Sofia Gomez, Sarah Vlasic, Grace Mueller, Jay Williams Marketing 489

J u l y 2 9 , 2 0 1 5

Elysian Brewing Company

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Table Of Contents Industry Analysis – pages 4-15

• Market Review– pages 4-7

• Competitive Review – pages 7-11

• Customer Review – pages 11-13

• Macro Environmental Review– pages 13-15

Firm Analysis– pages 15-21

• Key Company Information – pages 15-17

• Current Goals and Objectives– page 17

• Current and Past Strategy– pages 18

• Market Performance – pages 18-19

• SWOT Analysis – pages 19-20

• Current Lifecycle– pages 20-21

• Current Branding– page 21

Core Competencies and Competitive Advantages– pages 21-24

• Core Competencies– pages 21-22

• Cost and Differentiation Advantages– pages 22-24

Three-Circles Targeting– pages 25-32

• Customer Targeting– pages 25-27

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• Customer Evaluations– page 28

• Key Features– page 29

• 3 Circles graphic– page 30

• Key Takeaways– pages 31-32

Marketing Plan – pages 32-39

• Goals & Objectives– page 32

• Segmentation– pages 32-34

• Targeting– pages 34-35

• Marketing Implementation– pages 36-38

• Evaluation & Control – pages 38-39

Works Cited – pages 40-44

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Market Review

Threat of New Entrants

Because the craft brewing industry has expanded rapidly over the past decade

across the United States, it is an industry that operates under the constant threat of

new entrants. Craft breweries have gained popularity in recent years due to their low

costs, high volume production process, and limited product variability. Therefore, the

threat of new entrants is moderately high for craft breweries in general and especially

for Elysian Brewing Company based in Seattle, WA. Due to the low barriers to entry

that the craft brewing industry faces, it increases competition on a local scale as more

and more breweries continue to appear throughout the country. Currently, there are

275 craft breweries in Washington State alone and 77 in Seattle city limits and King

County alone (Radovich, 2015). Therefore, due to the threat of local competition and

the low barriers to entry within the craft brewing industry, Elysian faces the threat of

new entrants on a moderately high level on a daily basis.

Buyer Power

Buyer power is low for Elysian Brewing Company. This is a result due to the

similarity of products among the craft brewing industry. According to our lecture

notes, buyer power is low when the "buyer cannot negotiate the price or the terms" of

the product. Within the craft brewing industry, price points are determined by fixed

costs, operating costs, and individual tax margins. Therefore, the consumer does not

have a say in the price they pay for their craft beer. Also, craft beer is a specialized

product and lacks relevant substitutes within its target market of consumers making

its buyer power relatively low.

Supplier Power

Because most craft beer is produced in house at brewery locations, the supplier

power is relatively low within the industry. The buying of ingredients vary greatly

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between competitors, yet all breweries must rely on suppliers of hops and grains,

wheat and barley produces, flour millers, wholesalers of corn, wheat, and soybeans, as

well as sugar processors (Quinn, 2013). While supplier power may increase to the due

power of the suppliers of these ingredients, most prices fluctuate nationally and would

be uniform across the industry.

Threat of Substitutes

Because the craft brew industry caters to a specific target market of consumers,

there is a low level of threat of substitutes for Elysian Brewing Company. Some may

argue that craft beer is competitive with other alcoholic beverage options, such as

spirits and wine, yet because craft beer offers a specialized product, they do not

compete within the same market as their alternatives. Customers of craft beer are

specific to choosing craft beer over wine and alternative alcoholic beverages. Based on

our evaluation of the target market for craft beer, consumers within this industry may

switch between local industry competitors, but they are specifically seeking craft beer

as their product of choice. Therefore, the market for wine and alternative alcoholic

beverages competes outside of the market for craft beer.

Competitive Intensity

Related to the force of Threat of New Entrants, Elysian Brewing Company also

faces extreme Competitive Intensity. Since the operations involved in craft brewing

are consistent across competition within the industry, the craft brewing industry faces

a fairly balanced competition field.

With 77 craft breweries competing within the Seattle market, Elysian Brewing

Company faces the highest level of competitive advantage (Radovich, 2015). In

contrast to specialized industries, Elysian Brewing Company must compete in an

extremely competitive market, where product offerings do not allow for large levels of

varying innovation. Since there are certain expectations of how a craft beer should

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taste, Elysian is forced to compete with 76 other breweries that are essentially making

the same product. Lack of differentiation among products produced within the craft

brewing industry is another factor that leads to high competitive intensity for Elysian

Brewing Company. Common craft beer offerings consist of Pilsner, Brown Ale, Wheat

Beer, Pale Ale, India Pale Ale, Double IPA, Porter, Stout and Bock (Brewers

Association, 2014). While different breweries may specialize in specific brews, the lack

of differentiation among products offered by craft breweries across the United States

leads to Elysian facing high levels of competitive intensity. Pricing across the industry

of craft beer is similar as well. Prices vary from state to state based on individual state

taxes but the average costs and prices for craft beers remain competitively similar and

are determined largely by the consumer willingness to pay. This also remains true for

the similarity between fixed costs faced by all major craft breweries. While equipment

costs vary between sizes of breweries, competitive intensity increases when all players

in the industry face the same variability in fixed cost numbers. This allows for

common pricing strategies across the industry, creating more choices and

opportunities for the craft beer target market.

For these reasons, competitive intensity within the craft brewing industry is the

most important factor in which Elysian competes. This is also the reason that the

industry is attractive to new entrants. With low barriers to entry and high profit

margins, the craft brewing industry will continue to grow. Elysian Brewing Company

competes among hundreds of other craft beer brands around the country. This market

of competition is an example of perfect competition. Perfect competition occurs where

there are many competitors within the market a well as many buyers, leading to the

impossibility "for any one participant to alter the prevailing price in the market”

(Richards, 2014). Within the craft beer market system, there are many competitors

making very similar products, competing within a common price belt. This shows that

while there may be market leaders, the amount of buyers and sellers is great and these

market leaders are unable to increase pricing because the consumer will have many

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other choices of alternatives within the market. Therefore, Elysian Brewing Company

competes within a perfect competition market system.

