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CASE 5

Competition in the Craft

Beer Industry in 2018

John D. Varlaro John E. Gamble

Johnson & Wales University Texas A&M University–Corpus Christi

L THE BEER MARKET

ocally produced or regional craft beers caused a
seismic shift in the U.S. beer industry during the
early 2010s with the gains of the small, regional The total economic impact of the beer market was
newcomers coming at the expense of such well-known estimated to be 2.0 percent of total U.S. GDP in
brands as Budweiser, Miller, Coors, and Bud Light. 2016 when variables such as jobs within beer pro-
Craft breweries, which by definition sold fewer than duction, sales and distribution were included.4 Total
6 million barrels (bbls) per year, expanded rapidly revenue for the craft beer industry was estimated at
with the deregulation of intrastate alcohol distribution $6 billion.5 Exhibit 1 presents annual per produc-
and retail laws and a change in consumer preferences tion statistics for the United States between 2006
toward unique and ­high-quality beers. The growing and 2017.
popularity of craft beers led to an approximate 5 per- Although U.S. production had declined since
cent sales volume increase in craft beer in 2017.1 2008, consumption was increasing elsewhere in the
Yet, the overall beer industry had remained flat world, resulting in a forecasted global market of over
in 2017 with total beer sales dropping by 1.2 percent $700 billion in sales by 2022.6 Global growth seemed
in the United States.2 The craft beer industry, too, to be fueled by the introduction of differing styles of
had begun to show signs of a slowdown going into beer to regions where consumers had not previously
2018. While volume sales had increased by 5 percent had access and the expansion of demographics not
in 2017 and annual growth had averaged 13.6 percent normally known for consuming beer. Thus, exported
from 2012 to 2017, projections had slowed dramati- beer to both developed and developing regions
cally to 1.3 percent from 2017 to 2022.3 Yet there did helped drive future growth. As an example, China
not seem to be a slowdown in the number of new recently saw a number of domestic craft breweries
craft brewers entering the market. Industry com- producing beer as well as experimenting with locally
petition was increasing as grain price fluctuations and regionally known flavors, enticing the domestic
affected cost structures and growing consolidation palette with flavors such as green tea.
within the beer industry—led most notably by AB The Brewers Association, a trade association
InBev’s acquisition of several craft breweries, Grupo for brewers, suppliers and others within the indus-
Modelo, and its acquisition of SABMiller—and cre- try, designated a brewery as a craft brewer when
ated a battle for market share. While the market output was less than 6 million barrels annually and
for specialty beer was expected to gradually plateau the ownership was more than 75 percentindepen-
by 2020, it appeared that the slowing growth had dent of another non-craft beer producer or entity.
arrived by 2017. Nevertheless, craft breweries and The rapid increase in popularity for local beers led
microbreweries were expected to expand in number to the number of U.S. brewers to reach over 6,000
and in terms of market share as consumers sought
out new pale ales, stouts, wheat beers, pilsners, and Copyright ©2018 by John D. Varlaro and John E. Gamble. All rights
lagers with regional or local flairs. reserved.

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C-42 PART 2 Cases in Crafting and Executing Strategy

EXHIBIT 1 Barrels of Beer Produced in EXHIBIT 2 Top 10 U.S. Breweries in 2017

the United States, 2006–2017
(millions of barrels) Rank Brewery

1 Anheuser-Busch, Inc
Year Barrels produced (in millions)* 2 MillerCoors
3 Constellation
2006 198
4 Heineken
2007 200
5 Pabst Brewing Company
2008 200
6 D.G. Yuengling and Son, Inc
2009 197
7 North American Breweries
2010 195
8 Diageo
2011 193 9 Boston Beer Company
2012 196 10 Sierra Nevada Brewing Company
2013 192
2014 193 Source: Brewers Association.

