Mountain Man Brewing Company

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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