Competitive Review

The market for craft beer provides endless options for the avid beer drinker,

thus making the competitive intensity very high. This situation gives Elysian Brewing

Company many different levels of competition, both on a local and a national scale.

The three main competitors for Elysian Brewing Company are Deschutes Brewery,

Pike Brewing Company, and New Belgium. Although looking at the overall sizes of

these three breweries there is a large amount of variation, to the customer in the

North West these options are interchangeable. This is why these three breweries are

not only the biggest competition overall, but also pose as the biggest competition

when comparing the brands. As previously mentioned, although these companies vary

in size, but each of the three have high brand loyalty and established customer base in

the North West.

Brand Competitors

Deschutes Brewery

Deschutes Brewery has built a highly successful brand based on the active

North West consumer and has capitalized on the highly involved craft beer drinker to

build their brand from the ground up. Straying away from traditional forms of

marketing, Deschutes has made their name through events, social media, and the very

active Oregon craft beer community.

Due to the fact that Deschutes is a privately owned company, exact sales figures

are not available for the public. Although the exact numbers are not available, we can

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infer the scale of Deschutes production based on the Brewers Association ranking. In

2014, Deschutes was ranked as the 7th largest craft brewer in America (Brewers

Association, 2015). Although Deschutes is a much larger brewery when compared to

Elysian, the high levels of brand involvement in the North West makes them a big

competitor and is serves as one of the company’s biggest strengths. In addition to

brand loyalty, Deschutes takes a leading role in the market as a very sustainable and

charitable business. One of the primary weaknesses of Deschutes is that their brand is

built centrally on North West culture, and is hard for potential customers from other

areas to identify with.

Pike Brewing Company

The second brand competitor for Elysian is the Pike Brewing Company located

in Seattle, Washington. Pike has made a name for themselves mostly through their

iconic location, The Pike Place Market. Pike has let the location do most of the

marketing for them and has capitalized on the high level of customers to that area and

immersed themselves into Seattle culture. Pike made it a large part of their business

to educate and share beer and food pairing to go along with the food they offered, as

well as the large variety of food at the market.

Pike Brewing Company is also a privately held corporation and does not share

sales figures with the public. The best indicator of the level of market share that Pike

holds is through the amount of distribution. Pike currently distributes all over

Washington, Oregon, Alaska, and Montana, and in 16 other states exclusively at Total

Wine & More (Pike Brewing Company, 2015). Pike is a much smaller scale business

than Elysian, but the high level of involvement in the North West culture makes them

a strong competitor. The primary weakness of Pike is that they are very limited in

distribution and are not well known outside of the North West.

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New Belgium Brewing Company

Elysian’s third brand competitor is the New Belgium Brewing Company. Much

like the previous two breweries, New Belgium has made their name through

integration into local culture and a high level of involvement in the craft beer

community. New Belgium executes its marketing primarily through social media and

events across the country. New Belgium gets customers involved through its New

Belgium Brand Cru Rewards, which invites fans to interact with the brand on social

media to earn points, digital badges, and giveaways. In addition to their online

presence, New Belgium participates in many spring and summer events, most notably

the ‘Tour De Fat’. This event highlights the bike culture in Colorado, sustainability,

and celebrates their most famous brew, Fat Tire. The event visits a handful of cities

during the spring and summer each year.

New Belgium holds a large piece of the craft beer market and is ranked as the

4th largest craft brewery in the US (Brewers Association, 2015). New Belgium has seen

high levels of growth in the past years, 19.3% from 2013-2014, selling 945,367 barrels

of beer last year (Sexton, 2015). As the company continues to grow in size, they are

becoming more and more popular in the North West. Along with the large size

advantage of New Belgium, many of their strengths come from the core of the

business. This includes things like being employee owned, extensive amounts of

philanthropy, and high levels of corporate responsibility. Although the size of New

Belgium severs as a large advantage, it can also be a weakness. Due to its rapid growth

as a company, many consumers feel as if the culture of the company is fading away.

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Product Competitors

Rogue Ales

Although Rouge Ales competes with Elysian in the class of craft beer, there are

many notable differences taken into account by consumers. The most evident

difference between Elysian and Rogue is price of 6-packs. Rogue’s famous Dead Guy

brew is currently priced at $10.99, whereas Elysian’s the popular Immortal IPA is

currently priced at $7.49 (Total Wine, 2015). In addition, Rogue Ales offers craft beer

drinkers different benefits due to their wide selection of specialty 22oz beers. Rogue

crafts many specialty beers only to be distributed in 22oz bottles, like the Sriracha Hot

Stout Beer, and the Voodoo Doughnut Bacon Maple Ale, which range in price from

$6.75 - $13.00 (Total Wine, 2015).

Redhook Ale Brewery

An additional product competitor to Elysian is Redhook. The main factor that

these two breweries compete in is price. The famous Redhook ESB is currently being

sold for $6.99, which in comparison to Elysian’s Immortal IPA at $7.49 is a cheaper

choice for the consumer.

Fremont Brewing Company

Fremont Brewing Company directly competes with Elysian on the benefits it

provides to the North West customer. Given the backlash Elysian has experienced

from becoming a publicly held company, Fremont is the most notable threat to

business. Although Fremont is a much younger brewery, founded in 2009, it

represents everything the local craft beer drinker wants. Fremont is family owned,

uses local ingredients, and is focused on small artesian beer, which is what the avid

craft beer drinker knows and respects.

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Generic Competitors

When analyzing the alcohol industry as a whole, the generic competitors for

craft beer are hard ciders and wine. These two substitutes offer similar benefits and

promote a culture for highly involved users in a social atmosphere. Hard cider and

wine offer users an experience to show refined taste, to be highly involved, and learn

about the production and processes involved in producing the goods.