2015 191 After malting, the barley is milled to break open

2016 190 the husk while also cracking the inner seed that has
2017 186 begun to germinate. Once milled, the barley is mashed,
*Rounded to the nearest million.
or added to hot water. The addition of the hot water
produces sugar from the grain. This mixture is then
Source: Alcohol and Tobacco Tax and Trade Bureau website
filtered, resulting in the wort. The wort is then boiled,

in 2017—nearly triple the number in 2012. Of these EXHIBIT 3 Top 10 Global Beer
breweries, 99 percent were identified as craft brewer- Producers by Volume,
ies with distribution ranging from local to national. 2014–2016 (millions of
While large global breweries occupied the top posi-
tions among the largest U.S. breweries, three craft barrels)*
breweries were ranked among the top-10 largest U.S.
brewers in 2017—see Exhibit 2. Exhibit 3 shows the Rank Producer 2014 2015 2016
production volume of the 10 largest beer producers
1 Ab InBev** 351 353 435
worldwide from 2014 to 2016. The number of craft
2 Heineken 180 186 195
breweries in each U.S. state in 2015 and 2017 are
3 Carlsberg 110 107 102
­presented in Exhibit 4.
4 CR Snow*** N/A N/A 100
5 Molson Coors 54 54 82
THE BEER PRODUCTION Brewing Company

PROCESS 6
7
Tsingtao (Group)
Asahi
78
26
72
24
67
60
The beer production process involves the fermenta- 8 Beijing Yanjing 45 41 38
tion of grains. The cereal grain barley is the most 9 Castel BGI 26 26 26
common grain used in the production of beer. Before 10 Kirin 36 35 24
fermentation, however, barley must be malted and
* Originally reported as hectoliters. Computed using 1 hL = .852
milled. Malting allows the barley to germinate and barrel for comparison; to nearest million bbl.
produce the sugars that would be fermented by the ** Now includes SABMiller; previous volumes for SABMiller in years
yeast, yielding the sweetness of beer. By soaking the 2014 and 2015 prior to acquisition were 249 and 353, respec -
barley in water, the barley germinates, or grows, as it tively, ranking it as second for both years.
would when planted in the ground. This process is *** Was not in top 10 for 2014 and 2015.
halted through the introduction of hot air and drying N/A: Not available.
after germination began. Source: AB InBev 20-F SEC Document, 2015, 2016, 2017.

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Case 5 Competition in the Craft Beer Industry in 2018 C-43

EXHIBIT 4 Number of Craft Brewers State 2015 2017

by State, 2015 and 2017
Texas 189 251
Utah 22 30
State 2015 2017
Vermont 44 55
Alabama 24 34 Virginia 124 190
Alaska 27 36 Washington 305 369
Arizona 78 96 West Virginia 12 23
Arkansas 26 35 Wisconsin 121 160
California 518 764 Wyoming 23 24
Colorado 284 348
Connecticut 35 60 Source: Brewers Association.
Delaware 15 21
Florida 151 243
which sterilizes the beer. It is at this stage that hops
Georgia 45 69
are added. The taste and aroma of beer depend on the
Hawaii 13 18
variety of hops and when the hops were added.
Idaho 50 54 After boiling, the wort is cooled and then poured
Illinois 157 200 into the fermentor where yeast is added. The sugar
Indiana 115 137 created in the previous stages is broken down by
Iowa 58 76 the yeast through fermentation. The different styles
Kansas 26 36 of beer depend on the type of yeast used, typically
Kentucky 24 52 either an ale or lager yeast. The time for this process
Louisiana 20 33 could take a couple of weeks to a couple of months.
Maine 59 99 After fermentation, the yeast is removed. The pro-
Maryland 60 73 cess is completed after carbon dioxide is added and
Massachusetts 84 129 the product is packaged.
Michigan 205 330 Beer is a varied and differentiated product, with
Minnesota 105 158 over 70 styles in 15 categories. Each style is depen-
Mississippi 8 12
dent on a number of variables. These variables are
controlled by the brewer through the process, and
Missouri 71 91
could include the origin of raw materials, approach to
Montana 49 75
fermentation, and yeast used. For example, Guinness
Nebraska 33 49
referenced on its website how barley purchased by
Nevada 34 40
the brewer was not only grown locally, but was also
New Hampshire 44 58 toasted specifically after malting, lending to its char-
New Jersey 51 90 acteristic taste and color. As another example of dif-
New Mexico 45 67 ferentiation through raw materials, wheat beers, such
New York 208 329 as German-style hefeweizen, are brewed with a mini-
North Carolina 161 257 mum of 50 percent wheat instead of barley grain.
North Dakota 9 12
Ohio
Oklahoma
143
14
225
27
DEVELOPMENT OF
Oregon 228 266 MICROBREWERIES AND
Pennsylvania 178 282 ECONOMICS OF SCALE
Rhode Island 14 17
South Carolina 36 61 Although learning the art of brewing takes time,
South Dakota 14 16
beer production lends itself to scalability and vari-
ety. For example, an amateur; or home brewer; could
Tennessee 52 82
brew beer for home consumption. There had been

