Ale Brewery Case Study

Noir Simons

Management 475

Written Assignment 3

Student ID 39113837

RedHook Ale Brewery, Case Analysis

Background

Redhook Ale Brewery, Incorporated engages in brewing, marketing, and selling craft beers in the United States. It produces nine types of beers, which are marketed under the brand names Redhook Long Hammer IPA, Redhook Blonde Ale, Blackhook Porter, Nut Brown, Sunrye, Late Harvest Autumn, Winterhook, and Copperhook Ales. The company also sells Widmer Hefeweizen, a golden unfiltered wheat beer, in the Midwest and eastern United States. It distributes its products through joint venture and distribution agreements. The company was founded in 1981 and is based in Woodinville, Washington.

Mission/Vision

Goals/Objectives

Strategies

Situation Analysis

Internal

Resources, Competencies, and Advantages

Strengths

The Company promotes its products through a variety of advertising programs with its wholesalers, by training and educating wholesalers and retailers about the Company’s products, through promotions at local festivals, venues, and pubs, by utilizing the pubs located at the Company’s two breweries, through price discounting, and, most recently, through Craft Brands. The Company advertises its products by utilizing radio, billboard and print advertising in key markets and by participating in a co-operative program with its distributors whereby the Company’s spending is matched by the distributor. The Company’s sales and marketing staff offers education, training and other support to wholesale distributors of the Company’s products. Because the Company’s wholesalers generally also distribute much higher volume national beer brands and commonly distribute other specialty brands, a critical function of the sales and marketing staff is to elevate each distributor’s awareness of the Company’s products and to maintain the distributor’s interest in promoting increased sales of these products. This is accomplished primarily through personal contact...