Feral Brewery Dominates Beer Awards †Free Samples to Students

Question: Discuss about the Feral Brewery Dominates Beer Awards. Answer: Introduction: Marketing can be understood as the action or process of selling and or promoting services or products, and can include market research and advertising practices. Feral Brewing Company is a brewery located in Swan Valley, Australia that expertise in beer brewing. The company specializes in brewing different types of craft beer brews; however their website strictly says they do not brew craft beer, but just beer (Hand Craft Beer from the Swan Valley | Feral Brewing Company, 2017). Craft beer is much different from the mainstream brews since they are prepared in a traditional and non-mechanized process having strong flavors. They account for about 15% of sales in Australia (Macdonald, 2017). According to recent study, revenue of $500 million is generated every year from Australian Craft Breweries with a growth rate of 10% per annum. However there is a massive corporatization of the breweries in Australia. Global Brands like SAB and LION has control of more than 50% of the market, and owns most of the companies selling craft beer. Even companies like Coca Cola Amatil also have gotten involved in the beer market in Australia. Very recently Feral Brewing was purchased by the Coca Cola Amatil (Why Australia's best craft beers are being corporatized, 2017). The involvement of big corporate evidently have given rise to acute competition in the market, and therefore posed a significant challenge for Feral Brewing. However, the company was able to overcome all obstacles to receive the 2017 Perth Royal Beer Awards with titles like The Best Commercial Brewery, Best Ale Packaged, Best WA Brewery, Best Stout Packaged and Best Ale Draught (Prestipino, 2017). It can be well understood that such accreditation can lead to steep competition in the market, causing flux in the existing marketing methods, like advertisement and branding used by the company. It can also potentially shift the company focus from craftsmanship, flexibility and small batch size, to profit margin and dividends. Also the changing of ownership could create challenging scenarios where the handover of marketing roles can cause significant changes in the the branding and advertisement by the company, apart from affecting the distribution channels, and diversification. This can u ltimately be reflected from the consumer response and annual revenues generated. Studies have shown that when small brewing companies sells out to large corporations, brand incongruence can occur (Why Australia's best craft beers are being corporatized, 2017). References: Hand Craft Beer from the Swan Valley | Feral Brewing Company. (2017).Feral Brewing Co.. Retrieved 16 November 2017, from https://www.feralbrewing.com.au Macdonald, K. (2017).Craft Beer: Is the boom about to run dry?.Insider.thewest.com.au. Retrieved 16 November 2017, from https://insider.thewest.com.au/august-2017/no-small-beer/ Prestipino, D. (2017).The sweet brew of success: Feral Brewery dominates beer awards.WA Today. Retrieved 16 November 2017, from https://www.watoday.com.au/entertainment/your-perth/the-sweet-brew-of-success-feral-brewery-dominates-perth-beer-awards-20170728-gxktg5.html Why Australia's best craft beers are being corporatised. (2017).ABC News. Retrieved 16 November 2017, from https://www.abc.net.au/news/2017-10-18/craft-beer-why-some-of-australias-best-brands-going-corporate/9058964