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C-44 PART 2 Cases in Crafting and Executing Strategy

a significant increase in the interest in home brew- through kegs. While restaurants and bars could carry
ing, with over 1 million people pursuing the hobby in kegs, retail shelves at a local liquor store needed to
2016.7 It was also not uncommon for a home brewer have cans and bottles, as a relatively small number of
to venture into entrepreneurship and begin brewing consumers could accommodate kegs for home use.
for commercial sales. However, beer production was Thus, there may only be a few liquor stores or res-
highly labor intensive with much of the work done taurants where a consumer may find a locally-brewed
by hand. A certain level of production volume was beer. In states that do not allow self-distribution or
necessary to achieve breakeven and make the micro- on-premise sales, distribution and exposure to con-
brewery a successful commercial operation. sumers could represent a barrier for breweries, espe-
A small nanobrewery may brew a variety of fla- cially those that were small or new.
vor experiences and compete in niche markets, while The Alcohol and Tobacco Tax and Trade Bureau
the macrobrewery may focus on economies of scale (TTB) was the main federal agency for regulating this
and mass produce one style of beer. Both may attract industry. As another example of regulations, brewer-
consumers across segments and were attributed to ies, were required to have labels for beers approved by
the easily scalable yet highly variable process of brew- the federal government, ensuring they meet advertis-
ing beer. In contrast, a global producer such as AB ing guidelines. In some instances, the TTB may need
InBev could produce beer for millions of consumers to approve the formula used for brewing the specific
worldwide with factory-automated processes. beer prior to the label receiving approval. Given the
approval process, and the growth of craft brewer-
ies, the length of time this takes could reach several
LEGAL ENVIRONMENT OF months. For a small, microbrewery first starting, the
delay in sales could potentially impact cash flow.
BREWERIES Employment law was another area impacting
As beer was an alcoholic beverage, the industry was breweries. The Affordable Care Act (ACA) and
subject to much regulation. Further, these regula- changes to the Fair Labor Standards Act (FLSA)
tions could vary by state and municipality. One such greatly affected labor cost in the industry. Where the
regulation was regarding sales and distribution. ACA mandated health care coverage by employers,
Distribution could be distinguished through the FLSA changed overtime rules for employees pre-
direct sales (or self-distribution), and two-tier and viously classified as exempt or salaried. Finally, many
three-tier systems. Regulations permitting direct sales states and municipalities passed or were considering
allow the brewery to sell directly to the consumer. passing, increases to minimum wage. These changes
Growlers, bottle sales as well as tap rooms were all in regulations could lead to significant increases in
forms of direct, or retail, sales. There were usually business costs, potentially impacting a brewery’s abil-
requirements concerning direct sales, including limi- ity to remain viable or competitive.
tations on volume sold to the consumer. Lawsuits might also impact breweries’ operations.
Even where self-distribution was legal, the legal Trademark infringement lawsuits regarding brewery
volumes could be very small and limited. Very few and beer names were common. Further, food-related
brewers were exempt from distributing through lawsuits could occur. In 2017, there were potential
wholesalers, referred to as a three-tier distribution lawsuits against breweries distributing in California
system. And often to be operationally viable, brewers that did not meet the May 2016 requirement of pro-
need access to this distribution system to generate viding an additional sign warning against pregnancy
revenue. In a three-tier system, the brewery must first and BPA (Bisphenyl-A) consumption. BPA was com-
sell to a wholesaler—the liquor or beer distributer. monly found in both cans and bottle caps, and thus
This distributor then sells to the retailer, who then breweries were potentially legally exposed, exemplify-
ultimately sells to the consumer. ing the potential legal exposure to any brewery.
This distribution structure, however, had ramifi-
cations for the consumer, as much of what was avail-
able at retail outlets and restaurants were impacted by
SUPPLIERS TO BREWERIES
the distributor. This was further impacted by whether The main suppliers to the industry were those who
a brewery bottles or cans its beer or distributes supply grain and hops. Growers might sell direct to

