old credit brewing marketing plan (phase 1,2,3) · sleeman. ii. one versus multiple types of beers:...
TRANSCRIPT
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Old Credit Brewing Co. Limited
Marketing Plan
Submitted to: Derek Barnes
Submitted on: Thursday, March 12th 2015
Submitted by: Allan Cox, Matthew Christopher, Sarah Leahy, Nicolas Dufour
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TABLE OF CONTENTS PHASE ONE
1. MARKET SITUATION………………………………………………………………............... 6
A) Definition of Market……………………………………………………………………………. 6
B) Market Size and Growth for the past five years, and estimated growth for next year…. 8
C) Segmentation of the market………………………………………………………………….. 9
i. Low vs high production outputt:…………………………………………………….. 9
ii. One versus multiple types of beers::……………………………………………….. 9
D) Distribution:…………………………………………………………………………………... 10
F) Consumer Preferences……………………………………………………………………….. 11
G) Consumer Perceptions……………………………………………………………………….. 12
H) Consumer buying behaviour trends…………………………………………………………. 12
2. OLD CREDIT BREWERY'S BUSINESS SITUATION…………………………………….. 14
A) Review of Old Credit Brewery's Business:………………………………………………….. 14
iii) Target Markets……………………………………………………………………… 14
iv) Positioning…………………………………………………………………………….. 14
v) Marketing Objectives…………………………………………………………………. 14
vi) Promotion Strategies…………………………………………………………………. 14
viii) Product / Service quality……………………………………………………………. 15
viii) Pricing Strategies……………………………………………………………………. 16
ix) Distribution Strategies………………………………………………………………... 17
PHASE TWO
3. COMPETITVE SITUATION……………………………………………………………………18
a) Definition of Primary and Secondary Competition………………………………….18
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Black Oak Brewery
i) Sales……………………………………………………………………………………..19
ii) Market Share…………………………………………………………………………...19
iii) Target Market………………………………………………………………………….19
iv) Positioning……………………………………………………………………………..19
vi) Marketing Objectives…………………………………………………………………19
vi) Promotional Strategies……………………………………………………………….20
a) Advertising…………………………………………………………………….20
b) Sales Promotion………………………………………………………………20
c) Public Relations……………………………………………………………….20
d) Selling………………………………………………………………………….20
vii) Product/service quality strategies…………………………………………………..21
viii) Pricing Strategies…………………………………………………………………....21
ix) Distrubtion……………………………………………………………………………..22
Cameron's Brewing Company
i) Sales……………………………………………………………………………………..22
ii) Market Share…………………………………………………………………………...22
iii) Target Market………………………………………………………………………….22
iv) Positioning……………………………………………………………………………..22
vi) Marketing Objectives…………………………………………………………………22
vi) Promotional Strategies…………………………………………………………….…23
a) Advertising…………………………………………………………………….23
b) Sales Promotion………………………………………………………………23
c) Public Relations……………………………………………………………….23
d) Selling………………………………………………………………………….24
vii) Product/service quality strategies…………………………………………………..24
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viii) Pricing Strategies…………………………………………………………………..24
ix) Distrubtion……………………………………………………………………………24
Trafalgar Brewing
i) Sales…………………………………………………………………………………..25
ii) Market Share………………………………………………………………………...25
iii) Target Market……………………………………………………………………….25
iv) Positioning…………………………………………………………………………..25
vi) Marketing Objectives………………………………………………………………25
vi) Promotional Strategies…………………………………………………………….26
a) Advertising………………………………………………………………….26
b) Sales Promotion…………………………………………………………...26
c) Public Relations……………………………………………………………26
d) Selling…………………………………………………………….…………26
vii) Product/service quality strategies………………………………………...……..26
viii) Pricing Strategies…………………………………………………………………27
ix) Distrubtion…………………………………………………………………………..27
4. MACRO- ENVIRONMENTAL ANALYSIS…….…………….……………………………28
a) Demographic Environment……………………………………………….………..29
b) Economic Environment…………………………………………………….……….30
c) Natural Environment……………………………………………………….………..30
d) Technological Environment………………………………………………….……..31
e) Socio/cultural Environment………………………………………………….……...32
5. SCOT ANALYSIS……………………………………………………………………….…...33
a) Business Strength Analysis……………………………………………………..…..33
b) Business Challenges Analysis…………………………………………………...…34
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c) Market Opportunities Analysis……………………………………………………….35
d) Market Threats Analysis……………………………………………………………...35
Exhibits……………………………………………………………………………………………..36
Endnotes……………………………………………………………………………………………40
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PHASE 1. MARKET SITUATION
A) Definition of Market
● Old Credit Brewing Co. Ltd. Is located on 6 Queen St W, Mississauga, Ontario.
● The Old Credit Brewing Company competes in the microbrewery market in
Mississauga. They are currently the only microbrewery in the Mississauga area. 1
● The 5 beer categories that represent the Canadian beer segmentation include
premium lager, standard Lager, specialty beer, ales stout bitter, and low/no alcohol. 2
● The aggregate market value of all of the beer categories in Canada is $11,960
million. 3
● Within the beer category the specialty beer segment represents 21.7% of the total
market. 4
● The total market value of the specialty beer segment is worth $2,593 million dollars. 5
● The Premium lager represents the largest beer segment within the Canadian beer
market. 6
● Old Credit Brewing products are representative of the specialty beer segment.
Map of breweries in the GTA:
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B) Market Size and Growth for the past five years, and estimated growth for next year ● The Canadian beer market reached a value of $11 960.1 million in 2012. 9
● They are expected to reach $12 134.3 million by 2017, a 1.5% increase. 10
● Canada accounts for 8.3% of all beer sales in North America. 11
● Lager makes up 73.4% of the market, 38.1% for premium and 35.3% for standard. 12
● Specialty beer makes up 21.7% of the market, worth $2 593 million. 13
● Since 2002 there has been a 300% increase in the market share of craft breweries in
Ontario alone. 14
● Though Canadians are drinking less beer than average, they are looking for more
interesting flavours to consume when they do drink. This shines a positive outlook on
the future of the specialty beer industry. 15
Year $ in millions % Growth
2008 11,667.1 1
2009 11,870.5 1.7
2010 11,890.4 0.2
2011 11,925.2 0.3
2012 11,960.1 0.3
*This chart represents the growth of the beer market in Canada from 2008 until
2012. All segments are represented.
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C) Segmentation of the market
The microbrewery market can be segmented as follows:
i. Low versus high production output: ● Microbreweries can be segmented on the level of production capacity output.
● Example: if a microbrewery can only manufacture a small amount of beer they can
only target and sell to a small number of clients or distributors.
● Compared to a large microbrewery such as Steam Whistle, with added production
they have the ability to sell nationwide and compete with larger breweries such as
Sleeman.
ii. One versus multiple types of beers: Focus One Flavour of Beer
● The microbrewery industry can be segmented in the types of beer and flavor they
manufacturer. Microbreweries can focus all their manufacturing attention on
perfecting one type and/or style of beer flavor.
● An example: A Toronto based microbrewery that focuses on one style of beer is
Steam Whistle, which focuses only on producing a premium pilsner.
Focus On Multiple Flavours of Beer
● Some microbreweries offer multiple types of beer.
● An example: A Toronto base micro brewing that has been doing offering multiple
types and/or style of beer for its customer is Amsterdam Brewing Co.
● A microbrewery might offer consumers different types of beers such as ales, lagers,
pilsners, IPA’s, stouts or porters (e.g. Sleeman Original Draft, Sleeman Light,
Sleeman Honey Brown Lager etc.).
● Microbreweries might also offer consumers the different styles of beers such as,
amber, blond, brown, cream, dark, fruit, golden, honey, India pale ale, light, lime,
pale, pilsner, red, strong, and wheat. Amsterdam Brewing Co. offers customer 6
different kinds of beers styles including lager, blond, amber, IPA, brown, wheat and
seasonal special beers.16
● By producing multiple beer styles, the microbrewery can appeal to different
consumer tastes and preferences.
10
● By producing multiple styles of beer they cannot benefit from the economies of scale
that would come with focusing manufacturing one type of beer. Therefore, it is
harder to keep the cost of beer down.
d) Distribution:
● In Ontario, microbreweries sell their products through three different types of retail
channels, which include: The LCBO, The Beer Store, and from their own
microbrewery operations.
● With 639 retail stores that sell over 24,000 different products to its consumers and
businesses, the LCBO is a distribution channel that microbreweries distribute their
products.17
● LCBO sells over 2.6 million cans of craft beer per year and between the year 2006 to
2013 craft beers sells increased by 575%.18
● Many upgrades have been made within the LCBO stores. For example, the LCBO
has added cold rooms to keep the beers at a lower temperature. They also
expanded their in-store shelf space to include a bigger beer selection for consumers,
which is a great opportunity for microbreweries to display their products.19
● The Beer Store has over 448 retail stores, offering customers 477 different kinds of
beer brand.20
● The Beer Store offers customers different shopping experiences by providing them
with different in-store formats, which includes, palletized self-serve format with
separate empty return room, mobile trailer, The Beer Boutique Stores - Distillery
District & Liberty Village, Warehouse Store Format, and Urban Express.21
● Microbreweries can offer their craft beer product within their location and transform
their operation into a bar to further increase sales. They can further increase sales
by offering a tour of their operation to clients and have them sample their beer.
