Mountain Man Beer Company

The Lagging Lager

2% Decline for Lager High competition from Major and second tier domestic producers, Imported beers and craft beers. Government Laws. Blue collar Favourite. 4% Growth rate of Light Segment High Profitability

Goal of MMBC (Chris)

Repositioning the brand to drive sales of Mountain Man Brewing Company.

Improving the Line depth & brand leveraging without eroding the core brand equity of main product.
Using the benefits of Family Branding.

Flavorful

& bitter tasting beer. Higher than average alcohol content. Authenticity, taste, price, perceived quality, brand image. Unique bottle design. Won Best Beer in West Virginia. Selected as Americas Championship Lager at the American Beer Championship.

MMBC customer features:

Blue collared middle to lower income men. Over 45 years of age.

High brand loyalty across generations.

Perceived quality and authenticity.

High brand awareness.

MMBC promotion:

Grass-root marketing.
Positioning as a Strong Beer as well as a Working Mans Beer.

Unconventional distribution networks.