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Case 5 Competition in the Craft Beer Industry in 2018 C-45

breweries or distribute through wholesalers. Brewers Yakima Valley was probably one of the more recogniz-
who wish to produce a grain-specific beer would be able geographic-growing regions. There were numer-
required to procure the specific grain. Further, reci- ous varieties of hops, however, and each contributes
pes might call for a variety of grains, including rye, a different aroma and flavor profile. Hop growers
wheat, and corn. As previously mentioned, the defini- have also trademarked names and varieties of hops.
tion of craft was changed not only to include a higher Further, as with grains, some beer-styles require spe-
threshold for annual production, but it also changed cific hops. Farmlands that were formerly known for
to not exclude producers who used other grains, such hops have started to see a rejuvenation of this crop,
as corn, in their production. Finally, origin-specific such as in New England. In other areas, farmers were
beers, such as German- or Belgian-styles might also introducing hops as a new, cash crop. Some hops
require specific grains. farms were also dual purpose, combining the grow-
The more specialized the grain or hop, the more ing operations with brewing, thus serving as both a
difficult it was to obtain. Those breweries, then, supplier of hops to breweries while also producing
competing based on specialized brewing would be their own beer for retail. Recent news reports, how-
required to identify such suppliers. Conversely, ever, were citing current and future shortages of hops
larger, global producers of single-style beers were due to the increased number of breweries. Rising
able to utilize economies of scale and demand lower temperatures in Europe led to a diminished yield in
prices from suppliers. Organically-grown grains and 2015, further impacting hops supplies. For breweries
hops suppliers would also fall into this category of using recipes that require these specific hops, short-
providing specialized ingredients, and specialty brew- ages could be detrimental to production. In some
ers tend to use such ingredients. instances, larger beer producers had vertically inte-
Exhibit 5 illustrates the amount of grain products grated into hops farming to protect their supply.
used between 2010 and 2014 in the United States by Suppliers to the industry also include manufac-
breweries. turers and distributors of brewing equipment, such
It was estimated that hops acreage within the as fermentation tanks and refrigeration equipment.
United States grew almost 80 percent from 2012 to Purification equipment and testing tools were also
2017,8 which seems to follow the growing demand necessary, given the brewing process and the need to
due to the increased number of breweries. Hops ensure purity and safety of the product.
were primarily grown in the Pacific Northwest states Depending on distribution and the distribution
of Idaho, Washington, and Oregon. Washington’s channel, breweries might need bottling or canning
equipment. Thus, breweries might invest heavily in
automated bottling capabilities to expand capacity.
EXHIBIT 5 Total Grain Usage in the Recently, however, there had been shortages in the
Production of Beer, 16-ounce size of aluminum cans.
2010–2014 (in millions
of pounds) HOW BREWERIES COMPETE:
INNOVATION AND QUALITY
Grain Type* 2010 2011 2012 2013 2014
VERSUS PRICE
Corn 701 629 681 593 574
Rice 714 749 717 724 604
The consumer might seek out a specific beer or
brewery’s name or purchase the lower-priced glob-
Barley 88 128 136 158 169
ally known brand. For some, beer drinking might
Wheat 22 24 26 30 33
also be seasonal, as tastes change with the seasons.
Malt 4,147 4,028 4,117 3,916 3,689
Lighter beers were consumed in hotter months, while
heavier beers were consumed in the colder months.
*Includes products derived from the type of grain for brewing process.
Consumers might associate beer styles with the time
Source: Alcohol and Tobacco Tax and Trade Bureau (TTB) website. of year or season. Oktoberfest and German-style
Due to a request from the brewing industry to simplify reporting,
the TTB stopped requiring producers to report grain usage in pro-
beers were associated with fall, following the German-
duction in 2015. traditional celebration of Oktoberfest. Finally, any

