Competitor Analysis: Beau's Brewery

Competitor Analysis

Wolfe Island Spring Brewery recognizes their competition, but also understand the importance of community. With several local craft breweries located in Kingston, there is a substantial amount of competition. However, Wolfe Island Spring Brewery is unique in their current placement in the Beer Store. The main competition Wolfe Island faces is popular craft beers offered in the Beer Store.

Mackinnon Brothers

Mackinnon Brothers was established in 2014 and has seen great success. Placed in several Beer Stores across Ontario, Mackinnon Brothers have developed a farm based brewery to highlight the character and history of their family farm. By incorporating their own crops into their craft beers, Mackinnon Brothers offers

Beau’s Brewery was established in 2006, and is offered in Beer Store’s across Ontario. Using local spring water, their beer is conceived with honest consideration of the environment and their brand has built strong ties with the local community. Since 2006, Beau’s has earned over 100 awards and are recognized as a community driven company. As a completely independent brewery, Beau’s prides themselves in their freedom to innovate, but also place importance on supporting fellow craft brewers.

Beau’s offers certified organic beer made with 100% organic malt and hops, as well as local spring water. Beau’s original beer is the Lug-Tread, available all year-round. They also have three series, Farm Table, Wild Oat, and Gruit, each having their own innovative taste.

Muskoka

Established in 1996, Muskoka Brewery offers handcrafted premium craft beer. With a dedicated team passionate for great beer, Muskoka Brewery has grown into a well-known brand across Canada and the United States. With innovation in mind, over the years Muskoka Brewery has worked towards reducing their environmental impact by developing sustainable packing. With over 12 original beers, Muskoka Brewery also offers spirits. Muskoka craft beer can be found in Beer Stores across Canada, and is a commonly known and purchased craft

The Beer Store does not release any information about who is purchasing which beers to their vendors. Because the Beer Store is currently their largest source of income, not having access to this information makes building their current customer profile a challenge. Despite this, because our campaign and marketing efforts will be focused on the Kingston area in particular, we can look at the demographics of the area. Kingston is a unique bubble, because it is so heavily dependant on post-secondary students. Kingston is home to three major Post-secondary institutions: Queen's University, the Royal Military College of Canada, and St. Lawrence College. With these major institutions being located in one relatively small city, there are significant increases of population annually – over 20,000 students . With this information, Golden Marketing can make some educated assumptions about who is buying Wolfe Island Spring Beer, as well as who to target with our marketing efforts. From doing research on the Craft Beer community here in Kingston, there is also a more mature demographic that will need to be