Market Entry Strategy Black Sheep Brewery (PDF)

Document from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, New College Durham, language: English, abstract: The Black Sheep Brewery Plc is a traditional English brewery based in Masham, North Yorkshire. Masham is an ancient trading place for sheeps. That is reflected in the name of the brewery. The founder is Paul Theakston (today managing director), the fifth generation of a famous Masham brewer family. The brewery is divided into 4 departments: Production, Sales and Distribution, Administration and Visitor Centre with a total of 116 employees. Last year turnover added up to£14,310,900 that result in a total gross profit of£4,815,451. In 2006 the brewery also gets a national accolade: the Brewery of the Year title by the Good Pub Guide.
Black Sheep is a relatively young brewery; first pints of beer were sold in pubs in and around the Yorkshire Dales in October 1992. Today six ales are brewed: Black Sheep Ale, Best Bitter, Emmerdale, Riggwelter, Holy Grale and Golden Sheep. All these ales are special in their taste. The reasons are:
Crystal clear dales water from their own well
Maris Otter malted barley for extra flavour Some wheat to fortify our beers' natural head A little roasted malt for colour and flavour
Generous amounts of whole English hops to make the beer really refreshing. (www.blacksheep.co.uk)
The ales can be bought either in bottles or cask of different size and they can be drunken in many pubs all around the world. Despite of that, Black Sheep is always open-minded about capturing new markets.