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C-46 PART 2 Cases in Crafting and Executing Strategy

one consumer might enjoy several styles, or choose to increased significantly since 2006 following the rise
be brewery or brand loyal. in craft beer popularity, competing against Boston
The brewing process and the multiple varieties Beer Company’s Sam Adams in this better beer
and styles of beer allow for breweries to compete segment. AB InBev had also acquired larger better-
across the strategy spectrum—low price and high known craft breweries, including Goose Island, in
volume, or higher price and low volume. Industry 2011. With a product portfolio that included both
competitors, then, might target both price-point and low-price and premium craft beer brands, macro-
differentiation. The home brewer, who decided to breweries were competing across the spectrum and
invest several thousand dollars in a small space to putting pressure on breweries within the better and
produce very small quantities of their beer and start a craft beer segments—segments demanding a higher
nanobrewery, might utilize a niche competitive strat- price point due to production.
egy. The consumer might patronize the brewery on However, a lawsuit claimed the marketing of Blue
location or seek it out on tap at a restaurant given Moon was misleading and its marketing obscured the
the quality and the style of beer brewed. If allowed by ownership structure. Although the case was dismissed,
law, the brewery might offer tastings or sell onsite to it further illustrated consumer sentiment regarding
visitors. Further, the nanobrewer was free to explore what was perceived as craft beer. It also illustrated the
and experiment with unusual flavors. To drive aware- power of marketing and how a macrobrewery might
ness, the brewer might enter competitions, attend position a brand within these segments.
beer festivals, or host tastings and “tap takeovers”
at local restaurants. If successful, the brewer might
invest in larger facilities and equipment to increase CONSOLIDATIONS AND
capacity with growing demand.
The larger, more established craft brewers, espe- ACQUISITIONS
cially those considered regional breweries, might In 2015 AB InBev offered to purchase SABMiller for
compete through marketing and distribution, while $108 billion, which was approved by the European
offering a higher value compared to the mass pro- Union in May 2016 and finalized in 2016. To allow
duction of macrobreweries. However, the consumer for the acquisition, many of SABMiller’s brands
might at times be sensitive to and desire the craft were required to be divested. Asahi Group Holdings
beer experience through smaller breweries—so much Ltd. purchased the European brands Peroni and
so that even craft breweries who by definition were Grolsch from SABMiller. Molson Coors purchased
craft might draw the ire of the consumer due to its SABMiller’s 58 percent ownership in MillCoors
size and scope. Boston Beer Company was one such LLC—originally a joint venture between Molson
company. Even though James Koch had started it as Coors and SABMiller. This transaction provided
a microbrewery, pioneering the craft beer movement Molson Coors 100 percent ownership of MillerCoors.
in the 1980s, some craft beer consumers do not view It should be noted that AB InBev and MillerCoors
it as authentically craft. represented over 80 percent of the beer produced in
Larger, macrobreweries mass produced and the United States for domestic consumption.
competed using economies of scale and established Purchases of craft breweries by larger companies
distribution systems. Thus, low cost preserves mar- had also increased during the 2010s. AB InBev had
gins as lower price points drive volume sales. Many purchased around 10 craft breweries since 2011, includ-
of these brands were sold en masse at sporting and ing Goose Island, Blue Point and Devil’s Backbone
entertainment venues, as well as larger restaurant Brewing. MillerCoors—whose brands already included
chains, driving volume sales. Killian’s Irish Red, Leinenkugel’s, and Foster’s—
Companies like AB InBev possessed brands acquired Saint Archer Brewing Company. Ballast Point
within the portfolio that were sold under the percep- Brewing & Spirits was acquired by Constellations
tion of craft beer, in what Boston Beer Company Brands. Finally, Heineken NV purchased a stake in
deems the better beer category—beer with a higher Lagunitas Brewing Company. It would seem that craft
price point, but also of higher quality. For example, beer and breweries had not only obtained the atten-
Blue Moon, a Belgian-style wheat ale, was produced tion of the consumer, but also the larger multinational
by MillerCoors. Blue Moon’s market share had breweries and corporations.

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Case 5 Competition in the Craft Beer Industry in 2018 C-47

