Mountain Man Brewing Company
Essay by Chinmay Ajnadkar • November 12, 2016 • Presentation or Speech • 275 Words (2 Pages) • 1,232 Views
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Mountain Man Brewing Company
About Mountain Man Brewing Company
Established in 1925, has its roots firmly set in West Virginia generating revenue over $50 million
‘Mountain Man Lager’ is a core product which sustained growth of the company for 8 decades
Factors critical in success of ‘MMBC’ and ‘Mountain Man Lager’ are:
High brand awareness and peoples perception of brand being authentic
Continuation of unique attributes of beer like bitter taste and slightly higher content of alcohol
Strong customer base among the blue collar working class and legacy factor with generations
Price at par with domestic brands and grass root marketing techniques
More points can be added here
Over previous 6 years, sales of light beer growing with annual rate of 4% and sale of strong beer declining by rate of 4%
MMBC is experiencing decline in sales for the first time in history due to following reasons:
Change is beer drinker’s taste preference
Demographic shift to young drinkers who accounted of 13% of adult population but consumed 27% of total beer consumption
Increase in customer base of light beer from 29% in 2001 to 50.4% in 2005
Retail stores are selling beer at deep discount
MMBC is unable to spend heavily to maintain the sales level in premium segment as compared to domestic brewers
SOLUTION: Company extend the product line by introducing light beer as “Mountain Man Light” because:
Light beer accounted for 50.4% of volume sales in 2005 as compared to 29% in 2001
Light beer sales in US has been growing at an annual rate of 4%
Mountain Man Brewing Company
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