Six Pack Ale
Marketing Plan
Justin Beaudin
4/16/2013
DR. ASHLEY
Executive Summary
Six Pack Ale is an up and coming craft beer company located in Greenville,
North Carolina. We offer a new twist to the beer market; a mix between a cold
refreshing beer and a whey protein supplement. We would be the first company in this
market to offer a beer infused with a whey protein supplement. The beer is created to
compete with other craft beers and the post-workout supplement markets. We are
currently in the process of obtaining a warehouse to convert into our brewery.
Six Pack Ale aims to target three different customer bases; the exercise
enthusiasts who use protein to recover after intense workouts, the overwhelming
amount of Americans who enjoy drinking beer in general, as well as the college student
market that is known for exercising and partying. These target markets offer an
abundant amount of customers who will be willing to give us a chance.
The ultimate goal of the company is to reach $100,000 in sales in the first year of
business. Based on the amount of money and size of the beer industry, this should be a
very feasible goal. Americans spend much of their discretionary income on food and
beverages, supporting the beliefs we could achieve this goal.
In order to propel Six Pack Ale to the level we believe it can reach, advertising
and promotion are a pivotal point of emphasis. With the limited budget of a new
company, advertising will be purely done by the company. The utilization of social
media in today’s society would be a great tool, and very inexpensive. In order to reach
our goal of $100,000 in sales, reaching out to prespective customers is a must. To go
along with our advertising goals, our company very much needs to partner with another
large company. These companies can assist in every aspect of the business, whether it
be distribution, packaging, or production.
We believe that with all of these factors and the ability of our company to innovate a
new market in the beer industry, we will become a brand favored by people across the
country. We plan to be in production of our beer by the middle of 2014.
Situational Analysis
1 Company Overview
1.1 Goals: Six Pack Ale’s main focus is to become a household name across the United
States. The company will start out locally in Greenville, North Carolina, and hopes to
expand in the early years of existence. To achieve this goal, Six Pack Ale’s focus is to
be brought into business with Anheuser Busch. By pairing with such a well-recognized
and elite company, Six Pack Ale would be able to expand and grow rapidly. While
joining a team that has such an extensive network like Anheuser Busch’s, there is
another goal that the company wishes to achieve; becoming one of the major postworkout alcoholic beverages in the market. Thus far no other company has introduced a
beer infused with protein and amino acids. Success in any goal of the company would
result in the other becoming that much more attainable.
1.2 Strategic Assets: The best infrastructure to begin with is a micro-brewery of our
own. The brewery would be located in Greenville, North Carolina and would be the
epicenter of brewing our craft beers. The brewery does not have to be extensive at first,
again with the hopes of joining Anheuser Busch eventually. The brewery would contain
the necessities; a fermenter, mash tun, brew kettle, and a cold storage room.
With any new brewery comes an intricate collaborator network. Distribution would not
be necessary at the beginning; our products would be sold right from our brewery.
There are processes and regulations that coincide with the distribution of beer in the
United States, that Six Pack Ale hopes to avoid when joining Anheuser Busch. The
company employs a brew master, beer engineers, and a sales team that markets the
products to the target customers.
The most important collaborator of all is Anheuser Busch. They are the premier market
share holder and control 47% of the market(1). That being said, production, distribution,
and marketing would be covered by the companies that they use.
Six Pack Ale does not hold any patents, trademarks, and virtually zero intellectual
property at all. We would be the first company in the marketplace of protein infused
beer, which could lead to intellectual property being obtained down the road.
Customers of Six Pack Ale include but are not limited to; avid exercisers who wish to
recover their muscles after a workout, your average beer enthusiast looking to try
something out of the box, and vegetarians who need another source of protein. Of
course being an alcoholic beverage, Six Pack Ale is regulated by the government and
only sold to persons 21 years of age or older.
To gain capital to start this business, investors would be called upon to fund the
projects. Once the business has started and Anheuser Busch realizes the potential of
the product, funding future projects would not be a problem.
1.3 Core Competencies: The most important core competency would be the ability of