PROFILES OF BEER AB InBev invested heavily in sponsorships to

bolster marketing and brand recognition globally.
PRODUCERS Budweiser planned to sponsor the 2018 and 2022
FIFA World Cups™, as it had sponsored the 2014
Anheuser-Busch InBev competition. Globally, the Budweiser brand expe-
As the world’s largest producer by volume, AB InBev rienced revenue growth of 4.1 percent, driven by
had 200,000 employees globally. The product port- 11 percent growth with sales outside of the United
folio included the production, marketing, and dis- States in 2017. Bud Light was the official sponsor of
tribution of over 500 beers, malt beverages, as well the National Football League through 2022.
as soft drinks in more than 150 countries. These AB InBev had also actively acquired other brands
brands included Budweiser, Stella Artois, Leffe, and and breweries since the 1990s, including Labatt in
Hoegaarden. 1995, Beck’s in 2002, Anheuser-Bush in 2008, and
AB InBev managed its product portfolio through Grupo Modelo in 2013. All of these acquisitions pro-
three tiers. Global brands, such as Budweiser, Stella ceeded the SABMiller purchase. These acquisitions
Artois, and Corona, were distributed throughout the provided AB InBev greater market share and penetra-
world. International brands (Beck’s, Hoegaarden, tion through combining marketing and operations to
Leffe) were found in multiple countries. Local all brands. The reacquisition of the Oriental Brewery
champions (i.e., local brands) represented regional in 2014 was a good example of the potential syner-
or domestic brands acquired by AB InBev, such as gies garnered. Cass was the leading beer in Korea
Goose Island in the United States and Cass in South and was produced by Oriental Brewery; however,
Korea. While some of the local brands were found in while Cass represented the local brand for AB InBev
different countries, it was due to geographic proxim- in Korea, Hoegaarden was distributed in Korea,
ity and the potential to grow the brand larger. along with the global brands of Budweiser, Corona,
AB InBev reported its 2017 revenues grew in all and Stella Artois.
its Latin America regions, Europe, Africa, and Asia, A summary of AB InBev’s financial performance
but declined slightly in the United States and Canada.9 from 2014 to 2017 is presented in Exhibit 6.
Its strength in brand recognition and focused market-
ing drove its global brands of Budweiser, Stella Artois, Boston Beer Company
and Corona to experience almost 10 percent revenue Boston Beer Company was the second largest craft
growth. AB InBev had focused on growing brands out- brewer by volume in the United States10 and reported
side of their respective home markets in 2017. Due to sales of less than 4 million barrels in 2017. The com-
this investment, Budweiser, Stella Artois, and Corona pany’s 2017 sales volume declined by 6 percent from
experienced almost 17 percent revenue growth outside 2016, which was preceded by a decrease of over
of their home markets. 5 percent from 2015 to 2016. Accordingly, it dropped

EXHIBIT 6 Financial Summary for AB InBev, 2014–2017 (in millions of $)

2017 2016 2015 2014

Revenue $ 56,444 $ 45,517 $ 43,604 $ 47,063

Cost of sales (21,386) (17,803) (17,137) (18,756)
Gross Profit 35,058 27,715 26,467 28,307
Selling, general and administrative expenses (18,099) (15,171) (13,732) (10,285)
Other operating income/expenses 854 732 1,032 1,386
Non-recurring items (662) (394) 136    (197)
Profit from operations (EBIT) 17,152 12,882 13,904 15,111
Depreciation, amortization and impairment 4,276 3,479 3,153 3,354
EBITDA $ 21,429 $ 16,361 $ 17,057 $ 18,465

Source: AB InBev Annual Reports, 2015, 2016, 2017.

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C-48 PART 2 Cases in Crafting and Executing Strategy

