Essay on Sam Adams Porter Analysis

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Pages: 9

SAM Adams Porter Analysis

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GlobalData - SWOT Analysis
October 13, 2013
The Boston Beer Company, Inc.
Suite 850, One Design Center Place
Boston, MA 02210
United States
* * * * * * * * * * SWOT ANALYSIS * * * * * * * * * *
Strong Brand Equity
Boston Beer gained brand equity as a result of its efforts to create robust brands over the years. The company offers beverages under various brand names such as Samuel Adams, Sam Adams Light, Twisted Tea, Angry Orchard, and
HardCore. The company markets more than 50 beer products under Samuel Adams and Sam Adams brands, 10 flavored malt beverage products under the Twisted Tea brand, a hard cider product under
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In 2012, the company completed its national distribution for both Twisted Tea and Angry Orchard brand families. It introduced 25 new beers and won 367 awards in 2012. In January 2012, A&S Brewing Collaborative LLC, d/b/a
Alchemy & Science (A&S), a wholly-owned subsidiary of the Boston Beer, acquired all of the assets of Southern
California Brewing Company, Inc., d/b/a Angel City Brewing Company. Also, A&S signed an agreement for lease of the Angel City brewery premises located in Los Angeles, California, through which it intends to brew, distribute and market for on and off premise consumption beers under the Angel City brand name. Furthermore, the company through
A&S intends to roll out additional brands and complete its national distribution for both Angry Orchard and Twisted
Tea brand families. The growth initiatives provide enough reach and opportunity for the company to increase its business-to-business marketing through alliance network and channels.
Growth Prospects: Spirits Market
Growing alcohol consumption across the world offers a strong growth potential for the company. According to the industry experts, the total spirits consumption is expected to rise from approximately 2.81 billion cases in 2010 to more than 3 billion cases till 2016, and more than 85% of the growth in global spirits consumption is expected to come from the emerging geographies of China and the India. Industry is