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Mountain Man Brewing Company

Essay by   •  November 12, 2016  •  Presentation or Speech  •  275 Words (2 Pages)  •  1,222 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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