from the fifth largest overall brewer in the United successful development and sales of beers under
States in 2015 to ninth in 2017—see Exhibit 2. The the Traveler Beer Company brand. The incubator,
company history states the recipe for Sam Adams Alchemy and Science, also built Concrete Beach
was actually company founder Jim Koch’s great- Brewery and Coney Island Brewery. Alchemy and
great-grandfather’s recipe. The story of Boston Beer Science contributed 7 percent of the total net sales in
Company and Jim Koch’s success was referenced at 2015 and 4 percent of net sales in 2016.
times as the beginning of the craft beer movement, Boston Beer Company offered three non-beer
often citing how Koch originally sold his beer to bars brands. The Twisted Tea brand was launched in 2001
with the beer and pitching on the spot. and the Angry Orchard was originated in 2011. Truly
This beginning seemed to underpin much of Spiked & Sparkling was a 5 percent alcohol sparkling
Boston Beer Company’s strategy as it competed in water launched in 2016. These other brands and
the higher value and higher price point category it products compete in the flavored malt beverage and
refers to as the better beer segment. Focusing on qual- the hard cider categories, respectively.
ity and taste, Boston Beer Company marketed Samuel A summary of Boston Brewing Company’s finan-
Adams Boston Lager as the original beer Koch first cial performance from 2014 to 2017 is presented in
discovered. The company also produced several Sam Exhibit 7.
Adams seasonal beers, such as Sam Adams Summer
Ale and Sam Adams Octoberfest. Other seasonal Sam Craft Brew Alliance
Adams beers have limited release in seasonal variety Craft Brew Alliance was ranked ninth for overall brew-
packs, including Samuel Adams Harvest Pumpkin ing by volume in 2017.11 Founded in 2008, it resulted
and Samuel Adams Holiday Porter. In addition, there from the mergers between Redhook Brewery, Widmer
was also a Samuel Adams Brewmaster’s Collection, Brothers Brewing, and Kona Brewing Company.
a much smaller, limited release set of beers at much Each with substantial history, the decision to merge
higher points, including the Small Batch Collection was to help assist with growth and meeting demand.
and Barrel Room Collection. Utopia—its highest The Craft Brew Alliance also included Omission
priced beer—was branded as highly experimental and Brewery, Resignation Brewery, and Square Mile
under very limited release. Cider Company. In addition to these brands, Craft
In the spirit of craft beer and innovation, several Brew Alliance operated five brewpubs. In total, there
years ago Boston Beer Company launched a craft were 820 people employed at Craft Brew Alliance,
brew incubator as a subsidiary, which had led to the producing just over 1 million barrels in 2016.

EXHIBIT 7 Financial Summary for Boston Brewing Company, 2014–2017

(in thousands of $)
2017 2016 2015 2014

Revenue $921,736 $968,994 $1,024,040 $966,478

Excise taxes* (58,744) (62,548) (64,106) (63,471)
Cost of goods sold (413,091) (446,776) (458,317) (437,996)
Gross Profit 449,901 459,670 501,617 465,011
Advertising, promotional and selling expenses 258,649 244,213 273,629 250,696
General and administrative expenses 73,126 78,033 71,556 65,971
Impairment of assets 2,451 (235) 258    1,777
Operating Income 115,675 137,659 156,174 146,567
Other expense, net 467 (538) (1,164) (973)
Provision for income taxes 17,093 49,772 56,596 54,851
Net Income $ 99,049 $ 87,349 $ 98,414 $ 90,743

Source: Boston Beer Company Annual Report, 2017.

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Case 5 Competition in the Craft Beer Industry in 2018 C-49

Craft Brew Alliance utilized automated brewing savings or solicited investments from friends and
equipment and distributed nationally through the family.
Anheuser-Busch wholesaler network alliance, lever- Given their entrepreneurial beginnings, these
aging many of the logistics and thus cost advantages microbreweries and even smaller nanobreweries
associated. Yet, it remained independent, leveraging were usually located in industrial spaces. They were
both its craft brewery brands and the cost advantage solely operated by the brewer-turned-entrepreneur, or
associated with larger distribution networks. It was a small staff of two or three. This staff would help
the only independent craft brewer to achieve this with brewing and production, as well as potentially
relationship and sought to leverage the partnership to brewery tours and visits—probably the most common
distribute its products in international markets, lead- marketing and consumer relations tactic utilized by
ing to the beginning of Kona’s global distribution. smaller breweries. While almost all breweries offered
Craft Brew Alliance engaged in contract ­brewing—a tours and tastings, these became ever more critical to
practice where spare capacity in production was uti- the smaller brewery with limited capital for market-
lized to produce beer under contract for sale under a ing and advertising. If onsite sales were available, the
different label or brand. In addition, it had partnerships brewer could sell growlers to visitors.
with retailers like Costco and Buffalo Wild Wings, gar- Social media websites also offered significant
nering further consumer exposure as well as sales. exposure for free and had become a foundational ele-
A summary of Craft Brew Alliance’s finan- ment of brewery marketing. These websites helped
cial performance from 2014 to 2017 is presented in the brewery reach the craft beer consumer, who
Exhibit 8. tended to seek out and follow new and upcoming
breweries. There were also mobile phone applica-
STRATEGIC ISSUES tions specific to the craft beer industry that could
help a startup gain exposure. Participating in craft
CONFRONTING CRAFT beer festivals, where local and regional breweries
BREWERIES IN 2018 were able to offer samples to attendees, was another
opportunity to gain exposure.
The vast majority of the craft breweries might pro- Some small microbreweries did not have enough
duce only enough beer for the local population in employees for bottling and labeling and had been
their area. Many of these breweries started the same known to solicit volunteers through social media.
way as the larger breweries—home brewers or hobby- To gain exposure and boost sales, the brewery might
ists decided to start to brew and sell their own beer. host events at local restaurants, such as ­tap-takeovers,
Many obtained startup capital through their own where several of its beers are featured on draft. If