E) Consumer Needs
● Consumers want beer from microbreweries to be better quality, taste, and more
creative. 22
● There is overwhelming consumer demand for something better and different.23
● Beer drinkers realize local brewery’s offer beer that is not the same yellow beer from
the mass-producers.24
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● Consumers want convenience because getting specialized beer can take a great
deal of effort. 25
● Consumers want the opportunity to visit the breweries and taste their products.26
● Consumers are concerned about cost, flavour, alcohol content, variety, quality, and
taste27
F) Consumer Preferences
● Craft beer grew by 11.5%, accounting for 5.5% of total beer volume.28
● Many people who don’t typically drink beer are beginning to come around, expecting
similar notes as the wine they enjoy. 29
● Hefeweizens and Saisons are safe beers for people who enjoy wine. These beers
tend to have fruity notes and more robust flavors, similar to red wine. 30
● Many seasonal beers are being introduced into the market, with flavors and styles
matching the season (e.g. Pumpkin in Fall, Light and Crisp in Summer). 31 Beers with
a winter or Christmas theme work well in the winter months, something with a higher
ABV% and spicier notes. Likewise a crisper lighter beer works best in the summer
months, something with a lower ABV% and fruity or citrus notes.
● Consumers are beginning to develop more complex palates, demanding beers with
more complex flavor profiles. 32
● As seen in Exhibit 4,33 many consumers prefer beer from their home brewery (e.g.
Goose Island being popular in Chicago, home to the brewery).
● Most young beer drinkers prefer a crisp lager to more robust ales. 34
● Older beer consumers like full-bodied ales, something higher in hops, making the
beer more bitter. 35
● Lagers have not been very successful with craft beer consumers due to their
perception as being flavorless and fizzy. 36
● Consumers are looking for a beer that has a sensory appeal, something that is
simple yet rich in flavor and variety.37, 38
● In craft or microbrewery beer, many customers are looking for a variety of well
crafted beers, usually with a seasonal twist or a specialty brew 39
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G) Consumer Perceptions
● Beer is something that can be shared between people, transcending differences and
social class. 40
● Craft beer tends to be thought of as having an acquired taste. 41
● Craft or microbreweries only produce heavier ales or seasonal beers. 42
● Microbreweries produce on such a small scale their product won’t or can’t be
consistent. 43
● Big name brands and breweries are more socially accepted due to strong advertising
and media presence. 44
H) Consumer buying behaviour trends
● Beer is the number one alcoholic beverage in Canada in terms of production and
consumption.45
● About ten million Canadians drink beer annually and an estimated 21.9 million
hectoliters are consumed per year.46
● The number of Canada’s licensed breweries have increased 40% in the past 5
years.47
● Consumption of beer away-from-home is higher among households without children. 48
● It has been found that increased age and education level have a negative effect on
beer consumption.49
● Divorced men and women who never married consume more beer than married
people.50
● Beer consumption has increased in men and decreased in women. 51
● Beer advertising has contributed to higher beer consumption.52
● Higher volumes of beer are sold during summer months when Canadians are
enjoying the warm weather. 53
● Canadians drink more beer during international sporting events. 54
● Canadian patriotism has stimulated Canadians to buy local products to show their
support for Canadian athletes. 55
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The Craft Beer and Consumer Behavior Report segmented craft beer drinkers into three
segments:
1. Enthusiasts: Consumers are knowledgeable on the process of how the beer is made
and the ingredients used. 56
2. Explorers: Enjoy trying different types of beer and have no interest in the brewing
process57
3. Loyalists: Have a favourite type of beer and only purchase that brand, usually close
to where they live58
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2) OLD CREDIT BREWERY’S BUSINESS SITUATION:
A) Review of Old Credit Brewery’s Business:
i) Sales (in units and/or dollars) for past three years
• Sales data information not available
ii) Market Share (in units and/or dollars) for past three years
• Market Share information not available
iii) Target Markets Primary target market:
• Old Credit Brewing Co. targets microbrewery drinkers’ aged 21- 60, who live in
Mississauga and the GTA who have an acquired taste for quality beer. 59
Secondary target market:
• 2/3rds of Old Credit Brewing Co.’s business comes from the Old Credit Amber Ale,
which is targeted to the main demographic aged 25 – 35. 60
iv) Positioning • Old Credit Brewing Co. positions itself as a Mississauga family owned and
operated brewery that is the only brewery in North American to utilize a special
ice ageing process.61
v) Marketing Objectives • To expand its market share. 62
• To start producing cans to lower production costs. The cans will be better suited for
recycling, and target people who own boats.
• To increase distribution with LCBO.
vi) Promotion Strategies a) Advertising • Old Credit Brewing Co. has a small circular sign of their logo directly above the
entrance to the brewery.
• Old Credit Brewing Co. uses minimal advertising. They have been mentioned in
articles recognizing their unique marketing style and heritage in the Port Credit area.
• These include local Mississauga newspapers like Mississauga news, flyers, and
Clarkson corners paper. They were even recognized in the CBC business section.63
• They have also been featured in Evening Out magazine.
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• Old Credit Brewing Co. has an online presence with their company website
www.oldcreditbrewing.com. When you search the company they are the top rated
search engine result and are also listed in the directory, “The Yellow Pages”.
b) Sales Promotion
• Old Credit Brewing Co. does not utilize any sales promotion techniques.
c) Public Relations
• Old Credit Brewing Co. held a 20th anniversary customer appreciation event on
August 10th 2014. The event was located at the Queen St. location. 64
• An article was released in the Mississauga News on August 14th 2014 celebrating
the companies 20 years of aged- beer.65
• The article summarized the event, the history of the beer, the beer making process,
and their plans for expansion in the near future.66
d) Selling
• Old Credit breweries sells directly to the consumers through their Queen Street
location. 67
• The staff at Old Credit Brewing Co. is knowledgeable about the products they sell
and are able to advise customers accordingly. 68
• The owners know the industry well, having run the company since its inception 20
years ago. 69
• Old Credit Brewing Co. does not currently have a sales force to sell to bars or
restaurants. 70
viii) Product / Service quality • Old Credit Brewing Company crafts a quality Amber Ale, Pale Pilsner and Holiday
Honey beer. 71
• They brew in small batches with no additives or preservatives to maintain overall
quality.72
• The ingredients used at Old Credit Brewing includes malts, imported hops and
specially selected yeast. 73
• Water is charcoal filtered to ensure purity and direct firing in a copper kettle.74
• The beer matures for 8 weeks at 3.5 degrees below 0 to produce Ice-Aged beer. 75
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Old Credit Amber ale
“Amber colour; milk chocolate, sweet malt and hops aromas and flavors with hints of caramel and apple; light to medium bodied, with gentle texture on the palate; moderate length on finish.” 5% alcohol content, 341ml, 680ml 76
Old Credit Pale Pilsner
“Pale straw gold colour; floral hops, cereal, apple and roasted aromas and flavors; dry, light and crisp flavors.”
5% alcohol content, 341ml, 680ml 77
Old Credit Holiday Honey
A sweet seasonal beer that has a taste of roast malt and a aftertaste of honey.
5% alcohol content, 341ml, 680ml 78
viii) Pricing Strategies • Old Credit Brewing Co. products are competitively priced with other microbreweries
in the GTA. 79
• The price of Old Credit Brewing Co. products is based mainly on packaging costs.
• Packaging prices have increased over the years and Old Credit Brewing Co. has
recently increased its prices to reflect this.
Old Credit Amber ale $3.75
Old Credit Pale Pilsner $3.75
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Old Credit Holiday Honey $4.50
*The above chart shows the pricing for Old Credit Brewing Co.’s current products.
ix) Distribution Strategies • Old Credit Brewery is sold through LCBO, and local breweries. They also sell their
beers at their own company plants. The owner chooses to limit its distribution at 47
LCBO locations so that they can maintain their current quality.80
• The company is currently awaiting approval to expand their base operations. This
expansion will allow Old Credit Brewery to increase production from 1,000 bottles an
hour to 2,500 bottles. With more products being manufactured leads to larger
distribution of their products at their Queen Street location. 81
• Old Credit Brewing Co. is looking to expand its distribution through the use of
LCBO’s central distribution center. 82
• They expect this will increase availability throughout Ontario, going from 40 stores,
which they currently have, to 100 stores. 83
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3. COMPETITIVE SITUATION
a. Definition of primary and second competitor
Primary
● The main competitors are microbreweries that are located within the cities of
Mississauga, Oakville, and Toronto. Their products are available at local LCBO and
The Beer Store locations, as well as in-house.
● Old Credit Brewery directly compete within the LCBO self-space with the primary
competitors for purchases from consumers looking to buy a specialty brand.
● Examples of primary competitors for Old Credit Brewery include:
○ Black Oak Brewery Co. LTD located in Etobicoke
○ Cameron’s Brewing Company located in Toronto
○ Trafalgar Brewing Company located in Mississauga
Secondary
● Secondary competitors include mainly beer producers, but also any alternative
alcoholic and non-alcoholic beverages. Products are available at LCBO and The
Beer Store locations.
● Old Credit Brewery secondary beer competitors include:
○ Molson/Coors
○ Labatt’s
○ Sleeman
○ Anheuser-Busch
○ Moosehead
○ Steamwhistle
● Old Credit Brewery secondary alcoholic beverages competitors include:
○ Wine
○ Spirits
○ Whiskeys
○ Vodka’s
○ Cider
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● Old Credit Brewery Non-Alcoholic beverages competitors include:
○ Soda’s
○ Water
○ Milk
○ Juice’s
○ Etc.
b. Review of competition
Black Oak Brewery
i. Sales
Not available
ii. Market Share
Not available
iii. Target Market
● Black Oak Brewery main target market age group is between the ages of 25 to 35.
● These are avid beer drinkers that are looking for very specific beer flavours such as
IPA and specific Ale’s that are not produced by any other microbrewery.84
● Since their products are priced higher than other microbreweries they are targeting
customers that are less price conscious.85
iv. Positioning
● Black Oak is positioned as a brewery that uses premium ingredients, traditional
brewing processes and lots of hard work to create award-winning beers, at a
premium price.86
v. Marketing Objectives
1. To maintain environmentally friendly business practices.87
2. To use locally sourced ingredients to create a world class product.
3. Expand to more LCBO and The Beer Store locations in Ontario.88
4. To have the best beer in the Toronto Area.89
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vi. Promotion Strategies
a. Advertising
● Black Oak Brewery mainly uses Internet based advertising.
