old credit brewing marketing plan (phase 1,2,3) · sleeman. ii. one versus multiple types of beers:...

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Old Credit Brewing Co. Limited

Marketing Plan

Submitted to: Derek Barnes

Submitted on: Thursday, March 12th 2015

Submitted by: Allan Cox, Matthew Christopher, Sarah Leahy, Nicolas Dufour

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TABLE OF CONTENTS PHASE ONE

1. MARKET SITUATION………………………………………………………………............... 6

A) Definition of Market……………………………………………………………………………. 6

B) Market Size and Growth for the past five years, and estimated growth for next year…. 8

C) Segmentation of the market………………………………………………………………….. 9

i. Low vs high production outputt:…………………………………………………….. 9

ii. One versus multiple types of beers::……………………………………………….. 9

D) Distribution:…………………………………………………………………………………... 10

F) Consumer Preferences……………………………………………………………………….. 11

G) Consumer Perceptions……………………………………………………………………….. 12

H) Consumer buying behaviour trends…………………………………………………………. 12

2. OLD CREDIT BREWERY'S BUSINESS SITUATION…………………………………….. 14

A) Review of Old Credit Brewery's Business:………………………………………………….. 14

iii) Target Markets……………………………………………………………………… 14

iv) Positioning…………………………………………………………………………….. 14

v) Marketing Objectives…………………………………………………………………. 14

vi) Promotion Strategies…………………………………………………………………. 14

viii) Product / Service quality……………………………………………………………. 15

viii) Pricing Strategies……………………………………………………………………. 16

ix) Distribution Strategies………………………………………………………………... 17

PHASE TWO

3. COMPETITVE SITUATION……………………………………………………………………18

a) Definition of Primary and Secondary Competition………………………………….18

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Black Oak Brewery

i) Sales……………………………………………………………………………………..19

ii) Market Share…………………………………………………………………………...19

iii) Target Market………………………………………………………………………….19

iv) Positioning……………………………………………………………………………..19

vi) Marketing Objectives…………………………………………………………………19

vi) Promotional Strategies……………………………………………………………….20

a) Advertising…………………………………………………………………….20

b) Sales Promotion………………………………………………………………20

c) Public Relations……………………………………………………………….20

d) Selling………………………………………………………………………….20

vii) Product/service quality strategies…………………………………………………..21

viii) Pricing Strategies…………………………………………………………………....21

ix) Distrubtion……………………………………………………………………………..22

Cameron's Brewing Company

i) Sales……………………………………………………………………………………..22

ii) Market Share…………………………………………………………………………...22

iii) Target Market………………………………………………………………………….22

iv) Positioning……………………………………………………………………………..22

vi) Marketing Objectives…………………………………………………………………22

vi) Promotional Strategies…………………………………………………………….…23

a) Advertising…………………………………………………………………….23

b) Sales Promotion………………………………………………………………23

c) Public Relations……………………………………………………………….23

d) Selling………………………………………………………………………….24

vii) Product/service quality strategies…………………………………………………..24

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viii) Pricing Strategies…………………………………………………………………..24

ix) Distrubtion……………………………………………………………………………24

Trafalgar Brewing

i) Sales…………………………………………………………………………………..25

ii) Market Share………………………………………………………………………...25

iii) Target Market……………………………………………………………………….25

iv) Positioning…………………………………………………………………………..25

vi) Marketing Objectives………………………………………………………………25

vi) Promotional Strategies…………………………………………………………….26

a) Advertising………………………………………………………………….26

b) Sales Promotion…………………………………………………………...26

c) Public Relations……………………………………………………………26

d) Selling…………………………………………………………….…………26

vii) Product/service quality strategies………………………………………...……..26

viii) Pricing Strategies…………………………………………………………………27

ix) Distrubtion…………………………………………………………………………..27

4. MACRO- ENVIRONMENTAL ANALYSIS…….…………….……………………………28

a) Demographic Environment……………………………………………….………..29

b) Economic Environment…………………………………………………….……….30

c) Natural Environment……………………………………………………….………..30

d) Technological Environment………………………………………………….……..31

e) Socio/cultural Environment………………………………………………….……...32

5. SCOT ANALYSIS……………………………………………………………………….…...33

a) Business Strength Analysis……………………………………………………..…..33

b) Business Challenges Analysis…………………………………………………...…34

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c) Market Opportunities Analysis……………………………………………………….35

d) Market Threats Analysis……………………………………………………………...35

Exhibits……………………………………………………………………………………………..36

Endnotes……………………………………………………………………………………………40

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PHASE 1. MARKET SITUATION

A) Definition of Market

● Old Credit Brewing Co. Ltd. Is located on 6 Queen St W, Mississauga, Ontario.

● The Old Credit Brewing Company competes in the microbrewery market in

Mississauga. They are currently the only microbrewery in the Mississauga area. 1

● The 5 beer categories that represent the Canadian beer segmentation include

premium lager, standard Lager, specialty beer, ales stout bitter, and low/no alcohol. 2

● The aggregate market value of all of the beer categories in Canada is $11,960

million. 3

● Within the beer category the specialty beer segment represents 21.7% of the total

market. 4

● The total market value of the specialty beer segment is worth $2,593 million dollars. 5

● The Premium lager represents the largest beer segment within the Canadian beer

market. 6

● Old Credit Brewing products are representative of the specialty beer segment.

Map of breweries in the GTA:

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Map of breweries in the Mississauga / Oakville Area:

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B) Market Size and Growth for the past five years, and estimated growth for next year ● The Canadian beer market reached a value of $11 960.1 million in 2012. 9

● They are expected to reach $12 134.3 million by 2017, a 1.5% increase. 10

● Canada accounts for 8.3% of all beer sales in North America. 11

● Lager makes up 73.4% of the market, 38.1% for premium and 35.3% for standard. 12

● Specialty beer makes up 21.7% of the market, worth $2 593 million. 13

● Since 2002 there has been a 300% increase in the market share of craft breweries in

Ontario alone. 14

● Though Canadians are drinking less beer than average, they are looking for more

interesting flavours to consume when they do drink. This shines a positive outlook on

the future of the specialty beer industry. 15

Year $ in millions % Growth

2008 11,667.1 1

2009 11,870.5 1.7

2010 11,890.4 0.2

2011 11,925.2 0.3

2012 11,960.1 0.3

*This chart represents the growth of the beer market in Canada from 2008 until

2012. All segments are represented.

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C) Segmentation of the market

The microbrewery market can be segmented as follows:

i. Low versus high production output: ● Microbreweries can be segmented on the level of production capacity output.

● Example: if a microbrewery can only manufacture a small amount of beer they can

only target and sell to a small number of clients or distributors.

● Compared to a large microbrewery such as Steam Whistle, with added production

they have the ability to sell nationwide and compete with larger breweries such as

Sleeman.

ii. One versus multiple types of beers: Focus One Flavour of Beer

● The microbrewery industry can be segmented in the types of beer and flavor they

manufacturer. Microbreweries can focus all their manufacturing attention on

perfecting one type and/or style of beer flavor.

● An example: A Toronto based microbrewery that focuses on one style of beer is

Steam Whistle, which focuses only on producing a premium pilsner.

Focus On Multiple Flavours of Beer

● Some microbreweries offer multiple types of beer.

● An example: A Toronto base micro brewing that has been doing offering multiple

types and/or style of beer for its customer is Amsterdam Brewing Co.

● A microbrewery might offer consumers different types of beers such as ales, lagers,

pilsners, IPA’s, stouts or porters (e.g. Sleeman Original Draft, Sleeman Light,

Sleeman Honey Brown Lager etc.).

● Microbreweries might also offer consumers the different styles of beers such as,

amber, blond, brown, cream, dark, fruit, golden, honey, India pale ale, light, lime,

pale, pilsner, red, strong, and wheat. Amsterdam Brewing Co. offers customer 6

different kinds of beers styles including lager, blond, amber, IPA, brown, wheat and

seasonal special beers.16

● By producing multiple beer styles, the microbrewery can appeal to different

consumer tastes and preferences.

10

● By producing multiple styles of beer they cannot benefit from the economies of scale

that would come with focusing manufacturing one type of beer. Therefore, it is

harder to keep the cost of beer down.

d) Distribution:

● In Ontario, microbreweries sell their products through three different types of retail

channels, which include: The LCBO, The Beer Store, and from their own

microbrewery operations.

● With 639 retail stores that sell over 24,000 different products to its consumers and

businesses, the LCBO is a distribution channel that microbreweries distribute their

products.17

● LCBO sells over 2.6 million cans of craft beer per year and between the year 2006 to

2013 craft beers sells increased by 575%.18

● Many upgrades have been made within the LCBO stores. For example, the LCBO

has added cold rooms to keep the beers at a lower temperature. They also

expanded their in-store shelf space to include a bigger beer selection for consumers,

which is a great opportunity for microbreweries to display their products.19

● The Beer Store has over 448 retail stores, offering customers 477 different kinds of

beer brand.20

● The Beer Store offers customers different shopping experiences by providing them

with different in-store formats, which includes, palletized self-serve format with

separate empty return room, mobile trailer, The Beer Boutique Stores - Distillery

District & Liberty Village, Warehouse Store Format, and Urban Express.21

● Microbreweries can offer their craft beer product within their location and transform

their operation into a bar to further increase sales. They can further increase sales

by offering a tour of their operation to clients and have them sample their beer.

E) Consumer Needs

● Consumers want beer from microbreweries to be better quality, taste, and more

creative. 22

● There is overwhelming consumer demand for something better and different.23

● Beer drinkers realize local brewery’s offer beer that is not the same yellow beer from

the mass-producers.24

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● Consumers want convenience because getting specialized beer can take a great

deal of effort. 25

● Consumers want the opportunity to visit the breweries and taste their products.26

● Consumers are concerned about cost, flavour, alcohol content, variety, quality, and

taste27

F) Consumer Preferences

● Craft beer grew by 11.5%, accounting for 5.5% of total beer volume.28

● Many people who don’t typically drink beer are beginning to come around, expecting

similar notes as the wine they enjoy. 29

● Hefeweizens and Saisons are safe beers for people who enjoy wine. These beers

tend to have fruity notes and more robust flavors, similar to red wine. 30

● Many seasonal beers are being introduced into the market, with flavors and styles

matching the season (e.g. Pumpkin in Fall, Light and Crisp in Summer). 31 Beers with

a winter or Christmas theme work well in the winter months, something with a higher

ABV% and spicier notes. Likewise a crisper lighter beer works best in the summer

months, something with a lower ABV% and fruity or citrus notes.

