BY: Alyssa Loaiza, Casey Curley, Hannah Puig, Jessica Rodriguez

MICROBREWERIES AND THE INDUSTRY

Ballast Point Brewing Company: the perfect balance of taste and aroma, an

obsession with ingredients, and an exploration of techniques.

• “Dedicated to the Craft”

• The San Diego craft beer industry has exploded in the last 5 years

• Opportunity for expansion

• Thriving nightlife and a large population

OPPORTUNITY• Ballast Point has the opportunity to expand their

brand by opening a new location.

• An area that would be a great opportunity to move into would be the food segment. It could be done in a manner that incorporates the beer in the preparation or pairing certain beers with specific dishes as complements to each other.

• Based on the brand story a new location near the coast seems like a great way to reach more consumers and provide a new atmosphere for consumers.

DECISION & RESEARCH PROBLEM

Decision Problem: Would it be beneficial to open another Ballast Point location to

further expand the Ballast Point brand?

Research Problems:1. Beer consumption behavior of consumers that drink craft beer

2. Profitability of Stone Brewery/Restaurants 3. Demographics located in potential new location

RESEARCH DESIGN • Exploratory Research

• Primary Data: In-depth interview • beer drinkers, non-beer

drinkers, employees of Ballast Point, and residents along the coast

• Secondary Data: Literature search• Ballast Point Website, Yelp

RESEARCH DESIGN

• Descriptive Research • Primary Data: Survey

Questionnaire • Qualtrics • Facebook, E-mail

distribution

DATA COLLECTION • Primary Descriptive Research:

Survey • Collection: Facebook and E-mail • Types of Questions: multiple

choice, rank order, and matrix tables with scale

• Scales: graphic, likert, and itemized rating scale

SAMPLING PLAN •Target Population: Men & Women 21+ from San Diego

•Sampling Frame: Facebook contacts, family e-mail list, co-worker e-mail list, classmates, roommates

•Sampling Procedure: non-probablistic sampling

•Sample Size: 50 (average age 20-25)

DATA ANALYSIS• Null Hypothesis: People do not find a San Diego

based restaurant more influential than the price of the menu options.

• Paired Sample T-Test• Result: Reject the null hypothesis

• Therefore, we can conclude with 95% confidence that people do not find menu price options more influential than the fact that it is San Diego based.

DATA ANALYSIS• Null Hypothesis: The mean perception that eating at a

coastal location adds to the experience of eating/dining out is higher than 3.0 (the neutral point on a 1-5 scale of strongly disagree to strongly disagree). {Sig. = .000}

• One sample t-Test• Result: Reject the null hypothesis

• Therefore, we can be 95% confident that the mean perception that eating at a coastal location adds to the experience of eating/dining out is higher than 3.0.

DATA ANALYSIS• Null Hypothesis: The mean likelihood

of visiting a Ballast Point location that offers food is not greater than 3.0.

• One-sample t-test • Result: Reject the null

• We are 95% confident that the mean likelihood of visiting a Ballast Point location with food is greater than 3.0.

DATA ANALYSIS• Null Hypothesis: The mean likelihood of

going to Ballast Point if other beverages aside from beer are offered is not greater than 3.

• One-sample t-test• Results: We reject the null hypothesis

• We can conclude with a 95% confidence level that the mean likelihood of going to Ballast Point if other beverages aside from beer are offered is greater than 3.

LIMITATIONS• Larger sampling population

• Exploratory Research- Focus groups

• Access to sales data (increase)

• Additional questions to extend survey

• Location biased on survey

CONCLUSION• Consumers are more willing

to go to a better location to eat even if it is farther away.

• They are also more likely to go to a place that has food and alternative beverages rather than just beer. .

• It is more important for customers to have the value of going to a San Diego based restaurant than the price.

RECOMMENDATIONS• Open another Ballast Point location

that serves beer, wine, spirits, and offers a food menu

• Emphasize “San Diego-based” aspect of brando Social media campaigns o Promoting beer in San Diego restaurants/bars to

expand brand

• Look into opening another location closer to the coast