Hamrlick Brewing
Publication Type
Case
Publication Date
1-2012
Abstract
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.
Keyword(s)
Channel Marketing / Distribution, Competitive Analysis, Entrepreneurship, Microbrew
Discipline
Marketing | Sales and Merchandising | Strategic Management Policy
Research Areas
Marketing
Data Source
Field Research
Industry
Beer, Beverage
Geographic Coverage
United States
Temporal Coverage
2011
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-12-0002
Additional URL
https://cmp.smu.edu.sg/case/2271
Comments
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