Hockley has gained widespread recognition through its Dark Ale. The microbrewery enjoys a solid relationship with and sell all five varieties through the LCBO, while it stocks the Dark Ale and taster pack in the Beer Shop’s boutique store. However, Light beers have been outperforming Hockley’s flagship dark ale. Entering the light beer market would create new rivals.
Although Hockley competes against 150 other brands, the two serious rivals, specifically mainstream light beers, are Mill Stream and Steam Whistle (Dunn, 2014, p. 4). Both run a much larger operation than Hockley and both have brewpubs; Mill Stream have three, including one in an airport which, in part, leads to potential international exposure from foreign consumers. Brewpubs
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While Hockley Dark is also successful, the brand does not carry much weight in the light beer market. Hockley Classic will have to prove itself an appropriate substitute to the existing brands.
Hockley has the capability to enter the market and by implementing an effective marketing strategy, can also secure a portion of the emerging light beer market. The microbrewer prides itself in using German brewing techniques to produce a local beer with “more depth and character” than other domestic brands (Dunn, 2014, p. 5).They currently produce five craft beers: Hockley 100, Amber, Georgian Bay, Black and Tan, and finally Dark, the microbrewer’s ‘flagship beer’ (Dunn, 2014, p. 3).
The microbrewery already has the foundations laid down to build an effective brand in the light ale market; Firstly, Hockley already is a known and respect craft brewer. Secondly, the company benefits from more than $200 000 worth of free print advertising (Dunn, 2014, p. 6). The majority shareholder of Hockley is a successful entrepreneur in a diverse range of industries, including publishing. His business expertise is another key advantage on its