● Black Oak Brewery utilizes Social Media Marketing to post relevant
feeds and information about their company.
● They have a Twitter page with 4,939 followers and actively maintain it
with 1 to 2 tweets per day.90
● Currently on their Facebook, obtain 1,171 likes, and they actively
maintained their page by regularly posting messages.91
● Black Oak Brewery also uses Instagram, with 1,704 followers and 454
posts as of 2014.92
● They are the only competitor that uses Untappd and have an account
with a rating of 3.59 out of 5.93
● Black Oak Brewing uses alternative method to bring awareness
towards its brand, such as social media, its internet web site, publicity,
and taking place in event marketing
b. Sales Promotion
● Sales promotion information was not available
c. Public Relations
● Black Oak Brewery is regularly mentioned in the Toronto Life
Magazine, in which they promote their next events or voice their
opinion on specific topics within the beer industry.94
● Black Oak Brewery made the list of top 10 local beer in Toronto in the
TOblog.95
● They were featured in an article in inside Toronto (Toronto local
newspaper).96
d. Selling
● Black Oak Brewery has a sales force that sells to local bars
● Successfully entered into 59 locations within Toronto and 43 in the
GTA 97
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vii. Product / service quality strategy
● Black Oak Brewery prides itself on producing a world class product with only the
finest ingredients.98
● With one exception, all of Black Oak Breweries products have won a Gold rating in
the Ontario Brewing Awards at least once in the last 5 years.99
● Black Oak Brewery offers two product lines:
● The main sellers for Black Oak Brewery is their Perennial Favourites line100. It
consists of:
○ Pale Ale
○ Nut Brown Ale
○ Ten bitter Years Imperial IPA
● Their other line is called Well Seasoned. It’s a more specialized lineup consisting of
seasonal and limited time offering products 101:
○ Dubbel Entendre (Belgian Double Strong Ale)
○ Saison
○ Oaktoberfest
○ Nutcracker Porter
○ Triple Chocolate Cherry Stout
viii. Pricing Strategy 102
Product Place
Pale Ale $4.95 per bottle
Nut Brown Ale $4.95 per bottle
10 Bitter IPA $6.50 per bottle
Oaktoberfest $5.95 per bottle
Nutcracker Porter $7.95 per bottle
Saison $5.95 per bottle
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ix. Distribution
● Black Oak Brewery`s current operation is in Etobicoke Ontario, in which they sell all
of their products through their location. 103
● They distribute through the LCBO, the Beer Store, and also to Bars that offer
specialty beer.
● Currently all of Black Oaks products are available throughout each of the LCBO
locations that Black Oak distributes to. 104
● Black Oak Pale ale and Nut Brown products are the only products that are available
through The Beer Store. 105
● Black Oak Brewery is currently available in 59 different bar location within Toronto
and available in 43 different bar outside of Toronto. 106
Cameron’s Brewing Company
i. Sales:
Not available
ii. Market Share
Not available
iii. Target Market
● Cameron’s Brewing Company’s primary target age group is 19 – 25
iv. Positioning
● Cameron’s is a microbrewery that offers a wide variety of quality craft beers created
by specialists and artisans under a trustworthy brand. 107
v. Marketing Objectives
1. To constantly strive to make new and unique products. 108
2. To ensure the brand always remains fresh and intriguing. 109
3. To maintain environmental and social consciousness while delivering the best
products possible. 110
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vi. Promotion Strategies
a) Advertising
● Cameron’s main slogan and message is: ‘Brewed by connoisseurs,
not accountants’. 111
● Cameron’s Brewing is active on social media.
● They have a Facebook page with 1,933 Likes. 112
● Cameron’s Twitter page has 5,257 followers and is updated multiple
times a day with pictures and updates about the company. 113
● Cameron’s brewing has their own YouTube channel with video
explanations of their products Characteristics. 114
● Cameron’s brewing Instagram page has 152 followers. 115
● Cameron’s does lots of event marketing. They have a detailed event
calendar of all the upcoming events on their website. 116
● They participated in 19 events in October alone. 117
b) Sales Promotion
● Cameron’s Brewery does not currently run any sales promotions.
c) Public relation
● Cameron’s Brewing was featured in an article in the Toronto Star,
which discusses Cameron’s Rye Pale Ale. 118
● Cameron’s was mentioned in a blog article on the Beer Maven that
focuses on the brew pub niche. 119
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d) Selling
● Cameron`s utilizes a small sales force to push their kegs to local pubs.
vii. Product / service quality strategy
● Cameron’s has a limited product line of beers
● Cameron’s entire product line has received awards from competitions such as the
US Open Beer Championship and the Ontario Brewing Awards 120:
○ Cameron Lager available in cans
○ Cream Ale
○ Auburn Ale
○ Rye Pale Ale
viii. Pricing Strategies
● 6 pack carton $13.60-13.80. 121
● Brewmaster’s Selection $10.50. 122
● Lager Cans $2.65. 123
ix. Distribution
● Cameron’s Brewery is located in Oakville Ontario Canada. 124
● Using a GPS locator, a customer can specifically find the nearest location where
Cameron's products are available. 125
● Cameron’s Brewery products are available at The Beer Store. 126
● Cameron’s also has an in-house location where customer can buy their product
freshly made. 127
● Cameron’s products are offered in bars and pubs around all of the Greater Toronto
Area.
● Out of all of the main competitors, Cameron’s is the only microbrewery that offers
personal keg deliveries. 128
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Trafalgar Brewery
i. Sales
Not available
ii. Market Share
Not available
iii. Target Market
● Since Trafalgar Brewery is the only producer of the mead flavour, their main target
market is consumers that are looking to purchase that kind of beer.
● Trafalgar Brewery considers their main target market more mature therefore, around
the ages of 30 to 40. 129
● They also considered their main target market as people that are prefer a more
conservative brand. 130
iv. Positioning
● Trafalgar positions themselves as specialists on the creation of mead. They create
and offer a product that is difficult to find from the competition at a fair price. 131
v. Marketing Objectives
1. To capitalize on the growing trend for crafts beers within the Ontarian market. 132
2. To maintain its current success that Trafalgar Brewery has selling its product through
the LCBO. 133
3. To expand it’s in store sampling area so that it could accommodate more customers
that are interested in trying Trafalgar products in store. 134
26
vi. Promotion Strategies
a. Advertising
● Trafalgar Brewery currently does not utilize any social media in
building brand awareness
● The company’s first website was launched in 2013-22-07, and their
web pages contain broken links. 135
● They mostly promote their seasonal beer through the LCBO. 136
b. Sales Promotion
● They sometimes create special theme beer for special occasions such
as for municipal election or Christmas special. 137
c. Public relation
● They had a featured article in Good Life Mississauga magazine in
January, 2014. 138
d. Selling
● Trafalgar Brewery currently does not utilize any sales force to push
and promote their products through distribution.
vii. Product / service quality strategy
● Trafalgar Brewery currently has 9 different flavors of beer. 139
● Their main product differentiator is the mead flavour. 140
● They produce a very special type of beer that’s called Braggot style mead which is a
mead that contains malt and hop. 141
● Trafalgar main product line are 142:
○ Harbour Gold Pilsner (new product)
○ Honey IPA
○ Mead Braggot
● They currently do not have any awards attributed to their beers
● They sometimes manufacture special beer brands for special occasion,
● For example, Vote With Your Throat was a special name brand that Trafalgar
brewery created for the municipal election. 143
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viii. Pricing Strategies 144
● Honey IPA $4.45
● Trafalgar Mead Braggot $5.45
ix. Distribution
● Trafalgar Brewery invested $100,000 to increase its in-store capacity so that in could
accommodate more customer to taste their product within their Oakville Ontario. 145
● Trafalgar Brewery products are available in a select few LCBO
● Not all of their products are available at the LCBO. 146
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4. MACRO-ENVIROMENT SITUATION
a) Demographic Environment
Canada
• Canada’s population has increased at a steady rate of 1.1% over the last 30 years.
The population as of July 1st, 2014 is estimated at 35,540,400, which is up 386,100
over 2013. 147 With an increase in population there is an opportunity to market and
sell Old Credit beer to a greater market than previously.
o The population of Mississauga as of 2006 was 668,549 which showed an
increase of 55,624 since 2001148
o The population of Port Credit was approximately 11,840 in 2011. It is also
projected to be 12,120 in 2016 and 12,590 by mid 2021. 149
o The population for adults aged 20 through 64 in Mississauga is 420,590. 150
o The population in the 20-44 range in Mississauga is 37.1%, which is about
2.3% greater then that of the provincial and national average. 151
• Average household income in 2005 for Mississauga is $88,162
§ Average Household Income – 2005152
o The average income per person in Mississauga in 2005 was $37,970
Figure - 1
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§ Average Income per Person – 2005 153
o The average household expenditures, specifically current consumption, in
Ontario in 2012 was $58,062.154
o Furthermore, the average expenditures on tobacco products and alcoholic
beverages in 2012 was $1,093 as shown in figure 3 below. 155
§ Average Household Expenditure, by Province (Ontario) 156
Figure - 3
Figure - 2
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b) Economic Environment
• Despite the 2009 recession, microbreweries sales continued to increase157
o Consumers looked for small luxuries during these tough times (ex, craft
beer)158
o Consumers starting drinking more beer at home because of tough economic
times, to be more price conscious159
o Consumers during recessions tend to be more careful where and how they
spend their money (ex. Choosing less expensive craft beers over more
expensive wine and spirits) 160
• The Canadian Brewery industry is valued at $4,671.2 million161
• Approximately 13,000 people are directly employed by breweries in Canada162
• The microbrewery industry employs 600 direct jobs, this is 20 percent of the total
employment of the brewing industry in Ontario163
• There has been a decline in national beers while locally brewed beers have seen an
increase in sales164
• The brewing industry in Canada has no import duties on foreign beer, making it easy
for competitors to emerge from foreign countries165
• Productivity of microbreweries is affected by increasing energy costs166
• Water consumption increases the production costs as it takes five liter of water to
produce one liter of beer167
• Craft beers are the fastest growing segments in the LCBO’s beer category168
o More than a 10 percent growth per year169
c) Natural Environment
• Water, malting barley, hops and yeast are the basic ingredients used in the
manufacture of beer170
• Canada is internationally recognized for their quality and availability of suitable
barley171
• All barley has to strict testing before it can be accepted for malt production172
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o Only 25-30% of malting barley grown, passes these evaluations under the
Canada Grain Act and Regulations173
• Water consumption increases the production costs as it takes five liter of water to
produce one liter of beer174
• Effective energy conservation and control is practiced through water conservation and
recycling, energy conservation, and disposal of solid wastes as by-products175
• Emission levels for the design and operation of each project must be established
through the Environmental Assessment process176
d) Technological Environment
• Distributors are recognizing the benefit and competitive advantage that can be
gained by adopting new forms of technology and integrating into the operation. 177
o Technology can help to increase productivity levels as well as lower costs in
the areas of forecasting, delivery, warehousing and payment. 178
• Small micro computers are being utilized to control elements of the brewing process
to help create consistency between small batch sizes 179
o Small microchip computers are helping craft brewers organize and manage
the usage of raw materials (hops, barley etc.) more efficiently than before.