Total-Budget Competitors

The mental budget involved with the purchase of craft beer is a balance of

discretionary income and money spent on fun activities. When a consumer is deciding

on a craft beer purchase, it is often evaluated against things like going out to eat,

buying wine, hard cider, or going out to a movie.

Customer Review

The existing buyers in the Greater Seattle Area craft beer market are, for the

most part, over 21 years old, mostly white, and both men and women. The greater

Seattle Area has a mostly white population at around 70% white (Estimates, 2013).

Men and women both consume craft beer, with men consuming a little bit more than

women. In 2012, for the age range on 21 to 34, 32 percent of men drank craft beer and

44 percent of women drank craft beer. For the age range of 35 to 54, 37% of women

drank craft beer and 44 percent of men drank craft beer (Statista, 2012). The

geographic concentration of craft beer consumers is within the Greater Seattle Area,

which includes Seattle, Tacoma, Bellevue, Everett, Redmond, Kirkland, Woodinville,

and more. Over the last five years the socioeconomic characteristics of craft beer

drinkers has shifted from the vast majority of craft drinkers being more affluent to a

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heavier concentration in the middle and lower socioeconomic levels. In 2014, the

bottom 60% of the socioeconomic ladder consumed 40% of craft beer (Vorel, 2014).

There are three psychographic segments for craft beer drinkers. The first

segment is “The Explorer.” The Explorer is not very educated about the brewing

process and not particularly interested. The Explorer tries new and different beers out

of curiosity and appreciation for different tastes and flavors. The Explorer is not brand

loyal. The second segment is called “The Loyalist.” The Loyalist does not go out of

their way to try new beers or brands. The Loyalist sticks to one or two brands or one

or two beers from one brand. The Loyalist knows what they like and has no desire to

stray from that preference. The third segment is “The Enthusiast.” The Enthusiast has

a deep appreciation for different types of craft beer s well as the history and process of

craft brewing. The Enthusiast will try all new types, flavors, and brands of craft beer

and is not restricted by their preferences. The Enthusiast is not brand loyal

(Carpenter, 2013).

There is a wide range of behavioral characteristics for the craft beer consumer

depending largely on age. From the age range of 21 to 24, the majority of craft

drinkers are likely in college and do not have a full time job. These consumers will

drink craft beer later in the day, after class or work. These consumers drink craft beer

to relax, as a drink with dinner, or in a social setting on weekends. For the age range

of 24 to 34, the majorities of these consumers are likely graduated from college and

have a full time job. These consumers will drink a craft beer when the get home from

work to relax, have a drink with dinner, or socially after work or on weekends. These

consumers still have an active social life the often is centered on bars. For the age

range of 35 to 54, majorities of consumers are set in their careers and have families.

These consumers consume less than the previous two age groups and consume craft

beer for relaxation. Each age group has no issue with solitary or social drinking.

The adult (21+) population in the Greater Seattle Area is about 2.95 million

adults. About 35 percent of the adult population consumes craft beer. The size of the

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existing market is about 1.03 million consumers. The size of the potential market is

the remaining 1.92 million adults in the Greater Seattle Area (Estimates, 2013).

The purchase decision process for craft beer is a two-step process. The

consumer goes into the store with an idea in mind of what kind of beer they want;

IPA, Red, Stout, etc. Once they have gotten into the beer section they will choose a

brand within the type category. Craft beer consumers consume craft beer for

relaxation, appreciation of the taste, and to partake in social activities. The consumer

expects that whichever beer they purchase, it will be consistent with what they are

used to of that craft beer type with a little bit of difference to demonstrate uniqueness

between breweries.

Macro environment Review

Legal and regulatory

The alcohol industry is subject to legal and regulatory policies that affect the

market for the product and its distribution and sale (Peters & Woolley). In 1984, The

National Minimum Drinking Age Act rose the federal drinking age to 21 and

influenced states to comply through budgetary incentives. The minimum drinking age

requirement affects the market for beer by enforcing a minimum drinking age of 21

years. The process of distributing alcoholic beverages is regulated at the state and

federal level. Something that stays consistent across the United States is the three-tier

alcohol control system that divides the industry into categories of manufacturers,

wholesalers, and retailers, in which manufacturers are not allowed to sell directly to

the public (Lowrie, 2015).

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Economic

The sale of beer has proved to be resilient in times of economic hardship.

During 2008, the first full year of the most recent recession, the sale of beer expanded

more than 9% (Smith, 2011). Another example of resilience in the alcohol industry is

the rise of stocks in the industry by 46.02% from June 1998 to 2001, while the S&P 500

fell by 14.05% (Ahrens, 2004). This is positive for Elysian Brewing Company, because

their product is one that will not follow a volatile pattern of sales with fluctuations of

the economy.

Social and cultural

Craft beer is becoming more and more popular, and as of March 2015, craft

breweries produce 1 out of every 10 beers sold. There is a trend among consumers of

beer moving towards beer produced by smaller breweries, and the beer industry saw a

19% increase in breweries from 2013 to 2014, bringing the total amount of breweries

in the United States to 3,464 with only 46 of those which are non-craft breweries.

Washington State has the second highest amount of craft breweries in the country

and ranks seventh for breweries per capita, reflecting the cultural interest in beer. As

a brewery located in Washington State, the general attitude towards beer is favorable

for Elysian Brewing Company.

Environmental

Craft breweries have gravitated towards a focus on reducing the amount of

water it takes to produce a pint of beer (McWilliams, 2014). Depending on where

production takes place, a pint of beer can take anywhere from 8 to 24 gallons of water

to produce when considering all aspects of the process (Siegel, 2010). The large

amount of water required to produce a pint of beer can be seen as a threat to

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companies in the industry of producing beer, including Elysian, because it creates a

potential for criticism from consumers who are sensitive to the environmental impacts

of the products they consume. Another way to view the large amount of water that is

used to produce a pint of beer is as an opportunity for breweries like Elysian. In order

to differentiate themselves from other craft breweries, Elysian could focus on

becoming an environmentally conscious company as an opportunity for

differentiation.

