Riverhead Brewing Company: Market Analysis

Marketing Background
a) Market Analysis The current customers are quite diverse, but tend to be more mature, and from the West end. The average age range of their current market is between 30 and 50 years old. A majority of customers live close to the business location, or have employment near the business location. Typically, customers visit the business in two waves. Firstly, the lunch crowd, who come in on their work break for a drink (interesting because there is no food available). Secondly, the after-work-crowd who visits closer to the end of the day, and buys bottles or growlers to take home and enjoy on their own time. Despite the mixed market, there are three main segments that the majority of their customers fall into.
The current

They offer a trendy menu of food from sharables to kimchi fried rice. They offer bottles and growlers for purchase along with apparel and glassware. 3) Riverhead Brewing Company
They offer seven beer blends, and are stocked with apparel and glassware. They offer a food menu with snack, Panini’s and dessert. They have weekly specials that vary by day, and place importance on special events in the location, as well as renting the space for private functions. 4) Spearhead Brewing Company
They offer craft beers to local restaurants and bars. They relocated from Toronto to Kingston, and have a very strong brand message. They are in the early stages of opening a taproom, where they will likely sell food along with their beer. They too sell apparel and glassware. c) Product (Brand) Analysis

Kingstown Beer Company is a craft brewery in the west end of Kingston. After brewing from home as a hobby, the brewery opened in December 2016, with six employees. King’s Town Beer offers bottles of beer for purchase, Growlers, Apparel, dog treats, glassware, condiments, and beer on tap at location. Customers can enjoy a cold brew or taste samples at the thirty foot bar on their lunch break, after work or on the

Awareness needs to increase in two areas. Firstly- people do not know of King’s Town Beer Company at all, and need to be introduced to the brand and the beer. Secondly, some people have tried King’s Town Beer Company’s beer before, or have heard of the name but have never been into the store themselves. The two main goals are to increase the number of visits into the store, and also increase the number of liters by approximately 1500-3000L per month. We want to focus on the local customers – not waste resources trying to reach into untapped target markets. Positioning Strategy and Positioning Strategy Statement: This campaign will be targeted towards the West-end neighbourhood, focusing solely on beer not food. The goal is to create a craft beer community, to support local breweries and go against commercialized beer suppliers.

The focus on the lack of food will be positive, emphasizing the fact that they don’t need food to make their beer taste good, nor do they need food to attract customers. They acknowledge the fact that they are not knowledgeable in the restaurant business- but they know beer and they know it well.