This allows these small breweries that ability to craft many different styles and
keep everything on track. 180
e) Political / Legal Environment
• The Government revised the tax structure of the craft industry in Ontario to support
growth, development and competitiveness181
• The Ontario Microbrewery Strategy annually invests $1.2 million to help micro
breweries afford marketing, training, and tourism development opportunities182
• Some Canadians think that government spending should not be used to support
industries (regardless of size or location)183
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• Other Canadians argue that government spending helps Microbreweries to compete
against foreign competitors and it encourages them to stay in local markets184
• Another opinion is that the Ontario Microbrewery Strategy should be given to larger
craft breweries who have worked hard to establish their brand, gain market share
and increase distribution throughout Ontario185
• Microbreweries are taxed significantly less than competing beer manufactures186
f) Socio/Cultural Environment
• Imported or foreign beer is often seen as a higher class beverage then its local
counterpart. Often people associate local beer with the working class or as ordinary,
where as European brands or imported craft beers are seen as something drank by
the elite. 187
o Often new beers or styles are associated with modern or “up to date” life
styles. 188
• Beer is also quite often used as a symbol of affiliation. People tend to group together
based on certain brands or styles they like or enjoy and this is often seen in
choosing different beers. 189
• Many people are beginning to accept the different styles of beer, especially in the
craft beer world. Previously only ales were seen as being a true craft beer but in
recent years many craft and microbreweries are beginning to see the potential in
creating different styles such as lagers or pilsners. 190
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5. SCOT ANALYSIS a) Business Strengths Analysis
• Old Credit is the only North American brewery using an ice aging process to create
beer. This gives them a unique differentiator on the other competitors. 191
• Currently Old Credit Brewing uses no additives or preservatives in their products
during the brewing process that equates to a perceived benefit. 192
• Old Credit brewery is located in Port Credit, which is one of the most upscale areas
in Mississauga and attracts a lot of foot traffic. 193
• Currently Old Credit Brewing is the only microbrewery operating within Mississauga
and is attracting the local population.
• Old Credit has 20 years’ experience within the beer industry. Over this time they
learned how to sell and distribute their product.194
• The owner Aldo Lista is very passionate about the industry and his work. He is a
valuable asset as he offers vision and direction to his workers. 195
• OCBC currently distributes through the LCBO. This means they already have a fan
base wider than what their own brewery can service. 196
• Old Credit plans to expand from 40 to 100 LCBO locations. This will allow them to
grow their business and increase revenues. 197
• Old Credit offers a less expensive product than what competitors offer. This is a
huge competitive advantage over their competitors as people may choose Old Credit
products over others based on price. 198
• Old Credit has plans to sell its beer in cans. The LCBO prefers this distribution
method and this will help increase offerings throughout Ontario and help them reach
their goal of 100 new locations. 199
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b) Business Challenges Analysis
• The Old Credit’s main website is outdated. Internet marketing is a big part of other
craft breweries marketing, and Old Credit is missing this opportunity. 200
• Currently Old Credit does not have any social media presence. 201
• Old Credit currently does not have a sales team pushing their product into local
bars.202
• Currently Old Credit does not spend a significant amount of time or resources on
developing an advertising campaign to help pull customers. This makes it very
difficult for the brand to attract new customers. 203
• The packaging on Old Credit’s products have not been updated or modernized
causing product lose shelf equity. 204
• Old Credit does not currently utilize sales promotions. This removes any incentive for
the consumer to travel to and purchase beer directly from the brewery. 205
• Old Credit is not currently distributing through The Beer Store therefore they are
losing a large source of new customers and potential revenue.206
• Old Credit’s Holiday Honey product is confusing to some customers because the
name implies it’s a seasonal product when it is offered all year.207
• Old Credit has done very little product development. Microbreweries usually offer a
changing selection of products based on season or consumer trends and Old Credit
is not capitalizing on this aforementioned opportunity.208
• Old Credit has limited production capabilities of only 1,000 bottles per hour due to
their current equipment limits.209
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c) Business Opportunities Analysis
• The population living in the Port Credit Area continues to grow each year210
• Mississauga is Ontario’s third largest city and the population continues to rise211
• Microbreweries sales saw a growth in sales despite the recession, consumers tend to
be more careful where and how they spend their money during difficult economic
times212
• Trends have shown a decline in national beers while locally brewed beers have seen
an increase in sales213
• Craft beers are growing 10% per year making it the fastest growing segment in the
LCBO’s beer category214
• The government invests $1.2 annually into microbreweries to support growth215
d) Business Threats Analysis
• Water consumption increases the production costs as it takes five litres of water to
produce one litre of beer216
• Productivity of microbreweries is affected by increasing energy costs217
• It is easy for competitors to enter the market because in Canada there is no import
duties on foreign beer218
• Large breweries such as Labatts and Molson are creating faux microbreweries that
have the support and backing of the largest breweries. 219
• Strict standards constrict the amount of barley that is usable in the production of beer. 220
• Some experts suspect that the current success of the craft beer market is a sign of a
market ‘bubble’ that is bound to burst. 221
• Trends have changed in the past, and may move towards wine or other alcoholic
beverages as the drink of the moment. 222
• Another recession may revert beer drinking trends back to cheaper offerings from big
brands rather than specialized, craft beers. 223
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6. ISSUE ANALYSIS 1. Old Credit is currently under-utilising social media marketing to promote their
product.
● The company does not actively participate in posting relevant and meaningful
content on their Facebook page.
● They do not use Instagram or Twitter as social media platform.
● A large portion of Old Credit’s target market uses social media and it can be a
useful tool for interacting with their customer base.
2. Old Credit’s product design is not modern or innovative.
● The product brand logo design has not changed since its inauguration.
● Brands needs to modernize their logo to maintain the image of relevance and
brand equity.
● Product design is very important in the craft brewery market as there are
many competitors.
3. There is little utilization of sales promotion.
● Old Credit products are only sold on tap in a select few local bars, limiting the
ability for consumers to discover them through these venues.
4. Old Credit Brewing does not offer enough product variety
● There is currently no clear flagship brand offered by Old Credit.
● Old Credit offers a holiday branded beer all year round which can create
confusion for the consumer.
● All of Old Credit’s competition offer more product variety and brands than Old
Credit currently offers.
5. Old Credit is currently not taking advantage of different price segments.
● Old credit uses one pricing point to market their beer, because of this, they
are not maximizing their margins and/or profit.
● Most microbrewery uses multiple price points to segment their product
offering.
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6. Old Credit does not currently distribute to the Beer-Store.
● Since the Beer Store represents one of the most important distribution
channel in the beer market for industry Ontario.
● Old Credit is missing the opportunity to increase the availability and
awareness of their product by selling through the beer store.
7. Old Credit does not currently make use of the full potential of their location.
● This is a big opportunity that Old Credit is missing out on as a large portion of
the craft brewery appeal is seeing where and how the beer is made.
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7. RECOMMENDED ONE YEAR OBJECTIVES
A) FINANCIAL OBJECTIVES AND RATIONALE
Objectives:
● To increase Old Credit Brewing Brewing’s overall sales by 10%
within a one year period.
Rationale:
● 8% of these sales will come from existing products gaining more
awareness from Old Credit’s target markets.
● 2% will come from newly introduced products that will gain more
awareness over time.
B) OVERALL MARKETING OBJECTIVES AND RATIONALE Objectives:
1. To increase awareness of Old Credit branding in current market.
2. To improve the web presence of Old Credit Brewing Company.
3. To increase distribution and availability within multiple channels.
4. To improve the brand design of Old Credit Brewing Company's
product.
Rationale
● Increasing the awareness of Old Credit is especially important
because the products they offer are not well known in their currently
serviced markets.
● A large portion of Old Credit’s target market is using online channels to
learn about and interact with different brands. Old Credit therefore
needs to create and sustain meaningful venues on this medium.
● Increasing distribution through the Beer Store and local bars will lead
to an increase and awareness and sales for all Old Credit products.
● A company like Old Credit has an advantage in that it can stay mobile
when it comes to branding, and modernizing their logo will help make
their product stand out over their many competitors products.
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8. Recommended One Year Marketing Objectives and Strategies
a) Target Market
i. Objectives and Rationale
● To focus Old Credit Brewing marketing efforts on targeting 25 to
35 year of age (mostly millennial) who are living within the GTA
and are part of the middle class who enjoy a high quality beer to
drink on special occasions.
● During our research we found that people aged 25 to 35 make
up 2/3rds of Old Credit’s current business. We feel it would be
best to focus on this market as it already accounts for a large
portion of business.
ii. Strategies and Rationale
● Increase social media presence with web content that is relevant to
the proposed target market.
