{"id":1964,"date":"2014-08-19T06:00:57","date_gmt":"2014-08-19T11:00:57","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=1964"},"modified":"2014-08-10T09:26:58","modified_gmt":"2014-08-10T14:26:58","slug":"sound-strategy-starts-with-having-the-right-goal","status":"publish","type":"post","link":"http:\/\/www.beerbusinessunplugged.com\/?p=1964","title":{"rendered":"Sound strategy starts with having the right goal.."},"content":{"rendered":"

\"200px-StoneBrewery_Logo\"<\/a>Oettinger Brauerei is the largest brewery located in Germany with sales of over six million hectoliters annually.\u00a0 They do this in a very unusually way, they do not advertise and they sell directly to stores (no wholesalers) which can be done in Germany. The brewery is highly automated with very few employees and their sales are mostly in packages with very little draft.<\/span><\/p>\n

While building Glazers beer business, a gentleman representing Oettinger contacted me.\u00a0 He offered the brand to us and asked that it be sold in all of the twelve states in which Glazers had operations.\u00a0 When asked what their US strategy and marketing plan would entail, their answer consistently was: “Oettinger is the largest selling beer in German!”\u00a0 It was obvious that the Oettinger strategy for the US was the same.\u00a0 No marketing or support, just cheap beer.\u00a0 Glazers passed on Oettinger and even today the brand is not in the US.<\/span><\/p>\n

Hofbrau Brauerei, out of Munich, and one of the original Oktoberfest beers has used an opposite strategy in developing a presence in the US.\u00a0 First, the brewery did a JV with a gentleman who not only was from Germany, but lived in the US, with US beer experience and background.\u00a0 While it took a while, a US distribution network was built.\u00a0 The brewery decided to franchise brew pubs, restaurants, and beer halls based on the Hofbrauhaus in Munich.<\/span><\/p>\n

Over the years these\u00a0Hofbrau houses\u00a0have been built in Las Vegas, Cincinnati, Chicago, New York, Pittsburgh, Miami, and Panama City.\u00a0 Note that the cities where these Hofbrau operations have been located are either tourist centers or have a German population.\u00a0 This business model is working well in building the Hofbrau brands.<\/span><\/p>\n

Stone Brewing Company, of California, just announced that it would build a brewery and restaurant in Berlin, Germany.\u00a0 They also announced they would export from Berlin to other cities and countries in Europe.<\/span><\/p>\n

When discussing the US operation with the CEO of Warsteiner while he was looking for someone to head up the US Company, he stated that he could bring a German in to run the operation.\u00a0 I asked how successful I would be if I went into Germany with an import?\u00a0 He stated I would fail.\u00a0 So the question back was, “What makes you think a German will succeed here?”<\/span><\/p>\n

The German beer industry is tied houses; the breweries own the retail operations.\u00a0 Every little town in Germany has a brewery.\u00a0 Every bar, restaurant, hotel, and retail outlet has the local towns\u2019 beer, exclusively.\u00a0 In fact, only a very few beers are available throughout the country.\u00a0 Unless you are in a major city, at a major international hotel, it is next to impossible to find an imported beer.<\/span><\/p>\n

With Stone Brewing Company building in Berlin, it seems Stone has studied the US Hofbrau model and might be following a model along that line.\u00a0 So the question will be: Just how successful Stone will be?\u00a0 A sound strategy starts with having the right goal.<\/span><\/p>\n

Beer Fodder;<\/p>\n

http:\/\/consumerist.com\/2014\/<\/span>07\/03\/couple-celebrates-tasting-their-25000th-beer-together-after-35-years-of-sipping\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Oettinger Brauerei is the largest brewery located in Germany with sales of over six million hectoliters annually.\u00a0 They do this in a very unusually way, they do not advertise and they sell directly to stores (no wholesalers) which can be done in Germany. The brewery is highly automated with very few employees and their sales […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-vG","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1964"}],"collection":[{"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1964"}],"version-history":[{"count":10,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1964\/revisions"}],"predecessor-version":[{"id":2005,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/1964\/revisions\/2005"}],"wp:attachment":[{"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1964"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}