Fit for All Times: Athletic Brewing Company
The case takes place in early 2024, after Athletic Brewing Company, an independent non-alcoholic brewer from Connecticut and fast-growing company has received a $50 million investment from Keurig Dr Pepper (KDP) that allowed expansion of production. Bill Shufelt, co-founder and CEO, has plans for the company to expand and become the market leader in sales. The brand has been successful and award winning since its creation in 2017 and currently sits in third position in sales, ready to take a strong hold of the market. However, it needs to focus on its consumer’s behaviors and characteristics to outperform industry leaders Heineken 0.0 and non-alcoholic brands in the Anheuser Busch InBev product family.
In completing this assignment, students should be able to:
1. Perform a situational analysis for a company in a competitive market.
2. Evaluate a company’s choices based on customer trends.
3. Evaluate the motivation behind consumer consumption of non-alcoholic beers.
4. Analyze design choices influencing customer perceptions of a brand
5. Determine the different approaches customers can learn about a new brand of nonalcoholic beer.
6. Apply the consumer decision making process to the consumption of non-alcoholic beer.