Brand Strategy

A summer beer is a great way to introduce a new beer without alienating the loyal blue-collar MMBC customers or hurting the brand with a "wimpy light beer." It's ok to drink light beer in the summer. With this campaign, MMBC will market to the younger customers and the hardworking blue-collar costumers. The 21 to 24 year old customer & the woman demographic will be attracted to Summer Mountain for the light refreshing taste. Loyal customers will be attracted to a quality light beer that is refreshing after a long day's work. The name Mountain Man light would damage the family brand MMBC has created, Summer Mountain will expand the brand and customer base while not taking any market share away from Mountain Man Lager.

The rapidly increasing demographic of young drinkers, those 21 to 24 years old, as shown in Exhibit 2, overwhelmingly favor light beer as their drink of choice. By creating a new light beer under the exciting name, Summer Mountain, MMBC will gain the ability to reach this growing market of the younger, light beer drinkers. The key consumer segment was younger drinkers (13%) who preferred light beer and accounted for 27% consumption. The light beer market is the newest and most rapidly growing product category while being the only beer category demonstrating consistent growth. A new light beer brand would help MMBC gain market share in premise locations: restaurants and bars. Currently MMBC is losing a 2% share of the regional market each year. With the addition of Summer Mountain, MMBC will be able to stop this losing trend and begin to gain back lost ground.