Presentation for Consumer Behavior Consumer and Management Analysis

1. ConsumerBeha ior
v
Je n n y F l e t c h e r
Pao l o Gar c i a
D an i e l Ho s h i n a
Mar i c ar me n Pu l i d o
Je n n i f e r S mi t h
Ki e u Tr an
S aman t h a Ve l ar d e

2. Company Ove w
rvie
• CEO/ F o u n d e r Pat r i c k Ru e f o u n d e d t h e Br u e r y i n
2 008
• Th e Br u e r y i s a s mal l c r af t b e e r b r e we r y
l o c at e d i n Pl ac e n t i a, CA
• Th e Br u e r y s p e c i al i z e s i n Be l g i an - s t yl e al e s
an d o t h e r e x p e r i me n t al , “ o n e - o f f ” s t yl e s
u s i n g u n c o n ve n t i o n al b r e wi n g i n g r e d i e n t s .
• I n ad d i t i o n t o t h e i r ye ar - r o u n d o f f e r i n g s
t h e y al s o o f f e r h i g h l y s o u g h t af t e r an n u al
r e l e as e s

3. I ndustry Ove w
rvie
• Bi g b r e we r i e s h ave s e e n a d e c l i n e wh i l e s mal l
c r af t b r e we r i e s h ave b e e n p r o s p e r i n g
• A c r af t b r e we r i s al s o d e f i n e d as :
– S mal l : l e s s t h an 6M b ar r e l s / ye ar p r o d u c t i o n
– I n d e p e n d e n t : > 2 5 % o f t h e b r e we r y i s o wn e d
b y an al c o h o l i c b e ve r ag e i n d u s t r y me mb e r
– Tr ad i t i o n al : u s i n g t r ad i t i o n al b r e wi n g
i n g r e d i e n t s — wat e r , h o p s , b ar l e y, ye as t

4. K e I ssue & Conce
y s rns
• I s s ue 1: F i n d i n g t al e n t t o h e l p u s g r o w o u r
c o mp an y.
• I s s ue 2: W ar e at t h e h i g h e r e n d o f t h e
e
c r af t b e e r mar k e t , an d we ar e b r e wi n g l e s s
b e e r t h an we ar e ab l e t o s e l l d u e t o
p r o d u c t i o n c o n s t r ai n t s .
• I s s ue 3: As mo r e b r e we r i e s o p e n wh o h ave a
s i mi l ar b u s i n e s s mo d e l as u s , we al s o r u n t h e
r i s k o f b e i n g d i l u t e d i n t h e c r af t b e e r
mar k e t .

5. A ddressing theProblems
• I s s ue 1: Be i n g a p l ac e wh e r e c r e at i ve ,
t al e n t e d p e o p l e wan t t o wo r k
• I s s ue 2: W r k i n g wi t h d i s t r i b u t o r s o n
o
f o r e c as t i n g d e man d an d p l an n i n g f u t u r e g r o wt h
b as e d o n a b e s t an d wo r s t c as e s c e n ar i o
ap p r o ac h .
• I s s ue 3: F o c u s o n q u al i t y an d c o n s t an t
i mp r o ve me n t

6. B rand Pe ption
rce
“ I am o ve r wh e l me d b y h o w r e c e p t i ve t h e c r af t
b e e r wo r l d h as b e e n t o o u r c o mp an y an d b r an d .
I wo u l d s e e o u r b r an d e q u i t y b e i n g s i mi l ar t o
Short ’ s , Ci g ar Ci t y, Cap t ai n L awr e n c e , Los t
Ab b e y / Po r t Br e wi n g ( s mal l / mi d - s i z e d b r e we r i e s
wh o ar e r e l at i ve l y n e w) .
I d o n ’ t t h i n k we ’ ve b u i l t an ywh e r e c l o s e t o
t h e b r an d e q u i t y t h at S i e r r a Ne vad a, D o g f i s h He ad
o r Ne w Be l g i u m h ave b u i l t . Th e y’ ve b e e n ab l e t o
c ap t u r e t h e mai n s t r e am ap p e al o f c r af t b e e r , wh e r e
we ’ r e ve r y mu c h o n t h e mar g i n s an d t h at ’ s wh e r e we
wan t t o b e .
I l i k e b e i n g t h e s mal l , n i c h e p l aye r i n t h e
c r af t b e e r wo r l d . ”
- Pat r i c k Rue

7. Consume Surve
r y
• Sur vey c ol l ec t i on dat es : F e b r u ar y 1 5 , 2 01 2 –
F e b r u ar y 1 6, 2 01 2
• Sur veyed c ons um s : 85 0+ F ac e b o o k u s e r s i n “ Be e r ”
er
g r o u p ( mo s t l y d o me s t i c , U. S . u s e r s ) & 4, 45 0+
F ac e b o o k u s e r s i n “ Be e r D r i n k e r s Un i t e d ” g r o u p
( i n t e r n at i o n al )
• Sur vey s am e: 1 00 s u r ve ys ( 1 2 9 t o t al ) vi a
pl
s u r ve ymo n k e y. c o m
( 9 an al yt i c al q u e s t i o n s p l u s 1 “ Qu e s t i o n s , Co mme n t s ,
an d Co n c e r n s ” )

8. Surve R e
y sults

9. Recommendations
• S t ay t r u e ; h o l d yo u r l i n e
• F i g h t e x c l u s i vi t y b y r e l e as i n g mo r e k e g s
• Co n t i n u e yo u r ap p r o ac h t o b e e r as s u b s t i t u t e
t o wi n e wi t h f o o d
• Ge t mo r e i n vo l ve d wi t h t h e l o c al h o me b r e we r s
an d l o c al f an s
• Ex p an d d i s t r i b u t i o n

10. T hank You
Qu e s t i o n s ?