HTM 4190 Lecture Notes - Lecture 1: Microbrewery, Ice Wine, Inniskillin

• School: University of Guelph
• Department: Hospitality and Tourism Management
• Course: HTM 4190
• Professor: Bruce Mc Adams

Document Summary

Anthony head of marketing and sales. Alex mark anthony wine & spirits. Terri wine industry, inniskillin, (cid:494)bench(cid:495) of niagara. Matt giffen founder (cid:498)beer with a personality(cid:499) Bench brewery: location important to their brand (natural fermentation) (twenty valley) Commitment to craft: beer first, experience, leader in beer experience and education (standoff-ish; tours) Great beer for everyone: accessibility, approachable, inclusive, authenticity, always sessionable portfolio, refreshment, socialization, enjoying the beer (not getting super drunk) Dabbler, enthusiast: exploring with local, flavour, mainstream but more colourful (rickards), shocktop, craft imports. Craft brewers: passion, extremely knowledgeable (put as much hops in there, brand stand point, craft beers came up in this quadrant), blogging, posting on social media. 90% of volume is macrobrewery; opportunity to hit both craft beer and larger market (differentiation); transition people into the craft world. Single cans allows for exploration (millennials, experiment with 2, to try) Cans in trays; escarpment design in tray (3d wrap, printed on the inside)