● Consumers are beginning to develop more complex palates, demanding beers with

more complex flavor profiles. 32

● As seen in Exhibit 4,33 many consumers prefer beer from their home brewery (e.g.

Goose Island being popular in Chicago, home to the brewery).

● Most young beer drinkers prefer a crisp lager to more robust ales. 34

● Older beer consumers like full-bodied ales, something higher in hops, making the

beer more bitter. 35

● Lagers have not been very successful with craft beer consumers due to their

perception as being flavorless and fizzy. 36

● Consumers are looking for a beer that has a sensory appeal, something that is

simple yet rich in flavor and variety.37, 38

● In craft or microbrewery beer, many customers are looking for a variety of well

crafted beers, usually with a seasonal twist or a specialty brew 39

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G) Consumer Perceptions

● Beer is something that can be shared between people, transcending differences and

social class. 40

● Craft beer tends to be thought of as having an acquired taste. 41

● Craft or microbreweries only produce heavier ales or seasonal beers. 42

● Microbreweries produce on such a small scale their product won’t or can’t be

consistent. 43

● Big name brands and breweries are more socially accepted due to strong advertising

and media presence. 44

H) Consumer buying behaviour trends

● Beer is the number one alcoholic beverage in Canada in terms of production and

consumption.45

● About ten million Canadians drink beer annually and an estimated 21.9 million

hectoliters are consumed per year.46

● The number of Canada’s licensed breweries have increased 40% in the past 5

years.47

● Consumption of beer away-from-home is higher among households without children. 48

● It has been found that increased age and education level have a negative effect on

beer consumption.49

● Divorced men and women who never married consume more beer than married

people.50

● Beer consumption has increased in men and decreased in women. 51

● Beer advertising has contributed to higher beer consumption.52

● Higher volumes of beer are sold during summer months when Canadians are

enjoying the warm weather. 53

● Canadians drink more beer during international sporting events. 54

● Canadian patriotism has stimulated Canadians to buy local products to show their

support for Canadian athletes. 55

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The Craft Beer and Consumer Behavior Report segmented craft beer drinkers into three

segments:

1. Enthusiasts: Consumers are knowledgeable on the process of how the beer is made

and the ingredients used. 56

2. Explorers: Enjoy trying different types of beer and have no interest in the brewing

process57

3. Loyalists: Have a favourite type of beer and only purchase that brand, usually close

to where they live58

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2) OLD CREDIT BREWERY’S BUSINESS SITUATION:

A) Review of Old Credit Brewery’s Business:

i) Sales (in units and/or dollars) for past three years

• Sales data information not available

ii) Market Share (in units and/or dollars) for past three years

• Market Share information not available

iii) Target Markets Primary target market:

• Old Credit Brewing Co. targets microbrewery drinkers’ aged 21- 60, who live in

Mississauga and the GTA who have an acquired taste for quality beer. 59

Secondary target market:

• 2/3rds of Old Credit Brewing Co.’s business comes from the Old Credit Amber Ale,

which is targeted to the main demographic aged 25 – 35. 60

iv) Positioning • Old Credit Brewing Co. positions itself as a Mississauga family owned and

operated brewery that is the only brewery in North American to utilize a special

ice ageing process.61

v) Marketing Objectives • To expand its market share. 62

• To start producing cans to lower production costs. The cans will be better suited for

recycling, and target people who own boats.

• To increase distribution with LCBO.

vi) Promotion Strategies a) Advertising • Old Credit Brewing Co. has a small circular sign of their logo directly above the

entrance to the brewery.

• Old Credit Brewing Co. uses minimal advertising. They have been mentioned in

articles recognizing their unique marketing style and heritage in the Port Credit area.

• These include local Mississauga newspapers like Mississauga news, flyers, and

Clarkson corners paper. They were even recognized in the CBC business section.63

• They have also been featured in Evening Out magazine.

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• Old Credit Brewing Co. has an online presence with their company website

www.oldcreditbrewing.com. When you search the company they are the top rated

search engine result and are also listed in the directory, “The Yellow Pages”.

b) Sales Promotion

• Old Credit Brewing Co. does not utilize any sales promotion techniques.

c) Public Relations

• Old Credit Brewing Co. held a 20th anniversary customer appreciation event on

August 10th 2014. The event was located at the Queen St. location. 64

• An article was released in the Mississauga News on August 14th 2014 celebrating

the companies 20 years of aged- beer.65

• The article summarized the event, the history of the beer, the beer making process,

and their plans for expansion in the near future.66

d) Selling

• Old Credit breweries sells directly to the consumers through their Queen Street

location. 67

• The staff at Old Credit Brewing Co. is knowledgeable about the products they sell

and are able to advise customers accordingly. 68

• The owners know the industry well, having run the company since its inception 20

years ago. 69

• Old Credit Brewing Co. does not currently have a sales force to sell to bars or

restaurants. 70

viii) Product / Service quality • Old Credit Brewing Company crafts a quality Amber Ale, Pale Pilsner and Holiday

Honey beer. 71

• They brew in small batches with no additives or preservatives to maintain overall

quality.72

• The ingredients used at Old Credit Brewing includes malts, imported hops and

specially selected yeast. 73

• Water is charcoal filtered to ensure purity and direct firing in a copper kettle.74

• The beer matures for 8 weeks at 3.5 degrees below 0 to produce Ice-Aged beer. 75

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Old Credit Amber ale

“Amber colour; milk chocolate, sweet malt and hops aromas and flavors with hints of caramel and apple; light to medium bodied, with gentle texture on the palate; moderate length on finish.” 5% alcohol content, 341ml, 680ml 76

Old Credit Pale Pilsner

“Pale straw gold colour; floral hops, cereal, apple and roasted aromas and flavors; dry, light and crisp flavors.”

5% alcohol content, 341ml, 680ml 77

Old Credit Holiday Honey

A sweet seasonal beer that has a taste of roast malt and a aftertaste of honey.

5% alcohol content, 341ml, 680ml 78

viii) Pricing Strategies • Old Credit Brewing Co. products are competitively priced with other microbreweries

in the GTA. 79

• The price of Old Credit Brewing Co. products is based mainly on packaging costs.

• Packaging prices have increased over the years and Old Credit Brewing Co. has

recently increased its prices to reflect this.

Old Credit Amber ale $3.75

Old Credit Pale Pilsner $3.75

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Old Credit Holiday Honey $4.50

*The above chart shows the pricing for Old Credit Brewing Co.’s current products.

ix) Distribution Strategies • Old Credit Brewery is sold through LCBO, and local breweries. They also sell their

beers at their own company plants. The owner chooses to limit its distribution at 47

LCBO locations so that they can maintain their current quality.80

• The company is currently awaiting approval to expand their base operations. This

expansion will allow Old Credit Brewery to increase production from 1,000 bottles an

hour to 2,500 bottles. With more products being manufactured leads to larger

distribution of their products at their Queen Street location. 81

• Old Credit Brewing Co. is looking to expand its distribution through the use of

LCBO’s central distribution center. 82

• They expect this will increase availability throughout Ontario, going from 40 stores,

which they currently have, to 100 stores. 83

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3. COMPETITIVE SITUATION

a. Definition of primary and second competitor

Primary

● The main competitors are microbreweries that are located within the cities of

Mississauga, Oakville, and Toronto. Their products are available at local LCBO and

The Beer Store locations, as well as in-house.

● Old Credit Brewery directly compete within the LCBO self-space with the primary

competitors for purchases from consumers looking to buy a specialty brand.

● Examples of primary competitors for Old Credit Brewery include:

○ Black Oak Brewery Co. LTD located in Etobicoke

○ Cameron’s Brewing Company located in Toronto

○ Trafalgar Brewing Company located in Mississauga

Secondary

● Secondary competitors include mainly beer producers, but also any alternative

alcoholic and non-alcoholic beverages. Products are available at LCBO and The

Beer Store locations.

● Old Credit Brewery secondary beer competitors include:

○ Molson/Coors

○ Labatt’s

○ Sleeman

○ Anheuser-Busch

○ Moosehead

○ Steamwhistle

● Old Credit Brewery secondary alcoholic beverages competitors include:

○ Wine

○ Spirits

○ Whiskeys

○ Vodka’s

○ Cider

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● Old Credit Brewery Non-Alcoholic beverages competitors include:

○ Soda’s

○ Water

○ Milk

○ Juice’s

○ Etc.

b. Review of competition

Black Oak Brewery

i. Sales

Not available

ii. Market Share

Not available

iii. Target Market

● Black Oak Brewery main target market age group is between the ages of 25 to 35.

● These are avid beer drinkers that are looking for very specific beer flavours such as

IPA and specific Ale’s that are not produced by any other microbrewery.84

● Since their products are priced higher than other microbreweries they are targeting

customers that are less price conscious.85

iv. Positioning

● Black Oak is positioned as a brewery that uses premium ingredients, traditional

brewing processes and lots of hard work to create award-winning beers, at a

premium price.86

v. Marketing Objectives

1. To maintain environmentally friendly business practices.87

2. To use locally sourced ingredients to create a world class product.

3. Expand to more LCBO and The Beer Store locations in Ontario.88

4. To have the best beer in the Toronto Area.89

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vi. Promotion Strategies

a. Advertising

● Black Oak Brewery mainly uses Internet based advertising.

● Black Oak Brewery utilizes Social Media Marketing to post relevant

feeds and information about their company.

