Abstract This paper studies beer and liquor sales, with particular reference to the United States. It includes a brief history of beer and liquor, the prohibition era and the effect it had on these industries. It also describes the marketing and advertising tools used by the beer and liquor industries and brief histories of some famous brands. Included are tables of financial information regarding consumption, sales and revenue of beer and liquor and an analysis of Anheuser-Busch, a very large beer and liquor company. Finally, the author reveals his personal opinion about the topic and a summary of the research is presented.
From the Paper "The exact origins of alcoholic drink are rather obscure, but most historians and anthropologists suggest that, even though our ancestors may not have understood the process of fermentation at the time, alcoholic drinks were made and drunk as early as 10,000 years (or perhaps even 25,000 years) ago. Some experts have even suggested that the beginning of agriculture could be attributed to the desire of early humans to produce beer rather than food.
The discovery or making of liquor through the distillation process, of course, came much later. Nevertheless, the Chinese are known to have distilled a beverage from rice as early as 800 BC. Europeans and Arabs are also said to have produced distilled alcoholic drinks in the early days but production of distilled liquor remained limited until about the 8th century AD. Improvement in distilling techniques gradually led to greater production of distilled spirits and various governments realizing the potential of earning revenues from the sale of liquor placed controls on the production and sale of liquor. In some countries, revenue from liquor sales has been the bedrock of their economies. For example in Russia, revenue from vodka sales was more than 40% of all state revenue in the last century. More recently, towards the end of the Soviet era, vodka sales constituted 15-20% of the value of all retail trade turnovers. "
Abstract This paper examines three issues concerning the metabolism of ethanol, one of the major forms of alcohol, and then compares how the ethanol found in beer is metabolized to how the ethanol found in the over-the-counter cold suppressant, Nyquil, gets metabolized.
From the Paper "Although this research project concerns the metabolism of ethanol, one of the three major forms of alcohol, the major topic will discuss three distinct yet similar issues concerning the metabolism of ethanol. The first issue is the means by which the liver metabolizes ethanol the second and third issues discuss the variances involved when comparing how ethanol found in beer is metabolized with the ethanol found in one of the more popular cough suppressants. For simplicity and clarity the cough syrup being used in this study is Nyquil...."
Abstract The paper discusses the history of beer in early civilization, in the Middle Ages, in modern times and in America. The paper describes how the first beers were different from beer we know today; they were cloudy, bitter and perhaps even filled with mash. The paper traces how those ancient beers became transformed into one of the world's most popular beverages today.
Outline:
Introduction
Beer in Early Civilization
Beer in the Middle Ages
Beer in Modern Times
Beer in America
Conclusion
From the Paper "Some people speculate that beer first made an appearance in the world at least 9,000 years ago, but there is no written proof to back up these claims. The first written records belong to the Sumerians, who lived in the land between the Tigris and Euphrates Rivers, which now encompasses Iraq. Historians believe the Sumerians discovered fermentation (the process necessary to make beer and other alcoholic beverages), totally by chance. However, they did write about their discovery, and so most historians believe the first rudimentary beers were brewed in this area."
Abstract This paper explains that beer-making, which is a complex process involving the conversion of grains into usable sugars and requiring much skill and patience, has not changed fundamentally in centuries. The author points out that some people believe that beer-making originated about 10,000 years ago in Africa and was apparently made then, as it is now, from cereal grains. The paper relates that beer-making is captive to a sequential process, including a variety of essential ingredients, which must be closely adhered to if it is to achieve its full potential, at least in the eyes and palates of beer connoisseurs.
From the Paper "For their part, hops and yeast also play key roles in the creation of commendable beer. To wit, the former is a "twining vine" that grows in the summer months and is commonly eaten as a vegetable with the leaves "blanched" and used a soup. But most of all, hops serve to add "bitterness and aroma" to a beer - even if they are considered an integral part of every brewing operation. Finally, yeast is another significant ingredient in the "typical" beer and it serves to convert fermentable sugars into alcohol - and into beer flavors."
