Town USA.
For the purpose of this assignment the following assumptions will be used:
п‚· The liquor licensing laws allow for onsite consumption as well as distribution.
п‚· The physical plant location is not geographically bound thus allowing for physical expansion, rather than total relocation, to add square footage for
the operation. In this instance the term bound refers to no available tenant space on either side of the existing location.
п‚· Credit history of the company is solid, with no loan or bill default having occurred.
п‚· Management has an established tracking of customer sales and preferences.
п‚· Owners/stakeholders ... Show more content on Helpwriting.net ...
They do not wish to become an Anheuser Busch.
2
Financial Status
Sunny Brewing Company has been in business for one calendar year. We will make the assumption that the two new part time employee's salary
includes all taxes and social security contribution. Also, health benefits are not included as part of the compensation package. Included in the
compensation package is one half gallon growler of beer per week and two logoed T–shirts every six months as a uniform. The financial ratio
calculations have been adjusted to include the employee compensation for two employees at $15,000.00 per twelve months or $30,000.00 divided by
twelve.
The Current Ratio Formula;
Current Ratio is determined by dividing the assets by the liabilities. (MBA in a Nutshell)
Current Ratio= Assets /Liabilities with balance sheet numbers: $18,211 / $6573 = a ratio of 2.77
Short term creditors prefer a higher ratio as it reduces the risk of default. Conversely, shareholders prefer a low ratio as it indicates that the assets are
being utilized to grow the business. Based on the project information we are assuming that inventory turnover is not a factor of concern as "they are
selling as fast as they can make it."
The Net Working Capital Ratio:
Net Working Capital Ratio is determined by the current assets minus the current liabilities. (MBA in a Nutshell)
(Net Working Capital Ratio= Current Assets–Current Liabilities)

With the

Imperial Doughnut Research Paper
1. FOUNDERS KBS (Kentucky Breakfast Stout) 100
(http://foundersbrewing.com/our–beer/kbs/)
Style: Imperial Stout
Grand Rapids, Michigan USA
Serve in Snifter
ABV: 11.2%
Imperial stout is brewed with a large amount of coffee and chocolates, then cave–aged in oak bourbon barrels for an entire year to make sure those
bourbon undertones come through in the finish. The blackest of black, this beverage is very pleasant without going over the top. The aroma is of
booze/bourbon, vanilla, oak, caramel, and sweet fruit with a melon taste. So silky smooth, the body is almost syrupy. You can taste the sweet, mellow,
dark chocolate, gentle alcohol bite; barrel influence is very much present, but not overpowering. Aftertaste is warming, quite bitter (coffee ... Show
more content on Helpwriting.net ...
Montauk Summer Ale – Montauk Brewing Company
(http://montaukbrewingco.com/pages/home)
Brewed by Montauk Brewing Company
Style: Golden Ale/Blond Ale
Montauk, New York USA
Serve in English pint, Shaker
ABV: 5.6%
The taste is a melody of caramel, rye bread, toast, lemon zest, apples and flowers. Color is clear amber, lots of evident carbonation in the beer, pours a
half finger of frothy head that retains very well. The aroma contains very subtle traces of lemon zest and toast. The body is light/medium with high
carbonation. It is slightly creamy yet very light, which makes for some amazing contrast.
5. Cayuga Cruiser Berliner–style Weisse– Ithaca Beer Company
(http://ithacabeer.com/beers/cayuga–cruiser/)
Brewed by Ithaca Beer Company

New York, United States
Berliner Weissbier
4.20% ABV
A perfectly clear wheat gold appearance. Head start bright white, lively, loose, and bubbly. Drops to a nonexistent cap and collar almost instantly.
Solid but not aggressive carbonation. Slightly tart. You can taste some lemon juice and zest. A touch of grass with some very mild earthy elements.
Some hints of apple and a very very mild hint of raw honey. The aroma is mild pale bready malt coupled with a decent amount of wheat and a soft
lactic tartness. You can find hints of lemon, grass clippings, and a mild hint of citrus, along with a touch of apple skin and some vague fruity elements.
Light and balanced, clean and easy take. Just tart enough. Typically solid Ithaca