● They have a Twitter page with 4,939 followers and actively maintain it

with 1 to 2 tweets per day.90

● Currently on their Facebook, obtain 1,171 likes, and they actively

maintained their page by regularly posting messages.91

● Black Oak Brewery also uses Instagram, with 1,704 followers and 454

posts as of 2014.92

● They are the only competitor that uses Untappd and have an account

with a rating of 3.59 out of 5.93

● Black Oak Brewing uses alternative method to bring awareness

towards its brand, such as social media, its internet web site, publicity,

and taking place in event marketing

b. Sales Promotion

● Sales promotion information was not available

c. Public Relations

● Black Oak Brewery is regularly mentioned in the Toronto Life

Magazine, in which they promote their next events or voice their

opinion on specific topics within the beer industry.94

● Black Oak Brewery made the list of top 10 local beer in Toronto in the

TOblog.95

● They were featured in an article in inside Toronto (Toronto local

newspaper).96

d. Selling

● Black Oak Brewery has a sales force that sells to local bars

● Successfully entered into 59 locations within Toronto and 43 in the

GTA 97

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vii. Product / service quality strategy

● Black Oak Brewery prides itself on producing a world class product with only the

finest ingredients.98

● With one exception, all of Black Oak Breweries products have won a Gold rating in

the Ontario Brewing Awards at least once in the last 5 years.99

● Black Oak Brewery offers two product lines:

● The main sellers for Black Oak Brewery is their Perennial Favourites line100. It

consists of:

○ Pale Ale

○ Nut Brown Ale

○ Ten bitter Years Imperial IPA

● Their other line is called Well Seasoned. It’s a more specialized lineup consisting of

seasonal and limited time offering products 101:

○ Dubbel Entendre (Belgian Double Strong Ale)

○ Saison

○ Oaktoberfest

○ Nutcracker Porter

○ Triple Chocolate Cherry Stout

viii. Pricing Strategy 102

Product Place

Pale Ale $4.95 per bottle

Nut Brown Ale $4.95 per bottle

10 Bitter IPA $6.50 per bottle

Oaktoberfest $5.95 per bottle

Nutcracker Porter $7.95 per bottle

Saison $5.95 per bottle

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ix. Distribution

● Black Oak Brewery`s current operation is in Etobicoke Ontario, in which they sell all

of their products through their location. 103

● They distribute through the LCBO, the Beer Store, and also to Bars that offer

specialty beer.

● Currently all of Black Oaks products are available throughout each of the LCBO

locations that Black Oak distributes to. 104

● Black Oak Pale ale and Nut Brown products are the only products that are available

through The Beer Store. 105

● Black Oak Brewery is currently available in 59 different bar location within Toronto

and available in 43 different bar outside of Toronto. 106

Cameron’s Brewing Company

i. Sales:

Not available

ii. Market Share

Not available

iii. Target Market

● Cameron’s Brewing Company’s primary target age group is 19 – 25

iv. Positioning

● Cameron’s is a microbrewery that offers a wide variety of quality craft beers created

by specialists and artisans under a trustworthy brand. 107


1. To constantly strive to make new and unique products. 108

2. To ensure the brand always remains fresh and intriguing. 109

3. To maintain environmental and social consciousness while delivering the best

products possible. 110

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a) Advertising

● Cameron’s main slogan and message is: ‘Brewed by connoisseurs,

not accountants’. 111

● Cameron’s Brewing is active on social media.

● They have a Facebook page with 1,933 Likes. 112

● Cameron’s Twitter page has 5,257 followers and is updated multiple

times a day with pictures and updates about the company. 113

● Cameron’s brewing has their own YouTube channel with video

explanations of their products Characteristics. 114

● Cameron’s brewing Instagram page has 152 followers. 115

● Cameron’s does lots of event marketing. They have a detailed event

calendar of all the upcoming events on their website. 116

● They participated in 19 events in October alone. 117

b) Sales Promotion

● Cameron’s Brewery does not currently run any sales promotions.

c) Public relation

● Cameron’s Brewing was featured in an article in the Toronto Star,

which discusses Cameron’s Rye Pale Ale. 118

● Cameron’s was mentioned in a blog article on the Beer Maven that

focuses on the brew pub niche. 119

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d) Selling

● Cameron`s utilizes a small sales force to push their kegs to local pubs.


● Cameron’s has a limited product line of beers

● Cameron’s entire product line has received awards from competitions such as the

US Open Beer Championship and the Ontario Brewing Awards 120:

○ Cameron Lager available in cans

○ Cream Ale

○ Auburn Ale

○ Rye Pale Ale

viii. Pricing Strategies

● 6 pack carton $13.60-13.80. 121

● Brewmaster’s Selection $10.50. 122

● Lager Cans $2.65. 123

ix. Distribution

● Cameron’s Brewery is located in Oakville Ontario Canada. 124

● Using a GPS locator, a customer can specifically find the nearest location where

Cameron's products are available. 125

● Cameron’s Brewery products are available at The Beer Store. 126

● Cameron’s also has an in-house location where customer can buy their product

freshly made. 127

● Cameron’s products are offered in bars and pubs around all of the Greater Toronto

Area.

● Out of all of the main competitors, Cameron’s is the only microbrewery that offers

personal keg deliveries. 128

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Trafalgar Brewery

i. Sales

Not available

ii. Market Share

Not available

iii. Target Market

● Since Trafalgar Brewery is the only producer of the mead flavour, their main target

market is consumers that are looking to purchase that kind of beer.

● Trafalgar Brewery considers their main target market more mature therefore, around

the ages of 30 to 40. 129

● They also considered their main target market as people that are prefer a more

conservative brand. 130

iv. Positioning

● Trafalgar positions themselves as specialists on the creation of mead. They create

and offer a product that is difficult to find from the competition at a fair price. 131


1. To capitalize on the growing trend for crafts beers within the Ontarian market. 132

2. To maintain its current success that Trafalgar Brewery has selling its product through

the LCBO. 133

3. To expand it’s in store sampling area so that it could accommodate more customers

that are interested in trying Trafalgar products in store. 134

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a. Advertising

● Trafalgar Brewery currently does not utilize any social media in

building brand awareness

● The company’s first website was launched in 2013-22-07, and their

web pages contain broken links. 135

● They mostly promote their seasonal beer through the LCBO. 136

b. Sales Promotion

● They sometimes create special theme beer for special occasions such

as for municipal election or Christmas special. 137

c. Public relation

● They had a featured article in Good Life Mississauga magazine in

January, 2014. 138

d. Selling

● Trafalgar Brewery currently does not utilize any sales force to push

and promote their products through distribution.


● Trafalgar Brewery currently has 9 different flavors of beer. 139

● Their main product differentiator is the mead flavour. 140

● They produce a very special type of beer that’s called Braggot style mead which is a

mead that contains malt and hop. 141

● Trafalgar main product line are 142:

○ Harbour Gold Pilsner (new product)

○ Honey IPA

○ Mead Braggot

● They currently do not have any awards attributed to their beers

● They sometimes manufacture special beer brands for special occasion,

● For example, Vote With Your Throat was a special name brand that Trafalgar

brewery created for the municipal election. 143

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viii. Pricing Strategies 144

● Honey IPA $4.45

● Trafalgar Mead Braggot $5.45

ix. Distribution

● Trafalgar Brewery invested $100,000 to increase its in-store capacity so that in could

accommodate more customer to taste their product within their Oakville Ontario. 145

● Trafalgar Brewery products are available in a select few LCBO

● Not all of their products are available at the LCBO. 146

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4. MACRO-ENVIROMENT SITUATION

a) Demographic Environment

Canada

• Canada’s population has increased at a steady rate of 1.1% over the last 30 years.

The population as of July 1st, 2014 is estimated at 35,540,400, which is up 386,100

over 2013. 147 With an increase in population there is an opportunity to market and

sell Old Credit beer to a greater market than previously.

o The population of Mississauga as of 2006 was 668,549 which showed an

increase of 55,624 since 2001148

o The population of Port Credit was approximately 11,840 in 2011. It is also

projected to be 12,120 in 2016 and 12,590 by mid 2021. 149

o The population for adults aged 20 through 64 in Mississauga is 420,590. 150

o The population in the 20-44 range in Mississauga is 37.1%, which is about

2.3% greater then that of the provincial and national average. 151

• Average household income in 2005 for Mississauga is $88,162

§ Average Household Income – 2005152

o The average income per person in Mississauga in 2005 was $37,970

Figure - 1

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§ Average Income per Person – 2005 153

o The average household expenditures, specifically current consumption, in

Ontario in 2012 was $58,062.154

o Furthermore, the average expenditures on tobacco products and alcoholic

beverages in 2012 was $1,093 as shown in figure 3 below. 155

§ Average Household Expenditure, by Province (Ontario) 156

Figure - 3

Figure - 2

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b) Economic Environment

• Despite the 2009 recession, microbreweries sales continued to increase157

o Consumers looked for small luxuries during these tough times (ex, craft

beer)158

o Consumers starting drinking more beer at home because of tough economic

times, to be more price conscious159

o Consumers during recessions tend to be more careful where and how they

spend their money (ex. Choosing less expensive craft beers over more

expensive wine and spirits) 160

• The Canadian Brewery industry is valued at $4,671.2 million161

• Approximately 13,000 people are directly employed by breweries in Canada162

• The microbrewery industry employs 600 direct jobs, this is 20 percent of the total

employment of the brewing industry in Ontario163

• There has been a decline in national beers while locally brewed beers have seen an

increase in sales164

• The brewing industry in Canada has no import duties on foreign beer, making it easy

for competitors to emerge from foreign countries165

• Productivity of microbreweries is affected by increasing energy costs166

• Water consumption increases the production costs as it takes five liter of water to

produce one liter of beer167

• Craft beers are the fastest growing segments in the LCBO’s beer category168

o More than a 10 percent growth per year169

c) Natural Environment

• Water, malting barley, hops and yeast are the basic ingredients used in the

manufacture of beer170

• Canada is internationally recognized for their quality and availability of suitable

barley171

• All barley has to strict testing before it can be accepted for malt production172

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o Only 25-30% of malting barley grown, passes these evaluations under the

Canada Grain Act and Regulations173

• Water consumption increases the production costs as it takes five liter of water to

produce one liter of beer174

• Effective energy conservation and control is practiced through water conservation and

recycling, energy conservation, and disposal of solid wastes as by-products175

• Emission levels for the design and operation of each project must be established

through the Environmental Assessment process176

d) Technological Environment

• Distributors are recognizing the benefit and competitive advantage that can be

gained by adopting new forms of technology and integrating into the operation. 177

o Technology can help to increase productivity levels as well as lower costs in

the areas of forecasting, delivery, warehousing and payment. 178

• Small micro computers are being utilized to control elements of the brewing process

to help create consistency between small batch sizes 179

o Small microchip computers are helping craft brewers organize and manage

the usage of raw materials (hops, barley etc.) more efficiently than before.

