Sun Burn Brewery aims to brew high quality craft beers for the Tampa Bay Area to address the lack of good craft beer options in Florida. The founders will brew a wide range of craft beers, sell the beer, and repeat with a focus on quality, consistency and service. While the craft brewing industry is growing in the US, Florida is still considered a "Craft Beer Wasteland." The target market is college-educated men ages 25-34 who appreciate different beer styles. Local competitors produce quality beers but have weaknesses in areas like branding, diversification and brewing knowledge that Sun Burn Brewery can capitalize on.
The rarest bottles of whiskey are from private barrel selections. This seminar details how to pick your own barrel and explains why these are bourbon's hidden gems.
The Forge’s menu of imaginative, modern steakhouse cuisine was developed by Michelin-Starred Executive
Chef Christopher Lee and features a prized steak list sourced from famed New York butcher Pat LaFrieda.
Cuts of steak range from a 16oz. Dry-Aged Strip “Super Steak” to a 40z. Prime Tomahawk Chop, all which can
be accented with toppings such as Blue Cheese Caramelized Onion, Duck Egg & Bacon, Main Lobster Gratin
or Black Truffles. Composed entrees include Miso Marinated Chilean Sea Bass, Whole branzino and Pastrami
Duck Breast. A selection of classic steakhouse sides includes Black Truffle Mac & Cheese Pot Pie, Creamed
Spinach, Roasted Garlic Mashed Potatoes and Sweet Potato Gratin.
Our dessert menu created features beautiful, contemporary treats such as Dark Chocolate Hazelnut Fondue with
house-made jelly doughnuts, éclairs, krispy treats and caramel-crunch marshmallows for dipping and The Forge
signature chocolate, Grand Marnier and Smores soufflés,
Before Creature Comforts Brewery was one of the most prominent hangouts in all of Athens, my team created the winning campaign as voted by the CEO. Many of the deliverables are in use today as the establishment continues to rack up awards and sell out crowds.
Lessons from the front line were presented at Craft Brewer's Pow Wow 2017 in Cape Town. It asks the question, "What is stopping you from selling more beer?".It focuses Beer's Journey after it leaves the brewery and speaks to three themes. Why beer stops you from selling more beer highlights quality control. How beer real estate and route to market cannot be just an after thought. Resources need to be allocated to selling the beer. Thirdly how brewers need to invest in the people. Both consumers and frontline staff need to be enaged in the brand story.
C128CASESCASE 20THE BOSTON BEER COMPANYThe Bost.docxRAHUL126667
C128
CASES
CASE 20
THE BOSTON BEER COMPANY*
The Boston Beer Company, known for its Samuel Adams brand, is the largest craft brewery in the United States, holding
a 1 percent stake in the overall beer market.1 It faces growing competitive threats from other breweries, both large and
small. In the past several years, the beer industry as a whole has been on a decline, while sales of wines and spirits have
increased. The Boston Beer Company competes within the premium beer industry, which includes craft beer and
premium imported beers like Heineken and Corona. Although the beer industry has been on a decline, the premium beer
industry has seen a small amount of growth, and the craft beer industry has seen a surge in popularity. Because of this
success of the craft breweries in particular the major breweries have taken notice and many new craft breweries have
sprung up.
Anheuser-Busch Inbev and MillerCoors, LLC, account for over 80 percent of the beer market in the United States.2
They have caught on to the current trend in the beer industry toward higher quality beers and have started releasing their
own higher quality beers. For example, Anheuser-Busch Inbev has released Bud Light Wheat and Bud Light Platinum in
an effort to provide quality beers to their loyal customers. MillerCoors makes Blue Moon beer, which is the most popular
craft beer in the United States. Anheuser-Busch Inbev released ShockTop to combat the popularity of Blue Moon. These
companies have also begun to purchase smaller craft breweries, whose products have been rising in popularity.
Anheuser-Busch Inbev purchased Goose Island Brewing Company in March 2011. MillerCoors has started a group
within the company titled Tenth and Blake Beer Company for the purpose of creating and purchasing craft breweries.
According to MillerCoors CEO Tom Lang, the plan is to grow Tenth and Blake Beer Company by 60 percent within the
next three years.3 The two major companies plan to use their massive marketing budgets to tell people about their craft
beers.