the company to bring a new, highly unique product to the marketplace. As of now there
are no known alcoholic beverages that act as a recovery tool. Customer, ethical, and
environmental awareness is a main point of emphasis for the company as well.
Customers expect the best out of companies and we plan to go above and beyond the
basic duties as a company.
2. Market Overview
2.1 Customers: There are two main groups that Six Pack Ale is targeting; the segment
seeking more protein, and the segment of beer enthusiasts. Studies have shown an
increase in the amount of money being spent on whey protein formulas, which support
the target market searching for more protein. The second group of consumers we will
target are the everyday consumers who enjoy trying new types/flavors of beer.
Segment 1: Seeking protein
There are people all over the country trying to find ways of adding more protein into
their diets. Weight lifters are trying to grow and repair their muscles, exercisers who
want to recover faster, and vegetarians who need extra protein that they do not get from
meat. According to Mintel Research, “In addition to a number of launches, foods making
high protein claims span a array of categories, well beyond naturally protein rich foods
such as meat, poultry, and fish. Snacks, for example, dominate the category accounting for 20 percent of the high protein food and drink new product launches in the
US in 2012, followed by meal replacement and other fortified drinks (17 percent) and
yogurt (15 percent) (2). With the trend of Americans looking for more protein-filled
options, Six Pack Ale aims to become one of them. The Global Food Science Trend
Analyst at Mintel Research stated, “Moreover, it seems high protein products can offer
significant advantages to sports beverage formulations, due to proteins’ attributes of
enhancing muscle growth and repair after exercise. According to Mintel, protein use in
meal replacement and sports beverages making high protein claims posted a 37
percent growth in the past five years” (2).
Segment 2: People that enjoy drinking beer
As a country, it is safe to say that Americans love to drink beer. As of August 17 th, 66%
of the United States population say that they consume alcohol, with at least 4 drinks per
week (3). Sixty-six percent of the United States population equates to over 2.8Million
people. This is an enormous market for Six Pack Ale, who wants to engage any new
customer they can. By utilizing the database Simply Map(4), I was able to find the states
with the most number of households that consume low calorie beer, with North Carolina
being one of them. The other major states were Texas, Florida, New York, and
Pennsylvania. Also, the majority of beer drinkers in the United States are males,
accounting for 80% (5). There are millions of Americans that enjoy drinking beer and it
is the job of Six Pack Ale to reach them.
2.2 Collaborators: The best option for Six Pack Ale is to become partners with
Anheuser Busch. Anheuser Busch is the top company in the beer industry, and they are
always looking for new products to introduce. Recently MillerCoors just introduced a
new product line that they acquired, called Redd’s Apple Ale. Six Pack Ale is trying to
follow the same path as Redd’s Apple Ale, by getting enough brand recognition to
become a subsidiary of Anheuser Busch. By collaborating with such a known company,
there are many benefits that Six Pack Ale can reap. First, we would be able to use the
same packaging group, Anheuser-Busch Packaging Group. They provide the company
with high quality lids, cans, bottles, and other operations that help the supply and costs.
Other packaging operations include the work of Metal Container Corp, Anheuser-Busch
Recycling Corp, Longhorn Glass Corp, and Eagle Packaging, Inc.(1) In the production
of the beer, Anheuser Busch uses several hop farms, malt plants and barley elevators
across the country and globe. To bring Six Pack Ale to customers around the globe,
they also work with 500 independent wholesalers.
As for retail collaborators, Six Pack Ale would be able for purchase in grocery store
chains, as well as in health stores such as Whole Foods. These health stores would be
beneficial because of the knowledge of the staff about health topics. Staff would be able
to educate potential customers about the benefits of consuming protein directly after a
workout, without a difficult degree of training.
2.3 Competitors: There are no other companies in the market that offer a beer with
added protein and amino acids. Six Pack Ale strives to become the first, yet must
compete with other industries to do so. The main competitor of Six Pack Ale is GNC.
GNC offers a plethora of nutritional supplements, vitamins, and health related products.
Since our company has positioned itself as an after workout source of protein, there are
many other brands that offer the same benefits, without the alcoholic content. GNC
currently has 82% brand awareness, a number Six Pack Ale is striving to achieve.
Some of the top selling post-workout products are listed with their prices below:

BSN CELLMASS®2.0- $62.99

CytoSport™ MuscleMilk- $99.99

GNC Pro Performance AMP

MuscleTech® NitroTech- $93.99
Amplified Recovery Protein XR$52.99
Along with the competitors are some alternatives to buying a 6-pack of Six Pack Ale.
The basic kind of alternative would be a regular beer. Customers can opt out of buying
a six pack of beer if they just want to spend the extra money on the whey-protein
supplements. Although they are not a beverage, protein bars also compete. They are
relatively inexpensive and provide a good amount of protein/nutrition. There is however
a beverage with protein in it that exists, called Nature’s Best® Isopure Zero Carb. They
are flavored drinks with a 40g serving of protein. The drinks come in assorted flavors,
yet carry a hefty price of $64.99 per 12-pack.
2.4 Economic: Even in an economic downturn, customers across the country have
discretionary income to spend on food and beverages. The beer market in the United
States went up an estimated 0.9% by volume in 2012 (6). This includes the domestic,
imported, and craft beer sectors of the market. In the craft beer sector the industry
increased both in volume and by dollars; 13% to 15% in volume and 15% to 17% by
dollars (6). These statistics show that even in a recovering economy, there is plenty of
money to be made. Many jobs were also created by craft breweries in the United
States, over 108,000.
2.5 Technological: Distribution in the beer industry is not as simple as it seems. After
prohibition ended in 1933, the states were ultimately responsible for creating the beer
industry from the ground up. They wanted to be able to control and regulate the alcohol,
thus creating the three-tier-system. The three-tier-system is the system that distributes
alcoholic beverages across the United States. The three tiers are producers,
wholesalers, and retailers. Under this system, the producers can only sell their products
to wholesalers; the wholesalers can only sell to retailers, who then sell the products to
the end consumer. The producers of beer, wine,etc. cannot sell their products directly to
bars, grocery store chains, and even liquor stores. Since the distributor is the
“middleman,” they are responsible for obtaining and retaining the relationship with the
retailers. A downside the having a middleman is pricing. The prices of beer go up
because of the competiveness of the industry, in turn forever having price wars.
According to fermentarium.com (7), “In theory, higher prices discourage overindulgence, and forces temperance on the society.” Although the system has worked for
over 70 years, there have been numerous criticisms about it. Criticizers believe the
regulations do not allow for the most efficient distribution, and have international
producers struggling to keep up with the laws. Major complaints include inefficiency,
inflation of beer prices, and possible violations between countries under the free trade
agreements.
2.6 Sociocultural: The term “typical beer drinker” is becoming increasinly difficult to
define. With over half (67%) of the United States population drinks alcohol, it is
becoming more and more prevalent in society. According to a study by Gallup (Gallup
2) of those 67%, beer has remained the most favored beverage over wine and liquor.
There is a new demographic emerging in the beer market, a group called millennials or
people coming of age after the year 2000. There are approximately 50 million of them,
making them a huge potential target market. According to a study conducted in 2011 by
the Harris Poll (8), 37% of Millennials say beer is their drink of choice. Another trend in
society is the movement from the domestic beers to the craft beer sector. In the state of
North Carolina alone, there are 61 different micro-breweries that brew craft beer.
Since Six Pack Ale is also targeting the exerciser sector, the trends of those consumers
is also important. Avid exercisers and body builders know that in order to properly
recover from exercise, protein is the best option. ACCORDING TO ____, Americans are
participating in more regular exercise. The percentage of people that worked out three
or more days out of the week is at 54.7%. Protein supplements have become a regular
part of weight lifting, and it seems as though whey protein is available anywhere. THE
WHEY PROTEIN market which includes the powder, proteins, and protein factions will
have sales above $5 Billion this year, which is predicted to grow another 4% to $6.4
Billion by 2014.
2.7 Regulatory: Alcohol is regulated by the United States government, as well as the
governments of the states. There are import/export taxes and tariffs, and many
regulations pertaining to the advertisement of alcohol. According to the Alcohol and
Tobacco Tax and Trade Bureau (10), beer is subject to a regular $18 per barrel or per
31 gallons. This equates to $0.05 per 12oz can. North Carolina has an excise tax that is
ranked 11th of the 50 states, with a rate of $61.71 per gallon. Alcohol advertising has
been a cause for concern over the last few decades. According to the Beer Institute
Advertising and Marketing Code (9), these are a few of the regulations on the promotion
of alcohol:

Advertising must portray alcohol in a responsible manner

Symbols, logos, music, celebrities, and content should be directed to people
above the legal drinking age

Should not disparage competing beers

No religious themes

Must not portray drinking and driving situations, drinking games, or the rapid
consumption of alcohol

