Publications
Publications
  • October 1998 (Revised November 2001)
  • Case
  • HBS Case Collection

Boston Beer Company: Light Beer Decision

By: Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts
  • Format:Print
  • | Language:English
  • | Pages:40
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Abstract

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

Citation

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.)

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