Dynamic Home Bars
I have seen the complete range of bars in homes. There are very dynamic home bars that look better than some of the actual bars I have frequented.
There are also the most simplistic bars that serve the purpose, nothing more, nothing less. Can't complain about that!
Do they have beer? No argument here. But, it does come down to personal preference. What kind of bar goes best with your personality, your home,
your style?
Buy It
You can purchase bars of all sorts. Leather bars with two stools are sort of common. They have a little bit of space for storage. But, you would still
have to keep your beer in the refrigerator.
There are fold up bars that can be stored in the garage. They are great for indoors and outdoors. Simple carry it to the pool and pop it open. If you want
it in the living room for a party, by all means carry it in there and set it up. ... Show more content on Helpwriting.net ...
There are bars so huge that you need a truck to haul them. They can arrive in pieces and light assembly is required. But, they are beautiful and the
beginning of an amazing bar. You just have to shop around when you are ready to have a bar in your

Coors Light
Executive Summary – Coors' prominence in the beer industry has always been overshadowed by its bigger competitors like Budweiser, Miller and
Molson, but new insights unearthed by this report may pave new roads for a more exciting future. The first part of our analysis describes the typical
Coors drinker as an aged 25 to 44 male light beer drinker consuming almost seven bottles a week. He also works in a managerial or professional
occupation earning over $30,000 annually. Coors' three competitors also exhibit a similar consumer base with the exception of Molson being
predominantly regular beer consumers. These conclusions are tested to be statistically significant. The second part of our report tests for associations.
In the end ... Show more content on Helpwriting.net ...
Inversely, this describes the positive skewness in tracking the frequency of Coors consumption (Exhibit 2), as mean number of drinks consumed is 6.82
while the median is 6 and hence identifies the effects of outliers due to a few consumers with extremely high consumption. Furthermore, data also
provides us with consumer information on major competitors as indicated to be Budweiser, Miller and Molson (Exhibit 5) which is consistent with the
findings on brand loyalty showing those three brands to dominate the industry in the beer market (Exhibit 1). Therefore, three substitute brands may
have a potential overlap with the market audience of Coors. This can be demonstrated in observing substitution effects of major competitor Budweiser
as their users prefer Miller, Michelob and Coors when the Budweiser product is unavailable (Exhibit 6). Additionally, Coors' second leading competitor
Miller substitution rates show users willing to shift to Budweiser, Coors, and Michelob when the Miller brand is not offered (Exhibit 7). Finally,
another major Molson substitution data depicts users moving to Samuel Adams, Heineken, Coors and Budweiser when Molson is unattainable (Exhibit
8). In general, it is observed that Coors and its competitors have an overwhelming substitution effect where beer consumers switch interchangeably
between several brands, suggesting brands may have similar consumers associations. As compared to the Coors loyalty customers, Miller, Budweiser
and Molson

Informative Essay About Craft Beer
As I sit here on this park bench pondering the writings of Thoreau and Emerson, I remove a lukewarm beverage of the alcoholic variety from my
backpack and evoke the creative juices. Although some may question the legality of drinking alcohol in public, let me declare that at least it's in a can.
As I sip on this bitter liquid, I inquire as to the source of the non–conventual thinking that is Transcendentalism. Many themes seem reminiscent to
eastern religions and Native American Philosophy. As most researchers of Native American culture will attest, many of their mythologies and
allegories of nature were a product of the psychedelic experience induced by peyote. With that thought I look down at my brew, with its tiny bits of
condensation... Show more content on Helpwriting.net ...
I'd hold it in my lap and wait for the head to settle before taking my first sip. The moment it touches my mouth I can feel my brain sending singles to
my neurotransmitters like an air traffic controller. "Attention Nero's, go ahead and release some dopamine and a little serotonin, let em know
everything's gunna be alright *walkie talkie voice*." I lick the bubbles from my mustache and feel the excessive amount of alcohol that is contained in
this small glass, warm my chest with solace. I attempted to introduce my then roommates into my new–found interest but was met with opposition and
expressions of disgust. One roommate said it felt like he was drinking fabuloso (a cleaning product). I protested initially and tried explaining the
sophistication and subtleties of the beer I chose for the night. They were use to throwing back beers or chugging. I was into the overall experience and
slowly enjoying my beer with all its complexities and varieties. My beer was meant to adjust to room temperature, not poured into a taste numbing ice
cold class. I learned that my beer however would be the only one not stolen in our shared refrigerator. This forwarded my interest and broadened my
palette for the most vicious unfavorable beer any person would dare attempt to drink.
I don't want to leave you with a bitter taste in your mouth about craft beer. Let me walk you through your first craft beer experience. You walk into
your local grocery

