The study included pre-analysis of the national and state beer markets, including size, dynamics, trends, channels, package mix, per capita consumption, pricing, distribution, seasonality, demographics, employment and ethnicity. During the study, First Key visited numerous retail and on-premise accounts, conducted distributor interviews and gathered extensive data related to the competitive set, consumer pricing and unique local market dynamics. We then used this information to develop a comprehensive business plan recommending strategies related to product, branding, channel, promotion, distribution, packaging and pricing. In addition, detailed volume projections and marketing and sales budgets were developed.
