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Transcript of Bell's Brewery:
What is craft beer?
Founded as Kalamazoo Brewing Company by Larry Bell. First 9 employees brewed, delivered, and sold all the beer
Signed with first wholesaler, when craft beer first started to increase
Additional brewing facility built
20 States, 80 wholesalers, 500,000 barrels
The History of Bell's Brewery
The Path to Success
Umbrella strategy to
market 20+ brands
Since the characteristic taste of Bell's beer quickly attracts new customers, Bell's brewery should focus more on acquiring new segments of customers
Introduce new beer drinkers to Bell's. Need to increase awareness, Bell's currently relies on word of mouth.
Advertisements comparing against mainstream beers e.g. Bud Light. Dynamic variables include superior product quality, and seasonal variety.
Source of Volume
Goal: Maximize Profit
Value Pricing: Superior quality and taste
3rd Degree Price Discrimination for 21-year-olds
5 Box Positioning Statement
Annual production of 6 million barrels of beer or less (approx. 3% of annual U.S. sales
Only 25% or less of the brewery can be owned by non-craft brewery
Flavor derives from
traditional or innovative
ingredients and fermentation
1. "Build-Your-Own 6-pack"
with seasonal beers
Online (social media, music sharing, etc.)
3. Promote seasonal beers in select bars
Ex. Oberon Day
Bell's beer is sold at party stores, grocery stores, and taverns/restaurants, such as the Eccentric Cafe
Bell's brewery should expand its sales to the West
Restaurants could host events for various seasonal beers
Seasonal selections, product quality
Focus on two main groups, competitors consumers (acquisition/steal share) and consumers outside the category (acquisition/stimulate demand)
Consumer Segment 1: "Annie"
Doesn't appreciate beer or have much exposure to beer, excited about recent ability to make alcohol purchasing decisions
"What would make beer more appealing to you?"
3 of the most common survey responses:
- if it was cheaper or more accessible
- if it had a better taste
- if there was more of a variety in taste or flavors
Age 21-24, college student, not much disposible income,
Drinks mixed drinks or cheap beer socially
Need for taste variety
Consumer Segment 2: "Bill"
Age 35-50, white-collar worker with some disposable income
Works hard at a somewhat monotonous office job, drinks beer after a long day at work
Beer is a reward for making it through a long day,
Wants some change or excitement, daydreams about changing careers but needs the stable pay to support a family
Wants excitement and change
Current Big Picture
Source of Volume:
unfiltered, quality craft beers.
Brew thoughtfully, creatively and artistically while striving to bring an authentic and pleasant experience to all through their unique ales and beers.
continue to produce a
variety of quality beers and ales to
Year Round Availability
Award Winning Taste
Word of Mouth
Cans coming soon!
1. Cheaper to produce
2. Can be taken places bottles are not allowed
Dynamic Variable: seasonal beers
beers for everyday
#4 Double IPA