Technological

A current trend in the beer industry is the development of applications for

smart phones and tablets that aim to make the industry more appealing for both

producers of beer and beer drinkers. One application, Monks Toolbox, has recently

been developed “…with the brewer in mind and keeps track of all of the logistics

involved with managing a brew house…” (Strauss, 2013). Another application

designed for smart phones and tablets is Ontap.Me, which provides restaurant patrons

with information about beers on tap at different restaurants in their vicinity, along

with an opportunity to rate beers and save favorites. Ontap.Me provides subscribing

restaurants with this information along with tools to track inventory (Strauss, 2013).

Key Company Information

History

In the year 1995, Elysian Brewing Company was founded in Seattle,

Washington by Dick Cantwell, Joe Bisacca, and Dave Buhler (Corporate Affiliations,

2015). Over the past 19 years Elysian has expanded to four different locations all over

Seattle – Capitol Hill, Elysian Tangletown, Elysian Fields, Elysian BAR, and its full

production brewery Elysian Airport Way (Elysian Brewing Company, 2015). The

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flagship brewery in Capitol Hill opened in 1996, which seats approximately 220 people

and has served as the main attraction for Elysian fans and has been the location of all

major Elysian events (Elysian Brewing Company, 2015). In 1997, Elysian Tangletown

opened. This location is much smaller, seating only 80 people, but served a very

important role in Elysian’s history. Tangletown was a full service bar and restaurant

and provided Elysian’s chefs and brewers with creative opportunity to try new things

on a small scale (Elysian Brewing Company, 2015). The most recent addition to the

Elysian lineup is Elysian Fields, which opened on 2006 and is located in the heart of

Seattle’s professional sports fields (Elysian Brewing Company, 2015).

Since its inception, Elysian has been a critical member of the Seattle craft

brewing scene and Seattle culture in general, until recently. In February of 2015,

Anheuser-Busch, Inc. acquired Elysian Brewing Company for an undisclosed amount

of money (Corporate Affiliations, 2015). This came as a devastating shock to many of

Elysian’s dedicated patrons, as this corporate buyout disqualified Elysian from being

considered a craft brewer. Following the media coverage and disapproving comments

from the craft beer community, co-founder Dick Cantwell resigned with the statement

“I am a craft brewer, past, present, and future…” (Corporate Affiliations, 2015).

Cantwell served on the Brewers Association Board and aided in the creation of the

Craft brewer definition, which recently eliminated Elysian from operating as craft

brewery.

Elysian Management and Size

• Co-Founders: Dick Cantwell, Joe Bisacca, and Dave Buhler

• CEO: Joe Bisacca

• Number of Employees: 263

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Products and Services

From the day the doors of the Capitol Hill location opened in 1996, Elysian has

brewed over 350 craft beers (Elysian Brewing Company). Elysian is known for their

creativity and variety in the selection of quality beer that they offer. Elysian offers

classic year round beers like the Immortal IPA, Men’s Room Red, Loser Pale Ale, and

the Avatar Jasmine IPA. In addition to these popular staples, Elysian crafts many

seasonal brews, collaborations, and beers that are special to specific pubs.

Current Goals and Objectives

Elysian Brewing Company was bought by Anheuser-Busch in February 2015.

Since the sale, Elysian Brewing Company has received out lash from some of their

consumer base here in Seattle. Out lash comes from those opposed to the corporate

structure and the inevitable change that corporate ownership often entails. But, even

with the sale to Anheuser-Busch, Elysian’s owners are looking forward to the future of

the company and maintain that Elysian Brewing Company will remain the same loved

Seattle brewery that they have been since their beginning in 1996. With this promise,

Elysian Brewing Company will maintain their goal of providing quality craft beer to

the Seattle area for years to come. As the 4th highest producing brewery in

Washington state, Elysian plans to stay on top and continue to serve their customers

for years to come (Washington Beer, 2015).

Like craft breweries across the nation, Elysian is part of the craft beer industry

that is known for their avid and enthusiastic customer base. With the acquisition of

Elysian Brewing Company by Anheuser-Busch, Elysian now has to maintain their

current market share and customer base within the Seattle market. According to Dick

Cantwell and David Buhler, co-owners of Elysian Brewing Company, they are aware of

the consumer backlash, yet are hopeful that their customers will continue to support

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Elysian as long as they continue to create new brews and maintain their values.

Further emphasizing this, Andy Goeler, CEO of Anheuser-Busch stated, “The simple

answer is that we bought Elysian to continue to be who they are. So they will continue

to operate in Seattle, same people to continue to run the brewery, make great beers so

you don’t see a lot of change occurring. We want them to keep the core of who they

are intact. (Paul, 2015)”

Current and Past Strategy

Elysian Brewing Company also has plans to continue their distribution width as

they consider expanding into Southern California by the end of the year. Currently,

Elysian distributes to 11 states: Alaska, Washington, Oregon, Colorado, Idaho,

Montana, Pennsylvania, New Jersey, Maryland, Delaware, and New York.

Internationally, Elysian is in Vancouver BC, Alberta, Taiwan, Australia, and Japan

(Paul, 2015).

Like other Seattle-based breweries, Elysian Brewing Company hosts many

events throughout the calendar year in order to stay connected with their customer

base. These events serve to increase brand loyalty, awareness, and equity as they allow

Elysian to showcase their newest brews and connect with those customers in

attendance. These events take place all year long and bring in thousands of craft brew

lovers from around the Pacific Northwest. Like their competitors within the industry,

advertising for craft breweries is limited to social media and word of mouth.

Therefore, as in the past, Elysian’s current strategy includes the continuation of

hosted events and interaction with consumers online. Distribution may be expanded

in the future but there are no definitive plans in action.