● Using social media is an inexpensive way to connect with a
target market and deliver content that can potentially increase
their advocacy for the product.
● This target market is also one of the most prevalent groups on
social media platforms, making it a great tool to receive
feedback from them.
● Sponsor events in local bars and clubs whose age demographics
match that of the target market.
● Sponsoring local events will expose the brand directly to the
target market, and they will be able to try the product at the
same time.
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b) Positioning
i. Objectives and Rationale
● To maintain Old Credit Brewery as one of the only micro brewery
to use an ice aging beer manufacturing process, and that is the
only family owned brewery in the city of Mississauga.
● Being unique is a major part of the craft brewery industry, and
Old Credit should maintain the ice aging process as a
characteristic in order to position it against its competitors.
ii. Strategies and Rationale
● We propose that Old Credit Brewery emphasise that they produce an
Ice Beer made in Mississauga on all of their advertisements and/or
promotional initiatives as one of their key differentiators.
● By regularly stating these traits in their advertising it will
reinforce the differences between Old Credit and other
breweries in the minds of consumers.
c) Product
i. Objectives and Rationale
● To modify the current bottle format of Old Credit Beer products.
● Old Credit Brewing currently only has one type of product
format and it would be more effective for them to target
different and multiple size and/or formats, so that they can
cater to different customer preferences.
● To modernize the product design.
● Product design is one of the biggest distinguishing features
between products in the craft brewery industry. Continuing to
update the logos while still keeping the recognizability of the
product is extremely important in order to remain competitive.
● To increase variety in Old Credit’s product lineup.
● Most craft breweries offer a large variety of products. This
allows a customer to purchase many different varieties of beer
from the same company that offer different experiences.
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Having a limited product lineup also limits these repeat
purchases.
ii. Strategies and Rationale
● Implement new bottle sizes that cater to customer that want smaller
formats of beer.
● The current size of Old Credit’s bottle can be a potential turnoff
to some consumers. The craft brewery industry offers great
variety to the consumer, meaning they would like to try many
different products. The large bottle makes it difficult for
consumers to give Old Credit beer a try because they can only
purchase it in a large quantity.
● Start offering Old Credit products in cans.
● Retailers such as the Beer Store and LCBO are better able to
manage inventory and more willing to purchase when product
is offered in cans. There is also a section of the market that
prefers to drink beer from a can that is not being addressed
currently.
● Create new logos for currently offered products.
● By examining major beer brand such as Molson Export, it can
be observed that the product design is updated and adapted to
changing styles, which maintains its relevance and equity
within the market.
● We proposed that Old Credit Brewery uses a similar strategy
and updates its brand design while maintaining its core
symbols.
● Offer more products to increase variety.
● More products will help increase the likelihood that consumers
will make repeat purchases of Old Credit products to see how
they interpreted a different type of beer.
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d) Pricing
i. Objectives and Rationale
● To adapt the pricing with the product size.
● If Old Credit starts offering different product size format they
can now start charging varying prices for their beer.
ii. Strategies and Rationale
● Ask smaller prices for smaller bottles.
● Old Credit products offered in smaller quantities should also
carry a smaller price, reducing barrier to entry even further.
e) Distribution
i. Objectives and Rationale
● To begin broadening their distribution channel and start offering
their beer in new channels.
● Old Credit Currently only sells its product within LCBO
locations. Offering its beer in different channels will help create
further awareness.
ii. Strategies and Rationale
● Begin distributing Old Credit Brewery in the Beer store locations.
● Seeing as there are only two ways to purchase alcohol in
Ontario, it would be beneficial to offer Old Credit products in
both venues.
● Push more product to be offered in local bars.
● Trying out new beers in a bar setting perfectly lends itself to the
craft brewery market. Old Credit products should be offered at
as many local bars as possible to maximize exposure and as a
source of revenue.
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f) Selling
i. Objectives and Rationale
● To further help push Old Credit products within new distribution
channels with directed effort.
● Old Credit does not have a sales team to help attract and find
new customers. We recommended that Old Credit Brewery
implements a small tactical sales force in developing and
growing their business.
● To hire and/or train personnel that would be qualified in helping
Old Credit Brewery developing a sales strategy.
● Currently Old Credit Brewery does not have a sales team that
can help the company in finding and maintaining relationship
with customers. Therefore, by having staff that is trained in
sales can help further develop and grow their business.
ii. Strategies and Rationale
● A representative will implement a sales plan in developing a strategy
that would increase Old Credits presence within bars and clubs
located within the GTA.
● By developing a sales plan Old Credit can strategically
prospect and find new clients, which would help them develop
partnerships.
● Find qualified staff within or outside the company that have potential or
acquired skills sales.
● To keep the budget low we recommend that Old Credit
Brewery hires sales people with low experience since, it`s less
expensive.
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g) Service
i. Objectives and Rationale
● To continue providing all customers with excellent customer
service.
● Old Credit Brewery is a family owned and operated business
whose employees have a passion for their beer, because of
this they are able to provide a personal service with new and
existing customers.
ii. Strategies and Rationale
● All new employees should be knowledgeable on the production,
distribution, and types of beer offered.
● This knowledge will help to inform the customers of the
products available and offer customers the best customer
service.
● A brew house will help promote traffic through the brewery and also
include a new service for customers to enjoy.
● This will encourage customers to visit the brewery, raise
awareness and increase sales.
h) Advertising
i. Objectives and Rationale
● To increase awareness of Old Credit Brewery in the Mississauga
area and the GTA to attract new customers.
● Creating a small budget for advertising is a good investment
as it will increase awareness of the brewery and attract new
customers to your products.
● To create an online social media presence for the brewery.
● Social media is an inexpensive method to raise awareness
and attract the younger demographic.
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ii. Strategies and Rationale
● Advertise in local Mississauga newspapers like The Mississauga
News.
● Create more local signage around the Port Credit area.
● This will help to promote Old Credit within the community and
connect it with the local consumers.
● Create a company Twitter, Facebook and Instagram account.
● Social media is a great tool to connect with consumers, it can
be utilized to promote products, inform customers of
promotions and events, increase customer retention and
connect with the younger demographic.
i) Sales Promotion
i. Objectives and Rationale
● To utilize social media (Facebook, Instagram and Twitter) for
sales promotions.
● Daily posts and alerts will keep the customers thinking about
Old Credit Brewery and encourage them to participate in the
promotions being offered online.
● To promote new products and new sizes of the products online.
● When there is a new product or new sizes available, social
media and the company website is a great way to keep your
customers informed.
ii. Strategies and Rationale
● Posting promotions like on social media will attract the customer’s
attention and entice them to visit the brewery to utilize the price
specials, coupons, events, contests, etc.
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● These online promotions can increase sales and raise
awareness for Old Credit Brewery.
● If a new product or new size becomes available using the Internet/
social media is an excellent way to inform new and existing
customers.
● Offering a price incentive or promotion will raise customer
awareness and encourage customers to try the new type of
beer or to purchase new sized bottles, cans, etc.
j) Public Relations
i. Objectives and Rationale
● To increase the public’s awareness about Old Credit Brewing and
to emphasize the fact that they brew in Mississauga.
● People respond positively to products created in their home
towns and Mississauga is home to a great brewery crafting a
great product.
ii. Strategies and Rationale
● Sponsor local Mississauga events such as the Port Credit Jazz festival
and the Bread and Honey festival in streetsville.
● These festivals draw in large crowds of local Mississauga
residents, many of which are adults and would be interested in
drinking a locally brewed beer.
● Sponsoring local adult sports leagues to show that Old Credit Brewing
is supportive of the local community.
● A large number of adults love to socialize after recreational sports
and quite often beer is involved. If Old Credit Brewing became the
official sponsor of one of these leagues they could effectively raise
awareness about the brewery and show that they support the
community.
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k) Research and Development
i. Objectives and Rationale
● To become more competitive in the craft beer industry with new
products.
● Craft breweries are often known for their unique beers and blends
and currently Old Credit offers standard beers such as a lager and
ale.
● To use the product to effectively educate the public about the
brewery and its history.
● Craft breweries often have back stories and rich history as to why
they formed and how they were created. This is the soul behind
why they sell and craft beer and consumers are interested in
knowing these stories.
● To increase sales and consumption.
● Simple changes can be made to the product size in order to
effectively increase the consumption and sales.
ii. Strategies and Rationale
● To begin developing a more appropriate limited time offering seasonal
beer to show the creativity of the craft brewery.
● Craft breweries are often known for their unique products and
seasonal offerings and this gives Old Credit a chance to
distinguish themselves against the rest of the market.
● The current “seasonal” beer is misleading seeing as it is offered
year round and the style of the beer does not effectively suit the
season it claims to be for.
● To begin offering products in varying sizes making the product for
consumable in single sittings and increase the effective marketing real
estate.
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● 750 ml of beer is far too much to comfortably and responsibly
consume from a single bottle of beer. Instead a standard 341 ml
bottle should be introduced as well as a 473 ml can or tall boy.
● With the introduction of a new can comes the opportunity to
develop creative marketing to print on the side of the cans.
Information about the brewery or history can be added to further
inform customers about what makes Old Credit beer unique.
l) Consumer Research
i. Objectives and Rationale
● To effectively determine consumers’ perceptions about the
brewery and the products it offers.
● Beer drinkers can be quite picky and well educated in what they
like and are willing to share their thoughts on the products being
offered.
ii. Strategies and Rationale
● Holding a focus group or test group to sample and rate their current
offerings as well as any new brews or ideas for an LTO seasonal beer.
● This will inform Old Credit about what the public thinks about their
current offerings and how they perceive the brewery.
● It also gives Old Credit the opportunity to test any new products
they may be working on before they make an official launch into
the market.
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9. Recommended One Year Action Plan
1. Redesign the company logo.
Implementation:
● Updating the company logo can help give Old Credit a more modern
appearance and target the products to a younger consumer.
● Trends and tastes change over the years and that can affect perceptions of
your logo.
