2. The history &
acquisition by large
companies
Online survey
22 questions
Attitudes and
perceptions towards
craft beer
Executive
Summary
Summary of research
project
RecommendationsFindingsMethodologyBackground

4. Background
● Granville Island Brewery + Brick
Brewing
● Attract customers through new
flavors and variety
● Acquisitions Trend - Molson
bought Creemore Springs and
Granville Island and Labatt
bought Mill Street Brewery and
Turning Point Brewery

5. Methodology Reliability
Validity

6. Criteria for Questionnaire
● Provided necessary decision making information
● Length of Questionnaire
● Editing patterns

7. Layout
● Ensured the wording is clear, unambiguous, and precise
● Avoid double – barrelled questions
● Avoid biased questions
● Consider the respondent’s ability to answer the
questions

8. Flow of Questionnaire
● Use screening questions at the beginning
● Warm-up questions followed
● Difficult “Work” questions in the middle.

9. Findings
● 54 Participants
● Age ~ 24.72

10. Consumption Habits

11. Best Known Brands

12. CRAFT BEER
IMPORTED +
DOMESTIC BEER
VS

14. Conclusion & Recommendations
● Consumers perceive craft beer to be more expensive
● Consumer behaviours will not be affected by acquisitions
● Alcoholic beverage market showing no signs of slowing
● More money could be spent on advertising
● Consumer hesitation through lack of knowledge
● Price sensitive - Promotions to address price concerns

15. Further Steps
● Understanding why businesses wish to purchase micro breweries
● What are the returns on their investments
● Will this category lose its independence all together

16. Discussion