Beer Classification Paper
The history of beer dates back hundreds of years prior to written history. Besides water and tea, beer is one of the most–frequently consumed
beverages in the world. Contrary to popular belief, that all beers are typically the same, there are many variances in color, flavor, strength, production
method, ingredients and origin. Beer can be divided into 2 broad 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 ... Show more content on Helpwriting.net ...
Something else that adds to the taste of a beer, are additional ingredients. The last major difference between ales and lagers are there supplementary
ingredients. Ales typically have more of a malty taste, due to an elevated amount of hops, malts, and roasted malts that are added during production.
Ale brewers, typically have more leeway with how they produce their beer, and tend to add a several different ingredients during brewing, like the ones
mentioned above. These extra ingredients are referred to as, adjuncts. Brewers of lagers only have a few, simple ingredients: malted grain, hops,
yeast, and water. The production method of lagers is somewhat due to the stringent Reinheitsgebot Law, also known as the "German beer purity law".
This law prohibits any adjuncts during the brewing process of lagers, only permitting water, barely, and hops as ingredients. Tea and water maybe two
of the most consumed beverages in the world, but beer is right behind in a close third. Beer is gradually becoming more and more popular. This is
evident through the new trends of beer companies that have begun to accommodate for the new low calorie beer trend. Corona, Heineken, and
Anheuser–Busch have led the pack by producing "Corona Lite", "Heineken Lite", and "Budweiser Select". With more and more companies attending to
these trends, beer has broadened their target market. Overall, these companies are innovating the deeply historic

Marketing Strategy Of Pipeworks Brewing Company
Branding
Branding is the life blood of any product. A company's product success is determined by it's brand strategy. Hammond (2015) mentions that "A
dynamic and memorable brand strategy must include both the brand personality (visual: graphics, colors, images, etc.) and the brand positioning
(messaging: the words used to bring brand to life). That said, the brand personality and positioning should make consumers aware of the product
being offered. (BOOK CITE) states that "A company lives or dies based on brand awareness. Consumers cannot buy products that they don't know
exist." Therefore, proper branding and packaging strategies are deployed by companies in order to sell their product successfully. In the case of
Pipeworks Brewing ... Show more content on Helpwriting.net ...
Branding strategies include brand ownership, brand naming, product lines, brand and line extensions, co–branding, brand licensing, and brand
repositioning. Pipeworks Brewing Company is a manufacturer's brand that uses a family brand strategy. The family brand strategy as defined by
(BOOK CITE) is where several products are sold under one name. Pipeworks sells hundreds of different beers all under the Pipeworks Brewing
Company name. Pipeworks does not offer brand and line extensions, but they do participate in co–branding. (BOOK CITE) defines co–branding as "the
practice of marketing two or more brands together, on the same package". An example of Pipeworks' co–branding strategy is working with local
restaurants to brew beers specifically for that restaurant and placing both the restaurant and Pipeworks brands on the beer label. As of now, Pipeworks
has not been involved in brand licensing and they have not had to reposition the brand. The target market and demographics for Pipeworks includes
micro–brewery fans or craft beer drinkers. Typically craft beer drinkers like heavier and stronger beer and are not drinking Budweiser and Bud Light.
According to Bart Watson, Chief Economist at the Brewers Assocation, the Median target individual for craft breweries are males, Age 39, white,
highly educated, with a relatively high income. Bart Watson also goes on to say that "Young women (21
–34) now over–index on craft, account for
15% of total craft volume

Business Analysis: Residence Beer Making
Residence Beer Making is way easier than you may realize. Lately, a customer requested me three issues that they should know before beginning their
residence beer making adventure. My solutions?
* Your first batch of beer shall be brewing in lower than 30minutes * Home beer making requires little greater than a pot of boiling water and a few
fundamental components * Home Brewed beer tastes higher than anything you purchase at the retailer
House beer making kits are available from several totally different producers which makes it a breeze to create your personal bubbly masterpieces that
your folks will crave. A number of easily out there elements, either bought in a package, ordered on–line or bought in a brewing store plus some easy
tools