According to the Brewers Association, 1,940 craft breweries and 1,989 total breweries operated in the United States
for some or all of 2011. While craft breweries account for over 97 percent of all the breweries in the United States, they
only produce approximately 25 percent of all beer sold.4 However, with the rise in popularity of premium beers, the craft
breweries will continue to grab more of the market. As the country’s largest craft brewery, the Boston Beer Company
had revenue of over $500 million in 2011 and sold over 2 million barrels of beer. Other large craft breweries include
New Belgium Brewing Company and Sierra Nevada Brewing Company, which sold over 580,000 and 720,000 barrels of
beer in 2011, respectively.5 In addition, some smaller breweries have been merging to take advantage of economies of
scale and enhance their competitive position.
According to the Boston Beer Company, there are approximat ...
The rarest bottles of whiskey are from private barrel selections. This seminar details how to pick your own barrel and explains why these are bourbon's hidden gems.
The Forge’s menu of imaginative, modern steakhouse cuisine was developed by Michelin-Starred Executive
Chef Christopher Lee and features a prized steak list sourced from famed New York butcher Pat LaFrieda.
Cuts of steak range from a 16oz. Dry-Aged Strip “Super Steak” to a 40z. Prime Tomahawk Chop, all which can
be accented with toppings such as Blue Cheese Caramelized Onion, Duck Egg & Bacon, Main Lobster Gratin
or Black Truffles. Composed entrees include Miso Marinated Chilean Sea Bass, Whole branzino and Pastrami
Duck Breast. A selection of classic steakhouse sides includes Black Truffle Mac & Cheese Pot Pie, Creamed
Spinach, Roasted Garlic Mashed Potatoes and Sweet Potato Gratin.
Our dessert menu created features beautiful, contemporary treats such as Dark Chocolate Hazelnut Fondue with
house-made jelly doughnuts, éclairs, krispy treats and caramel-crunch marshmallows for dipping and The Forge
signature chocolate, Grand Marnier and Smores soufflés,
Before Creature Comforts Brewery was one of the most prominent hangouts in all of Athens, my team created the winning campaign as voted by the CEO. Many of the deliverables are in use today as the establishment continues to rack up awards and sell out crowds.
Lessons from the front line were presented at Craft Brewer's Pow Wow 2017 in Cape Town. It asks the question, "What is stopping you from selling more beer?".It focuses Beer's Journey after it leaves the brewery and speaks to three themes. Why beer stops you from selling more beer highlights quality control. How beer real estate and route to market cannot be just an after thought. Resources need to be allocated to selling the beer. Thirdly how brewers need to invest in the people. Both consumers and frontline staff need to be enaged in the brand story.
C128CASESCASE 20THE BOSTON BEER COMPANYThe Bost.docxRAHUL126667
C128
CASES
CASE 20
THE BOSTON BEER COMPANY*
The Boston Beer Company, known for its Samuel Adams brand, is the largest craft brewery in the United States, holding
a 1 percent stake in the overall beer market.1 It faces growing competitive threats from other breweries, both large and
small. In the past several years, the beer industry as a whole has been on a decline, while sales of wines and spirits have
increased. The Boston Beer Company competes within the premium beer industry, which includes craft beer and
premium imported beers like Heineken and Corona. Although the beer industry has been on a decline, the premium beer
industry has seen a small amount of growth, and the craft beer industry has seen a surge in popularity. Because of this
success of the craft breweries in particular the major breweries have taken notice and many new craft breweries have
sprung up.
Anheuser-Busch Inbev and MillerCoors, LLC, account for over 80 percent of the beer market in the United States.2
They have caught on to the current trend in the beer industry toward higher quality beers and have started releasing their
own higher quality beers. For example, Anheuser-Busch Inbev has released Bud Light Wheat and Bud Light Platinum in
an effort to provide quality beers to their loyal customers. MillerCoors makes Blue Moon beer, which is the most popular
craft beer in the United States. Anheuser-Busch Inbev released ShockTop to combat the popularity of Blue Moon. These
companies have also begun to purchase smaller craft breweries, whose products have been rising in popularity.
Anheuser-Busch Inbev purchased Goose Island Brewing Company in March 2011. MillerCoors has started a group
within the company titled Tenth and Blake Beer Company for the purpose of creating and purchasing craft breweries.
According to MillerCoors CEO Tom Lang, the plan is to grow Tenth and Blake Beer Company by 60 percent within the
next three years.3 The two major companies plan to use their massive marketing budgets to tell people about their craft
beers.