Abstract This paper examines advertising and the art of persuasion used in the Molson Beer advertisement "I am Canadian". It asserts that beer advertisements typically employ a marketing campaign that uses sexual innuendo, such as pretty girls to sell their products. It points out however, that the Molson beer ad uses a different mechanism, which centers on nationalism and cultural determinism, rather than on the common persuasive tool of sex to market the product. The paper concludes that the ad's strong emotional appeal, embedded within a social and cultural context, makes for extremely unique and effective advertising.
Outline:
Introduction
Defining the Target Audiences
Molson Beer Advertisement: Style, Appeal, and Strategy
Relationship Between Verbal and Visual Content
Meaning and Value in the "I Am a Canadian" Ad
Prevalent Symbols Displayed in the Ad
The Role of the Molson Ad
Emotional and Intellectual Appeal of the Ad
Crucial Aspects of the Molson Canadian Advertisement
Building Relationships and Trust with the Consumer
Is the Ad Memorable?
From the Paper "The Molson ad was in the form of a rant, which added to its overall success. The verbal style of the ad was to outline some of the major facets of Canadian culture and present them as something that individuals should feel proud of. It is interesting to note that the ad also focused on stereotypes of Canadians by Americans, and focused on dispelling some of these myths. There was also, the presentation of issues surrounding American lifestyle, and a comparison of how Canadians supposedly completed these actions differently and more effectively. Lines like "I believe in peace keeping, NOT policing. DIVERSITY, NOT assimilation", posit to the fact that the ad was trying to show the clear difference between the two cultures and was trying to evoke a sense of national pride with these statements."
A review of the Boston beer brewery and its activities in attempting to become market leader in the "Better Beer Category " through the creation of high quality full-flavored beers.
Abstract The paper discusses the products of the company known as
Boston Beer, one of the most important beer companies in the United States of America. The paper discusses the background and marketing plans of the company.
outline:
Products
Promotion
Employees
Brewing Strategy
Competition
Financial Information
From the Paper "As far as the brewing strategies that the company uses, it must be mentioned that they are two. On the one hand, Boston Beer relies upon brewery ownership. On the other hand, it makes use of contract brewing, using the excess capacity of other breweries. This provides the company with several advantages. First and foremost, it offers it flexibility. This allows it to respond better to the market changes as well as to avoid situations that might cause crisis situations. In addition, the mix of the two strategies mentioned above provides the company with cost advantages. It is highly important to mention the fact that the company chooses its collaborators on strict criteria which reflect the very beliefs that lay at the basis of the company's functioning."
Tags: pricing, strategy, traditional, investment, changes, health
Abstract This paper looks at a study who's aim is to prepare an ale beer by fermentation and to investigate the microbiological aspects of the fermentation of malted barley extracts. It looks at how the study emphasizes yeast growth and factors that affect it (contaminants, temperature, pH). In the experiment the ale beer is prepared using a wort [Muntons Pale Ale Beer Kit] and yeast; saccharomyces cerevisiae. A control treatment (yeast + wort) is compared to a contaminant treatment containing acetic acid bacteria. The pH, temperature and concentration of yeast cells are also observed among the treatments on three different days.
Outline:
Abstract
Introduction
Material and Methods
Innoculation of Wort for Beer Production
Measuring the Fermentation Progress of the Treatments
Results
Properties of the Control and Contaminant Treatments
Discussion
From the Paper "The microbiological aspects of ale production were studied over a period of a 1 week. The study emphasized on yeast growth and on factors that affect it (contaminants, temperature, pH). On days 0, 1 , 4 of inoculation, a control treatment consisting of yeast; Saccharomyces cerevisiae and wort was compared to a contaminant treatment consisting of wort, yeast; Saccharomyces cerevisiae and an additional inoculum of acetic acid bacteria;vinegar. Throughout the main processes of beer production, the pH of the wort from the contaminant treatment was lower than the control, thus more acidic. Yeast concentration was higher in the in the contaminant treatment for both day 0 and day 1. A lower pH and higher yeast concentration suggest that the yeast cells are reproducing and utilization phosphate. After 4 days of inoculation, yeast concentration and pH was higher in the control treatment. "
Abstract The paper shows that of the wide array of alcoholic beverages in the commercial market, wine and beer proved to be the most popular and well received by consumers. Aside from the social role that alcoholic beverages play in peoples? lives, alcoholic beverages have also health effects on the body. The health effect of wine and beer on the human health and body is the main focus of this paper. In enumerating and defining the health effects of these two popular alcoholic beverages, a comparative analysis is made of the effects of wine and beer as alcoholic beverages and their health benefits.