Swot Analysis : ' Triple Crossing '
Triple Crossing is a local brewery in Richmond that was established around two years ago. After making a small location in the Foushee area, we are
now opening another location that will be almost twice as big. With about just six workers, we have decided to analyze the company and see what we
can do to make it better for both locations. The internal and external environments are analyzed below with strategic ideas shown also on how to make
both locations better.
One of our competitive advantage is that we focus on straight fresh beer and that's what we are known for selling. Some strengths that we have are
that our newer facility will allow us to add nearly 3,000 barrels to our output. It also provides more space for canning and bottling ... Show more content
on Helpwriting.net ...
Kettle souring is a hard to make because it is made in a fermentation vessel because introduces bacteria into your tank. It is easy to mess up because
you can release bacteria into your tank and that can infect future batches of regular craft beer. The National is also close to our shop so after
concerts people always come down here after concerts for a drink. We have multiple brands of craft beer and are famous for our Falcon Smash. We
have other brands named Clever Girl, and will be selling a crawlers series named the lockout series which are all maps out of the Halo video game.
We have also collaborated with local partnerships, the Massey Cancer Center, Black Cat, and St. Johns Church. We also will be doing an artist
series so we can help the local community. Weakness that we have are that we don't have a lot of money and a lot of our stuff isn't seen all the
way through. We have people who email us ideas that we could do for our place. Our staffing is a little weak because again we don't have enough
money to hire so many people and we do need to hire more people for the new location but that will take a few more months to happen. Also need to
trust the staff more because all three co owners cant be there all the time. We have only one brewer Jeremy and if he gets sick or can't come into work
one day because of an emergency

The Craft Beer Industry: Beer Glassware Essay
INTRODUCTION
Europeans have been particular about what glass to serve their beer in for years. Since the craft beer industry in North America is booming in
volume and the number of styles, it is only logical that craft beer be presented in the best glassware. This report provides reasons as to why the
shaker pint (or cocktail glass) should not be used as the dominant glassware of choice for craft beer.
DEFINITION OF THE PROBLEM
The average customer thinks that the shaker pint glass is an acceptable choice for consuming craft beer from. The vast majority of customers are
unaware that the shaker pint is an extremely poor choice to serve craft beer and to not use this glass. By using this glass, customers will never truly
have the best ... Show more content on Helpwriting.net ...
He stated that they maintain minimum inventories for sale of beer glassware. What doesn't sell simply finds its way to service the bar glassware to
replace broken/ damaged ones. Therefore the Establishment really loses nothing on the matter as far as profit. The limitation of this is that Kelowna's
craft beer scene is slower to expand than other regions such as Vancouver.
PRESENT METHODS TO ADDRESS THE ISSUE There has been some movement on a few levels but it seems to be restricted to the beer aficionados.
Creating your own glass – Larger production craft breweries such as Samuel Adams created their own glass. Craft breweries have circumvented the
issue by creating their own branded glassware such as Samuel Adams. This brewery hired a team of engineers to design the glass as pictured in Fig1.
Figure 1 – Samuel Adams glass created by a team of engineers.
Collaboration between DogFish Head Brewery and Sierra Nevada brewery has led to the creation of a new IPA glass that can be purchased at the
Spiegelau site. There has been minimal advertising and marketing on this glassware for the general public. The limitations on this matter are the
following items:
oThe average consumer doesn't necessarily understand the need to have the proper glassware, let alone to try to understand the intricacies of the
various styles of glassware.
o

Hills Like White Elephants Analysis
Brandon Faublas
M Cohen
Modern American Literature
11/13/2017
Short Story Analysis
Ernest Hemingway, author of the short story "Hills Like White Elephants" wrote the ending of the story in a vague yet intriguing way, leaving the
reader with the question of what will happen with the pregnancy. Although the story can indicate one ending or the other, looking at all the details in
the correct manner would only lead to one conclusion: that the couple will not keep the pregnancy and will ultimately have an abortion. Jig, the woman,
presents herself in a feminine way. She is always looking for the approval of those around her. Also, if she truly wanted to keep her baby, she would
have taken better care of herself throughout the story, simply because she is the maker of this new being that is growing. With those in mind, it is
difficult seeing her keep the baby.
From the beginning of modern society, it is known that women strive to please men. The woman's role in society is based on the idea of maternity
and nurturement to her family, including her husband. She bases her decisions on what can please her husband. Although this is stereotypical and
unfair, this is how women are raised to think. In the text, the woman is constantly seeking satisfaction from her lover, even for the simplest of things.
She asks him for his approval over any thought she has and considers his wants over hers. In this excerpt, Jig is asking her lover about a brand of beer,
insisting that they try it. When

