Case | HBS Case Collection | October 1998 (Revised November 2001)

Boston Beer Company: Light Beer Decision

by Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts


Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and introduces the ZMET. Includes color exhibits.

Keywords: Problems and Challenges; Brands and Branding; Customers; Growth and Development Strategy; Marketing Strategy; Entrepreneurship; Food and Beverage Industry; Boston;


Cyr, Linda A., Joseph B. Lassiter III, and Michael J. Roberts. "Boston Beer Company: Light Beer Decision." Harvard Business School Case 899-058, October 1998. (Revised November 2001.)