From the Paper "Wine consumption in moderate amounts is also encouraged because it reduces the amount of LDL, or the "bad cholesterol" in our bodies. Through wine drinking, these LDL present in out bodies will be reduced, thereby reducing the risks and danger these components pose to our health. Wine drinking also increases the amount of HDL cholesterol, the "good cholesterol" in the human body. Another essential component in preventing cardiovascular diseases is the presence of omega-3 fatty acids in wine, particularly red wine. It was reported that high levels of these omega-3 fatty acids in the cholesterol could result to favorable effects against the development of cardiovascular diseases in the body (Thomas 2002). Thus, wine drinking helps prevent the increase of cardiovascular disease because of the health benefits of its alcohol content, wherein components in it play a vital role in combating the onslaught of hear-related diseases and ailments."
Abstract This paper examines the marketing strategies of these three beer producing companies and how they contend with the American market. The paper shows how flat consumption trends and dominance by large producers have characterized the U.S. beer industry. These companies wish to enter the international markets and their expansions comes at the expense of others.
From the Paper "Every product has a life cycle. Products start small, at this stage the possibility of failure is large. Suddenly they experience dramatic growth. Then, they reach maturity. Finally, they decline. Some products, however experience renewal and continuity as a new sector of customers begins to become consumers. Through well-planned and executed marketing campaigns, some product life cycles can be expanded indefinitely. When the market begins to level companies must look to other markets and develop new products to maintain their market position. This is certainly the case with the beer market. "
Abstract This paper summarizes, explains, and analyzes the significance and the meaning of a board game created at MIT called the 'Beer Game'. The paper focuses on Chapter Three of Senge's book, "The Fifth Discipline", and how he, Senge, uses the Beer Game to address the basic question he asks in the title of the third chapter of his book.
From the Paper "The Beer Game has been played many times and observed by Senge, and what he shows by this example is that doing the obvious thing does not produce the obvious result. The game also shows how a crisis can develop from what seemed to be logical actions taken by the participants, who also tend to end up blaming each other, thus playing out the learning failures in the average organization."
Abstract This paper provides an economic analysis for the Boston Beer Company, which intends to market and sell its Samuel Adam's beer products in Argentina. The intention is for the company to utilize this report to understand the economic situation of Argentina in order to apply the 4 P's of marketing.
Outline
Introduction
Population
Economic Statistics and Activity
International Concerns
Transportation
Media
Summary
From the Paper "Pricing will be dictated by tariffs, acceptance and marketing strategies. The aim of product pricing is to meet profitability objectives, to gain market share, and to make Samuel Adam's an acceptable alternative for current beers for the everyday life of all Argentinean citizens. ?Brands and products can offer new benefits and play new roles in peoples' lives if marketers know how to identify and track key values, understand their impact on consumption behavior, and apply them to new products and advertising.? (Durgee, O'Connor, and Veryzer) Placement however, will be a much targeted approach. Placement may affect pricing but the main objective will be to gain market share in the urban areas first and then advertise the success of the urban establishment to migrate into the suburban locals."
Abstract This paper examines how Guinness enjoys a kind of monopoly in the 'stout beer' segment in the U.K. market and how it stands at the 5th position in the overall beer sales. It proposes relationship, direct and database marketing for the U.K. including market analysis, customer analysis, communications plan and budgeting.
Outline
Introduction
Situational Analysis
Customer Analysis
SWOT Analysis
Objectives
Segmentation
Targeting
Positioning and Creative Strategy
Database Strategy
Communications Plan
Communication Objectives
Relationship & Direct Marketing
Advertising
Sponsorships
Time Plan
Budgeting
Conclusion
References
Appendix
From the Paper "Guinness has a distinct positioning due to its product characteristics such as dark color; creamy head and the unique two-step pour process. It is seen as a premium beer and is positioned in the specific 'stout' category with to be drunk only on certain occasions. A major change in the positioning is not required, however we suggest a minor drift towards the wider beer category, which can be had on a regular basis. And also its association with occasions such as the St. Patrick's Day, Sports matches, Christmas etc. should be maintained which the company can capitalize."
