craft beer 6

7/23/2019 Craft Beer 6

1/18

CRAFT BEER

Simon Liu MKTG 6150 Prof. John Milne

Fri! M"h#n

Thom" Mill$n!

So%hie Mille#

Ann &'(e)


2/18


3/18


4/18


5/18

100* mi'ro$re+erie", 50* in!e%en!en#

$re+er"

-/0 million in "le" +i#hin n#rio in 01

2n!u"#r3 i" Re4ul#e!

2nno#ion n! e%erimen##ion m3 $e 'ur$e!!ue #o re4ul#ion on in4re!ien#"

7TAR2 CRAFT BEER


6/18

Ser'he! for $r" n! $re+erie" +ho "ere or

%ro!u'e 'rf# $eer

Re"er'he! 'urren# inform#ion il$le$ou# #ren!" in #he in!u"#r3

Con!u'#e! in#erie+" n! o$"er#ion"

PPRT872T9 SCA7727G


7/18

100 !ire'# $re+er3 :o$" ; 0= e'h 3er Si4ni?'n# im%'# on lo'l e'onom3

CRAFT BEER 27@8STR9

'rf# $eer mi'ro$e+erie" in!e%en!n# $re+er"0

100

00


8/18

Emer4in4 #ren!" e%erimen#l foo!ie $re+m!e in "mll $#'he" +i#h !ieren# our

D'ho'ol#e, 'oee, 'hili )e", mu"hroom"n! lo+er l'ohol 'on#en# in "ome $eer".

The Ontario Craft Beer Association i" #hele!in4 lo$$3in4 4rou% in n#rio i# h"

"i4ni?'n# im%'# on #he 'rf# $eer "e'#or.

GRTH F CRAFT BEER 27@8STR9

26,6%4ro+#h for #he

'rf# $eer, from01< #o 01

3,3% for ll!ome"#i' $eer",

from 01< #o01


9/18

3+ee)"

3$r" for o$"er#ion" Beer Mr)e#,Am"#er!m Bre+er3, Beer Bi"#ro

9%eo%le i!eo in#erie+e! in !ieren#

enue" 32'u"#omer" o$"ere!

8R RESEARCH PRCESS


10/18

T3%i'l $ehiour"

Choo"e !ieren# $rn!" +hen or!erin4 no#her %in#

Li##le $rn! lo3l#3 En:o3 !rin) +i#h o#her 'rf# $eer en#hu"i"#"

7i'he 4rou% of 'on"umer" Smll "e4men# $u# 4ro+in4 +i#hin $eer mr)e#

Con"umer" ou#"i!e of 'rf# 'ommuni#3 +illin4 #o#r3 if i#I" on #% or #hrou4h $r %romo#ion

Le"" li)el3 #o follo+ +i#h "e'on! %in# of 'rf#D#oo ni'he

C7S8MER BEHA28R

BSERAT27


11/18

h# !o 3ou li)e $ou# 'rf# $eer

oul! #he 'ui"#ion of Mill S#. $3 L$##I"im%'# 3our %ur'h"in4 !e'i"ion"

Are 3ou lo3l #o one %r#i'ulr $rn!

Ho+ +oul! 3ou !e"'ri$e #he 'rf# $eere%erien'e

MA27 27TER2E

8EST27S


12/18

2@EGRAPH9


13/18

Hone"# n"+er" n! )een in#ere"# in 'rf# $eer

Tren!" in #he n"+er"

Lo'll3 %ro!u'e! rie#3 of our" n! 'om%lei#3 of #"#e

7#urll3 m!e, no %re"er#ie", fre"h

Be##er n! more uniue e%erien'e

7o# e"%e'ill3 lo3l #o $rn!", +ill #r3 ne+ #hin4"

En:o3" #o "u%%or# in!e%en!en# 'om%nie" in lo'le'onom3

C7S8MERIS TH8GHTS


14/18

Tribal behaviour %rou! #o $e %r# of #he

Crf# Beer Moemen# +hi'h uni?e" i#I" $eer'on"umer"

Personality'rf# $eer #o em$o!3in!e%en!en'e, e%lor#ie 'hr'#er, "#e%%in4

ou#"i!e #he $o Di.e. #r3in4 ne+ #hin4" !oo"in# for n#url n! #r!i#ionl me#ho!"

+i#hou# #he u"e of %re"er#ie"

ituals ue"# for ne+ 'rf# $eer # LCB

C7S8MPT27 A7AL9S2S


15/18

The #"#e of 'rf# $eer ?ll" in oi! #h#

min"#rem $eer" mi""

2n!e%en!en'e i" lue! $u# no# e""en#il in!e'i"ion D#hin) Moo"ehe! L4er

Free!om of 'hoi'e l')" if 3ou he #o $u3 1or %')

S#ron4 %referen'e for one of #+o #3%e" of $eer Beer S#ore Poli#i'"

THE CL7ESS GAP


16/18


17/18

1. 2n#ern#ionl 'rf# $eer "%e'il#3 im%or#"

. Lo'l mi'ro>$re+er3 #our n! $r


18/18

Con"#ru'# "ure3 n! ue"#ionnire"

2n#erie+ 'rf# $re+er" #o !e#ermine +h#

#he3 #hin) $ou# #he < 'on'e%#" 2n#erie+ $r#en!er" n! o+ner"

Coer limi##ion of in#erie+"

@iO'ul#3 of 4#herin4 i!eo from 'u"#omer" #

$r" on lo'#ion Drelu'#n'e n! m$ilen'e 2n're"e "m%le "i(e, re?ne ue"#ionin4 %ro'e""

7ET STEPS

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