Essay About Authenticcontinuation Of Unique Attributes Of Beer And Sales Of Light Beer

Mountain Man Brewing Company
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Mountain Man Brewing CompanyAbout Mountain Man Brewing CompanyEstablished 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 decadesFactors critical in success of ‘MMBC’ and ‘Mountain Man Lager’ are:High brand awareness and peoples perception of brand being authenticContinuation of unique attributes of beer like bitter taste and slightly higher content of alcoholStrong customer base among the blue collar working class and legacy factor with generations Price at par with domestic brands  and grass root marketing techniquesMore points can be added hereOver 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 consumptionIncrease in customer base of light         beer from 29% in 2001 to 50.4% in 2005Retail 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 brewersSOLUTION: 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 2001Light beer sales in US has been growing at an annual rate of 4% Mountain Man Brewing Company