● You want your logo to be memorable and to reflect the growth of the
business.
● The characteristics of the logo should stay similar and recognizable. Our main
suggestion is to simplify the logo by limiting the number of words used to just
Old Credit.
Timeline:
● The action plan can begin in May of 2015.
● This is the first step in the action plan to improve the branding of the company
to attract a younger demographic.
● This updated logo can be used for the following steps in the action plan.
2. Update the company Website
Implementation:
● The company should develop a new website to convey a more modern
and up to date appearance.
● The website should be easy to find information and navigate through.
Creating tabs instead of clicking on pictures will solve this problem and
modernize the website.
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● More information should be added to the website like where the beer can
be purchase, what restaurants carry Old Credit products
● Include a section where customers are able to purchase Old Credit
merchandise online not just view the products.
● Enable the website to be viewed from a mobile device like a cellphone or
tablet.
● These tactics stated above will all help the website to appeal to the
younger demographic 25 to 35 year of age who are consistently
connected to the internet.
Timeline:
● The website updates should be updated in the beginning of May 2015
and be launched by the end of May 2015.
● Once the website has been updated it should continue to provide
customers with information about upcoming events, new products, deals,
etc.
3. Establish a presence on Facebook
Implementation:
● Old Credit Brewery does have a public Facebook page already created.
It does not have any posts, photos or much information about the
company. The current Facebook page only has 43 likes and 46 visits.
● The Facebook page needs to establish a presence in order to attract the
younger demographic. An employee should be in charge of handling Old
Credits social media.
● The first step is to add information about the brewery:
○ Update the about section with a history of the brewery, a short
description, company overview, mission statement, brief overview
of products, location, contact information, website link.
○ Include photos of the brewery, products, and staff.
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○ Post daily to keep in contact with customers.
○ Encourage fans to share and like the Facebook posts.
● Facebook can become a very effective tool to market oneself to a large
population online. Facebook is a great way for a company to interact with
and learn from its customers.
Timeline:
● Once the company website has been updated and modernized the
Facebook page should be the next priority.
● This should start in the beginning of June 2016.
● The Facebook page should be linked in the company website to
encourage customers to visit and like the page.
● A post should be made on Facebook daily.
4. Start self-promoting on Twitter
Implementation:
● Continuing with social media Old Credit should create and maintain a
Twitter.
● A twitter account will give Old Credit a look and feeling that its
consumers can communicate directly with the brewery.
● Creating this social media presence will increase the awareness of Old
Credit branding in its current market and will improve the web presence
of Old Credit Brewing Company.
Timeline:
● These accounts should be created after the company website is
complete. The website should have links to all the social media pages.
● It can be created at the same time as the Facebook page to encourage
consistency across the social media platforms.
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● A post should be made on Twitter daily.
5. Begin self-promoting on Instagram
Implementation:
● An Instagram account will have the ability to share pictures of the
brewery, its products during different stages of production and its staff.
● Creating this social media presence will increase the awareness of Old
Credit branding in its current market and will improve the web presence
of Old Credit Brewing.
Timeline:
● These accounts should be created after the company website is
complete. The website should have links to all the social media pages.
● It can be created at the same time as the Facebook page to encourage
consistency across the social media platforms.
● A post should be made on Instagram daily.
6. Produce product in cans
Implementation:
● By offering the beer in cans it would be easier for the consumer to carry, drink
and even make it easier to stock in bars and retail stores like the LCBO.
● The production of cans is more cost efficient and easier to recycle.
● The only size available is a 680ml bottle. Offering cans will appeal to the
younger customers, they are more likely to purchase one can to try or a six
pack if they are a returning customer.
● The availability of cans or smaller beer bottles will make it easier for
restaurants in the area to carry your products.
Timeline:
● This can be implemented with the upcoming expansion of the brewery.
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● We hope that cans will be able to be available to customers by Jan 2016.
7. Offer different package sizes
Implementation:
● Packaging the beer in larger quantities offers a new opportunity to create
creative packaging that can help to further market the product.
● Increasing offerings will help to increase distribution and availability within
multiple channels and to improve the brand design of Old Credit Brewing’s
product.
● Offers a new opportunity to create creative packaging that can help to further
market the product.
● Consumers will also be able to purchase six-packs or 12-packs of beer.
Timeline:
● Once the production of cans is complete you can begin offering different
sized packaging.
● These offering should be available by February 2016.
8. Rent a booth at the Toronto craft beer festival
Implementation:
● The craft beer festival is home to 25 local Ontario craft breweries, all whom
are showcasing their latest and best craft brews.
● This is a great way for smaller breweries to generate publicity and awareness
for their brand and to set themselves in the consumers mind as a serious
brewery.
● The event is hosted at Steam Whistle’s park located in downtown Toronto.
This will help attract a younger, local crowd that would be interested in
learning about another craft brewery in their backyard.
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Timeline:
● The festival takes place every year, often in January or February.
● Old Credit would have enough time to contact the organizers, establish a
booth and develop how they wish to display their product.
● This one day will help put Old Credit on the map as a serious brewery.
9. Advertise in a local newspapers
Implementation
● Mississauga has a local newspaper called “The Mississauga News” which is
delivered to homes of all Mississauga residents.
● This paper would be a great vehicle to inform people about the local brewery
in their own city.
● This being a locally printed paper it would be relatively cheap to advertise in
it, or have an article written about the brewery.
● The paper will help generate buzz about the brewery and this will likely attract
people to come and visit.
Timeline
● The article should be ran as soon as possible to start generating interest in
the brewery.
● Advertisement of the brewery should also start as soon as possible and can
be run weekly for a while due to the low cost.
10. Rename the “Holiday Honey” seeing as it’s offered year round
Implementation
● The Holiday honey ale is offered year round and because of this it no longer
feels like a truly “holiday” themed beer.
55
● Offering this beer under a new name would help increase people's
perceptions of it. Common concerns were that the beer was brewed for the
Holiday season and didn’t sell, and so is still on the shelves year round
instead of intentionally being offered year round.
● Renaming the beer to something as simple as “Honey Ale” would help
increase the positive perception of this beer and in turn help increase sales.
● Keeping this beer in the lineup is definitely a good idea for a Honey ale is a
unique product that will help differentiate Old Credit from their competitors.
Timeline
● This name change should happen as soon as possible so that the production
can switch to labeling the beer with the new name, and let the old product
phase itself out of the LCBO location.
● Within a year the new product should be in all the current locations of the
Holiday Honey.
11. Develop a “Limited Time Offered” seasonal beer
Implementation
● Many craft breweries pride themselves on offering unique seasonal beers that
incorporate interesting flavours and ingredients.
● Currently Old Credit offers a Honey ale but this seems to lack the pizzazz the
other seasonal beers have.
● Considering something like a flavoured wheat beer, a dark stout or porter or
something with traditional winter flavours such as cinnamon or clove would
definitely help Old Credit stand out as a real craft brewery.
● This also gives Old Credit the opportunity to market the new beer and
develop and exciting launch for it, generating publicity and awareness for the
brewery.
56
● The new beer will help Old Credit compete with other local craft breweries
that currently offer seasonal beers such as Amsterdam Brewery, Great Lakes
Brewery and Wellington Brewery.
Timeline
● Old Credit should begin developing and testing a new recipe for their
seasonal beer so that by the next winter season they will be able to launch it
and have it stocked at the LCBO.
12. Promote local bars or restaurants that carry Old Credit beer
Implementation
● Currently Old Credit beer is served at a number of local bars and restaurants
but there is no indication as to exactly where.
● The Old Credit website would be a great place to share who currently offers
Old Credit beer at their establishment so that fans of the product could go and
enjoy it on draught.
● This would also help promote local Mississauga businesses and show that
Old Credit is active in helping the local community.
Timeline
● This would be an easy thing to incorporate onto the new website and so
should be done during the same time.
57
13. Consider expanding the size of the brewery to include a brew house
Implementation
● A growing trend for micro or craft breweries is to include a brew house or pub
with their brewery so that customers have a place to experience and try their
great beers alongside staple pub dishes.
● This will help to turn Old Credit into a Mississauga attraction and not just a
brewery.
● It would also help generate more business for Old Credit, increasing beer
sales and also generating a new line of income through the sales of food.
● The brew house should be built alongside the existing brewery increasing the
overall size and stature of the brewery and to help draw attraction to the
brewery itself.
Timeline
● This would be a long term investment and in the following year the planning
and design of the brew house should be considered and determined before
any construction begins.
14. Create more local signage creating awareness about the brewery
Implementation
● Placing signs in downtown Port Credit would help to direct and inform people
that there is a local brewery in Mississauga.
● This would help increase foot traffic to the brewery and further turn Old Credit
into an attraction and less of just a brewery.
● Old Credit offers tours of their brewery and added signage will help increase
the number of people visiting the brewery and learning about its history.
58
Timing
● Signage should be placed in Port Credit in the summer of 2015 in order to
generate interest in the public and increase awareness of the brewery.
15. Hire someone to implement the suggested marketing plan
Implementation
● The marketing plan has many stages to it, all of which should be implemented
at different times. In order to make sure that all the steps are implemented to
their fullest potential it would be highly advised to hire a marketing
professional to enact the plan.
Timing
● The marketing professional should be hired at the beginning in order to
oversee the start and running of this plan.
59
11. Marketing Controls
a) Explanation of how the proposed recommendations address the stated issues
(Section 6) and objectives (Sections 7 and 8).
1. Redesign the company logo
● By redesigning the company logo, Old Credit will appear to be a more
modern and up to date brewery.
● It is common for a brand to adapt their logo to the changing times and it
shows that they are not dwelling in the past.
● Older logos can be used effectively to brand products reminiscent of the past
but going forward a modern logo should be uniformly applied to all products
and media.
2. Update the company website
● A modern and up to date website not only runs smoother on modern day web
browsers but can attract more people to interact with it.
● The website can be an extremely effective tool to inform consumers of
products, future news and events as well as history on the brewery.
