Write a draft of no more than 1,800 words of the strategic

BOSTON BEER COMPANY Introduction Founded by Jim Koch, The Boston Beer Company is one of the largest brewer of America, famous for its handcrafted and full-flavored beers. The beer brewed by the Boston Beer Company is sold under different brand names – Samuel Adams, Twisted Tea, Angry Orchard and HardCore, with Samuel Adams being the largest brand of the Boston Beer Company. The Company was started in April 1985 and today Samuel Adams is America’s largest-selling beer brand although it contributes to just over one percent of the entire U.S. beer market sales. Objective The Boston Beer Company was set up with an objective of bringing innovation in the brewing industry which gets well captured in its tagline “Where innovation is always brewing”. In order to achieve the above vision/objective, the Company continuously drives towards achieving its mission of offering “the highest quality beer for the U.S. drinkers”. To justify the objectives by facts, Boston brewed about 100 new recipes in the year 2011 itself and have released 54 types of beers till date, with 23 being the new introductions in the year 2011. Beer Industry Boston Beer Company is majorly positioned in the “Better Beer” category of this industry. This category basically comprises of crafted, specialty and imported beers. Better Beers demand higher prices due to its better quality and taste when compared with the mass market or regular beers sold domestically. The brands in direct competition to Samuel Adams in the Better Beer category are Corona, Heineken, AB InBev and MillerCoors. The beer industry in total was down by 1% to 2% in the last fiscal, whereas the Better Beer category was up by about 6%. The craft beer category in the Better Beer category grew 12% to 15% in the last fiscal. The industry is very competitive considering that lot of small craft brewers are coming to the forefront which increased from 420 in 2006 to 770 in the year 2011. Thus, being a competitive industry, Boston have to buck up its belt to continue leading the Better Beer category. Future Objective With lot of competition coming up in the craft beer space and also given the fact that this category is gro...

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