MBAC 6231 Cape Breton University Nova Scotia Craft Beer Industry Marketing Plan Essay

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MBAC 6231

Cape breton University

MBAC

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Nova Scotia Craft Beer Industry
Strategic Marketing Plan

Cape Breton University
MBAC 6231 section 10

Helen Graham
December 2, 2020

Executive Summary
Canada, one of the most popular craft beer markets worldwide, provides a big
potential development opportunity for craft breweries. Among the 1123 Canadian craft
breweries in Canada, Ontario has the largest number, with 350 craft breweries.
Canadian beer sales have been stable before, and production has even declined
in recent years, but the number of brewing facilities has increased dramatically. The
craft beer brewing process is diversified, focusing on the quality and unique style of the
product. Some characteristics of individuality and high quality of craft beer can meet the
needs of different consumers.
Cape Breton Island is a charming island in Nova Scotia. There are few craft
breweries on the island. Breton Brewing Co., a Cape Breton local craft beer brewer,
opened its doors on June 27th, 2015. They brew and can 7 full-time beers along with
many seasonal options throughout the year. The main purpose of the report is to
discuss the opportunity and strategy of marketing Breton Brewing’s products in Toronto
and Ontario.

Current Situation and Trends
According to the 2019 data from Beer Canada Trade Association, the number of
Canadian breweries has increased significantly to 1123, but beer production has
declined, and beer consumption per capita has also decreased. But in fact, these data
also show that the development momentum of small craft beer breweries in Canada is
quite good. The decline in beer production should be largely due to the decline in sales

of large industrial breweries in Canada, and craft beer only occupies a small share of
the beer market in Canada.
Craft beer is named for its small scale and unique refinement. In recent years,
the Canadian craft beer industry has developed rapidly. Ontario has a rich variety of
craft beer. There are about 350 breweries throughout the province, and about 50 of
them are in Toronto. Each brewery has its own unique characteristics of the residential
community. Each brewer uses local ingredients unique to their community to brew the
best beer in the world. Ontario’s craft beer is brewed in traditional small batches, so the
mass production method of industrial beer is not suitable for craft beer. The decrease in
beer consumption per capita may also be due to the increase in people drinking craft
beer. The alcohol content of craft beer is higher than that of ordinary industrial beer, so
more people choosing craft beer will indeed become a factor in the reduction of per
capita beer consumption.
Most Canadian beer lovers only drink beer produced by big companies, then it
can be inferred that craft beer companies still have a lot of potential to attract new
customers.

Performance Review (Competitor analysis)
Before 2010, there were only several craft breweries in Toronto, like Steam
Whistle Brewin...


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