All marketing and advertising has the same objective: to avoid directing any
person of underrate to engage in the action of drinking alcohol
2.8 Physical: Six Pack Ale’s focus is to be home-grown and manufactured in North
Carolina. Hops are primarily grown in the northern latitudes, where they can be in the
sun for long amounts of time. The issue with hops farms in North Carolina is the ground
and temperatures that can vary daily. North Carolina is known for its hard clay and the
immensely cruel warm and humid summers. Even with these factors, North Carolina
brewers, growers, researchers, and the beer consumers know the feasibility of growing
in-state. There is a tremendous demand for local hops by the local breweries in NC,
who tend to use more hops because of the amount of beer being brewed. However,
until further research is conducted on the effect of the NC climate, most of the brewers
import their hops from the northeast or from Europe. Many hop farms conduct business
online, using e-commerce as a way to distribute the hops to breweries.
3. SWOT Analysis
Strengths
Weaknesses
First in the beer market
Lack of capital
High quality protein
Unknown brand
Correlation with fitness products
Lack of investors
Opportunities
Threats
Ability to collaborate with industry leaders
Competitors entering market
Unique product
Three-Tier-Distribution
Potential to market with fitness companies
Economic turmoil
4. Target Customers: The best audience for Six Pack Ale to target is the avid
exercisers and weight lifters who want to enjoy the benefits of a cold refreshing beer,
with added nutritional value. We offer a high quality product, at a price that competes
with the protein supplement market. If we are able to gain entry into the market, we will
be the first of this type of product. Whey protein has become one of the dominant
products in the fitness industry. Not only does it help with repairing muscles, but it also
acts as a meal replacement. In a study done by 3A (9), a group of moderate exercisers
was asked about their need for protein. 24% of them wanted whey protein, while 53%
preferred the whey protein to be available in a bottled drink. This fits right into the target
market of Six Pack Ale. The second audience Six Pack Ale wants to target is the group
of beer enthusiasts who enjoy new types of ale. Craft beers have started to become a
big part of the beer industry and attract many fans who enjoy sampling all kinds of new
and unique beverages. The increase in craft beer’s presence in the beer market is an
opportunity for Six Pack Ale to gain brand recognition. Both of these segments will be
the main focus of the company.
5. Goals
5.1 Ultimate Goal: The goals of Six Pack Ale are to provide society with a new high
quality, nutritional alcoholic beverage. The company wants to achieve this goal by
acting in a manner that is responsible in regards to society, the environment, and
ethically. Six Pack Ale also wishes to achieve optimal profit margins, as well as market
share. Gaining a share of the craft beer market will not be an easy task, until we are
able to gain more brand awareness. The ultimate goal is to sell $100,000 in the first
year of business. This will allow for future production and advertising costs.
5.2 Customer Objectives: The most important aspect of our customer objectives is to
raise awareness of the brand. One way to do this is to show the target market what can
be gained by using the product. Stores such as grocery chains, health stores such as
Whole Foods are excellent places to give samples away. The goal of Six Pack Ale is to
reach 10% of our target market through promotions and informing the customers of our
brand within the first six months of business. The samples and information learned by
the customers will hopefully retain them as future customers.
5.3 Collaborator Objectives: By collaborating with Anheuser-Busch, many of the costs
of manufacturing, marketing, and overall brand awareness would be taken care of. The
main objective would be to solidify a healthy relationship with our collaborators to run a
successful business. As for the collaborators that are responsible for the sale of Six
Pack Ale, i.e. grocery stores and health shops, the best way to retain them is to offer
them incentives. Incentives such as offering a discount for a number of cases being
bought would add a competitive advantage for the company.
5.4 Company Objectives: The goal of the company is to offer a high quality product at
a competitive price. The best way to deliver the best quality product is to use the best
forms of whey protein, at affordable prices. A main focus of the company is to create an
efficient process of combining the whey protein with the beer. Low costs across the
operations are important, with a real focus on supply chain management. Six Pack Ale
also wants to be known for running as ethically and responsible as possible, with a goal
to create an environmentally friendly program.
5.5 Competitor Objective: The first company in the protein beer market, Six Pack Ale
would have to make the barriers to entry difficult to compete with. By getting a copyright
for the brand and the product we would make it harder for competitors to come up with
a product similar to us. This product will compete with craft beers in the market, as well
as products in the fitness industry. The price of the product is in line with competitors in
the beer market, offering a six-pack for $8.99.
6. Strategy
6.1 Target Market
6.1.1 Customers: Our target customers include the large number of Americans who
participate in exercising, need a source of protein, and who genuinely love drinking
beer. The age of the customers must be above the age of 21, and could include all ages
up to 50+. The ages of exercisers varies greatly, depending on the physical condition
and lifestyle of the individual. We obviously have no intention at aiming this product to
any persons not of legal age. A large target within our target consumers are college
students. College students typically take part in regular exercise whether it is through
intramural sports, or daily visits to the gym. These students also engage in regular
drinking activities. Students exercise during the day and then at night consume alcohol.
The focus of the company is to act as an incentive to the drinkers. They want to
consume protein for their muscles, and also drink the alcohol. As for the location of the
target customers, the first years of existence North Carolina residents would be able to
purchase the product. Expansion of target markets and geographical locations will be
looked into down the road after information can be processed.
6.1.2 Collaborators: The main focus of our company is to gain a partnership with
Anheuser-Busch. In order to be recognized by the likes of such a large company, our
sales would be important. Money generated by the product would be reinvested into the
company to be able to afford bigger bulk purchases in the future. Collaborators we
would have to partner with in the early stages of the company are hop farmers who sell
their hops, as well as a packaging company. The protein could be bought at retail but a
better and more beneficial option would be to find a wholesaler to keep the prices down.
Advertising would be done by the company, placing ads in local Greenville papers and
through television commercials. SuddenLink Media is a growing business here in
Greenville and would be a great company to have control over the marketing. The main
objective with collaborators is to find the best possible sources of ingredients and
services, at the best possible price to keep profit margins at a steady level.
6.1.3 Competitors:
6.1.4 Context
6.2 Value Proposition
Customer Value Proposition
When customers are looking for a post-workout beverage that has all the benefits of a
regular protein shake, plus the added pleasure of a crisp, refreshing beer, Six Pack Ale
is the only product available. The unmatched ability of Six Pack Ale to act as a regular
alcoholic beverage as well as a protein and BCAA added recovery drink is why Six Pack
Ale brings more to the customer. Some benefits of the consumers are listed below:

Unique- there are no other drinks on the market that offer the same combination
of alcohol and protein.

Efficiency- the college student demographic will value the efficiency of a product
that combines recovering from a workout with the effects of drinking a regular
beer
Customer Positioning Statement
Six Pack Ale offers an alcoholic beverage that promotes muscle building and recovery
to the avid exercisers in today’s society. No other forms of alcoholic beverages offer the
nutritional value of Six Pack Ale. With added protein, added BCAA’s, Six Pack Ale
brings a great tasting nutritional beer to the marketplace. For customers of Six Pack Ale,
the benefit of a healthy, protein infused beer makes it the first in the marketplace and
the ability of customers to engage more in the company.
Collaborator Value Proposition
While there are a variety of stores that sell protein powder, recovery remedies, and
alcohol, there are no stores that sell a combination of the three. With the number of beer
companies in today’s marketplace, Six Pack Ale is determined to give distributors and
collaborators the best value for their money. Ultra-competitive incentives for carrying Six
Pack Ale include a higher price for each case bought, as well as an incentive to create
displays in the stores.

Increased customer base- a new branch of the beer market offers a relatively
high number of customers. These new customers offer a new source of revenue.

Discounts- our company is willing to offer discounts to our collaborators that
share the same goals as us. A certain discount will be offered based on the
amount of cases being purchased.
Collaborator Positioning Statement
For collaborators, Six Pack Ale is a great addition to their stores because of the
differentiation that is available with the product, the higher price per case incentive,
stand out store displays that create more sales, and the added ability to teach
customers about the importance of recovery. Whole Foods would be a premier
collaborator of Six Pack Ale because of the knowledge of nutrition, the dedication to the
healthy lifestyle.
Company Value Proposition
As with any new startup company, several areas of business must be invested in.
Research to provide the best possible tasting beer and advertising to get the Six Pack
Ale brand name out into the marketplace, are two of the most important areas. Losses
are expected to happen in the first couple years of business, with a profit coming shortly
after. With 67% of Americans being regular alcohol drinkers, and just over half (51.8%)
of the United States population stating they exercise three or more times a week, the
market for a post-workout alcoholic beverage is significant. Six Pack Ale will compete
with other craft brewery prices, being priced at no less than $7.99 per 6-pack, and no
higher than $9.99 a 6-pack.
Company Positioning Statement
Investors of Six Pack Ale can expect to invest in a company that has the potential to
become a market leader, as well as a differentiated product that does not exist in the
market today. The potential revenues that could be made with proper planning and
execution make the opportunity of having a piece of Six Pack Ale more worthwhile.
7. Tactics
7.1 Product and Service: Six Pack Ale is the first protein infused beer in the market.
The beverage incorporates a full flavored beer which comes in two flavors; vanilla and
chocolate. The protein mixed with the beer creates a consistency comparable to that of
a Guinness, a thicker tasting beer. In the first quarters of existence, Six Pack Ale will
only offer six packs. The company plans to add flavors once the brand has become
better known. The company has no intentions of manufacturing a twelve-pack of Six
Pack Ale unless the demand and awareness grows at phenomenal levels.
As for customer service, Six Pack Ale is determined to provide the very best. Each case
of beer comes with a 100% guarantee that if the product is not exactly what the
customer hopes for all money will be reimbursed accordingly. Our company wants to
pride itself on listening to customer’s opinions and thoughts about the company. A web
site for the company will be created allowing for customers to provide feedback and
interact with the company. Customers that are able to interact with the company are
