Video Transcript: >> And we have the grain, and its mixing with the water. >> As soon as Port City brews one of its four specialty beers it’s out the door. >> We are in a fortunate position in that we’re selling all the beer we can brew and we struggle to keep up with demand. >> Bill Butcher founded Port City Brewing Company two years ago, tapping into a nationwide boom in craft beers. The growing industry represents only 6 percent of the market, but as sales of large domestic beers decline, sales of craft beers are up 11 percent. >> It’s very similar to what happened in the wine business 15, 20 years ago. People stopped ordering just a generic glass of white wine and they started ordering Chardonnay. It cost a little bit more, but people found that it tastes better and they’re willing to pay a little bit more. >> There are 2,000 local breweries like Port City across the country. As they multiply, the opposite is happening with the big beer makers, which are consolidating on a march to global domination. How different would Budweiser look than this [brief laughter]; what’s the difference? >> That’s a good question. You could probably fit this entire brew house into one of the tanks at Anheuser-Busch. >> One tank? Really, they’re that big? Even Budweiser is now owned by a Belgium company, Anheuser-Busch InBev. It controls nearly 50 percent of the U.S. beer market, with brands like Budweiser, Bud Light, Stella and Becks. Now Anheuser-Busch InBev is trying to get even bigger by merging with the Mexican company that brews America’s most popular import- Corona – a deal worth $20 billion. But the Justice Department has sued to block the deal, arguing it would lead to higher prices and fewer products. Butcher says the deal would hurt his industry by putting the squeeze on small specialty brewers. >> There’s a limited amount of shelf space out there and the big suppliers have influence over what goes into the set. If one supplier gets too big, then they ultimately can have the opportunity to limit that choice in the market and that’s bad for consumers and it’s interesting that the Justice Department agrees with that view. >> Port City is about to expand a second time. Their niche: quality over quantity. >> This is among the highest quality strains of barley in the world. >> They’re sold in three states and the District of Columbia, including this D.C. restaurant that sells only craft beers, 555 of them. There’s not a Bud or a Bud Light in sight. volume_upclosed_captiondescriptionfullscreen This video describes the brewing industry. Large brewers and craft brewers are both a part of the industry because: a.all beers taste the same. b.they are operated with the same business organization and have the same ownership structure. c.they both offer products that serve the same customer need. d.They are implementing the same strategic plan to gain a competitive advantage. The video describes craft brewers and large international brewers. This is an example of: a.sectors. b.complementors. c.changing industry boundaries. d.strategic groups. Consider the life-cycle of an industry. Which stage would you consider brewing to be in: a.Embryonic b.Growth c.Mature d.Declining Macroenvironment forces can have an impact on an industry’s performance. Which of these forces might be an explanation for the growth of the craft beer strategic group? a.The social forces of millenials as they seek to express individuality through their beer choice b.Aging population of baby boomers who are loyal to their beer brand c.Technological forces making it more expensive for companies to get into the beer industry d.Political and legal forces limiting access to alcohol