Stack Brewing: A Little Brewery in the Big Nickel
(7 pages of text)
Stack Brewing, a start-up craft brewery, has a capacity of approximately 5,600 litres per month based on twelve 117-litre batches per week. A government grant based on growth and job creation potential will help boost production capacity by five times, necessitating the development of additional distribution and marketing communication strategies. The owner cannot afford a listing in the Beer Store, the distribution monopoly owned by Labatt Breweries of Canada and Molson-Coors Canada Inc., and his budget for communications is small. While this case provides an opportunity for students to perform quantitative analysis based on revenues and market size, the focus of the case, however, is on an improved distribution and communication plan.
The case is intended for an undergraduate or graduate course in entrepreneurship and/or marketing. In an entrepreneurship course, the case can be used to:
- Illustrate the elements of entrepreneurship such as new company development and growth.
- Discuss opportunity recognition and market development to create competitive advantage.
- Explore creative options for product distribution.
In a marketing course, the case provides a backdrop to:
- Illustrate the elements of marketing such as distribution, communication and social media.
- Discuss how word of mouth promotion can drive sales.
- Explore options for maintaining the momentum generated by earned media.
- Develop strategies to deal with early capacity/out of stock issues.
- Identify creative options by performing market segmentation to increase distribution and promotion as the capacity ramps up.
Accommodation & Food Services
Canada, Small, 2013
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