"The Rise to Popularity" : An Overview and Economic Analysis of the Beer Industry and Craft Beer Segment
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This project was designed to provide an overview of the Beer Industry, taking a close look at its origins and development in the United States and the rise of the Craft Beer segment into the present day. This project will begin with a literature review that traces the development of the industry through history, leading into the present day. It includes discussion surrounding the role of market structures, and strategies for growth and expansion with economies of scale and product differentiation, and the qualifications of a craft brewer. This project then continues into an application section with analysis of two former craft beer companies. The mergers and acquisitions that occurred will be analyzed based on the motivation for the sale and the resulting impacts. Within this application section, analysis will relate the economic concepts that were prevalent in the development of the industry that are also motivation behind these mergers. This project identifies key market structures that have developed this industry, and investigates nature of craft beer mergers. The study identifies the economic concepts involved and the resulting impacts of these decisions.