I was recently introduced to a company called Pacific Western Brewing which is ironic because what they are doing with their company is what was being talked about Tuesday in class. In class we used Virgin as an example of a company that has many different product lines that touch different markets ( ie. Virgin soft drinks and Virgin Mobile). Pacific Western Brewing is typically known for their value line of beers which includes: Cariboo, Dude, Pacific Pilsner, and Canterbury. All of these are consistently the cheapest beers in the liquor store and get purchased very frequently because of the quality beer for an extremely low price. This works to a certain degree as many consumers are brand name consumers and go for what they see on television or in the media. Pacific Western Brewing isn’t as big as Molson or Labatt so they don’t have teh advertising budget to promote their lines in all main channels of the media. What they have done I find quite fascinating…
Pacific Western Brewing just recently launched a line of both organic energy drinks and organic beer. They believe that is is where the world is going and they want to promote being an eco-friendly company. They have received a great deal of success so far as they have gotten the organic beer into all liquor stores in BC and Alberta with good success in their first few months. The energy drink market is obviously a tough market as there are so many competitors who are globally known. I believe that Pacific Western has done quite well as they have gotten there drink into most local groceries stores and are now the proud sponsor of the Whitecaps soccer team. I find it quite fascinating as either a repositioning or a new positioning in the market could lead to success within a different market niche.