Tastes and preferences Craft beer was making headlines in lifestyle trends in

Tastes and preferences craft beer was making

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Tastes and preferences Craft beer was making headlines in lifestyle trends in Singapore. In October 2012, The Straits Times featured the first ever craft beer festival in the weekend Life! section of the newspaper, and Jungle Beer was promoted as a local brand of craft beer. 13 It seemed Barefoot Brewing Company had become part of a craft beer zeitgeist among trend-setting Singaporeans. Steadily increasing incomes also meant that Singaporeans were more receptive to social drinking in more expensive on-trade establishments. 14 Strong tourism in Singapore meant that many on- trade and off-trade establishments were catering to foreign tastes as well. 15 Challa was convinced these trendsetters would be the market drivers, It’s more the young, trendy, well networked people who are reading about craft beer, and then trying it out… Herein lay the paradox; a lot of the buzz surrounding craft beer occurred at the point of sale. It was at the bars, pubs, and restaurants that enthusiasm for the product was generated. These places were critical to building Jungle Beer’s brand reputation, but Jungle Beer needed to have a brand reputation to get into these channels. The next batch Jungle Beer seemed well poised to be at the forefront of an emerging trend, but was this trend sustainable? On the topic of craft beer becoming a fad in Singapore, Challa grinned: I’ve never met one person who used to drink craft beer and now only drinks lager. Craft beer was in fact gaining traction in Singapore, which boasted more microbreweries than any other city in Asia. However, relative to Singapore’s size, this was less impressive - smaller cities elsewhere, such as San Diego in the US, had three to four times as many microbreweries as Singapore did. In this sense, the craft beer market in Singapore was still in its infancy, but this also presented opportunities for growth (refer to Exhibit 14 & 15 for sales of alcoholic drinks and beer sales forecasts in Singapore). Challa knew that word-of-mouth and reputation were key to branding in this environment. He entered Jungle Beer in competition and won awards against local and international breweries. He had consistently organized events that featured Jungle Beer, maintained a regularly updated website, and pursued an active social media presence. Jungle Beer had also been mentioned numerous times in several different news publications since its inception. He had even met with the tourism board to discuss what work could be done to make people more aware of the growing craft beer scene in Singapore. Challa had already taken Jungle Beer a long way – from a desire to drink craft beer in India to a fast growing business in Singapore in the span of three years. He could make good beer – that much was certain, but with the Barefoot Brewing Company at one-third capacity he needed a strategy that would keep him on the path towards continued growth. He needed to increase the demand for Jungle Beer by crafting a strategy that reconciled branding and distribution through hesitant channels.
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  • Summer '17
  • Kapil Tuli
  • Jungle Beer

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