Abstract This paper explains that the Samuel Adams brand series by The Boston Beer Company, one of the world's most successful breweries producing malt products, ciders, teas and other drinks, have become a favorite in the United States, Germany, England and throughout South America. The author points out that the bulk of the international sales are the result of resale in which the company sells to domestic distributors who in turn sell to domestic and international retailers and consumers; whereas, the direct company sales are a result of joint ventures in countries such as Argentina, Chile and Brazil. The paper relates that, to prevent damage or spoilage in transportation, the beer is condensed for shipment, sent to local bottling plants in either domestic or international markets and the simply re-hydrated, bottled and distributed by the local bottling plant.
Table of Contents
Introduction
Objectives
Exporting with Shipping and Packing
Documentation
Pricing
Five Key Elements
Conclusion
From the Paper "Mr. Hall pointed out that the Boston Beer Company works on the export price with a cost-plus method. The calculations start with a domestic manufacturing cost and adds in administration, research and development, overhead, freight forwarding, distributor margins, customs charges, and profit. Price is also determined by: projected sales, actual cost of the export, market demand and competition which will also include "nonmarket" costs like tariffs and customs fees, exclude cost elements that provide no benefit to the export function such as domestic advertising."
Abstract This paper relates that Switzerland is a country with a robust economy, good prospects and no impediments to imports. The author points out that, although geographically Switzerland is land-locked and despite the presence of the Alps, excellent transit routes connect it to the Belgian Stella Artois plant. The paper relates that, politically, the country is a stable democracy with a somewhat right-wing government that actively promote business and investment by minimizing bureaucratic hindrances to foreign investors. The author concludes that this report did not identify any facts that would seem to contraindicate expansion into the Swiss market except for the fact that domestic consumption of beer has dropped. The paper includes charts.
Table of Contents:
Executive Summary
Introduction
Overview of Switzerland and its Business Climate
Geographical Setting
The Role of Education in Swiss Society with reference to Industry and Business
Primary Education
Secondary Education
Higher Education
Economic Analysis
Population
GDP/ GNP - Total, growth, per capita
Trade Data and Analysis
Exports and Imports
Trade Predictions
From the Paper "Stella Artois is one of the brands of beer manufactured by InBev, a Belgian brewery company, and the world's largest beer producer. Stella Artois is a 5.2% beer brewed in Belgium, the United Kingdom, Australia and some other countries. Stella Artois is a strong seller in international markets - for example, it is the top selling premium beer in the UK market, while in Belgium, it is marketed as a regular beer. However, in general it is associated with the high-end beer market, which is a lucrative one."
Abstract This paper examines the factors involved in marketing American light beer in Germany. In particular, the paper discusses demographics, sociocultural acceptance of the product, the legal environment, and the market competition and looks at how all these aspects factor into the marketing of American light beer.
Outline:
Size of Market (Demographics, Socioeconomic Status, Urban/Rural Breakdown)
Sociocultural Acceptance of Product--Is Adaptation Necessary?
Legal/Bureaucratic Environment (Imports, Local Manufacture, Taxation)
Competition in Market
Economic and Political Climate for Foreign Business
Methods for Marketing and Distribution (4 P's)
From the Paper "Germany, it should be noted, has a drinking age of sixteen, and people are almost never asked for identification. Drinking in public is legal as well, thus the opportunities for marketing to a wider age group are broader than in the United States, given that people began drinking earlier, and drink more frequently in social settings--often consuming less highly alcoholic brews, but more regularly through the day ("Travel guide: Eating and drinking," 2007, Deutsche Welle). But because certain beers in rural areas are closely tied to regional pride, and shopping for local foods and drinking at pubs and beer halls is such an ingrained part of German culture, it might be difficult to alter the buying and consumption habits of all Germans, particularly those living in Germany's still fairly substantial rural population. Urban dwellers thus might be the more likely target of a new light beer marketing campaign."
