Abstract

The case, “Russian River – A Craft Brewery: Building a Brand through Product Innovation,” traces the journey of Russian River Brewing Co. (RRBC) in becoming one of the leading craft brewing companies in the US. The case starts out by providing in detail RRBC’s master brewer Vinnie Cilurzo’s early career which included developing several innovative beer styles. The case then documents the enormous success enjoyed by the limited release beer ‘Pliny the Younger’ and the role it played in enhancing the brand value of RRBC. The operating and marketing style adopted by the Cilurzos for running the company is provided. A glimpse is provided into the various nuances of the American craft brewing industry, including the role played by hops in creating uniqueness in beers. The case ends with a look at the future prospects and challenges of RRBC.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the impact of innovative beer styles on the US craft brewing industry
• Identify the nuances of scarcity marketing
• Analyze the implications for the company, a boutique winery that had capitalized on the scarcity of its wines, expanding its capacity to meet increased demand

Keywords

Beer, Scarcity Marketing, Brand Identity, Brand Management, Innovation, Boutique Winery, SME,Commodity theory, Business Expansion, Craft Beer Brewing, India Pale Ale (IPA), Pliny the Elder, Russian River Brewing Company, Marketing, Limited Sales