3. Establish a presence on Facebook
● Facebook is used more and more now in order to learn about a company and
who they really are. A website is great for displaying products, but Facebook
is fantastic for interacting with consumers.
● It can and should be utilised to receive feedback from consumers as well as
inform them about events and potential launches.
4. Start self-promoting on Twitter
● Twitter is an extremely effective tool for interacting with people in real time
and receiving feedback from consumers.
● It also adds a level of transparency to the brewery as it can give the company
a voice.
● Creating hype towards a product launch or event is effortless with Twitter.
Simply post each day about what is happening and invite consumers to
engage in the conversation.
60
5. Begin self-promoting on Instagram
● Instagram is heavily used with the younger consumer and by maintain an
account Old Credit can effectively engage with this market.
● It also gives the consumers a look into what the brewery is doing, who works
there and any potential events or product launches.
6. Produce products in cans
● Cans are becoming extremely popular amongst craft and micro breweries for
many reasons. They are easy to store given their stacking nature, have a
large printable surface and are easily recycled.
● The can is easy to stock on the shelves at both The Beer Store and the
LCBO and will be viewed by all passersby.
● The can opens an opportunity to develop unique graphics and blurbs to
describe the product and brewery and give insight to who Old Credit really is.
● Cans are also easily transported seeing as they won’t easily break, are easier
to dispose and keep cold.
7. Offer different package sizes
● Currently Old Credit is offered only in large format bottles. The product is too
large in size to consume comfortably in one sitting.
● By offering the same products in smaller sizes, they will effectively increase
the sessionability as well as the likelihood of more than one bottle to be
consumed at a time.
● This also opens the opportunity to offer the product in packages of 6, 12 or
24.
● New package sizes again opens opportunities to develop creative
graphics and copy to describe the product and brewery.
8. Rent a booth at the Toronto craft beer festival
● The craft beer festival is an excellent opportunity to showcase Old Credits
beer to consumers who truly enjoy craft products.
● They also get the chance to engage with other craft breweries and with the
consumers directly.
61
9. Advertise in a local newspaper
● Local papers are a great way to connect to the local community and engage
in the conversation.
● Not enough people in Mississauga are aware that there is a brewery in their
own backyard and the local paper is a great way to inform them of this.
● By running an article about the brewery Old Credit will gain both exposure
and a positive appearance in the public’s eye.
10. Rename the “Holiday Honey” seeing as it’s offered year round
● This will change people's perceptions about the beer being old on the shelf or
strictly a seasonal beer.
● By changing the name to something like “Honey Ale” the consumers will be
more open to purchasing this beer in the summer months as well as the
holiday season.
● See Exhibit eight for an example of a new Honey Ale logo.
11. Develop a “Limited Time Offered” seasonal beer
● This will help put Old Credit on the craft beer map by keeping them
competitive with other local craft breweries.
● It also give them the opportunity to stretch their creativity and differentiate
themselves from the rest of the market.
● They currently employ an ice aging process which can be coupled with some
other creative brewing techniques to create a truly unique beer.
12. Promote local bars or restaurants that carry Old Credit Beer
● If people know where to find Old Credit beer they will be more likely to go and
seek it out to try it.
● This will also help develop a stronger relationship with the establishments that
carry their products which can lead to larger future sales.
13. Consider expanding the size of the brewery to include a brew house
● This will give people a convenient place try Old Credit beer paired with
excellent food.
● It will also promote people to come by and visit the brewery, take a tour and
learn more about a really interesting attraction in their own city.
● This will be the first step to changing Old Credit from simply a brewery to a
Mississauga attraction.
62
14. Create more local signage creating awareness about the brewery
● This will help develop more awareness for the brewery and increase the
number of people likely to visit.
● Added signage in the Port Credit area will likely increase the amount of foot
traffic into the brewery in the summer time.
● This will work particularly well if they consider adding a brew house. People
will now be able to find the brewery easier and in the summer have an
interesting place to share a pint.
15. Hire someone to implement the suggested marketing plan
● A marketing plan can be quite involving and by hiring someone to oversee its
launch will leave the owners and operators to continue brewing a quality
product.
● This will also ensure that the plan is implemented to its fullest potential and
any “on the fly” changes can be made in a timely manner.
63
b) Methods used to monitor and evaluate the Marketing Plan
1. Monitor Sales
● We would monitor the sales of Old Credit Brewery before and after our
recommendations are implemented.
● This will help Old Credit understand whether its marketing efforts are yielding
results.
2. Monitor social media
● We want to keep track of the different types of conversation Old Credit
Customer are having within social media plant forms such as Facebook,
twitter, Tumblr
● Conducting social media audits to track positive, neutral, and negative
responses that customers are having within the comment section of our social
media space.
● We will also monitor Old Credit Brewery social media space by using a free
social media monitoring web site, which will give us a better picture of how
the Old Credit Brewery brand is doing (see exhibit seven).
3. Track website hits and traffic
● Tracking increases in website traffic will help Old Credit understand whether
its marketing efforts are working, as an increase in website traffic can be
related to an increase in interest in the brand.
● Seeing increases before and after other marketing methods are implemented
will help Old Credit know which communication methods were most effective.
4. Online Administered Surveys through company website and social media
● Have short survey asking customer how was their experience with the brand
● Question regarding the bottle size and new branding will be included in the
survey
● By having online administered surveys we have a quantitative assessment of
Old Credit Brewery product with customers
5. Monitor of newly acquired distribution channels
● Understanding which new locations Old Credit sells product in will help with
market share calculations and profit projections.
64
6. Have a focus group to test the new branding of Old Credit Brewery logo and
new package sizes
● Small focus groups will be able to give their opinions on different branding
and packaging options for Old Credit.
● This will help test public response to the new branding efforts and measure
interest for different formats such as cans and smaller sizes, as well as
provide feedback for further improvement.
67
Exhibit Three
Consumption patterns of Small-scale Breweries
226
Above is a map showing the area where the particular breweries beer is most consumed.
This shows that for most small-scale breweries the beer is most consumed in the city in
which it is brewed.
69
Exhibit Five
Steam Whistle Website
Retrieved from http://steamwhistle.ca/ This is the main website of Steam Whistle Brewing, a popular Toronto-based craft brewery.
It is an example of what a well-designed, modern looking website for a craft brewery can
look like.
70
Exhibit Six
Black Oak Brewing Website
Retrieved from http://www.blackoakbeer.com/ Above is the main website of Black Oak Brewing, an Oakville-based craft brewery. It is
another example of an attractive website in the craft brewery industry, this time from a close
competitor of Old Credit Brewing.
71
Exhibit Seven
‘HowSociable’ platform page example
Retrieved from http://www.howsociable.com/ Shown above is an example of a HowSociable brand platform. HowSociable is a service
that collects and measures metrics from all of a company's’ social media accounts and
provides a score that can be compared to other companies in the industry.
72
Exhibit Eight
Potential Honey Ale Logo
This is one of the proposed logos that will accompany the renaming of the Holiday Honey.
73
Endnotes
1 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 2 ibid 3 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 4 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 5 ibid 6 ibid 7 Map of Breweries in GTA. (2014). Retrieved from https://www.google.ca/maps/search/brewery/@43.6183054,-79.4769232,12z/data=!3m1!5s0x882b390cc89110f1:0x4c9644d9f80c35d5 8 Image of Breweries in Oakville. (2014). Retrieved from https://www.google.ca/maps/search/brewery/@43.4983876,-79.6547487,12z 9 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 10 ibid 11 ibid 12 ibid 13 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 14 ibid 15 ibid 16 Amsterdam Brewing Co. (2014). Our Beer. Retrieved from: http://www.amsterdambeer.com/ 17 14 LCBO. (2014). Company Overview. Retrieved from: http://www.lcbo.com/content/lcbo/en/corporate-pages/about.html 18 ibid 19 ibid 20 The Beer Store. (2014). Did you know: Retrived from: http://www.thebeerstore.ca/about-us/did-you-know
74
21 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 22 Jason Cercone. Beer Laws and Crafts Beer’s Struggle for Exposure. (2014). Retrieved from http://breakingbrews.com/?tag=microbreweries. 23 Ibid 24 ibid 25 ibid 26 Lane V.R. (2014). Craft Beer and Consumer Behavior. Retrieved from http://anthonygarver.files.wordpress.com/2013/06/buyer-behavior-craft-beer-project.pdf. 27 ibid 28 Beer TAB Study Shows Trends. (2012). Retrieved from http://www.cstoredecisions.com/2012/09/26/beertab-study-shows-trends-consumer-preferences 29 The Best Beers for People who Don’t Like Beer. (2014). Retrieved from http://drinks.seriouseats.com/2014/04/best-crossover-beer-for-wine-drinkers-cider-drinkers-what-beer-to-try-if-you-dont-like-beer.htm 30 ibid 31 Seasonal Brews. (2014). Retrieved from http://www.amsterdambeer.com/seasonal-beers 32 Beer TAB Study Shows Trends. (2012). Retrieved from http://www.cstoredecisions.com/2012/09/26/beertab-study-shows-trends-consumer-preferences 33 Mark Prigg. The East Coast Prefers Bud, While the West Coast Goes for Coors. (2014). Retrieved from http://www.dailymail.co.uk/sciencetech/article-2594434/The-East-coast-prefers-Bud-Light-West-prefers-Coors-Light-Beer-maps-America-reveals-favourite-tipples-live-near-coast-youre-probably-drinking-wine-anyway.html 34 Bier Markt, Personal Communication, September 29th, 2014 35 ibid 36 Jamie Merrill. Now Lager’s Top as Craft Brewers Transform Perceptions of this Long-maligned Import. (2014). Retrieved from http://www.independent.co.uk/life-style/food-and-drink/news/now-lagers-top-as-craft-brewers-transform-perceptions-of-this-longmaligned-import-9716595.html 37 Heineken Tendances Bière. (n.d.). Retrieve from http://en.black-and-gold.com/en/projects/78-change-perceptions-on-beer.html 38 Bier Markt, Personal Communication, September 29th, 2014 39 LCBO Representative, Personal Communication. September 29th, 2014.
