Preview

Moonshot Brewing Case Analysis

Good Essays
Open Document
Open Document
709 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Moonshot Brewing Case Analysis
New Century Brewing is a company that in my opinion was extremely lucky to have Rhonda Kallman on board as their CEO. She is somewhat of a modern day beer industry guru, having direct dealings with the age of light beers, as well as having a lot to do with the overall success of Samuel Adams Brewing Company. She was Boston’s drinking golden child, and it seems to me that she couldn’t get enough. She wanted the opportunity to start up a completely new drinking market. The Caffeinated Beer, was the pitch, the question however was, would she conquer this market or fall short? In summary New Century Brewing Companies main obstacle when talking about their “Moon Shot” beer, was the major U.S Brewing Companies. Particularly, Anhauser Busch with their B to the E brand of caffeinated beer. Because Moon Shot was working with a close to non existent advertising budget, B to the E’s failure to catch the taste buds of its consumer consequentially hurt the entire emerging energy beer market. Also with over 1500 microbreweries in the U.S alone, the micro brewed beers really crept into the beer market as well. The major problem with moon shot was the lack of advertising in my opinion. It was a horrible strategy to rely on other companies ads such as they did with B to the E. This was a major mistake because they needed to develop their brand. If they were given a 100,000 dollar budget then 50 thousand should have gone to a small production of their moon shot drink and the other 50 thousand to advertising. When starting up a new business sometimes you have to gamble a little bit by relying on your advertising. But I like those odds better then relying on another companies advertising. In my opinion Rhanda Kallman is an amazing innovator, but a horrendous marketer. This article made Edison Beer sound absolutely delicious, but in all reality I have never even heard of it. Also, when she worked for Boston Brewing Company (Granted I was in the 3rd Grade) Sam Adam’s Ad’s were

You May Also Find These Documents Helpful

  • Better Essays

    These drinks seemed to have done more than refresh us, they have served as economic sparkers and signatures for countries. What have these drinks done alike to have such a large impact on the economy of where they pioneered in? Superiority was a large overlapping similarity; each drink was very superior to any other drink of that era. Consistency was a major factor in each drink; whenever the economic factor of each drink came into play, each drink was consistent with how much the economy depended on it. Strength is needed among all drinks, especially when having such a large impact on the economy as these drinks did; they needed to be able to prosper in even the worst economic stages.…

    • 2316 Words
    • 10 Pages
    Better Essays
  • Powerful Essays

    Anheuser-Busch is the nation’s leading brewer of light, premium, and super-premium beers. Expensive European hops and beechwood-chip aging in eleven breweries across the country distinguish Anheuser-Busch beers such as Budweiser, Michelob, and Busch from much of their competition. Although principally a brewer, Anheuser-Busch has diversified, via…

    • 1703 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Miller v. Bud

    • 458 Words
    • 2 Pages

    In 1982, AB launched Bud Light, which was extremely successful because (1) firstly, it was targeted at the core users of light beer i.e. 25-44 year old upscale professionals. Lite on the other hand had chosen to stay off-strategy and continue their old campaign targeting 21-34 year old males with blue-collar occupations. (2) Secondly, it positioned itself as the light beer with superior quality for this target or upscale professionals. Budweiser’s brand equity of being a superior beer and the Clydesdale spot served to reinforce their positioning.…

    • 458 Words
    • 2 Pages
    Good Essays
  • Good Essays

    D.G. Yuengling & Son

    • 786 Words
    • 4 Pages

    growing demand for Yuengling beer. So far, thanks to hard work, dedicated workers, and some…

    • 786 Words
    • 4 Pages
    Good Essays
  • Good Essays

    In 1985 the Coors Brewing Company experienced such changes from a lack of a specific industry analysis and strategy for the future that simultaneously would have allowed for flexibility. The lowered stock price and their financial information show operational issues are happening; the numbers don’t lie and investors will continue to react negatively to Coors unless their problems are mitigated. To develop a competitive advantage, a company must have superior resources and capabilities…

