Point of View Analysis: Boston Beer Co.

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Dawn Howell
Feb 2, 2013
Boston Brew Co,. 2nd POV

Situation: The Boston Beer Company is a publicly owned regional craft brewery headquartered in Boston, Massachusetts. Known for its high quality craft brews, it is considered a small, independent and traditional American brewery. Recognized by the name Samuel Adams, the craft beers are brewed in Boston, Ma, Cincinnati, OH, and Breinigsville, PA. Major brews include the Boston Lager, and Sam Adams Light along with 50 other beverage selections under distinctive product lines such as our Seasonal Brews, Brewmaster’s Collection, Barrel Room Collection, Specialty Beers, Limited Release Beers, Twisted Teas, and Hard Ciders. The Boston Beer Co. distributes to all 50 states as well as 20 international countries including Canada, Germany, and Australia. The company produces two and a half million barrels of beer annually and makes up less than one percent of the United States beer market. The Boston Beer Company has been one of the leading craft brewers since its inception in the 1980’s. However, the beer industry has seen recent changes in the market share between craft brewers and the larger companies of MillerCoors LLC. and Anheuser-Busch. Due to an aging population in America, beer consumption is slowing and consumers are valuing quality over quantity. Therefore, the craft brewing industry has seen a 14% boost in overall sales even with a 2% decline in beer consumption as a whole. Witnessing this growth within the craft brewing industry, the market is sure to see a wave of incoming competition.

Problem:The problem as it stands, although not immediately daunting, is the risk of losing credibility and market share amongst the craft brewing community. Samuel Adams has held such a strong position within the craft brew industry for some time, it doesn’t seem as if it is at any risk of falling from its pedestal. However, the risk is very real indeed. Not only are there numerous benefits for new entrants to break...
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