This allows these small breweries that ability to craft many different styles and

keep everything on track. 180

e) Political / Legal Environment

• The Government revised the tax structure of the craft industry in Ontario to support

growth, development and competitiveness181

• The Ontario Microbrewery Strategy annually invests $1.2 million to help micro

breweries afford marketing, training, and tourism development opportunities182

• Some Canadians think that government spending should not be used to support

industries (regardless of size or location)183

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• Other Canadians argue that government spending helps Microbreweries to compete

against foreign competitors and it encourages them to stay in local markets184

• Another opinion is that the Ontario Microbrewery Strategy should be given to larger

craft breweries who have worked hard to establish their brand, gain market share

and increase distribution throughout Ontario185

• Microbreweries are taxed significantly less than competing beer manufactures186

f) Socio/Cultural Environment

• Imported or foreign beer is often seen as a higher class beverage then its local

counterpart. Often people associate local beer with the working class or as ordinary,

where as European brands or imported craft beers are seen as something drank by

the elite. 187

o Often new beers or styles are associated with modern or “up to date” life

styles. 188

• Beer is also quite often used as a symbol of affiliation. People tend to group together

based on certain brands or styles they like or enjoy and this is often seen in

choosing different beers. 189

• Many people are beginning to accept the different styles of beer, especially in the

craft beer world. Previously only ales were seen as being a true craft beer but in

recent years many craft and microbreweries are beginning to see the potential in

creating different styles such as lagers or pilsners. 190

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5. SCOT ANALYSIS a) Business Strengths Analysis

• Old Credit is the only North American brewery using an ice aging process to create

beer. This gives them a unique differentiator on the other competitors. 191

• Currently Old Credit Brewing uses no additives or preservatives in their products

during the brewing process that equates to a perceived benefit. 192

• Old Credit brewery is located in Port Credit, which is one of the most upscale areas

in Mississauga and attracts a lot of foot traffic. 193

• Currently Old Credit Brewing is the only microbrewery operating within Mississauga

and is attracting the local population.

• Old Credit has 20 years’ experience within the beer industry. Over this time they

learned how to sell and distribute their product.194

• The owner Aldo Lista is very passionate about the industry and his work. He is a

valuable asset as he offers vision and direction to his workers. 195

• OCBC currently distributes through the LCBO. This means they already have a fan

base wider than what their own brewery can service. 196

• Old Credit plans to expand from 40 to 100 LCBO locations. This will allow them to

grow their business and increase revenues. 197

• Old Credit offers a less expensive product than what competitors offer. This is a

huge competitive advantage over their competitors as people may choose Old Credit

products over others based on price. 198

• Old Credit has plans to sell its beer in cans. The LCBO prefers this distribution

method and this will help increase offerings throughout Ontario and help them reach

their goal of 100 new locations. 199

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b) Business Challenges Analysis

• The Old Credit’s main website is outdated. Internet marketing is a big part of other

craft breweries marketing, and Old Credit is missing this opportunity. 200

• Currently Old Credit does not have any social media presence. 201

• Old Credit currently does not have a sales team pushing their product into local

bars.202

• Currently Old Credit does not spend a significant amount of time or resources on

developing an advertising campaign to help pull customers. This makes it very

difficult for the brand to attract new customers. 203

• The packaging on Old Credit’s products have not been updated or modernized

causing product lose shelf equity. 204

• Old Credit does not currently utilize sales promotions. This removes any incentive for

the consumer to travel to and purchase beer directly from the brewery. 205

• Old Credit is not currently distributing through The Beer Store therefore they are

losing a large source of new customers and potential revenue.206

• Old Credit’s Holiday Honey product is confusing to some customers because the

name implies it’s a seasonal product when it is offered all year.207

• Old Credit has done very little product development. Microbreweries usually offer a

changing selection of products based on season or consumer trends and Old Credit

is not capitalizing on this aforementioned opportunity.208

• Old Credit has limited production capabilities of only 1,000 bottles per hour due to

their current equipment limits.209

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c) Business Opportunities Analysis

• The population living in the Port Credit Area continues to grow each year210

• Mississauga is Ontario’s third largest city and the population continues to rise211

• Microbreweries sales saw a growth in sales despite the recession, consumers tend to

be more careful where and how they spend their money during difficult economic

times212

• Trends have shown a decline in national beers while locally brewed beers have seen

an increase in sales213

• Craft beers are growing 10% per year making it the fastest growing segment in the

LCBO’s beer category214

• The government invests $1.2 annually into microbreweries to support growth215

d) Business Threats Analysis

• Water consumption increases the production costs as it takes five litres of water to

produce one litre of beer216

• Productivity of microbreweries is affected by increasing energy costs217

• It is easy for competitors to enter the market because in Canada there is no import

duties on foreign beer218

• Large breweries such as Labatts and Molson are creating faux microbreweries that

have the support and backing of the largest breweries. 219

• Strict standards constrict the amount of barley that is usable in the production of beer. 220

• Some experts suspect that the current success of the craft beer market is a sign of a

market ‘bubble’ that is bound to burst. 221

• Trends have changed in the past, and may move towards wine or other alcoholic

beverages as the drink of the moment. 222

• Another recession may revert beer drinking trends back to cheaper offerings from big

brands rather than specialized, craft beers. 223

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6. ISSUE ANALYSIS 1. Old Credit is currently under-utilising social media marketing to promote their

product.

● The company does not actively participate in posting relevant and meaningful

content on their Facebook page.

● They do not use Instagram or Twitter as social media platform.

● A large portion of Old Credit’s target market uses social media and it can be a

useful tool for interacting with their customer base.

2. Old Credit’s product design is not modern or innovative.

● The product brand logo design has not changed since its inauguration.

● Brands needs to modernize their logo to maintain the image of relevance and

brand equity.

● Product design is very important in the craft brewery market as there are

many competitors.

3. There is little utilization of sales promotion.

● Old Credit products are only sold on tap in a select few local bars, limiting the

ability for consumers to discover them through these venues.

4. Old Credit Brewing does not offer enough product variety

● There is currently no clear flagship brand offered by Old Credit.

● Old Credit offers a holiday branded beer all year round which can create

confusion for the consumer.

● All of Old Credit’s competition offer more product variety and brands than Old

Credit currently offers.

5. Old Credit is currently not taking advantage of different price segments.

● Old credit uses one pricing point to market their beer, because of this, they

are not maximizing their margins and/or profit.

● Most microbrewery uses multiple price points to segment their product

offering.

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6. Old Credit does not currently distribute to the Beer-Store.

● Since the Beer Store represents one of the most important distribution

channel in the beer market for industry Ontario.

● Old Credit is missing the opportunity to increase the availability and

awareness of their product by selling through the beer store.

7. Old Credit does not currently make use of the full potential of their location.

● This is a big opportunity that Old Credit is missing out on as a large portion of

the craft brewery appeal is seeing where and how the beer is made.

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7. RECOMMENDED ONE YEAR OBJECTIVES

A) FINANCIAL OBJECTIVES AND RATIONALE

Objectives:

● To increase Old Credit Brewing Brewing’s overall sales by 10%

within a one year period.

Rationale:

● 8% of these sales will come from existing products gaining more

awareness from Old Credit’s target markets.

● 2% will come from newly introduced products that will gain more

awareness over time.

B) OVERALL MARKETING OBJECTIVES AND RATIONALE Objectives:

1. To increase awareness of Old Credit branding in current market.

2. To improve the web presence of Old Credit Brewing Company.

3. To increase distribution and availability within multiple channels.

4. To improve the brand design of Old Credit Brewing Company's

product.

Rationale

● Increasing the awareness of Old Credit is especially important

because the products they offer are not well known in their currently

serviced markets.

● A large portion of Old Credit’s target market is using online channels to

learn about and interact with different brands. Old Credit therefore

needs to create and sustain meaningful venues on this medium.

● Increasing distribution through the Beer Store and local bars will lead

to an increase and awareness and sales for all Old Credit products.

● A company like Old Credit has an advantage in that it can stay mobile

when it comes to branding, and modernizing their logo will help make

their product stand out over their many competitors products.

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8. Recommended One Year Marketing Objectives and Strategies

a) Target Market

i. Objectives and Rationale

● To focus Old Credit Brewing marketing efforts on targeting 25 to

35 year of age (mostly millennial) who are living within the GTA

and are part of the middle class who enjoy a high quality beer to

drink on special occasions.

● During our research we found that people aged 25 to 35 make

up 2/3rds of Old Credit’s current business. We feel it would be

best to focus on this market as it already accounts for a large

portion of business.

ii. Strategies and Rationale

● Increase social media presence with web content that is relevant to

the proposed target market.

● Using social media is an inexpensive way to connect with a

target market and deliver content that can potentially increase

their advocacy for the product.

● This target market is also one of the most prevalent groups on

social media platforms, making it a great tool to receive

feedback from them.

● Sponsor events in local bars and clubs whose age demographics

match that of the target market.

● Sponsoring local events will expose the brand directly to the

target market, and they will be able to try the product at the

same time.

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b) Positioning


● To maintain Old Credit Brewery as one of the only micro brewery

to use an ice aging beer manufacturing process, and that is the

only family owned brewery in the city of Mississauga.

● Being unique is a major part of the craft brewery industry, and

Old Credit should maintain the ice aging process as a

characteristic in order to position it against its competitors.


● We propose that Old Credit Brewery emphasise that they produce an

Ice Beer made in Mississauga on all of their advertisements and/or

promotional initiatives as one of their key differentiators.

● By regularly stating these traits in their advertising it will

reinforce the differences between Old Credit and other

breweries in the minds of consumers.

c) Product


● To modify the current bottle format of Old Credit Beer products.

● Old Credit Brewing currently only has one type of product

format and it would be more effective for them to target

different and multiple size and/or formats, so that they can

cater to different customer preferences.

● To modernize the product design.

● Product design is one of the biggest distinguishing features

between products in the craft brewery industry. Continuing to

update the logos while still keeping the recognizability of the

product is extremely important in order to remain competitive.

● To increase variety in Old Credit’s product lineup.

● Most craft breweries offer a large variety of products. This

allows a customer to purchase many different varieties of beer

from the same company that offer different experiences.

