Hamrlick Brewing

Publication Type


Year Completed



This case is set in April 2011, and begins with Mark Hamrlick considering which of several distribution partners he should choose for his Saxonbräu® beers. Hamrlick is the founder and president of Hamrlick Brewing, a small brewer located in Elmhurst, Illinois. The company began operations just 18 months earlier and has been selling and distributing its product on its own. The company has recently purchased a new state-of the-art bottling machine in hopes to grow sales beyond current levels, which had previously been entirely draft beer (kegs).

The company's products, Saxonbräu® Pilsner and Saxonbräu® Bock are high quality beers which have won a number of national awards and received critical acclaim from several beer aficionados. The beer is brewed in accordance with the Reinheitsgebot (German brewing and purity law of 1516) and given its name; is often misperceived as an imported beer. However, sales have been flat and Hamrlick must find a way to grow his young company.


Channel Marketing / Distribution, Competitive Analysis, Entrepreneurship, Microbrew


Marketing | Sales and Merchandising | Strategic Management Policy

Research Areas


Data Source

Field Research


Beer, Beverage

Geographic Coverage

United States

Temporal Coverage


Education Level

Executive Education; Postgraduate; Undergraduate


Singapore Management University

Case ID



SMU Faculty/Staff can download the case & teaching note with your SMU login ID & Password via the following links:

For purchase of the case and supplementary materials via The Asia Learning Exchange (ALEx), please access the following links:

For purchase of the case and supplementary materials via The Case Center, please access the following links: