Boston Beer was founded by Mr. Jim Koch in 1984. Fueled by awards and recognition from prestigious beer festivals, Samuel Adams Boston Lager was available on much of the East Coast by the late 1980’s and nationally by 1992. The company went public on the New York Stock Exchange in 1995.
The Company’s beers are primarily positioned in the Better Beer category of the beer industry, which includes craft (small, independent and traditional) brewers, domestic specialty beers and most imports. The growth of the Boston Beer Company was very impressive in the first few years due to its high quality, good business strategy and an unsaturated market for better beer. The Boston Beer Company’s strategy for growth was one of differentiation. Samuel Adams …show more content…
Based on their internal policy, the Company required that each of its products undergo over 100 tests. Because beer is best consumed within 2-3 months after bottling, the Company maintained a strict policy of discarding beer that was no longer fresh (Boston Beer 10-K, 1997). High-quality ensure the company to charge a higher price to maintain a high profit margin.
Strong Sales and Distribution Presence is another strengths of Boston Beer. The Company sells its beer to wholesale distributors, which then sell to retailers such as pubs, restaurants, grocery chains, package stores, and other retail outlets. Boston Beer company has a significant advantage in advertising, sales force and profit value to local distributors. The Company's sales force has a high level of product knowledge, and is trained in the details of the brewing process. Its sales force receives selling skills training each year from outside training experts. Sales representatives typically carry hops, barley, and other samples to educate wholesale and retail buyers as to the quality and taste of its beers. The Company has developed strong relationships with its distributors and retailers, many of which have benefited from the Company's premium pricing strategy and rapid growth (Boston Beer 10-K,
The Company’s beers are primarily positioned in the Better Beer category of the beer industry, which includes craft (small, independent and traditional) brewers, domestic specialty beers and most imports. The growth of the Boston Beer Company was very impressive in the first few years due to its high quality, good business strategy and an unsaturated market for better beer. The Boston Beer Company’s strategy for growth was one of differentiation. Samuel Adams …show more content…
Based on their internal policy, the Company required that each of its products undergo over 100 tests. Because beer is best consumed within 2-3 months after bottling, the Company maintained a strict policy of discarding beer that was no longer fresh (Boston Beer 10-K, 1997). High-quality ensure the company to charge a higher price to maintain a high profit margin.
Strong Sales and Distribution Presence is another strengths of Boston Beer. The Company sells its beer to wholesale distributors, which then sell to retailers such as pubs, restaurants, grocery chains, package stores, and other retail outlets. Boston Beer company has a significant advantage in advertising, sales force and profit value to local distributors. The Company's sales force has a high level of product knowledge, and is trained in the details of the brewing process. Its sales force receives selling skills training each year from outside training experts. Sales representatives typically carry hops, barley, and other samples to educate wholesale and retail buyers as to the quality and taste of its beers. The Company has developed strong relationships with its distributors and retailers, many of which have benefited from the Company's premium pricing strategy and rapid growth (Boston Beer 10-K,