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Having a limited product lineup also limits these repeat

purchases.


● Implement new bottle sizes that cater to customer that want smaller

formats of beer.

● The current size of Old Credit’s bottle can be a potential turnoff

to some consumers. The craft brewery industry offers great

variety to the consumer, meaning they would like to try many

different products. The large bottle makes it difficult for

consumers to give Old Credit beer a try because they can only

purchase it in a large quantity.

● Start offering Old Credit products in cans.

● Retailers such as the Beer Store and LCBO are better able to

manage inventory and more willing to purchase when product

is offered in cans. There is also a section of the market that

prefers to drink beer from a can that is not being addressed

currently.

● Create new logos for currently offered products.

● By examining major beer brand such as Molson Export, it can

be observed that the product design is updated and adapted to

changing styles, which maintains its relevance and equity

within the market.

● We proposed that Old Credit Brewery uses a similar strategy

and updates its brand design while maintaining its core

symbols.

● Offer more products to increase variety.

● More products will help increase the likelihood that consumers

will make repeat purchases of Old Credit products to see how

they interpreted a different type of beer.

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d) Pricing


● To adapt the pricing with the product size.

● If Old Credit starts offering different product size format they

can now start charging varying prices for their beer.


● Ask smaller prices for smaller bottles.

● Old Credit products offered in smaller quantities should also

carry a smaller price, reducing barrier to entry even further.

e) Distribution


● To begin broadening their distribution channel and start offering

their beer in new channels.

● Old Credit Currently only sells its product within LCBO

locations. Offering its beer in different channels will help create

further awareness.


● Begin distributing Old Credit Brewery in the Beer store locations.

● Seeing as there are only two ways to purchase alcohol in

Ontario, it would be beneficial to offer Old Credit products in

both venues.

● Push more product to be offered in local bars.

● Trying out new beers in a bar setting perfectly lends itself to the

craft brewery market. Old Credit products should be offered at

as many local bars as possible to maximize exposure and as a

source of revenue.

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f) Selling


● To further help push Old Credit products within new distribution

channels with directed effort.

● Old Credit does not have a sales team to help attract and find

new customers. We recommended that Old Credit Brewery

implements a small tactical sales force in developing and

growing their business.

● To hire and/or train personnel that would be qualified in helping

Old Credit Brewery developing a sales strategy.

● Currently Old Credit Brewery does not have a sales team that

can help the company in finding and maintaining relationship

with customers. Therefore, by having staff that is trained in

sales can help further develop and grow their business.


● A representative will implement a sales plan in developing a strategy

that would increase Old Credits presence within bars and clubs

located within the GTA.

● By developing a sales plan Old Credit can strategically

prospect and find new clients, which would help them develop

partnerships.

● Find qualified staff within or outside the company that have potential or

acquired skills sales.

● To keep the budget low we recommend that Old Credit

Brewery hires sales people with low experience since, it`s less

expensive.

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g) Service


● To continue providing all customers with excellent customer

service.

● Old Credit Brewery is a family owned and operated business

whose employees have a passion for their beer, because of

this they are able to provide a personal service with new and

existing customers.


● All new employees should be knowledgeable on the production,

distribution, and types of beer offered.

● This knowledge will help to inform the customers of the

products available and offer customers the best customer

service.

● A brew house will help promote traffic through the brewery and also

include a new service for customers to enjoy.

● This will encourage customers to visit the brewery, raise

awareness and increase sales.

h) Advertising


● To increase awareness of Old Credit Brewery in the Mississauga

area and the GTA to attract new customers.

● Creating a small budget for advertising is a good investment

as it will increase awareness of the brewery and attract new

customers to your products.

● To create an online social media presence for the brewery.

● Social media is an inexpensive method to raise awareness

and attract the younger demographic.

45


● Advertise in local Mississauga newspapers like The Mississauga

News.

● Create more local signage around the Port Credit area.

● This will help to promote Old Credit within the community and

connect it with the local consumers.

● Create a company Twitter, Facebook and Instagram account.

● Social media is a great tool to connect with consumers, it can

be utilized to promote products, inform customers of

promotions and events, increase customer retention and

connect with the younger demographic.

i) Sales Promotion


● To utilize social media (Facebook, Instagram and Twitter) for

sales promotions.

● Daily posts and alerts will keep the customers thinking about

Old Credit Brewery and encourage them to participate in the

promotions being offered online.

● To promote new products and new sizes of the products online.

● When there is a new product or new sizes available, social

media and the company website is a great way to keep your

customers informed.


● Posting promotions like on social media will attract the customer’s

attention and entice them to visit the brewery to utilize the price

specials, coupons, events, contests, etc.

46

● These online promotions can increase sales and raise

awareness for Old Credit Brewery.

● If a new product or new size becomes available using the Internet/

social media is an excellent way to inform new and existing

customers.

● Offering a price incentive or promotion will raise customer

awareness and encourage customers to try the new type of

beer or to purchase new sized bottles, cans, etc.

j) Public Relations


● To increase the public’s awareness about Old Credit Brewing and

to emphasize the fact that they brew in Mississauga.

● People respond positively to products created in their home

towns and Mississauga is home to a great brewery crafting a

great product.


● Sponsor local Mississauga events such as the Port Credit Jazz festival

and the Bread and Honey festival in streetsville.

● These festivals draw in large crowds of local Mississauga

residents, many of which are adults and would be interested in

drinking a locally brewed beer.

● Sponsoring local adult sports leagues to show that Old Credit Brewing

is supportive of the local community.

● A large number of adults love to socialize after recreational sports

and quite often beer is involved. If Old Credit Brewing became the

official sponsor of one of these leagues they could effectively raise

awareness about the brewery and show that they support the

community.

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k) Research and Development


● To become more competitive in the craft beer industry with new

products.

● Craft breweries are often known for their unique beers and blends

and currently Old Credit offers standard beers such as a lager and

ale.

● To use the product to effectively educate the public about the

brewery and its history.

● Craft breweries often have back stories and rich history as to why

they formed and how they were created. This is the soul behind

why they sell and craft beer and consumers are interested in

knowing these stories.

● To increase sales and consumption.

● Simple changes can be made to the product size in order to

effectively increase the consumption and sales.


● To begin developing a more appropriate limited time offering seasonal

beer to show the creativity of the craft brewery.

● Craft breweries are often known for their unique products and

seasonal offerings and this gives Old Credit a chance to

distinguish themselves against the rest of the market.

● The current “seasonal” beer is misleading seeing as it is offered

year round and the style of the beer does not effectively suit the

season it claims to be for.

● To begin offering products in varying sizes making the product for

consumable in single sittings and increase the effective marketing real

estate.

48

● 750 ml of beer is far too much to comfortably and responsibly

consume from a single bottle of beer. Instead a standard 341 ml

bottle should be introduced as well as a 473 ml can or tall boy.

● With the introduction of a new can comes the opportunity to

develop creative marketing to print on the side of the cans.

Information about the brewery or history can be added to further

inform customers about what makes Old Credit beer unique.

l) Consumer Research


● To effectively determine consumers’ perceptions about the

brewery and the products it offers.

● Beer drinkers can be quite picky and well educated in what they

like and are willing to share their thoughts on the products being

offered.


● Holding a focus group or test group to sample and rate their current

offerings as well as any new brews or ideas for an LTO seasonal beer.

● This will inform Old Credit about what the public thinks about their

current offerings and how they perceive the brewery.

● It also gives Old Credit the opportunity to test any new products

they may be working on before they make an official launch into

the market.

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9. Recommended One Year Action Plan

1. Redesign the company logo.

Implementation:

● Updating the company logo can help give Old Credit a more modern

appearance and target the products to a younger consumer.

● Trends and tastes change over the years and that can affect perceptions of

your logo.

● You want your logo to be memorable and to reflect the growth of the

business.

● The characteristics of the logo should stay similar and recognizable. Our main

suggestion is to simplify the logo by limiting the number of words used to just

Old Credit.

Timeline:

● The action plan can begin in May of 2015.

● This is the first step in the action plan to improve the branding of the company

to attract a younger demographic.

● This updated logo can be used for the following steps in the action plan.

2. Update the company Website

Implementation:

● The company should develop a new website to convey a more modern

and up to date appearance.

● The website should be easy to find information and navigate through.

Creating tabs instead of clicking on pictures will solve this problem and

modernize the website.

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● More information should be added to the website like where the beer can

be purchase, what restaurants carry Old Credit products

● Include a section where customers are able to purchase Old Credit

merchandise online not just view the products.

● Enable the website to be viewed from a mobile device like a cellphone or

tablet.

● These tactics stated above will all help the website to appeal to the

younger demographic 25 to 35 year of age who are consistently

connected to the internet.

Timeline:

● The website updates should be updated in the beginning of May 2015

and be launched by the end of May 2015.

● Once the website has been updated it should continue to provide

customers with information about upcoming events, new products, deals,

etc.

3. Establish a presence on Facebook

Implementation:

● Old Credit Brewery does have a public Facebook page already created.

It does not have any posts, photos or much information about the

company. The current Facebook page only has 43 likes and 46 visits.

● The Facebook page needs to establish a presence in order to attract the

younger demographic. An employee should be in charge of handling Old

Credits social media.

● The first step is to add information about the brewery:

○ Update the about section with a history of the brewery, a short

description, company overview, mission statement, brief overview

of products, location, contact information, website link.

○ Include photos of the brewery, products, and staff.

51

○ Post daily to keep in contact with customers.

○ Encourage fans to share and like the Facebook posts.

● Facebook can become a very effective tool to market oneself to a large

population online. Facebook is a great way for a company to interact with

and learn from its customers.

Timeline:

● Once the company website has been updated and modernized the

Facebook page should be the next priority.

● This should start in the beginning of June 2016.

● The Facebook page should be linked in the company website to

encourage customers to visit and like the page.

● A post should be made on Facebook daily.

4. Start self-promoting on Twitter

Implementation:

● Continuing with social media Old Credit should create and maintain a

Twitter.

● A twitter account will give Old Credit a look and feeling that its

consumers can communicate directly with the brewery.

● Creating this social media presence will increase the awareness of Old

Credit branding in its current market and will improve the web presence

of Old Credit Brewing Company.