According to the Brewers Association, 1,940 craft breweries and 1,989 total breweries operated in the United States
for some or all of 2011. While craft breweries account for over 97 percent of all the breweries in the United States, they
only produce approximately 25 percent of all beer sold.4 However, with the rise in popularity of premium beers, the craft
breweries will continue to grab more of the market. As the country’s largest craft brewery, the Boston Beer Company
had revenue of over $500 million in 2011 and sold over 2 million barrels of beer. Other large craft breweries include
New Belgium Brewing Company and Sierra Nevada Brewing Company, which sold over 580,000 and 720,000 barrels of
beer in 2011, respectively.5 In addition, some smaller breweries have been merging to take advantage of economies of
scale and enhance their competitive position.
According to the Boston Beer Company, there are approximat ...
Case 3Competition in the Craft Brewing Industry in 2017John D. Var.docxannandleola
Case 3Competition in the Craft Brewing Industry in 2017
John D. Varlaro
Johnson & Wales University
John E. Gamble
Texas A&M University–Corpus Christi
Locally produced or regional craft beers caused a seismic shift in the U.S. beer industry during the early 2010s with the gains of the small, regional newcomers coming at the expense of such well-known brands as Budweiser, Miller, Coors, and Bud Light. Craft breweries, which by definition sold fewer than 6 million barrels (bbls) per year, expanded rapidly with the deregulation of intrastate alcohol distribution and retail laws and a change in consumer preferences toward unique and high-quality beers. The growing popularity of craft beers allowed the total beer industry in the United States to increase by 6.7 percent annually between 2011 and 2016 to reach $39.5 billion. The production of U.S. craft breweries more than doubled from 11.5 million bbls per year to about 24.6 million bbls per year during that time. In addition, production by microbreweries and brewpubs accounted for 90 percent of craft brewer growth in 2016.1
The industry had begun to show signs of a slowdown going into 2017, with Boston Beer Company, the second largest craft brewery in the United States and known for its Samuel Adams brand, experiencing a 4 percent sales decline in 2016 that erased two years of of growth. The annual revenues of Anheuser-Busch InBev SA, whose portfolio included global brands Budweiser, Corona, and Stella Artois and numerous international and local brands, remained relatively consistent from 2014 to 2016. However, the sales volume of Anheuser-Busch’s flagship brands and its newly acquired and international brands such as Corona, Goose Island, Shock Top, Beck’s, and St. Pauli Girl allowed it to control 45.8 percent of the U.S. market for beer in 2016.2
Industry competition was increasing as grain price fluctuations affected cost structures and growing consolidation within the beer industry—led most notably by AB InBev’s acquisition of several craft breweries, Grupo Modelo, and its pending $104 billion acquisition of SABMiller—created a battle for market share. While the market for specialty beer was expected to gradually plateau by 2020, it appeared that the slowing growth had arrived by 2017. Nevertheless, craft breweries and microbreweries were expected to expand in number and in terms of market share as consumers sought out new pale ales, stouts, wheat beers, pilsners, and lagers with regional or local flairs.The Beer Market
The total economic impact of the beer market was estimated to be 2.0 percent of the total U.S. GDP in 2016 when variables such as jobs within beer production, sales, and distribution were included.3Exhibit 1 presents annual beer production statistics for the United States between 2006 and 2016.
Year
Barrels Produced (in millions)*
2006
198
2007
200
2008
200
2009
197
2010
195
2011
193
2012
196
2013
192
2014
193
2015
191
2016
189
*Rounded to the nearest million. .
1. Sun Burn Brewery The Problem Florida is known as a Craft Beer Wasteland The Pain Those who enjoy Craft Beer in Florida cannot access the best available so they have to do beer trades with friends in other states just to get a good pint.
8. Craft Beer Target Market For Craft beer is most popular in the 25-34 year old crowd Most Purchasers of Craft Beer are College educated men who are working professionals and well educated about craft beer styles and flavors. Against We are not the sort of company that will waste time on “macro” beer drinkers. I will never brew a craft beer to appeal to the “macro” beer drinker. Once the “macro” beer drinker has made it clear that they will only drink mass-produced beer, they will be asked to leave.
![The Solution: Sun Burn BreweryBy Eric Hanson Mission Vision To brew a wide range of high quality Craft Beers for the Tampa Bay Area The most well ran brewery in the area. No waste, only great beer Strategy Values ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)