Forecasting: Kentucky Swamp Brew Forecasting demand within the brewing industry is dependent upon three basic factors: "trends, cycles, and seasonal patterns" (Elfner n
Its recent expansion has demanded a more intensive advertising and marketing campaign to raise brand awareness. The company hired an 'edgy' New York firm and went with a conceptual advertisement: "Follow Your Folly & #8230;Ours Is Beer" (Ferrell, Fraedrich, & Ferrell 2011: 478)
202) the answer for many was to further invest in global markets, some held by traditional regional small firms or industry giants and some new to the beer production game. (Ali, 2004, p
109) Another tactic currently being used is buying in to smaller firms that have well established formulas in the micro-market. (Peron & Allen, 1988, p. 403) (Benson-Armer, Leibowitz & Ramachandran, 1999, p
Product diversification, with new specialty microbrews becoming exceedingly popular has taken some previously loyal buyers from the mass market that held a tight hold on sales for many years. (Goldberg, 2000, p
Though the quantity of raw materials procured by brewers does shift this burden slightly and there are also specific ingredients such as hops that are produced almost exclusively for the brewing industry, again a balance in the supplier market. (Benson-Armer, Leibowitz & Ramachandran, 1999, p. 3) (Merrett, 1998, p
109) Another tactic currently being used is buying in to smaller firms that have well established formulas in the micro-market. (Peron & Allen, 1988, p
This is the trend to very small (micro) breweries and very small breweries that retail the beer on the premises (brew pubs). (Ronnenberg, 1998, p