Timeline:

● These accounts should be created after the company website is

complete. The website should have links to all the social media pages.

● It can be created at the same time as the Facebook page to encourage

consistency across the social media platforms.

52

● A post should be made on Twitter daily.

5. Begin self-promoting on Instagram

Implementation:

● An Instagram account will have the ability to share pictures of the

brewery, its products during different stages of production and its staff.

● Creating this social media presence will increase the awareness of Old

Credit branding in its current market and will improve the web presence

of Old Credit Brewing.

Timeline:

● These accounts should be created after the company website is

complete. The website should have links to all the social media pages.

● It can be created at the same time as the Facebook page to encourage

consistency across the social media platforms.

● A post should be made on Instagram daily.

6. Produce product in cans

Implementation:

● By offering the beer in cans it would be easier for the consumer to carry, drink

and even make it easier to stock in bars and retail stores like the LCBO.

● The production of cans is more cost efficient and easier to recycle.

● The only size available is a 680ml bottle. Offering cans will appeal to the

younger customers, they are more likely to purchase one can to try or a six

pack if they are a returning customer.

● The availability of cans or smaller beer bottles will make it easier for

restaurants in the area to carry your products.

Timeline:

● This can be implemented with the upcoming expansion of the brewery.

53

● We hope that cans will be able to be available to customers by Jan 2016.

7. Offer different package sizes

Implementation:

● Packaging the beer in larger quantities offers a new opportunity to create

creative packaging that can help to further market the product.

● Increasing offerings will help to increase distribution and availability within

multiple channels and to improve the brand design of Old Credit Brewing’s

product.

● Offers a new opportunity to create creative packaging that can help to further

market the product.

● Consumers will also be able to purchase six-packs or 12-packs of beer.

Timeline:

● Once the production of cans is complete you can begin offering different

sized packaging.

● These offering should be available by February 2016.

8. Rent a booth at the Toronto craft beer festival

Implementation:

● The craft beer festival is home to 25 local Ontario craft breweries, all whom

are showcasing their latest and best craft brews.

● This is a great way for smaller breweries to generate publicity and awareness

for their brand and to set themselves in the consumers mind as a serious

brewery.

● The event is hosted at Steam Whistle’s park located in downtown Toronto.

This will help attract a younger, local crowd that would be interested in

learning about another craft brewery in their backyard.

54

Timeline:

● The festival takes place every year, often in January or February.

● Old Credit would have enough time to contact the organizers, establish a

booth and develop how they wish to display their product.

● This one day will help put Old Credit on the map as a serious brewery.

9. Advertise in a local newspapers

Implementation

● Mississauga has a local newspaper called “The Mississauga News” which is

delivered to homes of all Mississauga residents.

● This paper would be a great vehicle to inform people about the local brewery

in their own city.

● This being a locally printed paper it would be relatively cheap to advertise in

it, or have an article written about the brewery.

● The paper will help generate buzz about the brewery and this will likely attract

people to come and visit.

Timeline

● The article should be ran as soon as possible to start generating interest in

the brewery.

● Advertisement of the brewery should also start as soon as possible and can

be run weekly for a while due to the low cost.

10. Rename the “Holiday Honey” seeing as it’s offered year round

Implementation

● The Holiday honey ale is offered year round and because of this it no longer

feels like a truly “holiday” themed beer.

55

● Offering this beer under a new name would help increase people's

perceptions of it. Common concerns were that the beer was brewed for the

Holiday season and didn’t sell, and so is still on the shelves year round

instead of intentionally being offered year round.

● Renaming the beer to something as simple as “Honey Ale” would help

increase the positive perception of this beer and in turn help increase sales.

● Keeping this beer in the lineup is definitely a good idea for a Honey ale is a

unique product that will help differentiate Old Credit from their competitors.

Timeline

● This name change should happen as soon as possible so that the production

can switch to labeling the beer with the new name, and let the old product

phase itself out of the LCBO location.

● Within a year the new product should be in all the current locations of the

Holiday Honey.

11. Develop a “Limited Time Offered” seasonal beer

Implementation

● Many craft breweries pride themselves on offering unique seasonal beers that

incorporate interesting flavours and ingredients.

● Currently Old Credit offers a Honey ale but this seems to lack the pizzazz the

other seasonal beers have.

● Considering something like a flavoured wheat beer, a dark stout or porter or

something with traditional winter flavours such as cinnamon or clove would

definitely help Old Credit stand out as a real craft brewery.

● This also gives Old Credit the opportunity to market the new beer and

develop and exciting launch for it, generating publicity and awareness for the

brewery.

56

● The new beer will help Old Credit compete with other local craft breweries

that currently offer seasonal beers such as Amsterdam Brewery, Great Lakes

Brewery and Wellington Brewery.

Timeline

● Old Credit should begin developing and testing a new recipe for their

seasonal beer so that by the next winter season they will be able to launch it

and have it stocked at the LCBO.

12. Promote local bars or restaurants that carry Old Credit beer

Implementation

● Currently Old Credit beer is served at a number of local bars and restaurants

but there is no indication as to exactly where.

● The Old Credit website would be a great place to share who currently offers

Old Credit beer at their establishment so that fans of the product could go and

enjoy it on draught.

● This would also help promote local Mississauga businesses and show that

Old Credit is active in helping the local community.

Timeline

● This would be an easy thing to incorporate onto the new website and so

should be done during the same time.

57

13. Consider expanding the size of the brewery to include a brew house

Implementation

● A growing trend for micro or craft breweries is to include a brew house or pub

with their brewery so that customers have a place to experience and try their

great beers alongside staple pub dishes.

● This will help to turn Old Credit into a Mississauga attraction and not just a

brewery.

● It would also help generate more business for Old Credit, increasing beer

sales and also generating a new line of income through the sales of food.

● The brew house should be built alongside the existing brewery increasing the

overall size and stature of the brewery and to help draw attraction to the

brewery itself.

Timeline

● This would be a long term investment and in the following year the planning

and design of the brew house should be considered and determined before

any construction begins.

14. Create more local signage creating awareness about the brewery

Implementation

● Placing signs in downtown Port Credit would help to direct and inform people

that there is a local brewery in Mississauga.

● This would help increase foot traffic to the brewery and further turn Old Credit

into an attraction and less of just a brewery.

● Old Credit offers tours of their brewery and added signage will help increase

the number of people visiting the brewery and learning about its history.

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Timing

● Signage should be placed in Port Credit in the summer of 2015 in order to

generate interest in the public and increase awareness of the brewery.

15. Hire someone to implement the suggested marketing plan

Implementation

● The marketing plan has many stages to it, all of which should be implemented

at different times. In order to make sure that all the steps are implemented to

their fullest potential it would be highly advised to hire a marketing

professional to enact the plan.

Timing

● The marketing professional should be hired at the beginning in order to

oversee the start and running of this plan.

59

11. Marketing Controls

a) Explanation of how the proposed recommendations address the stated issues

(Section 6) and objectives (Sections 7 and 8).

1. Redesign the company logo

● By redesigning the company logo, Old Credit will appear to be a more

modern and up to date brewery.

● It is common for a brand to adapt their logo to the changing times and it

shows that they are not dwelling in the past.

● Older logos can be used effectively to brand products reminiscent of the past

but going forward a modern logo should be uniformly applied to all products

and media.

2. Update the company website

● A modern and up to date website not only runs smoother on modern day web

browsers but can attract more people to interact with it.

● The website can be an extremely effective tool to inform consumers of

products, future news and events as well as history on the brewery.

3. Establish a presence on Facebook

● Facebook is used more and more now in order to learn about a company and

who they really are. A website is great for displaying products, but Facebook

is fantastic for interacting with consumers.

● It can and should be utilised to receive feedback from consumers as well as

inform them about events and potential launches.

4. Start self-promoting on Twitter

● Twitter is an extremely effective tool for interacting with people in real time

and receiving feedback from consumers.

● It also adds a level of transparency to the brewery as it can give the company

a voice.

● Creating hype towards a product launch or event is effortless with Twitter.

Simply post each day about what is happening and invite consumers to

engage in the conversation.

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5. Begin self-promoting on Instagram

● Instagram is heavily used with the younger consumer and by maintain an

account Old Credit can effectively engage with this market.

● It also gives the consumers a look into what the brewery is doing, who works

there and any potential events or product launches.

6. Produce products in cans

● Cans are becoming extremely popular amongst craft and micro breweries for

many reasons. They are easy to store given their stacking nature, have a

large printable surface and are easily recycled.

● The can is easy to stock on the shelves at both The Beer Store and the

LCBO and will be viewed by all passersby.

● The can opens an opportunity to develop unique graphics and blurbs to

describe the product and brewery and give insight to who Old Credit really is.

● Cans are also easily transported seeing as they won’t easily break, are easier

to dispose and keep cold.

7. Offer different package sizes

● Currently Old Credit is offered only in large format bottles. The product is too

large in size to consume comfortably in one sitting.

● By offering the same products in smaller sizes, they will effectively increase

the sessionability as well as the likelihood of more than one bottle to be

consumed at a time.

● This also opens the opportunity to offer the product in packages of 6, 12 or

24.

● New package sizes again opens opportunities to develop creative

graphics and copy to describe the product and brewery.

8. Rent a booth at the Toronto craft beer festival

● The craft beer festival is an excellent opportunity to showcase Old Credits

beer to consumers who truly enjoy craft products.

● They also get the chance to engage with other craft breweries and with the

consumers directly.

61

9. Advertise in a local newspaper

● Local papers are a great way to connect to the local community and engage

in the conversation.

● Not enough people in Mississauga are aware that there is a brewery in their

own backyard and the local paper is a great way to inform them of this.

● By running an article about the brewery Old Credit will gain both exposure

and a positive appearance in the public’s eye.

10. Rename the “Holiday Honey” seeing as it’s offered year round

● This will change people's perceptions about the beer being old on the shelf or

strictly a seasonal beer.

● By changing the name to something like “Honey Ale” the consumers will be

more open to purchasing this beer in the summer months as well as the

holiday season.

● See Exhibit eight for an example of a new Honey Ale logo.

11. Develop a “Limited Time Offered” seasonal beer

● This will help put Old Credit on the craft beer map by keeping them

competitive with other local craft breweries.

