Strategic Group Map Of The Craft Beer Industry
The craft beer industry has been growing rapidly in recent years, with new breweries popping up all over the country. As the market becomes more crowded, it is important for breweries to understand where they fit in the industry landscape. One tool that can help with this is the strategic group map.
What is a strategic group map?
A strategic group map is a visual representation of the competitive environment in an industry. It groups companies based on similar strategic characteristics, such as product offerings, pricing, and distribution channels. This allows companies to see where they fit in the market and how they compare to their competitors.
For the craft beer industry, a strategic group map might look at factors such as beer style, packaging, distribution, and target market. By grouping breweries based on these factors, we can identify different segments of the market and see how breweries are positioning themselves within those segments.
How is the craft beer industry segmented?
The craft beer industry can be segmented in a number of ways, but some common factors include:
- Beer style: Different breweries specialize in different styles of beer, such as IPAs, stouts, or sours.
- Packaging: Some breweries focus on cans or bottles, while others may offer growlers or kegs for take-home consumption.
- Distribution: Some breweries only sell their beer in their taproom, while others have wider distribution through retail or wholesale channels.
- Target market: Some breweries may target a specific demographic, such as millennials or beer geeks, while others may aim for a more general audience.
By looking at these factors, we can start to see how breweries are positioning themselves within the market.
Examples of strategic groups in the craft beer industry
Let's take a closer look at some of the strategic groups we might see in the craft beer industry:
Regional breweries
Regional breweries are those that primarily sell their beer in a specific geographic area. These breweries may have a loyal following among locals, but may not have much national recognition. They may specialize in a particular style of beer, or offer a range of options to appeal to a wide audience.
National breweries
National breweries are those that have wider distribution across the country. These breweries may have a more established brand and may be more recognizable to consumers. They may focus on a particular style of beer, or offer a range of options to appeal to a wide audience.
Craft beer bars
Craft beer bars are establishments that specialize in serving a wide variety of craft beer from different breweries. These bars may have a rotating selection of beers on tap, or may focus on a particular style or region of beer. They may also offer food or other amenities to attract customers.
Brewpubs
Brewpubs are breweries that also operate a restaurant or taproom. These establishments may focus on a particular style of beer, or offer a range of options to pair with their food menu. They may also offer on-site brewing tours or other experiences to attract customers.
Why is a strategic group map important?
A strategic group map can be a useful tool for breweries to understand where they fit in the market and how they can differentiate themselves from their competitors. By identifying different segments of the market, breweries can tailor their products and marketing strategies to appeal to specific audiences.
For example, a brewery that specializes in sour beers may want to target a more niche audience of beer geeks who appreciate that style. On the other hand, a brewery that offers a range of styles may want to appeal to a wider audience of casual beer drinkers.
A strategic group map can also help breweries identify potential competitors or partners in the market. By understanding where other breweries are positioned, breweries can identify opportunities for collaboration or areas where they may need to differentiate themselves.
Conclusion
The craft beer industry is a competitive and crowded market, but a strategic group map can help breweries understand where they fit in the landscape. By identifying different segments of the market and how breweries are positioning themselves within those segments, breweries can tailor their products and marketing strategies to appeal to specific audiences.