Download - Minoh Beer Case Study 2013
MiNOH BEER
Team 6 Ken Iwamoto, Isako Dowaki,
Shuhei Nakagawa, Kyohei Soeda, Chinatsu Yamabayashi
MiNOH BEER
• Established : October 17th, 1996 started to run with only family member.
• Company – エイ.ジェイ.アイ.ビア有限会社 – The CEO is Kaori Oshita
• Brewery – MiNOH brewery( 箕面ブリュワリー)
• Number of Employee : 10 • Address
– 〒562-‐0004 3-‐19-‐11 Makiochi, Minoh city, Osaka, Japan • TEL:072-‐725-‐7234 FAX:072-‐725-‐7235 • Email: info@minoh-‐beer.jp
Processes before visiZng • Phone to MiNOH beer
– NegoZate to visit (Usually they don’t open to public)
• Email to MiNOH Beer – Some transacZons
• Make a list what we’d like to ask • Our goals of this project • How do we treat the informaZon,
which we’ve got from visiZng
Interviewing
• Mr. Takahashi
• Date of Visit – November 15th, 2013
Main acZviZes
• Making good quality crac beer – by using community-‐based ingredients
• id: Yuzu, Peach, Plum • Make beer not as for present but daily drinking beer.
Major Results & Successes • Minoh Beer spreads a good and new taste of beer.
• We can buy Minoh beer in 38 stores and drink it in many restaurants.. – Minoh Beer has 3 company stores (BEER BELLY)
• Minoh Beer is the representaZve company of the Japanese crac beer. – Minoh beer got many great prizes.
Successes①
STOUT • 2013 Brewing Industry InternaZonal Awards(BIIA) Dark Beer department 3rd Prize
• 2010 Japan Crac Beer SelecZon Porter&Stout Department 1st Prize
• 2009 World Beer Awards(WBA) Dry Stout Department 1st Prize
Successes②
Fruits Beer • 2012 World Beer Cup(WBC) Fruit Wheat Beer(Yuzu White)
• 2007 InternaZonal Beer CompeZZon Fruits Beer Department 1st Prize(Cabernet)
Successes③
Imperial Stout • 2011 Brewing Industry InternaZonal Awards(BIIA) Strong Dark Beer Department 1st Prize
• 2010 World Beer Awards(WBA) Stout&Porter Department 1st Prize
Challenges
• Since their company’s scale was not big, they joined many events and appealed their brand “Minoh beer”. – In 2013, Minoh Beer joined 51 events in Japan.
CommunicaZon
• Joining events(tasZng, commerce, etc...)
• Online tool (id; web page) • Magazines • local connecZon
Future Vision
・Minoh beer wants to make their company big. -‐> Since their product capacity is no longer enough to consumpZon. So many consumers request their beer all the Zme.
MiNOH Beer IdenZty
• Not be touched by fashion, but believe the thing that they believe.
• Make their own beer to use local ingredients. (ex. citron, prickly ash)
Other informaZon
• They are doing their business as a local company, which is called “A.J.I beer Ltd.” • Founder was Mr. Masaji Oshita.
He was called “God father about JPN crac beer” and he was the pioneer to making crac beer in JPN and spread this culture.
• Various products. (Seasoning vinegar, fruits mix beer)