● It also give them the opportunity to stretch their creativity and differentiate

themselves from the rest of the market.

● They currently employ an ice aging process which can be coupled with some

other creative brewing techniques to create a truly unique beer.

12. Promote local bars or restaurants that carry Old Credit Beer

● If people know where to find Old Credit beer they will be more likely to go and

seek it out to try it.

● This will also help develop a stronger relationship with the establishments that

carry their products which can lead to larger future sales.

13. Consider expanding the size of the brewery to include a brew house

● This will give people a convenient place try Old Credit beer paired with

excellent food.

● It will also promote people to come by and visit the brewery, take a tour and

learn more about a really interesting attraction in their own city.

● This will be the first step to changing Old Credit from simply a brewery to a

Mississauga attraction.

62

14. Create more local signage creating awareness about the brewery

● This will help develop more awareness for the brewery and increase the

number of people likely to visit.

● Added signage in the Port Credit area will likely increase the amount of foot

traffic into the brewery in the summer time.

● This will work particularly well if they consider adding a brew house. People

will now be able to find the brewery easier and in the summer have an

interesting place to share a pint.

15. Hire someone to implement the suggested marketing plan

● A marketing plan can be quite involving and by hiring someone to oversee its

launch will leave the owners and operators to continue brewing a quality

product.

● This will also ensure that the plan is implemented to its fullest potential and

any “on the fly” changes can be made in a timely manner.

63

b) Methods used to monitor and evaluate the Marketing Plan

1. Monitor Sales

● We would monitor the sales of Old Credit Brewery before and after our

recommendations are implemented.

● This will help Old Credit understand whether its marketing efforts are yielding

results.

2. Monitor social media

● We want to keep track of the different types of conversation Old Credit

Customer are having within social media plant forms such as Facebook,

twitter, Tumblr

● Conducting social media audits to track positive, neutral, and negative

responses that customers are having within the comment section of our social

media space.

● We will also monitor Old Credit Brewery social media space by using a free

social media monitoring web site, which will give us a better picture of how

the Old Credit Brewery brand is doing (see exhibit seven).

3. Track website hits and traffic

● Tracking increases in website traffic will help Old Credit understand whether

its marketing efforts are working, as an increase in website traffic can be

related to an increase in interest in the brand.

● Seeing increases before and after other marketing methods are implemented

will help Old Credit know which communication methods were most effective.

4. Online Administered Surveys through company website and social media

● Have short survey asking customer how was their experience with the brand

● Question regarding the bottle size and new branding will be included in the

survey

● By having online administered surveys we have a quantitative assessment of

Old Credit Brewery product with customers

5. Monitor of newly acquired distribution channels

● Understanding which new locations Old Credit sells product in will help with

market share calculations and profit projections.

64

6. Have a focus group to test the new branding of Old Credit Brewery logo and

new package sizes

● Small focus groups will be able to give their opinions on different branding

and packaging options for Old Credit.

● This will help test public response to the new branding efforts and measure

interest for different formats such as cans and smaller sizes, as well as

provide feedback for further improvement.

65

12. Exhibits

Exhibit One

Canadian Beer Market Segmented by Sales

224

66

Exhibit Two

Canadian Beer Market Segmented by Percent of Market Share

225

67

Exhibit Three

Consumption patterns of Small-scale Breweries

226

Above is a map showing the area where the particular breweries beer is most consumed.

This shows that for most small-scale breweries the beer is most consumed in the city in

which it is brewed.

68

Exhibit Four

Preferred brand by region (US)

69

Exhibit Five

Steam Whistle Website

Retrieved from http://steamwhistle.ca/ This is the main website of Steam Whistle Brewing, a popular Toronto-based craft brewery.

It is an example of what a well-designed, modern looking website for a craft brewery can

look like.

70

Exhibit Six

Black Oak Brewing Website

Retrieved from http://www.blackoakbeer.com/ Above is the main website of Black Oak Brewing, an Oakville-based craft brewery. It is

another example of an attractive website in the craft brewery industry, this time from a close

competitor of Old Credit Brewing.

71

Exhibit Seven

‘HowSociable’ platform page example

Retrieved from http://www.howsociable.com/ Shown above is an example of a HowSociable brand platform. HowSociable is a service

that collects and measures metrics from all of a company's’ social media accounts and

provides a score that can be compared to other companies in the industry.

72

Exhibit Eight

Potential Honey Ale Logo

This is one of the proposed logos that will accompany the renaming of the Holiday Honey.

73

Endnotes

1 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 2 ibid 3 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 4 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 5 ibid 6 ibid 7 Map of Breweries in GTA. (2014). Retrieved from https://www.google.ca/maps/search/brewery/@43.6183054,-79.4769232,12z/data=!3m1!5s0x882b390cc89110f1:0x4c9644d9f80c35d5 8 Image of Breweries in Oakville. (2014). Retrieved from https://www.google.ca/maps/search/brewery/@43.4983876,-79.6547487,12z 9 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 10 ibid 11 ibid 12 ibid 13 Government of Canada. (n.d.). The Canadian Brewery Industry. Retrieved September 24, 2014, from Agriculture and Agri-Food Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521 14 ibid 15 ibid 16 Amsterdam Brewing Co. (2014). Our Beer. Retrieved from: http://www.amsterdambeer.com/ 17 14 LCBO. (2014). Company Overview. Retrieved from: http://www.lcbo.com/content/lcbo/en/corporate-pages/about.html 18 ibid 19 ibid 20 The Beer Store. (2014). Did you know: Retrived from: http://www.thebeerstore.ca/about-us/did-you-know

74

21 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 22 Jason Cercone. Beer Laws and Crafts Beer’s Struggle for Exposure. (2014). Retrieved from http://breakingbrews.com/?tag=microbreweries. 23 Ibid 24 ibid 25 ibid 26 Lane V.R. (2014). Craft Beer and Consumer Behavior. Retrieved from http://anthonygarver.files.wordpress.com/2013/06/buyer-behavior-craft-beer-project.pdf. 27 ibid 28 Beer TAB Study Shows Trends. (2012). Retrieved from http://www.cstoredecisions.com/2012/09/26/beertab-study-shows-trends-consumer-preferences 29 The Best Beers for People who Don’t Like Beer. (2014). Retrieved from http://drinks.seriouseats.com/2014/04/best-crossover-beer-for-wine-drinkers-cider-drinkers-what-beer-to-try-if-you-dont-like-beer.htm 30 ibid 31 Seasonal Brews. (2014). Retrieved from http://www.amsterdambeer.com/seasonal-beers 32 Beer TAB Study Shows Trends. (2012). Retrieved from http://www.cstoredecisions.com/2012/09/26/beertab-study-shows-trends-consumer-preferences 33 Mark Prigg. The East Coast Prefers Bud, While the West Coast Goes for Coors. (2014). Retrieved from http://www.dailymail.co.uk/sciencetech/article-2594434/The-East-coast-prefers-Bud-Light-West-prefers-Coors-Light-Beer-maps-America-reveals-favourite-tipples-live-near-coast-youre-probably-drinking-wine-anyway.html 34 Bier Markt, Personal Communication, September 29th, 2014 35 ibid 36 Jamie Merrill. Now Lager’s Top as Craft Brewers Transform Perceptions of this Long-maligned Import. (2014). Retrieved from http://www.independent.co.uk/life-style/food-and-drink/news/now-lagers-top-as-craft-brewers-transform-perceptions-of-this-longmaligned-import-9716595.html 37 Heineken Tendances Bière. (n.d.). Retrieve from http://en.black-and-gold.com/en/projects/78-change-perceptions-on-beer.html 38 Bier Markt, Personal Communication, September 29th, 2014 39 LCBO Representative, Personal Communication. September 29th, 2014.

75

40 Heineken Tendances Bière. (n.d.). Retrieve from http://en.black-and-gold.com/en/projects/78-change-perceptions-on-beer.html 41 Bier Markt, Personal Communication, September 29th, 2014 42 ibid 43 ibid 44 ibid 45 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-product-sector/processed-food-and-beverages/the-canadian-brewery-industry/?id=1171560813521#s6 46 ibid 47 ibid 48 Jason Hartella, Leigh Maynarda. Consumer-Level Determinants of Beer Purchases in Canadian Restaurants. (n.d). Retrieved from http://www.beeronomics.org/papers/4A%20Hartell.pdf 49 ibid 50 ibid 51 ibid 52 ibid 53 Beer-Canada. (2010). Euromonitor International. Retrieved from http://www.ryerson.ca/~rmichon/mkt731/reading/Beer%20Industry%20in%20Canada.pdf 54 ibid 55 ibid 56 ibid 57 ibid 58 ibid 60 ibid 61 ibid 62 ibid 63 Off-beat beer producers fight for survival. (2009). CBC News. Retrieved from http://www.cbc.ca/news/business/off-beat-beer-producers-fight-for-survival-1.802680 64 Beer-Canada. (2010). Euromonitor International. Retrieved from http://www.ryerson.ca/~rmichon/mkt731/reading/Beer%20Industry%20in%20Canada.pdf 65 ibid 66 ibid 67 ibid