more likely to become loyal customers.
7.2 Brand: What does every fitness enthusiast dream about having? A six pack abs!
The company wants to play off the goal of many Americans to achieve having a six
pack, and it just so happens that our product comes in a six-pack. By using the play on
words we wanted to engrain our company’s name into the minds of consumers. When
customer’s grocery shop for healthy foods that don’t break their diets, we hope they will
remember the connection between the two. The logo of the company is simple, six
beers arranged on a stomach to resemble six pack abs.
7.3 Pricing: Because we are competing with the beer industry leaders, craft brewers,
and fitness companies that produce whey-protein supplements, pricing is an important
detail. Supplements of protein can be found across many types of stores, yet one
constant between them all is the price. Consumers pay top dollar for virtually the same
protein. We would price our beer in line with the craft beer market, a retail price of
$8.99. Domestic beers manufactured by Anheuser-Busch and MillerCoors retail for
$6.99 a six-pack, while craft beers can reach levels upwards of $10.99. By pricing our
product somewhere in the middle we would show consumers the quality of the product
given at a very reasonable price.
7.4 Incentives: Until Six Pack Ale has gained customer awareness, it will be difficult to
offer many incentives. Once the product has been introduced at its introductory price,
sales could go into effect based on sales revenues generated. Many beer companies
have weekly sales on their products, usually about a dollar off the retail price. This could
work to our advantage once the brand has gained interest. Based on the growth of the
company, our sales force would also need to be increased. We could offer monetary
incentives to our premier salespeople who provide the company with great sales.
7.5 Communication: With limited resources and a limited budget, advertising to
consumers and collaborators will be difficult. A great new trend in marketing however is
through social media. It is virtually free and available to internet users across the globe.
The use of Facebook and Twitter would greatly increase the chances of Six Pack Ale
gaining interest. Our company will set up accounts on all major social media sites and
push our product to target customers. Messages would be created to target the college
student sector, informing them of why our brand is ideal for their lifestyle. The best
advertising requires an extremely large amount of capital, which is something Six Pack
Ale does not have yet.
7.6 Distribution: The three-tier system set up by the United States government limits
distribution of alcohol for many small businesses. In order to fully distribute our products
to wholesalers and retailers we would have to join with one of the two industry leaders.
Most small craft brewers fight their way into the warehouses of the large companies and
have their distribution taken care of for them. It will not be until then that we can ship our
products to destinations out of North Carolina.
8. Exhibits
8.1
8.2
8.3
8.4
8.5
Bibliography
http://anheuser-busch.com/
Mintel research: US the biggest market for high protein products. (2013). Entertainment
Close - Up, Retrieved from
http://search.proquest.com.jproxy.lib.ecu.edu/docview/1279292265?accountid=106
39
Said, Lydia. "Majority in U.S. Drink Alcohol, Averaging Four Drinks a Week." Majority in
U.S. Drink Alcohol, Averaging Four Drinks a Week. Gallup Wellbeing, 17 Aug. 2012.
Web. 01 Apr. 2013.
Goldammer, Ted. "U.S. Beer Industry." U.S. Beer Demographics. The Brewer's
Handbook Second Edition, n.d. Web. 09 Mar. 2013.
"Facts." Brewers Association. Brewers Association, 2013. Web. 3 Mar. 2013.
"How the Three-tiered Beer Distribution System Works." The History of the Three-TierSystem. Fermantarium.com, 22 Feb. 2009. Web. 04 Mar. 2013.
Clark, Jim. "Who Is The New Beer Consumer?" Stories. Beverage Media Group, 1 May
2012. Web. 23 Feb. 2013.
Newport, Frank. "U.S. Drinking Rate Edges Up Slightly to 25-Year High." U.S. Drinking
Rate Edges Up Slightly to 25-Year High. Gallup, 30 July 2010. Web. 10 Mar. 2013.
"Advertising and Marketing Code." Responsibility & Programs. Beer Institute, n.d. Web.
03 Mar. 2013.
http://www.ttb.gov/beer/beer-regs.shtml