The Bruery Presentation

Consumer BehaviorJenny Fletcher

Paolo Garcia

Daniel Hoshina

Maricarmen Pulido

Jennifer Smith

Kieu Tran

Samantha Velarde

Company Overview• CEO/Founder Patrick Rue founded the Bruery in 2008

• The Bruery is a small craft beer brewery located in Placentia, CA

• The Bruery specializes in Belgian-style ales and other experimental, “one-off” styles using unconventional brewing ingredients.

• In addition to their year-round offerings they also offer highly sought after annual releases

Industry Overview• Big breweries have seen a decline while small craft

breweries have been prospering

• A craft brewer is also defined as: – Small: less than 6M barrels/year production

– Independent: >25% of the brewery is owned by an alcoholic beverage industry member

– Traditional: using traditional brewing ingredients—water, hops, barley, yeast

Key Issues & Concerns

• Issue 1: Finding talent to help us grow our company.

• Issue 2: We are at the higher end of the craft beer market, and we are brewing less beer than we are able to sell due to production constraints.

• Issue 3: As more breweries open who have a similar business model as us, we also run the risk of being diluted in the craft beer market.

Addressing the Problems

• Issue 1: Being a place where creative, talented people want to work

• Issue 2: Working with distributors on forecasting demand and planning future growth based on a best and worst case scenario approach.

• Issue 3: Focus on quality and constant improvement

Brand Perception

“I am overwhelmed by how receptive the craft beer world has been to our company and brand.

I would see our brand equity being similar to Short’s, Cigar City, Captain Lawrence, Lost Abbey / Port Brewing (small / mid-sized breweries who are relatively new).

I don’t think we’ve built anywhere close to the brand equity that Sierra Nevada, Dogfish Head or New Belgium have built. They’ve been able to capture the mainstream appeal of craft beer, where we’re very much on the margins and that’s where we want to be.

I like being the small, niche player in the craft beer world.”

- Patrick Rue

Consumer Survey• Survey collection dates: February 15, 2012 – February

16, 2012

• Surveyed consumers: 850+ Facebook users in “Beer” group (mostly domestic, U.S. users) & 4,450+ Facebook users in “Beer Drinkers United” group (international)

• Survey sample: 100 surveys (129 total) via surveymonkey.com

(9 analytical questions plus 1 “Questions, Comments, and Concerns”)

Survey Results

Recommendations• Stay true; hold your line

• Fight exclusivity by releasing more kegs

• Continue your approach to beer as substitute to wine with food

• Get more involved with the local home brewers and local fans

• Expand distribution

Thank You

Questions?