76

68 ibid 69 ibid 70 ibid 71 ibid 72 ibid 73 ibid 74 ibid 75 ibid 76 Old Credit Amber Ale. (2014). Retrieved from http://www.lcbo.com/lcbo/product/old-credit-amber-ale/928051#.VDfhqvldWrs 77 Old Credit Pale Pilsner. (2014). Retrieved from http://www.lcbo.com/lcbo/product/old-credit-pale-pilsner/901835#.VDfikvldWrs 78 Old Credit Honey Holiday. (2014). Retrieved from http://www.oldcreditbrewing.com/#ourbeer.html 79 ibid 80 Port Credit brewery marks 20 years of ice-aged beer. (August 2014). Mississagua News. Retrieved from http://www.mississauga.com/news-story/4758723-port-credit-brewery-marks-20-years-of-ice-aged-beer/ 81 ibid 82 ibid 83 ibid 84 Black Oak Brewery. (n.d). Where to find our beer, LCBO Retrieved from:

http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/lcbo/

85 ibid

86 Black Oak Brewery. (n.d). Our Brewery. Retrieved from:

http://www.blackoakbeer.com/index.php/our-brewery/

87 ibid 88 ibid 89 Ibid

90 Black Oak Brewery. (2014). Black Oak Brewery, Twitter page. Retrieved from:

https://twitter.com/@blackoakbrewing

92 Black Oak Brewery. (2014). Black Oak Brewery, Facebook page. Retrieved from:

https://www.facebook.com/blackoakbrewery

77

93 Black Oak Brewery. (2014). Black Oak Brewery, Instagram. Retrieved from:

http://instagram.com/blackoakbrewing

94 Black Oak Brewery. (2014). Black Oak Brewery, Untapped. Retrieved from:

http://instagram.com/blackoakbrewing

95 Toronto Life. (2012). Black Oak Brewing. Retrieved from:

http://www.torontolife.com/tag/black-oak-brewing/

96 Johnson Ben. (October 14, 2014). The top 10 local beers to drink this fall in Toronto.

blogTO. Retrieved from:

http://www.blogto.com/sports_play/2014/10/the_top_10_local_beers_to_drink_this_fall_in_t

oronto/

97 Cadiz A. Mark. (June 12, 2014). Black Oak Brewing weathered early days of craft

breweries and is enjoying its popularity, Etobicoke-based brewery pouring during Session

festival, June 13 and 14. Etobicoke Guardian. Retrieved from:

http://www.insidetoronto.com/news-story/4573017-black-oak-brewing-weathered-early-

days-of-craft-breweries-and-is-enjoying-its-popularity/

98 Black Oak Brewery. (n.d). Where to find our beer, The Beer Store. Retrieved from:

http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/the-beer-store/

99 Black Oak Brewery. (n.d). Our Brewery. Retrieved from:

http://www.blackoakbeer.com/index.php/our-brewery/

100 ibid

101 Black Oak Brewery. (n.d). Perennial Favourites. Retrieved from:

http://www.blackoakbeer.com/index.php/our-beers/perennial-favourites/



103 Black Oak Brewery. (n.d). Well-seasoned. Retrieved from:

http://www.blackoakbeer.com/index.php/our-beers/well-seasoned/

78



105 Black Oak Brewery. (n.d). Where to find our beer, Craft Beer Friendly Bars. Retrieved

from: http://www.blackoakbeer.com/index.php/our-beers/where-to-find-our-beer/craft-beer-

friendly-bars/ 106 ibid



108 ibid

109 Cameron’s Brewing. (n.d.). History and Timeline. Retrieved from:

http://www.cameronsbrewing.com/our-brewery/history/

110 ibid

111 ibid

112 ibid

113 Cameron’s Brewing. (n.d.). Our Brewery, Our Kegs and Equipment. Retrieved from:

http://www.cameronsbrewing.com/our-brewery/our-kegs-and-equipment/

114 ibid

115 ibid

116 Cameron’s Brewing. (n.d.). Event. Retrieved from:

http://www.cameronsbrewing.com/events/

117 Cameron’s Brewing. (2014). Cameron’s Brewing, Facebook Page. Retrieved

from:https://www.facebook.com/cameronsbrewing

118 Cameron’s Brewing. (2014). Cameron’s Brewing, Facebook Page. Retrieved from:

https://twitter.com/CameronsBrewing

79

119 Cameron’s Brewing. (n.d.). Event. Retrieved from:

http://www.cameronsbrewing.com/events/

120 ibid

121 ibid

122 Rubin Josh. (April 17, 2014). Cameron’s Rye Pale Ale a hoppy treat with a unique

ingredient. The Star. Retrieved from:

http://www.thestar.com/life/food_wine/2014/04/17/camerons_rye_pale_ale_a_hoppy_treat_

with_a_unique_ingredient.html

123 Beer Maven. (July 30, 2014). California Sunshine APA – Cameron Brewing. Retrieved

from: http://beermaven.blogspot.ca/2014/07/california-sunshine-apa-camerons.html 124 Cameron’s Brewing. (n.d.). History and Timeline. Retrieved from:

http://www.cameronsbrewing.com/our-brewery/history/ 125 Cameron’s Brewing. (n.d.). Cameron’s Sell Sheet. Retrieved from: .

http://www.cameronsbrewing.com/wp-content/uploads/2014/05/camerons_SELL-

SHEET_REVISED.pdf 126 Ibid 127 Ibid 128 Ibid 129 ibid 130 Cameron’s Brewing. (n.d.). Where, LCBO, The Beer Store. Retrieved from:

http://www.cameronsbrewing.com/where/lcbo-beer-store/ 131 ibid 132 ibid 133 ibid 134 Cameron’s Brewing. (n.d.). Our Brewery, Our Kegs and Equipment. Retrieved from:

http://www.cameronsbrewing.com/our-brewery/our-kegs-and-equipment/

135 Lefko Perry. (2014). Trafalgar Brewing Brewery, Craft Brewers Series. Good Life.

Retrieved from: http://www.goodlifemississauga.com/128-gl-2014/trafalgar.html

80

136 ibid 137 ibid 138 ibid 139 ibid 140 ibid 141 Trafalgar Ales and Meads. (2013). Products. Retrieved from:

http://www.alesandmeads.com/products 142 Lefko Perry. (2014). Trafalgar Brewing Brewery, Craft Brewers Series. Good Life.

Retrieved from: http://www.goodlifemississauga.com/128-gl-2014/trafalgar.html 143 ibid 144 ibid 145 Trafalgar Ales and Meads. (2013). Products. Retrieved from:

http://www.alesandmeads.com/products 146 ibid

147 Canada’s population estimates: Age and sex, 2014. (September 26th, 2014). Retrieved

from http://www.statcan.gc.ca/daily-quotidien/140926/dq140926b-eng.htm?HPA 148 Greater Toronto Area (GTA) – Top 10 Municipalities Population (Growth From 2001 –

2006). (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 149 Population Growth Projections by District. (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 150 Population by Sex and Age Group. (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 151 ibid 152 Average Household Income – 2005. (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 153 Average Income per Person – 2005. (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 154 Average household expenditure, by province (Ontario). (2012). Retreived from

http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil130g-eng.htm 155 ibid

81

156 ibid 157 Spiro, Josh. (September 4th 2009). Is the beer industry recession proof? Retrieved from

http://www.inc.com/news/articles/2009/09/beer.html

158 ibid 159 ibid 160 ibid 161 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from

http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-

product-sector/processed-food-and-beverages/the-canadian-brewery-

industry/?id=1171560813521#s6 162 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 163 The Wonderful World of Craft Beer. (2012). Ontario Business Report. Retrieved from

http://www.mri.gov.on.ca/obr/?p=1440 164 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 165 ibid 166 ibid 167 ibid 168 ibid 169 ibid 170 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from



industry/?id=1171560813521#s6 171 ibid 172 ibid 173 ibid 174 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries

82

175 Environmental Guidelines for Breweries. (n.d.) Retrieved from

http://www.miga.org/documents/Breweries.pdf 176 ibid 177 Innovation & Technology. NBWA. (2014). Retrieved from http://nbwa.org/industry-

tech/innovation-and-technology 178 ibid 179 Craft brewers tap technology to create consistent, commercially viable beer. (2013).

Retrieved from http://business.financialpost.com/2013/09/27/craft-brewers-tap-technology-

to-create-consistent-commercially-viable-beer/?__lsa=23fd-fc1a 180 Technology a game changer for American craft beer brewers. American Craft Beer.

(April 6th, 2012). Retrieved from http://americancraftbeer.com/item/technology-a-game-

changer-for-american-craft-beer-brewers.html 181 The Wonderful World of Craft Beer. (2012). Ontario Business Report. Retrieved from

http://www.mri.gov.on.ca/obr/?p=1440 182 ibid 183 The Ontario Microbrewery Strategy and the Politics of Craft Beer. (August 7th, 2013).

Retrieved from https://ayearofbeer.wordpress.com/2013/08/07/the-ontario-microbrewery-

strategy-and-the-politics-of-craft-beer/ 184 ibid 185 ibid 186 ibid 187 Social and Cultural Aspects of Drinking. SIRC. (n.d.). Retrieved from

http://www.sirc.org/publik/drinking6.html 188 ibid 189 ibid 190 Bier Markt. Personal Communication. (September 29th, 2014) 191 Ralph employee at Old Credit Brewing Co. , Personal Communication. September 25th,

2014. 192 ibid 193 ibid 194 ibid 195 ibid

83

196 ibid 197 ibid 198 ibid 199 ibid 200 ibid 201 ibid 202 ibid 203 ibid 204 ibid 205 ibid 206 ibid 207 ibid 208 ibid 209 ibid 210 Greater Toronto Area (GTA) – Top 10 Municipalities Population (Growth From 2001 –

2006). (February 2013). Retrieved from

http://www.mississauga.ca/file/COM/2011_Population_and_Demographics.pdf 211 ibid 212 Spiro, Josh. (September 4th 2009). Is the beer industry recession proof? Retrieved from

http://www.inc.com/news/articles/2009/09/beer.html 213 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 214 ibid 215 The Wonderful World of Craft Beer. (2012). Ontario Business Report. Retrieved from

http://www.mri.gov.on.ca/obr/?p=1440 216 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 217 Industry Overview: Craft & Microbreweries. (July 30, 2014). Retrieved from

http://www.sba-bc.ca/community/blog/industry-overview-craft-breweries-microbreweries 218 ibid 219 Canada Cartage. Personal Communication. (November 6th, 2014)

84

220 The Canadian Brewery Industry. (2014). Government of Canada. Retrieved from



industry/?id=1171560813521#s6221Davis, N. (2013, December 14). The Craft Beer Market Has Exploded and Now Brewers Are Worried About a Collapse. Retrieved from http://www.businessinsider.com/alchemist-craft-beer-market-boom-bubble-outlook-2013-12222Bier Markt. Personal Communication. (September 29th, 2014) 223ibid224 Marketline. (2013, August). Beer in Canada August 2013. Retrieved September 23, 2014, from Marketline : http://www.marketline.com/ 225 ibid 226 Mark Prigg. The East Coast Prefers Bud, While the West Coast Goes for Coors. (2014). Retrieved from http://www.dailymail.co.uk/sciencetech/article-2594434/The-East-coast-prefers-Bud-Light-West-prefers-Coors-Light-Beer-maps-America-reveals-favourite-tipples-live-near-coast-youre-probably-drinking-wine-anyway.html

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