MountainManBrewing - Professor Stephen Laing Mountain Man...

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Professor Stephen Laing Mountain Man Brewing Assignment 15 March 2017 1) Mountain Man brewing company has stayed true to its roots over the years brewing a dark lager, which has in turn garnered a loyal consumer base. In recent years the preference of beer type has changed to light beer and the younger consumer segment (21-27 years of age) has grown from 13%-27% of total beer consumers. These changes in market trends have forced mountain men to consider brewing their own light beer, in order to stay relevant. Should Mountain Men brew a light beer at the risk of alienating their current client base? 2) Pros and Cons for MMBC to produce light beer Pros Light beer accounts for 50.4% of consumption by types of beer in the east central region of the Unites States The light beer market has seen growth in market share from 29.8% in 2001 to 50.4% in 2005 Younger consumers preferred light beers and tended to consume in large quantities
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