CBA Response Paper

The rise of the young-adult population worldwide has increased the demand for alcoholic beverages, presenting CBA with a growing consumer base (Bureau van Dijk, 2018). Therefore, consumer trends towards environmentalism and social responsibility directly impact businesses, including CBA. 60% of American consumers believe that their actions at least somewhat impact the environment and 15% are willing to go out of their way to make green purchases (Euromonitor International, 2017). In response, CBA releases an Annual Sustainability Report highlighting each of its individual brand’s commitment to sustainable practices. According to the report, Kona generates 50% of its electricity from solar panels, while CBA’s Portsmouth brewery and pub run on 100% renewable energy (Craft Brew Alliance, 2016). In 2016, CBA diverted 99.2% of its waste from landfills (Craft Brew Alliance, 2016). Along with environmentalism, consumers now expect businesses to engage in acts of philanthropy. CBA

It addresses the significant changes in demographics and consumer trends by adapting its product (CBA, 2018). CBA’s brand Kona, one of Hawaii’s oldest breweries, purposefully creates beers that reflect the Hawaiian taste profile (CBA, 2018). This flexibility in response to changing tastes allows CBA to maintain its competitive edge over its competitors. Growing consumer concern with health is increasing demand for gluten-free products. In response, CBA became one of the key vendors in the market for gluten-free beer due to the success of its Omission Beer (Bureau van Dijk, 2018). Additionally, as consumers demand more transparency from corporations, CBA responds with annual reports and financial statements. CBA’s website provides test results for every batch of Omission Beer (CBA – Brands, 2012). This allows consumers to easily access data regarding CBA’s claims, further entrenching its reputation as a reliable