Market Performance

As of 2014, Elysian was the second largest producer of “craft-like” beer in the

Seattle area, in terms of volume, producing 58 thousand barrels of beer. Redhook was

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the largest with 258 thousand barrels, and Georgetown Brewing and Mac & Jack’s are

a close third and fourth at 56 thousand and 46 thousand barrels a year, respectively.

Elysian’s approximate market share in 2014 was 10 percent of the Seattle area craft

beer industry. From 2011 to 2014 Elysian’s market share has grown seven percent,

from three percent to 10 percent. The peak of Elysian’s market share was at 12

percent in 2013 until Redhook’s production grew from 149 thousand barrels in 2013

to 258 thousand barrels in 2014.

The following estimates are based on Boston Brewing Company revenues,

profits, and relationships between the two. In 2012 Elysian produced 30 thousand

barrels of beer, which were sold for approximately $213.90 dollars per barrel. The

total revenues were $6,417,000 in 2012. Approximately 10 percent of revenues end up

as profit. The 2012 profit was $641,700 dollars. To scale this to 2014 production

volumes, the total revenue for 2014 was $12,406,200 dollars and profits were

$1,240,620 dollars.

SWOT Analysis

Strengths

• Very aesthetically appealing labels

• Third top rated brewery in WA • Second in production volume • Better distribution

Opportunities

• Growing market/demand for craft beer

• Can enter markets that other Seattle area breweries do not have penetration in due to new distribution

Weaknesses

• No longer a “craft” brewery • Much of original staff quit after

buy out (including co-founder)

Threats

• In a highly competitive environment • Seattle area breweries are

considered some of the best in the nation

• Redhook is largest local brewery

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Elysian’s strengths include very creative and pleasing artwork on the labels and

for the brand as a whole, large production volume, popular beer ratings, and

consistent growth over the last three years. The most important weakness is that they

are no longer, technically, a craft brewery. With Elysian recently being bought out,

they are no longer an independent brewery, removing them from the category of

“craft beer”. This may have a negative impact on consumers who value the idea and

integrity of independent breweries. The opportunities include new distribution

channels and a growing market for craft beer in the U.S. The largest threat to Elysian

is the competitive craft beer market in the Northwest – particularly now that Elysian is

no longer a “craft brewery.”

Current Lifecycle stage

Elysian Brewing Company’s stage in its product lifecycle could be looked at

from two different perspectives. The first is looking at the product as craft beer in the

craft beer industry. From this perspective, Elysian Brewing Company is in the growth

stage. Since 2010, the number of barrels brewed of craft beer has almost doubled.

Demand for this product is increasing, and breweries are responding to this increase

with increased production. Elysian, along with other craft breweries, can expect to

continue to experience an increase in the popularity and demand of craft beer as well

as an interest in increased selection (Rojo, 2014). In Washington State, the number of

craft breweries grew from 136 in 2011 to 256 in 2014 (Brewers Association, 2014).

Anheuser-Busch acquired Elysian Brewing Company in February of 2015. If Elysian

Brewing Company is looked at as a part of the brewing industry in general, not

specifically craft brewing, their product can be considered to be in the introduction

lifecycle stage. Because of how established Elysian Brewing Company is, having

brewed over 350 different craft beers, it is more beneficial to view Elysian Brewing

Company as a part of the craft brewery industry (Elysian Brewing, 2015).

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Current Branding

Elysian Brewing Company faces an interesting situation as a macro beer

industry leader, Anheuser-Busch, has recently purchased their craft brewery. As a

craft brewery, Elysian has a history of animosity towards “corporate beer,” naming one

of their year-round beers “Loser,” with the tagline “Corporate Beer Still Sucks” (Loser

Pale Ale). This exemplifies their identity as a craft brewery, one that will have an

interesting place in a corporate setting under Anheuser-Busch. As Elysian was only

purchased 5 months ago by Anheuser-Busch, it is too early to know how the company

will handle the brand’s advertising and marketing communications. The direction that

Anheuser-Busch takes Elysian Brewing Company should be towards preserving the

craft brewery’s identity within the craft brewing industry, as will be further discussed

in the recommendations made for Elysian Brewing Company.

Core Competencies

Elysian is set apart from the competition due to their ability to create numerous

unique, creative, and popular specialty and seasonal beers. Elysian’s ever-changing

lineup of brews keeps customers actively seeking out what is new and trying all their

innovative, and sometimes wild beers. This is largely due to the opportunity that the 3

pub locations present. Elysian is able to constantly innovate new beers at these

locations in test batches and always has a willing test market ready to share their

opinion. It is because of these 3 separate locations that Elysian has been able to brew

over 350 different beers, and over 2000 batches of beer (Elysian Brewing, 2015). This

unique opportunity to be so closely connected to their customers and constantly hear

their opinions and desires allows Elysian to offer the best products for their

customers. Additionally, being in such close contact with all the their customers

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allows Elysian to build strong relationships and trust between them, making their

customers more adventurous and willing to try such different beers.

The second core competency that Elysian has is The Great Pumpkin Beer Fest.

This festival has served as a major opportunity for new customers to find out about

Elysian and try their specialty beers with a lower risk compared to buying 6-packs at

the store. Seeing as new customers may be apprehensive to try such specialized beers,

this festival can draw them in through the spirit of fall and introduce their product in

a social and festive setting. The Great Pumpkin Beer Fest has also played an integral

role in establishing Elysian’s name in the market for specialty and seasonal beers.

Competitive Advantages

Cost Advantages

Despite all of the recent criticism Elysian has been faced with for ‘selling out’

to Anheuser-Bush, the opportunity may serve as a potential cost advantage against

other craft brewers. Not only will Elysian have a tremendous amount of funding

compared to all of the privately owned companies, but will have access to

numerous new resources. Following the acquisition of the company, the founders

of Elysian were interviewed by Market Watch and noted the importance of the

access to these new resources, like A-B’s Elk Mountain Hops. “Raw materials are

harder to get. The game is getting tough and kind of dire. If you don’t have access,

you can’t grow. If you don’t have the hops you need, you’re out of the market”

(Notte, 2015).

