New Century Brewing: Moonshot Caffeinated Beer
商品編號：9B05A014
出版日期：2005/12/08
再版日期：2009/09/24
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Women in Management;Entrepreneurial Marketing;Competitive Advantage;Northeastern
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：United States
產業：Manufacturing
事件年度：2005
New Century Brewing: Moonshot Caffeinated Beer discusses the introduction of a completely new beverage to the U.S. market. New Century Brewing, which is owned by one of the founders of Boston Beer Company, is a small brewer that outsources production to third party brewers. It has two products, a light craft beer sold in upscale shops and restaurants, and a caffeinated beer, which is oriented towards younger drinkers mainly between 21 and 25 years of age. Moonshot, created by the legendary masterbrewer, known as the father of light beer, became the first caffeinated beer in the world. The company follows a differentiation strategy that attempts to appeal to a small niche of customers traditionally ignored by large brewers. Shortly after the introduction of each of its products, large competitors introduced similar products. Nevertheless, Moonshot has a first-to-market advantage that could potentially be leveraged.
教學手冊：New Century Brewing: Moonshot Caffeinated Beer - Teaching Note
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