Microbrews Industry
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The ease with which beer can be made, and the relative ease with which ingredients can be obtained, means that a number of individuals have brewed their own beer for years. This was particularly true during Prohibition, but some beer drinkers have found that they can create more interesting and flavorful beers in their basements than the largest beer manufacturers can create and bottle. In recent years, these so-called home brews have been taken to market and shared with local restaurants and consumers within a particular region; some companies, such as Anchor Brewing and Boston Beer, have capitalized on the renewed interest in more flavorful beers, and have even done much to promote that interest themselves. Today, brewpubs and restaurants serving local beers are common in many large cities, and even in places with smaller populations. The Pacific Northwest is a particularly popular region for microbreweries and home-brews, and interest in this type of beer does not seem to be flagging. This research examines the microbrew industry and methods used to promote and market microbrewed beer.Unlike wine and spirits, which have a limited base of consumption (it is estimated that there are no more than three million Americans who consume wine on a regular basis), there are millions of Americans who drink beer, primarily that manufactured and sold by large companies such as Anheuser-Busch or Philip Morris. Beer is socially acceptable (and even
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nership; the initial public offering was completed in November 1995 at $20 per share. Unlike the large beer manufacturers (Philip Morris, Anheuser Busch), Boston Beer Company is a small brewer with barrel sales in 1995 of 961,000, up from 714,000 barrels in 1994. This is estimated to be more than the next five largest craft brewers combined. The company's success is based on attention to quality as well as a strong marketing program, and the company's products consistently win prizes at beer festivals and championships. Boston Beer products are available in all 50 states and some foreign countries ("Boston Beer" 353G).
Industry analysts credit Boston Beer's founder, Jim Koch, with building not just a market for his company's products, but an overall increase in the awareness of microbrewed beers among the American public. Through his aggressive marketing, Koch has built a national market for his crafted products, and has successfully challenged the high-end products of larger companies. Marketing tactics include Koch writing and reading his own radio advertisements, drinking a bottle of Samuel Adams on the summits of various mountains he has climbed, and being dunked in a vat of Samuel Adams beer that has been pulled off re
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Some common words found in the essay are:
Pacific Northwest, Boston Beer, Samuel Adams, Beer Company, Jim Koch, Homebrewer Beer, Microbrewed Beers--Mail, California Oregon, Microbrewed Beers--Retail, , boston beer, boston beer company, beer company, microbrewed beers, samuel adams, microbrewed beer, anchor brewing, jim koch, beer manufacturers, local restaurants, microbrew industry, manufacturers philip morris, market microbrewed beers, restaurants brew pubs, samuel adams beer,
Approximate Word count = 2049
Approximate Pages = 8 (250 words per page)
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