Mountain Man Brewing Company Case Analysis

There are multiple factors that have made Mountain Man Brewing Company so successful over the years. Mountain Man Lager has held the top market position among lagers in West Virginia for almost 50 years. The company’s main target market is an older aged, working class, blue collar male. The Mountain Man Lager was rated as the best known regional beer by that target market, after receiving a response rate of 67%. The lager has also won eight straight titles as “Best Beer in West Virginia” and “America’s Championship Lager” at the American Beer Championship. The company has developed a very strong sense of brand loyalty from their core target market. Mountain Man Brewing Company also has had an effective marketing plan, and relied heavily on grass roots marketing to build brand awareness in West Virginia and Kentucky by word of mouth. This effective marketing plan has resulted in the Mountain Man brand

The company’s revenues had declined 2% relative to the prior fiscal year. This decline was caused by a few different reasons. The market for the light beer category has grown rapidly over the past few years and is expected to continue to rise even further in the near future. Mountain Man Brewing Company does not currently offer a light beer, which has significantly hurt the company’s ability to capture and take advantage of a portion of this growing segment. Another reason for the decline in sales was from the changing customer demographic. Mountain Man Brewing Company had an older demographic, in a dwindling segment of the beer market. The beer industry had established that the key customer segment came from younger drinkers who were aged 21 to 27 and prefer to drink light beers.. Other reasons for the companies decline were due to growth in the wine and spirits-based drink segment, a rise in the federal excise tax, and growing health