    • 1261 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Budweiser Paper

    • 581 Words
    • 3 Pages

    Anheuser-Busch has always put a major focus on marketing. This is the company, after all, that spent $246.2 million solely on Super-Bowl commercials from 2002 to 2011. Edward McClelland of Salon says that from its inception, Budweiser was a "triumph of marketing over quality." The quality was questionable: Adolphus Busch, the company's founder, called his beer “dot-schlop” and preferred to drink wine and St. Louis drinkers were not fans of the drink either, but the Busch family still bought the licenses and paid rent for bar owners in exchange for serving the product.…

    • 581 Words
    • 3 Pages
    Good Essays
  • Best Essays

    The Boston Beer Company was founded in 1984 by a man named Jim Koch. Jim grew up in a family that had a long line of brewers in their history, including his grandfather Louis Koch, who was the original inventor of what became the Boston Lager recipe. Instead of pursuing the old family dream, or what was considered the family profession, he decided to go to college in hopes of becoming a management consultant but always keeping the beer industry in mind. Then finally, when it seemed like the perfect time to enter the beer market because of a lack of specialized or “better beers,” and after going door-to-door for several months with his partner Rhonda Kallman (who was the only other employee in the company at that time…

    • 2639 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    Boston Beer

    • 479 Words
    • 2 Pages

    b. There are several reasons why BBC should not pursue the light beer market. They did try launching the light beer named lightship. They did invest a lot of effort and money in lightship but they did not get that much return as they expected. Rhonda Kallman, Vice President of Sales, said “an additional 2% growth in Samuel Adams is more than six times what we are doing in light beer.” This phrase tells us that they are better not to invest in light beer because it is very unprofitable for the company. Also, if we looked at exhibit 2, the sales of Boston lightship were decreasing gradually from 1992 to 1997.…

    • 479 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    The Boston Beer Company

    • 4185 Words
    • 17 Pages

    Overview The Boston Beer Company has had amazing success in its transition from a small scale microbrewer to a large scale national brewery. Almost all of the company’s success is due to the Samuel Adams Lager product line, which has hardly changed from the founding of the company in 1984, to the IPO in 1995, to the present day. In fact, much of the appeal of Samuel Adams comes from its microbrew image and the founder, Jim Koch’s, commitment to the brewing process and a premium beer. In recent years, however, the company has implemented a new strategy for growth which has included introducing a light beer that will have more mainstream appeal. While this has increased profits for the company, it has also left the company vulnerable to entry by diluting its brand name. For this reason, the company’s strategy for the immediate future has to make a significant shift, from a strategy of growth to a strategy of protection. It must focus on maintaining its current profits by preventing entry both from small breweries looking to copy the BBC’s strategy and from large breweries looking to use their expansive resources to steal some of BBC’s market share.…

    • 4185 Words
    • 17 Pages
    Powerful Essays
  • Better Essays

    Anheuser-Busch Inc. is a dominating global leader in the beer industry, specifically in the United States. Its roots can be traced all the way back to 1852 from the Bavarian Brewery in St. Louis MO when Adolphus Busch traveled from Germany to join his father-in-law. In 1876 Budweiser was founded and rooted its brand in values, ethics, and quality. These core staples of the company evolved all the way to 1982 when Bud Light was introduced. Today Bud Light is the best selling beer in the U.S. and the #1 beer sold by volume in the world. Let’s take a look into the marketing mix that makes this product so successful.…

    • 953 Words
    • 4 Pages
    Better Essays
  • Powerful Essays

    Ewing J, Weber J. “The Beer Wars Come to A Head”. BusinessWeek. (3884):68. Available from: EBSCO MegaFILE,…

