我的購物車 (0)
我的帳號資料
我的訂單紀錄
我的學校教授
我的學校課程

[ Tips ] 一分鐘使用導覽

搜尋 
請輸入欲查詢之關鍵字
 
  進階搜尋
依主題瀏覽 
依商品類型瀏覽 
依出版日期瀏覽 
依作者瀏覽(姓) 
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
V
W
Y
Z
銷售排行榜 
 您所選取的商品項目

> Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

商品編號: 9-523-021
出版日期: 2022/07/15
作者姓名:
Israeli, Ayelet;Wilson, Anne V.
商品類別: Marketing
商品規格: 17p

再版日期: 2022/08/29
地域: United States
產業: Food and beverage sector
個案年度: 2017 -  2022

 


商品敘述:

Athletic Brewing Company ("Athletic," for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic was generating around $15 million in annual revenue, and struggling to keep up with consumer demand. Athletic''s success was notable in light of long-standing stigmas associated with drinking non-alcoholic beer, particularly in U.S. markets. For example, there was a historical societal stigma surrounding non-alcoholic beer as a result of assumptions that people who chose not to drink alcohol are abstaining because of a problematic relationship with alcohol. Athletic overcame this barrier, and found early success, by specifically addressing the needs of athletes who wanted to enjoy a great beer and be included in the social ritual of drinking without compromising their athletic performance. However, Athletic''s success was also part of a larger cultural shift and increased receptivity to non-alcoholic beer in the U.S., which subsequently attracted stiff competition from both small and large brewers who created their own non-alcoholic offerings. Can Athletic continue its upward trajectory or will it be squeezed out by competitors? Will the bubbling embrace of non-alcoholic beer in the U.S. become mainstream or will it prove to be a passing fad?


涵蓋領域:

Advertising;Branding;Competitive strategy;Entrepreneurship;Growth strategy;Marketing;Organizational culture;Product development;Product launches;Product positioning;Strategy


相關資料: