Russian River- A Craft Brewery: Building a Brand through Product Innovation
The case is structured to achieve the following teaching 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.
|ACQUIRING THE BRAND|
|THE SUCCESS OF ‘PLINY THE YOUNGER’|
|THE BOUTIQUE WINERY MODEL OF RRBC|
|EXPANDING THE REACH|
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