Brooklyn Brewery Expansion

Brooklyn Brewery’s Expansion into Quebec

Table of Contents

Executive Summary 3

Brief Background of Canada 3

Market Size 4

Legal 6

Socio-Cultural aspects of Quebec 7

Political and Economic Environment 8

The Product 9

Methods of Distribution 9

Marketing of Product 11

Competition 11

Financial Viability 12

Conclusion 14

Sources 15

Appendix A: Regulation respecting alcoholic beverages made with beer 16

Executive Summary

The Brooklyn Brewery is the type of craft beer company that continues to thrive by spreading good beer around the world. The belief of the brewery is to push the boundaries of brewing while reaching out to all corners of the world. Brooklyn Brewery reaches success by catering to its consumers and the communities that they come from. The Brooklyn Brewery is located in Brooklyn, New York and was founded on May 26, 1996. The co-founders are Steve Hindy (still Chairman today) and Tom Potter.

The Brooklyn Brewery has only 1 location with a total of over 100 employees but makes a lot of business through distribution. The Brooklyn Brewery offers a craft beer service comprised of various perennials and seasonal. Today, the Brooklyn Brewery is continuing to thrive by spreading good beer around the world. The brewery is currently planning an expansion site to boost production and send even more beer to old and new markets worldwide. One of these markets, one that this business plan focuses on, is Quebec, Canada. The Brooklyn Brewery is looking to open up a microbrewery pub in Quebec City to then distribute its Brooklyn Local 2, which is a Belgian-inspired Dark Abbey Ale.

Brief Background of Canada

Bordered by the United States, Canada is the northernmost country in North America. Canada is the world's second-largest country in terms of land. Canada is a modern and technologically advanced country. They are energy self-sufficient, and their economy heavily relies on the great quantity of natural resources found in Canada. It...