Essay on South Delaware Coors Case Study
The situation facing Mr. Larry Brownlow is a tough one. He is young with minimal money to work with. This shows that he must be careful and
research all of his investing activities closely. The problem that faces him is deciding if opening a Coors Beer brewery in his area of Delaware is a
profitable investment. The beer is obviously not widely carried in the area so that makes the situation that much harder. He has less information to work
with. This is why he contacted the Manson Research Firm. That presents the second problem. The firm will do the research to help do a feasibility
analysis, but the information is not cheap. Larry is working with about two weeks until the deadline to submit an application for distributorship. He ...
Show more content on Helpwriting.net ...
This study could be valuable because it offers information on how the population has and could change over the years. You can take this and
technically watch population changes. If the population in the area is on the decline, it might not be smart to invest because there would be a minimal
amount of people in the area to consume the product. If the population is on the rise, that would be a positive indication. Basically showing that the
area is growing and that shows a good sign for investing. This information costs $1,500.
Third is a study that investigates Coors market share estimates for 2000 through 2005. This looks into the number of gallons of the brand that are
consumed locally and nationally. This is important because it shows if anyone in the area is already consuming the product. If people are already
consuming the product it could be a good investment because you already have a market established. If not, you could take the gamble which would
be to basically trying to go into the new area and try to establish some sort of presence for your brand. This information costs $2,000.
Fourth is a study focusing on estimates for Liquor and Beer licenses in the area for 2000 through 2005. This information could be valuable because in
order for the alcoholic beverage to be sold in the area, you must have establishments that have Liquor and Beer licenses. If no one in the

disintegration of yer maw
Executive Summary
BrewDog is a company that has gone from strength to strength in its short time since establishment. The company has been experiencing rapid growth
over the past several years. Through extracting the relevant information from a SWOT analysis on the company, I will look at BrewDog's strengths and
opportunities, leading to analysis of competition, barriers to entry and the threat of substitutes in proposed future markets. Through this I will show
what growth methods are not suitable for the company, and conclude with my recommendation that simultaneous expansion of the UK and foreign
markets are the most viable growth prospects for the company. I will provide analysis and discussion to show the validity of this. ... Show more content
on Helpwriting.net ...
1.2 Opportunities
The opportunities for BrewDog are vast and include continuing to expand on its recent trend of opening BrewDog pubs and bars across the UK, and
taking the business global on a larger scale than it currently is. The company already exports to over 30 countries worldwide (McCulloch, 2013) and
although this is of course proving profitable, the intentions of BrewDog in terms of expansion are focussed mainly on opening new establishments.
The company currently has eleven open bars in Scotland and England, with a flag ship store in Shoreditch, London. Eleven bars is not a massive
amount, particularly looking at the success of the ones they currently have. Although expansion abroad is no doubt a high priority, it cannot be ignored
that BrewDog bars are not present in Northern Ireland, although the beers are available there for purchase in other establishments and stores. This is an
opportunity for expansion.
The matter of global expansion of the pubs is one that BrewDog seem very interested in, and understandably so. As mentioned, BrewDog already
exports to around 30 different markets, and as such has a customer base around the world already. An opportunity for growth is to enter the German
market, where the craft beer market is large,

Porter 's Five Forces Industry Competition
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, is The Boston Beer Company. It holds a market share in the overall beer industry of only 2.7%, and a revenue of $885.5 million in 2014.
In comparison to the major players in the overall beer industry, Anheuser–Busch InBev and MillerCoors ... Show more content on Helpwriting.net ...
If consumers prefer a specific beer and keep asking for it at bars, which only have a specific amount of taps, will put that beer on more often to suit the
increased demand. This makes the beer and the brewery more popular, all the while intensifying the rivalry for bar space.
Suppliers:
The suppliers for craft beer include the source of the ingredients and the source of the materials used in production. The craft beer industry relies on
responsible, dependable, fresh supplies from different industries to make production and distribution possible. The suppliers for production include
various industries for the basic ingredients; wheat, barley, soybean, corn, yeast, malt, nuts, sugar and water. Other suppliers for distribution include the
packaging industry, which consists of aluminum, glass, cardboard, and containers. Smaller companies face a financial barrier here when attempting to
make flavorful beers that require high priced raw materials.
The lofty prices of high quality ingredients often act as a barrier to newcomers seeking to establish a niche in the market. Lastly, the printing industry
also plays a role as a supplier by printing labels. Due to the uniqueness craft brewing methods, not all batches turn out the same, so the industry may
have to charge higher prices based on the cost of production. Since each craft beer style has a unique measuring and brewing method, there is a large
variety