Although it has not been noted that Elysian has experienced any direct cost

advantages thus far, it can be expected in the future through learning effects.

Elysian has successfully run a profitable brewery for nearly 20 years, but can learn

how to be more efficient when production is drastically increased.

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Differentiation Advantages

Elysian initially made a name for themselves through their integration in to the

Seattle culture, but has continued to stand out from the numerous other breweries in

town through their specialized beer offering. Elysian has established this

differentiation advantage by continuously creating unique and creative brews that are

unlike the offering from any of their other competitors. The seasonal, limited release,

and specialty beers outnumber the year round offerings of Elysian’s traditional beers

at all times. Elysian’s current bottled beer offering features 6 year round brews, which

are more traditional in nature, like the Immortal IPA, Loser Pale Ale, and the Men’s

Room Red.

Although these beers are a staple to the Elysian brand, the 12 specialty beers

currently being offered greatly out number these traditional brews. This is much

different than that of their competition. When comparing Elysian’s specialty beer

offering to their three largest competitors it is clear that they have a strong advantage

in this category. The following table compares the current bottled beers available from

Pike, Deschutes, and New Belgium.

Pike Brewing

Company Deschutes Brewery

New Belgium Elysian Brewing

Year-round Beers

7 9 9 6

Specialty & Seasonal

Beers 1 4 4 12

By constantly providing new beers and changing the offerings with the season,

Elysian keeps consumers interested and involved with the brand and their products.

The specialized offerings don’t stop at the 12 bottled beers mentioned previously; in

fact it is just the tip of the iceberg. At the 3 Elysian pubs in Seattle there is constant

innovation where new unique beers are created everyday. Between the 3 locations,

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there are currently and additional 45 different specialty beers exclusively served at the

pubs.

Capitalizing on the market for specialty and seasonal brews is an advantage that

will continue to set Elysian apart from its competitors. This source of differentiation is

very sustainable and will most likely play a key role in keeping customers loyal to the

brand, even after the much-hated acquisition by Anheuser-Bush. Given the situation,

many customers will have the desire to switch to other brands when buying a IPA or

red ale, but what if they want a blood orange pale ale or an espresso stout? These

creative concoctions are only available from Elysian and there are far and few

comparable alternatives.

Additionally, this acquisition will allow Elysian to greatly increase the volume

of production and will enable more of their creative brews to hit the shelves. In the

past it has often been the case that Elysian creates a new creative beer but simply did

not have the resources to produce it at a large scale. Co-founder Dick Cantwell shared

that this was the case for a long time with one of the most popular Elysian beers,

Space Dust IPA. The IPA was created in a test batch 2 years prior to being bottled

and was enjoyed and sought after by Elysian fans at the various pubs (Notte, 2015).

Because this IPA was a unique creation with many special ingredients, funding the

mass-production was not a viable option. Given the increased access to resources

Elysian can now produced more of its loved specialty pub beers, like the Space Dust

IPA, to share with its customers. This competitive advantage will sustain so long as

Elysian keeps their creativity and quality along the same path.

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Three-Circles Targeting

Customer Targeting

Elysian Brewing Company’s target market is adults ages 24-32 looking for a

great tasting, craft beer that lives up to the taste and quality associated with our brand.

Key identifiers for this target market are young adults living in on a coastline who

have graduated from college. We have chosen Deschutes Brewery as the main

competitor for Elysian Brewing Company. Since Deschutes Brewery shares the same

target market segment as Elysian and other competitors, it is important for Elysian

Brewing Company to continue to focus on their local customer segments. Our goal is

to determine how Elysian Brewing Company can increase their market share by

continually offering their 24-32 year-old craft beer drinkers many varieties of high

quality, great tasting craft beers over that of Deschutes Brewing Company.

The top factors for Elysian Brewing Company customer’s when determining

which craft beer brand to choose include variety of specialty brews, overall taste

experience, price, packaging options, aesthetic appeal, and alcohol content. Below,

you will find the ranking of importance of each factor according to our target market

of craft beer drinkers ages 24-32 on a rating scale of 1-10 for both Elysian Brewing

Company and Deschutes Brewing Company.

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Customer Rating of Deschutes

Factor Rating

Variety 5

Taste

Experience 9.8

Price 8

Packaging

Options 10

Aesthetic

Appeal 8

Alcohol

Content 7

Customer Rating of Elysian

Factor Rating

Variety 9

Taste

Experience 9.2

Price 6

Packaging

Options 10

Aesthetic

Appeal 10

Alcohol

Content 8

Importance to Customers

Factor Importance Rating

Variety of Specialty Brews 10

Taste Experience 10

Price 4

Packaging Options 5

Aesthetic Appeal 7.5

Alcohol Content 8

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Customers in the craft brewery segment consider an array of features and

conveniences when making a purchase. Variety of specialty brews refers to how many

limited batch beer options customers have at any given time. This is extremely

important to customers in our target market. Taste experience also plays an extremely

important part in our customers’ decision process and evaluation of Elysian Brewing

Company’s beer. It includes the taste, smell, mouth-feel, the color and weight of the

beer, as well as other indescribable factors that contribute to a customer’s enjoyment

of the beer. Our target market is not highly sensitive to price as they are looking for

the highest quality beer among craft breweries. Packaging options are moderately

important to our target market so that they can purchase a quantity that fits their

needs - 22 ounce, six, twelve, and twenty-four packs, growlers, and kegs are all options

available to customers. The aesthetic appeal of the packaging and the brand image is

also an important factor to customers as it is the first thing to give them an impression

of the product. Alcohol content is an important aspect in the decision making process

for customers as it signals the brewery’s ability to produce high quality and full-

bodied beer. Based on these factors and their relative importance ratings, customer

evaluation tables can be created to examine how Elysian and Deschutes are thought of

by customers.