75
40 Heineken Tendances Bière. (n.d.). Retrieve from http://en.black-and-gold.com/en/projects/78-change-perceptions-on-beer.html 41 Bier Markt, Personal Communication, September 29th, 2014 42 ibid 43 ibid 44 ibid 45 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521#s6 46 ibid 47 ibid 48 Jason Hartella, Leigh Maynarda. Consumer-Level Determinants of Beer Purchases in Canadian Restaurants. (n.d). Retrieved from http://www.beeronomics.org/papers/4A%20Hartell.pdf 49 ibid 50 ibid 51 ibid 52 ibid 53 Beer-Canada. (2010). Euromonitor International. Retrieved from http://www.ryerson.ca/~rmichon/mkt731/reading/Beer%20Industry%20in%20Canada.pdf 54 ibid 55 ibid 56 ibid 57 ibid 58 ibid 60 ibid 61 ibid 62 ibid 63 Off-beat beer producers fight for survival. (2009). CBC News. Retrieved from http://www.cbc.ca/news/business/off-beat-beer-producers-fight-for-survival-1.802680 64 Beer-Canada. (2010). Euromonitor International. Retrieved from http://www.ryerson.ca/~rmichon/mkt731/reading/Beer%20Industry%20in%20Canada.pdf 65 ibid 66 ibid 67 ibid
76
68 ibid 69 ibid 70 ibid 71 ibid 72 ibid 73 ibid 74 ibid 75 ibid 76 Old Credit Amber Ale. (2014). Retrieved from http://www.lcbo.com/lcbo/product/old-credit-amber-ale/928051#.VDfhqvldWrs 77 Old Credit Pale Pilsner. (2014). Retrieved from http://www.lcbo.com/lcbo/product/old-credit-pale-pilsner/901835#.VDfikvldWrs 78 Old Credit Honey Holiday. (2014). Retrieved from http://www.oldcreditbrewing.com/#ourbeer.html 79 ibid 80 Port Credit brewery marks 20 years of ice-aged beer. (August 2014). Mississagua News. Retrieved from http://www.mississauga.com/news-story/4758723-port-credit-brewery-marks-20-years-of-ice-aged-beer/ 81 ibid 82 ibid 83 ibid 84 Black Oak Brewery. (n.d). Where to find our beer, LCBO Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/lcbo/
85 ibid
86 Black Oak Brewery. (n.d). Our Brewery. Retrieved from:
http://www.blackoakbeer.com/index.php/our-brewery/
87 ibid 88 ibid 89 Ibid
90 Black Oak Brewery. (2014). Black Oak Brewery, Twitter page. Retrieved from:
https://twitter.com/@blackoakbrewing
92 Black Oak Brewery. (2014). Black Oak Brewery, Facebook page. Retrieved from:
https://www.facebook.com/blackoakbrewery
77
93 Black Oak Brewery. (2014). Black Oak Brewery, Instagram. Retrieved from:
http://instagram.com/blackoakbrewing
94 Black Oak Brewery. (2014). Black Oak Brewery, Untapped. Retrieved from:
http://instagram.com/blackoakbrewing
95 Toronto Life. (2012). Black Oak Brewing. Retrieved from:
http://www.torontolife.com/tag/black-oak-brewing/
96 Johnson Ben. (October 14, 2014). The top 10 local beers to drink this fall in Toronto.
blogTO. Retrieved from:
http://www.blogto.com/sports_play/2014/10/the_top_10_local_beers_to_drink_this_fall_in_t
oronto/
97 Cadiz A. Mark. (June 12, 2014). Black Oak Brewing weathered early days of craft
breweries and is enjoying its popularity, Etobicoke-based brewery pouring during Session
festival, June 13 and 14. Etobicoke Guardian. Retrieved from:
http://www.insidetoronto.com/news-story/4573017-black-oak-brewing-weathered-early-
days-of-craft-breweries-and-is-enjoying-its-popularity/
98 Black Oak Brewery. (n.d). Where to find our beer, The Beer Store. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/the-beer-store/
99 Black Oak Brewery. (n.d). Our Brewery. Retrieved from:
http://www.blackoakbeer.com/index.php/our-brewery/
100 ibid
101 Black Oak Brewery. (n.d). Perennial Favourites. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/perennial-favourites/
102 Black Oak Brewery. (n.d). Where to find our beer, The Beer Store. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/the-beer-store/
103 Black Oak Brewery. (n.d). Well-seasoned. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/well-seasoned/
78
104 Black Oak Brewery. (n.d). Where to find our beer, The Beer Store. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/the-beer-store/
105 Black Oak Brewery. (n.d). Where to find our beer, Craft Beer Friendly Bars. Retrieved
from: http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/craft-beer-
friendly-bars/ 106 ibid
107 Black Oak Brewery. (n.d). Where to find our beer, The Beer Store. Retrieved from:
http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/the-beer-store/
108 ibid
109 Cameron’s Brewing. (n.d.). History and Timeline. Retrieved from:
http://www.cameronsbrewing.com/our-brewery/history/
110 ibid
111 ibid
112 ibid
113 Cameron’s Brewing. (n.d.). Our Brewery, Our Kegs and Equipment. Retrieved from:
http://www.cameronsbrewing.com/our-brewery/our-kegs-and-equipment/
114 ibid
115 ibid
116 Cameron’s Brewing. (n.d.). Event. Retrieved from:
http://www.cameronsbrewing.com/events/
117 Cameron’s Brewing. (2014). Cameron’s Brewing, Facebook Page. Retrieved
from:https://www.facebook.com/cameronsbrewing
118 Cameron’s Brewing. (2014). Cameron’s Brewing, Facebook Page. Retrieved from:
https://twitter.com/CameronsBrewing
79
119 Cameron’s Brewing. (n.d.). Event. Retrieved from:
http://www.cameronsbrewing.com/events/
120 ibid
121 ibid
122 Rubin Josh. (April 17, 2014). Cameron’s Rye Pale Ale a hoppy treat with a unique
ingredient. The Star. Retrieved from:
http://www.thestar.com/life/food_wine/2014/04/17/camerons_rye_pale_ale_a_hoppy_treat_
with_a_unique_ingredient.html
123 Beer Maven. (July 30, 2014). California Sunshine APA – Cameron Brewing. Retrieved
from: http://beermaven.blogspot.ca/2014/07/california-sunshine-apa-camerons.html 124 Cameron’s Brewing. (n.d.). History and Timeline. Retrieved from:
http://www.cameronsbrewing.com/our-brewery/history/ 125 Cameron’s Brewing. (n.d.). Cameron’s Sell Sheet. Retrieved from: .
http://www.cameronsbrewing.com/wp-content/uploads/2014/05/camerons_SELL-
SHEET_REVISED.pdf 126 Ibid 127 Ibid 128 Ibid 129 ibid 130 Cameron’s Brewing. (n.d.). Where, LCBO, The Beer Store. Retrieved from:
http://www.cameronsbrewing.com/where/lcbo-beer-store/ 131 ibid 132 ibid 133 ibid 134 Cameron’s Brewing. (n.d.). Our Brewery, Our Kegs and Equipment. Retrieved from:
http://www.cameronsbrewing.com/our-brewery/our-kegs-and-equipment/
135 Lefko Perry. (2014). Trafalgar Brewing Brewery, Craft Brewers Series. Good Life.
Retrieved from: http://www.goodlifemississauga.com/128-gl-2014/trafalgar.html
80
136 ibid 137 ibid 138 ibid 139 ibid 140 ibid 141 Trafalgar Ales and Meads. (2013). Products. Retrieved from:
http://www.alesandmeads.com/products 142 Lefko Perry. (2014). Trafalgar Brewing Brewery, Craft Brewers Series. Good Life.
Retrieved from: http://www.goodlifemississauga.com/128-gl-2014/trafalgar.html 143 ibid 144 ibid 145 Trafalgar Ales and Meads. (2013). Products. Retrieved from:
http://www.alesandmeads.com/products 146 ibid
147 Canada’s population estimates: Age and sex, 2014. (September 26th, 2014). Retrieved
from http://www.statcan.gc.ca/daily-quotidien/140926/dq140926b-eng.htm?HPA 148 Greater Toronto Area (GTA) – Top 10 Municipalities Population (Growth From 2001 –
2006). (February 2013). Retrieved from
http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 149 Population Growth Projections by District. (February 2013). Retrieved from
http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 150 Population by Sex and Age Group. (February 2013). Retrieved from
http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 151 ibid 152 Average Household Income – 2005. (February 2013). Retrieved from
http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 153 Average Income per Person – 2005. (February 2013). Retrieved from
http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 154 Average household expenditure, by province (Ontario). (2012). Retreived from
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil130g-eng.htm 155 ibid
81
156 ibid 157 Spiro, Josh. (September 4th 2009). Is the beer industry recession proof? Retrieved from
http://www.inc.com/news/articles/2009/09/beer.html
158 ibid 159 ibid 160 ibid 161 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-
product-sector/processed-food-and-beverages/the-canadian-brewery-
industry/?id=1171560813521#s6 162 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from
http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 163 The Wonderful World of Craft Beer. (2012). Ontario Business Report. Retrieved from
http://www.mri.gov.on.ca/obr/?p=1440 164 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from
http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 165 ibid 166 ibid 167 ibid 168 ibid 169 ibid 170 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from
http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-
product-sector/processed-food-and-beverages/the-canadian-brewery-
industry/?id=1171560813521#s6 171 ibid 172 ibid 173 ibid 174 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from
http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries
82
175 Environmental Guidelines for Breweries. (n.d.) Retrieved from
http://www.miga.org/documents/Breweries.pdf 176 ibid 177 Innovation & Technology. NBWA. (2014). Retrieved from http://nbwa.org/industry-
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