EXHIBIT 8 Financial Summary for Craft Brew Alliance, 2014–2017 (in thousands of $)

2017 2016 2015 2014

Revenue $207,456 $202,507 $204,168 $200,022

Cost of sales (142,198) (142,908) (141,972) (141,312)
Gross Profit 65,258 59,599 62,196 58,710
Selling, general and administrative expenses 60,463 59,224 57,932 53,000
Operating Income 4,796 375 4,264 5,710
Income before provision for income taxes 4,041 (306) 3,718 5,099
Provision for income taxes   (5,482) 14 1,500 2,022
Net Income $ 9,523 $ (320) $ 2,218 $ 3,077

Source: Craft Brew Alliance Annual Reports, 2015 and 2016, and March 7, 2018 Press Release, “Craft Brew Alliance Reports Record Performance
in 2017 and Expects Continued Improvements in 2018, ” http://phx.corporate-ir.net/phoenix.zhtml?c=95666&p=irol-newsArticle&ID=2336844

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 Final PDF to printer

C-50 PART 2 Cases in Crafting and Executing Strategy

enough consumers were engaged, local restaurants of obtaining distribution and branding synergies,
were enticed to purchase more beer from the dis- while also mitigating the amount of direct competi-
tributor of the brewery. However, any number of tion. Complicating the competitive landscape were
variables—raw material shortages, tight retail compe- increasing availability and price fluctuations of raw
tition, price-sensitive consumers—could dramatically materials. These sporadic shortages might impact the
impact future viability. industry’s growth and affect the production stability
The number of beers available to the consumer of breweries, especially those smaller operations that
throughout all segments and price points had con- did not have capacity to purchase in bulk or outbid
tinued to steadily climb since the mid-2000s. While larger competitors.
the overall beer industry had seemed to plateau, the Overall, the growth in the consumers’ desire
significant growth appeared to be in the craft beer, for craft beer was likely to continue to attract more
or better beer segments. Further, larger macrobrew- entrants, while encouraging larger breweries to
eries and regional craft breweries were seizing the seek additional acquisitions of successful craft beer
opportunity to acquire other breweries as a method brands.

ENDNOTES
1
IBISWorld Industry Report 0D4302 Craft Beer http://beerservesamerica.org/ (accessed homebrewing-stats/ (accessed
Production in the U.S., December 2017. June 18, 2017). December 17, 2017).
2 5 8
Brewers Association, National Beer Sales IBISWorld Industry Report 0D4302 Craft Beer Hop Growers of America 2017 S tatistical
and Production Data, https://www.brewers­ Production in the U.S., December 2017. Report, https://www.usahops.org/img/blog_
6
association.org/statistics/national-beer- Research, Z. M. “Global Beer Market pdf/105.pdf (accessed May 19, 2017).
9
sales-production-data/ (accessedMay 19, Predicted to Reach by $750.00 Billion in Anheuser-Busch InBev 2017 Annual R eport.
10
2018). 2022,” March 2, 2018, http://globenewswire. “Brewers Association Releases 2017 T op 50
3
IBISWorld Industry Report 0D4302 Craft Beer com/news-release/2018/03/02/1414335/0/ Brewing Companies By Sales Volume,” March
Production in the U.S., December 2017. en/Global-Beer-Market-Predicted-to-Reach- 14, 2018, https://www.brewersassociation.
4
“Beer Serves America: A Study of the U.S. by-750-00-Billion-in-2022.html. org/press-releases/brewers-association-
7
Beer Industry’s Economic Contribution in American Homebrewers Association, releases-2017-top-50-brewing-companies-
2016, ” The Beer Institute and The National Homebrewing Stats, https://www by-sales-volume/.
11
Beer Wholesalers Association, May 2017, .homebrewersassociation.org/membership/ Ibid.

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