    • 6250 Words
    • 25 Pages
    Powerful Essays
  • Good Essays

    Big Sky Brew Case Study

    • 1082 Words
    • 5 Pages

    Big Sky Brewing Company was established in 1993 in Missoula, Montana. Neal Leathers, Bjorn Nabozney, and Brad Robinson were the founders. According to the Big Sky Brew website, Brad and Neal had been home brewers in Michigan since the mid 1980’s. They both moved to Missoula, Montana where they fell in love with the Bayern Brewing Company and were very impressed with their lagers. They met Bjorn at the sporting goods store that they temporarily worked at. Bjorn had found out that they were home brewers and wanted to try some. He thought it was so good that he gave them the idea to start up a small town brewing company just like Bayern, since he had his bachelor’s in finance he would take care of the business aspect of the business. From there the business was established and flourished along with some minor complications. Big Sky Brewing Company’s minor complications dealt with all the business aspects that are needed to help a company run well. Throughout this paper we plan to take a deeper look at the accounting, marketing, distribution, and operations management. While looking over those for important aspects of any business we will provide their strengths and weaknesses, and also solutions to those weaknesses. First of all, the accounting aspect of Big Sky Brewing Company could use some help. According to the Big Sky Brewery case study, one of the major problems in the accounting department is lack of information. All of the balance sheets, income statements, and cash-flow statements are very general. They don’t go into specifics as to what their liabilities are or what they assets are. If they were to get audited with this lack of information, they would face fines. For example, they just give a value of total depreciated assets. If the auditor wanted to look at how much each asset depreciated to make sure that they were giving a legitimatequantity. Big Sky Brewery would have to come up with those documents to avoid the heavy fines or problems that they would…

    • 1082 Words
    • 5 Pages
    Good Essays
  • Good Essays

    The wine industry is a very competitive industry, with no precise market leader making the future of a business’ success or failure uncertain. The case states, “Napa Valley was a prominent American Viticultural Area (AVA) in California’s North Coast wine-producing region, which encompassed Lake, Napa, Mendocino, and Sonoma counties” (C-392). The number of wineries continually grew throughout the years increasing competition. Altogether this is a highly saturated market with over 3,300+ wineries in California alone. Among these wineries, the case mentions a few of Frog’s Leap Winery’s competitors, including: Jackson, Family Wines, Spring Mountain, Turley Wine Cellars, and Tres Sabores. This highly competitive industry is also mature, leaving…

    • 296 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Surly Beer Case Study

    • 1995 Words
    • 8 Pages

    A big key to being successful in international business is knowing your market. Surly must target the right market in order to be as successful as possible. Surly has certainly targeted the right group in in Minneapolis. The younger crowd of adults from the ages 21- 25 is always important, but Surly has some darker beers with more flavor. Middle aged adults who enjoy beer is the group to target.…

    • 1995 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    Case 8 Battle Of The Beers

    • 1480 Words
    • 5 Pages

    This case starts by describing the strategies used by the both company when the battle began since the South African Breweries (SAB) purchased Miller Brewing Company in 2002. The 2 leading beer brewing companies uses different strategies to fight with each other in order to communicate how its beer differ from competition to draw in more consumers. First, Miller emphasized on the light beer, taking advantage of the health conscious trend where consumers were looking for low-carb beer by using comparative advertising campaign claiming that the Miller Lite has half the carbs than Bud Light. This prompted counteroffensives from A-B that mock Miller Lite’s low-carbs claims and challenge beer drinkers to choose on taste. To counter that, Miller then attack back by emphasizing also on the taste of the light beer. Things become worse when Miller also launched a new offensive campaign which lampooned Budweiser for its self-proclaimed title as “King of Beers” and Budweiser lashed back by labelled Miller Lite as “Queen of Carbs”. Miller filed a lawsuit against Budweiser asserting the false and misleading claims by Budweiser to Miller Light which will definitely affect the image of SABMiller.…

    • 1480 Words
    • 5 Pages
    Powerful Essays

Related Topics