Growing Trafalgar Ales, Meads & Distillery
(8 pages of text)
In February 2018, the co-owners of Trafalgar Ales, Meads & Distillery, based in Oakville, Ontario, were eager to take on a wide range of new opportunities. In the 18 months since their purchase of the brewery, the two co-owners had devoted great efforts to transforming the company, creating and launching several new and successful beer brands. Contract brewing was de-emphasized, and the layout of the brewery was reset. The owners became involved in the industry at the brewers association level. What they needed, it seemed, was a better understanding of the opportunities in front of them. The co-owners had to decide where they should focus their attention and their resources. Their challenge was how to grow the brewery—do more of the same, or launch products in other categories?
This case can be use in undergraduate and graduate courses on entrepreneurship, turnaround management, and leadership. The case can be used in a variety of places in an entrepreneurship course. Specifically, it can be used to address how to enter a new industry, what key factors contribute to an entrepreneur’s success, and how to assess a potential business opportunity. After completion of this case, students will be able to do the following:
- Assess a business’s potential for growth.
- Identify the difficulties inherent in buying and running a business.
- Describe the management skills that entrepreneurs need to succeed.
- Discuss the challenges in creating a high-performance culture.
Canada, Small, 2018
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