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Customer Evaluation of Elysian

Factor Ratings X Importance Factor = Customer

Evaluation

Variety 9 x 1 = 9

Taste

Experience 9.2

x

1 = 9.2

Price 6 x .4 = 2.4

Packaging

Options 10 x .5 = 5

Aesthetic

Appeal 10 x .75 = 7.5

Alcohol

Content 8 x .8 = 6.4

TOTAL = 39.5

Customer Evaluation of Deschutes

Factor Rating x Importance Factor = Customer

Evaluation

Variety 5 x 1 = 5

Taste Experience 9.8 x 1 = 9.8

Price 8 x .4 = 3.2

Packaging

Options 10 x .5 = 5

Aesthetic Appeal 8 x .75 = 6

Alcohol Content 7 x .8 = 5.6

TOTAL = 34.6

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Key Features of Elysian Brewing Company

• Seasonal Beer Releases

• Specialty Batch Beers

• Creative Label Art

• Integrated into Seattle Culture

• Award Winning Brewery

• Flavorful Beers

Key Features of Deschutes Brewing Company

• Oregon Identity

• Extensive Distribution

• Award Winning Beers

• Strong/Consistent Year-Round Beers

• Affordable Price Point

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Deschutes -Oregon Identity

-Extensive Distribution -Award Winning Beers

-Strong/Consistent Year-Round Beers

-Affordable Price Point

Customer Attributes Sought

- Expanded Distribution - More variety in 6-packs - More Year-round beers

Elysian -Seasonal Beer Releases

-Specialty Batch Beers -Creative Label Art

-Integrated into Seattle Culture

-Award Winning Brewery -Flavorful Beers

Award Winning Quality Flavor

Reasonable Pricing

Deschutes & Elysian • Award-Winning • Culturally Integrated • Similar Product Offerings

Customer & Elysian • Product Options • Local Seattle Values • Quality-based Pricing • Aesthetic Appeal

Customer & Deschutes • Trusted Quality • Availability • Affordable Pricing • PNW Focus

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Key Opportunities for Growth

The most prominent opportunity on Elysian’s horizon is currently their lack of

6-packs offered. Almost all of Elysian’s most cherished seasonal and special release

beers are only sold in individual 22oz bottles. This presents a large opportunity to

capture more of the market for craft beer drinkers, especially for those craft

consumers who are looking for a reward after a

Features that can be eliminated

At this point in time, the Elysian brand has already undergone much change

due to the A-B acquisition, and further eliminating aspects of the brand or products

may be too much for the consumer. It is in the best interest of the company to

continue what they are doing, and only make improvements, and additions to their

offerings at this point in time.

Features that should be better promoted

Given the recent backlash that Elysian has seen from the acquisition from A-B,

Elysian should remind customers of their involvement with the Seattle culture and

the history they have with the city. Elysian needs to remind customers that they are

still heavily invested in their place of origin and that many beers are inspired by local

customers. This could be done by involving the Seattle community in activities like

the evaluation in many of their test batch beers at their 3 pub locations.

Points of difference that can be taken away from Deschutes

One of the main differences between Deschutes and Elysian has always been

price point. Elysian has consistently been more expensive than Deschutes because of

the specialty beers they offer, but customers are often looking for an affordable option

for a personal reward. If Elysian were to greater expand into the area of 6-packs, it

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may present an opportunity for lower unit cost beers and would give customers an

alternative to the more expensive 22oz bottles.

Goals & Objectives

Marketing Plan Goals

When evaluating the current strengths and weaknesses of Elysian, the greatest

opportunity for the company lies within growth. This is why the overall goal for the

marketing plan is to increase market share. When evaluating two of Elysian’s main

competitors, Deschutes and New Belgium, they have a much larger share of the

market than that of Elysian. To more evenly compete with these two companies,

Elysian must capture more of the craft beer market through the creation of variety 6-

packs. Through the introduction of variety 6-packs the marketing plan wishes to

address three main things: increasing trial, awareness, and preference.

Given the current situation Elysian is in due to the acquisition, it will be most

efficient and profitable thing to do is attract new customers. The explorers are not

fully invested in craft beer culture and do not feel effected by the corporate buy-out

like other Elysian may. Once Elysian has attracted these customers, we aim to retain

them by the constantly evolving lineup of seasonal and special release 6-packs.

Segmentation

In order to most efficiently meet the needs of current and potential Elysian

customers, we have broken up craft beer consumers into the following three

segments: The Enthusiast, The Explorer, and The Average Joe. Each of these

segments will be explained in further detail in the following paragraphs.

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The Enthusiast

The enthusiast is the embodiment of all things craft beer. This person is heavily

invested in the craft beer culture and enjoys being involved in all aspects of the

process (Carpenter, 2013). The Enthusiast’s needs in regard to craft beer are a reward

at the end of a long day, as well as a means for social gatherings. The Enthusiast

knows all things about the brewing process, as well as the technical definition of what

it means to be a ‘craft brewer’. These customers will be well aware of the current

acquisition of Elysian and most likely not very fond of it. The Enthusiast is typically

within the age range of 21-34 years old with a active social life. Our value proposition

for this segment is as follows:

“For The Enthusiast, Elysian provides a variety of high-quality, great tasting craft

style brews that serve as the perfect beer for any social gathering or personal reward.”

The Explorer

The Explorer is a beer drinker that is driven by experience and excitement. The

Explorer views craft beer as more of a wholesome experience and is not interested in

all the technicalities like The Enthusiast is. The needs that The Explorer wants to fill

are finding new breweries to visit, new beers to try, and to satisfy their need for

adventure (Carpenter, 2013). Given that these consumers are not heavily involved in

the culture of craft beer, they will likely feel unaffected by Elysian’s acquisition and

will view the business no differently. The Explorer is often not brand committed or

loyal to a single brand of beer, and is only likely to be loyal if the brand constantly

releases new beers and can keep their attention. The age range of an Explorer is often

from 21-34 years old (Carpenter, 2013). The positioning statement for the Explorer is

shown below:

“For The Explorer, Elysian offers a variety of innovative seasonal and specialty beers to

quench your adventurous pallet.”

