Graphic taken from Chen, 2013
48 Boston Beer Company also uses the three-tier system of alcohol distribution and has been very successful doing so (Chen, 2013). Boston Beer Company has made its way up to being the second-large st craft brewer in the country (Brewer’s Association, 2016). It has reached Canada, Europe, Israel, the Caribbean, the Pacific Rim, and Mexico, but it is mostly focused on the United States (Chen, 2013). Having such a wide range of locations, arrangements have been made with approximately 350 wholesale distributors (Boston Beer Company INC, 2017). New Belgium Brewing Company is the fourth-largest craft brewer in the country ( Brewer’s Association, 2016). Currently it is distributing its products in 45 states and is continuing to expand outside the US. Similar to the other brands, New Belgium Brewing Company also uses the three-tier system of alcohol distribution (Furnari, 2016). In the United States, Sierra Nevada has reached distribution in all the states using the three-tier system of alcohol distribution (Sierra Nevada, 2017). It is the third-largest craft brewer in the country and has expanded to 17 other countries including Australia, British Columbia, Belgium, Canada, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Sweden, and United Kingdom. Although Sierra Nevada has limited distribution in those countries, it is continuing to grow and increase its presence worldwide (Sierra Nevada, 2017). This places Sierra Nevada within a consumer's evoked set, because their globalization allows them to be more well-known than other craft brewers.
49 PRIMARY FIRMS: BRANDING AND PROMOTIONS D.G. YUENGLING & SON D.G Yuengling & Son prides itself on being America’s oldest brewery, producing lagers, porters and ales since 1829 (“Yuengling : A n American Story,” 2017). Yuengling’s core values include commitment to excellence, superior service, a positive work environment, and embracing its American traditions and heritage (“Yuengling: An American Story,” 2017). The brand follows a family legacy of producing quality craft beer, the best sellers being Lord Chesterfield Ale and Yuengling Porter. Yuengling has been adventurous in the types of marketing media it produces. The brand advertises using traditional media such as TV advertisements as well as more unique campaigns that heavily emphasis social media. Within the past year, the brand was negatively affected after the CEO expressed his support for Donald Trump. Following this statement, many gay bars refused to serve Yuengling beer. Y uengling & Son’s promotions are heavily focused on the brand’s identity as the oldest brewery in the United States. One of its most successful campaigns was “Respect, It’s Earned.” The name alone likely resonated with Yuengling consumers, as the majority of them tend to be individuals ages 55-64. Older individuals have endured lifelong challenges earning the respect of those around them. The campaign had been effective at reflecting the values of its target market.
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