Whisky Facts
Some Facts About Whiskey or Whisky
By Ed Elam
Jun 15, 2012
When discussing whisky the first thing that needs to be know is that there are two legitimate spellings. The Scotts and Canadians spell whisky
without the "e", while the Irish and Americans spell it with an "e" as in whiskey. This should be the first indication that the world of whisky is a very
complicated one and has many regional differences in taste and production. This is part of what makes whisky such an interesting and enjoyable spirit.
Г‚
Historically it is believed that the Irish were the first to make whiskey, however the Scotts have also laid claim to being the first whisky producers.
The Irish used the term "uisce beatha" ("Water of Life" in Gaelic) to describe whiskey, so it must have been important.
Г‚ ... Show more content on Helpwriting.net ...
In Scotland the malted barley is roasted over open peat fires to dry, this results in the grain picking up the peat flavour. In Ireland, the malted barely is
dried in closed ovens, and is never exposed to the smoke. The process of mashing and fermentation is much the same for both countries. In the
distillation step, the Irish, most of the time, distill their product three times, which results in a very pure distillate which makes Irish whiskey
exceptionally smooth. The Scottish distill their product twice and this results in more flavour in the spirit.
Г‚
In North America there is Canadian whisky and American whiskey, which has a number of regional classifications including Bourbon and Tennessee
whiskey. Each product in North America is unique and is regulated by the government. Canadian whisky is the number one imported spirit into the
United States and is second in consumption only to vodka.

Samuel Adams Beer Competitive Analysis
Competitive Analysis
For the Samuel Adams brand, indirect competition is based primarily in distilled spirits, liqueurs, and wines. Spirits typically contain 37.5% ABV or
greater and are usually not infused with any flavors during the distilling process, however, some modern spirits are infused with flavors after distilling.
Liqueurs, on the other hand have a slightly lower ABV and are characterized by uniquely infused flavors and high sugar content. Wine includes any
alcoholic beverage that is made from fermented fruit juice and contains from 7%–18% ABV.
The most common distilled spirits include whisky, vodka, rum, and tequila. Whisky (or whiskey) refers to a spirit that is distilled from fermented grain
mash and aged in wooden ... Show more content on Helpwriting.net ...
Following the repeal of Prohibition in 1933, the major breweries continued to use unmalted cereal grains to provide the full body and mouthfeel of a
"real" beer while keeping the alcohol content low. The maturation tanks (they call them chip tanks) that Anheuser–Busch utilizes are horizontal and, as
such, the yeast aggregates more quickly. Anheuser–Busch refers to this process as a secondary fermentation, with the idea being that the chips give the
yeast more surface area to rest on. This is also combined with a procedure that re–introduces wort into the chip tank therefore activating the
fermentation process again. By placing chips at the bottom of the tank, the yeast remains in suspension longer, giving it more time to reabsorb and
process green beer flavors that Anheuser–Busch believes are off–flavors which detract from overall drinkability. As with most food products opinions
differ regarding its taste. While some drinkers prefer the lightness of beers like Budweiser and consume it as refreshment, some beer writers consider
it as being too bland. The beer is light–bodied with faint sweet notes and negligible bitterness, leading to reviews characterizing it as a "...beer of
underwhelming blandness." Despite these negative reviews, Budweiser has a 19.9 user share and accounts for 26% of sales volume in the regular
domestic category,

Reasons for Using Hops in Beer
Hops are one of the ingredients in beer that contains bitter flavor. Hops are flowers of Humulus lupulus and usually it is used in brewing. Hop plants
have four main structures, which are strig, bracteole, bract, and lupulin glands. Lupulin glands contain resins and essential oils. Bitterness comes from
alpha acids in lupulin glands. According to textbook (2012), hops have two basic market classes, bitterness and aroma. When hops are placed to the
wort in the beginning of the boiling, it creates the bitterness. When hops are put into the boiling process at the end, it creates the hoppy aroma
(Oliver, 2012, p. 459). The reason of adding aroma hops at the end is to minimize the evaporation (Agnew, 2008, p. 5). By boiling the hops, alpha
acids are isomerized, which is a chemical process that changes alpha acids to provide bitterness. Hop's flavor and aroma are developed from
essential oils in lupulin glands. The process is similar with bittering. The flavor comes from oil dissolving into the boiling wort. Bitterness of hop is
measured by IBU. IBU is international Bitterness Unit that is a standard for measuring bitterness (Oliver, 2012, p. 489). According to textbook (2012),
"IBUs are calculated values composed of the quantity of material in wort of beer derived from hop resin, multiplied by the fraction 5/7" (Oliver, 2012,
p. 490). There are several reasons for using hops in beer. According to textbook (2012), "hops increase its microbiological stability, help stabilize

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