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The Average Joe

The final segment for beer drinkers we have identified is The Average Joe. The

Average Joe is a person that is not heavily invested in the world of craft beer, and

often does not consume it. The Average Joe views beer as a means of relaxation, habit,

or a treat for a special occasion. These are consumers who have full-time jobs, less

chaotic social lives, and just like to have a beer or two at the end of a day. The Average

Joe is typically between 35-54 years old and has a lower willingness to pay for beer in

comparison to the other two segments, even though they often have a higher income.

The value proposition for The Average Joe is stated below:

“For the Average Joe, Elysian offers a variety high quality traditional and specialty

beers that are perfect for special occasions and events in your life.”

Targeting

Primary Target: Explorer

Elysian Brewing Company’s competitive advantage stems from their large

selection of specialty beers, and Explorer Consumers are the segment of target

customers who are adventurous to try all of Elysian’s beers. These consumers are not

exclusively brand loyal to other breweries, but instead are loyal to brands that

continue to offer a variety of changing products. This is a perfect match for Elysian

Brewing Company, as it is a brewery that offers a changing beer selection to

consumers. Explorer Beer Consumers are not educated in the technical processes or

the definition of craft beer brewing, which is an important consideration for Elysian

Brewing Company after their recent purchase by Anheuser Busch. This acquisition

could cause some backlash from craft beer enthusiasts who are knowledgeable and

35

care about the craft beer identity and process, but the Explorer Beer Consumers are

less likely to become upset by the acquisition.

Positioning Strategy

Currently, Explorer Beer Consumers have limited options for trying new

specialty beers from Elysian Brewing Company. 22 oz. bottles are the most common

form that seasonal and limited edition brews are sold in, which creates a problem for

Elysian’s recommended target consumers. Trying a new beer as a 22 oz. bottle carries

the risk of wasting a majority of the beer if the Explorer does not enjoy the brew. A

six-pack of variety choices reduces this risk of non-enjoyment for the Explorer Beer

Consumer, as he or she is able to purchase a number of smaller brews at once. This

encourages Explorers to choose Elysian beers as opposed to other craft options

because of the more attractive size offering. Previous situations would include an

Explorer choosing between 22 oz. options, but with Elysian’s offering of variety six

and twelve packs, an Explorer will be more likely to choose Elysian beers because of

the new packaging options.

Positioning Statement for The Explorer

“For the beer drinker that wants a new experience and non-traditional brews,

Elysian aims to continually offer creative and innovative beers to keep you coming

back for more. Elysian will satisfy your need to try new things with our constantly

evolving lineup of high quality seasonal and special release beers.”

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Marketing Implementation

Marketing Plan

The timeline for the marketing plan surrounding the release of the variety 6

and 12-packs will begin in August and finish at the end of the year. Beginning in the

month of September, Elysian will be offering four new products in the same places

that Elysian is currently distributed. During the Fall season, Elysian will release a

Pumpkin Specialty six pack which will include two of each of the following: Great

Pumpkin, Dark O’, and Punkuccino. Also during the fall season Elysian will release a

Pumpkin Specialty 12-pack which will include three of each of the following: Great

Pumpkin, Dark O’, Punkuccino, and Night Owl. During the Spring and Summer

seasons Elysian will release a Manic IPA Series six pack which will include three each

of the Dayglow IPA and the Savant IPA. Elysian will also begin offering a year round

variety 12-pack called, “The Greats,” which will include three each of the Immortal

IPA, the Men’s Room Red, the Loser Pale Ale, and the seasonal release at the time.

During the excitement leading up to The Great Pumpkin Beer Fest, in August

Elysian will start the promotion of the new product offering. The campaign will kick

off on the company’s social media outlets. Posts on Facebook, Instagram, and Twitter

will help spread awareness of the exciting news. Pictured below are two mock-ups of a

potential social media post announcing the variety packs.

37

38

Additionally, Elysian will promote these products at the Great Pumpkin Beer

Festival that they host in October. Seeing as this is the biggest event of the year that

celebrates Elysian’s most popular seasonal collection, this is the perfect time to

surprise customers with a new offering. In order to do this, Elysian will make use of

posters and displays of the new variety packs so that beer lovers from all around will

be exposed to the new offerings. This will spark interest and start conversations in the

beer communities, providing a great initial boost in awareness and buzz. Elysian will

also use in-store displays when permitted by stores. Seeing as variety 6-packs are a

new thing for beer lovers to experience, many beer drinkers will be inclined to

purchase them simply on novelty.

Evaluation & Control

The metrics that Elysian will use to evaluate the marketing plan for the desired goal of

increasing market share will include:

• Relative Market: compare Elysian share to the most important competitor,

Deschutes

• Measuring Trial: by comparing the sales growth through the first quarter that

they are offered for the new six pack offerings to the sales growth through the

first quarter that it was offered of the Space Dust IPA six packs (Space Dust

IPA was only offered as a specialty release in 22oz bottles until popular demand

led Elysian to produce and release it as a six pack as well).

• Measuring Preference: through social media engagement – shares, likes,

retweets, comments, posts, hash tag usage.

• Measuring Awareness: through social media – new followers, friends, and hash

tag usage

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Tentative Costs

Seeing as it is not possible to access the information on production and

distribution of beer that will be sold in stores, below we have provided estimates of

the costs related to promotion.

Graphic Design Costs: Social media posts and posters (Hische, 2014)

• Usage for artwork in all print and online media for the period of one year:

$10,000

• Total: $10,000

Print Materials: Posters to be placed in Brewpubs

• Pumpkin Specialty 6-pack: $100

• Pumpkin Specialty 12-pack: $100

• Manic IPA Series 6-pack: $100

• “The Greats” Variety 12-pack: $100

Estimated Promotion Costs: $10,400

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