Without a change in strategy, Mountain Man Brewing Company will risk its existence in

the market and operate in a loss of $1,096,973 by 2009.

Mountain Man Lager
Market Share
Net Income

2006

2007

2008

2009

2010

1.36%

1.32%

1.28%

1.24%

1.20%

3,387,446.97

$ 2,010,049.67

518,820.53

-$ 1,096,973.86

-$ 2,849,129.65

Mountain Man Consumption by Age

21-24

2%

How this concerns Mountain Man

25-34

15%

Increasing
competition

Competing against national major domestic

brands, as MM lacks the financial and marketing
resources to defend brand as aggressively.

35-44

19%

45-54

32%

Increasing
pressure
from
distributors

Looking for high margins and MM is not as

attractive and powerful as its competition, may
risk being dropped if they do not meet demand
requirements and contribute profitably.

55-64

19%

65+

13%

Changes in
beer
drinking
preferences

Premium segment of beer market is shrinking,

light beer is increasing and currently accounts for
50.4% of the market.

Loss of core
customers

The current core demographic is aging , resulting

in less consumption and is unable to capture a
younger consumer base.

Consumption by Type of Beer

Light Beer

+4%

Premium
Beer
Imported
Beer

(4%)

Specialty
Beer

+9%

(5%)

MMBCs core customers are

aging and not consuming as
much beer and are not being
replaced. Mountain Man is
currently viewed as an older
mans beer and is therefore
not seeing its consumption
in the younger demographic.

Although light beer is

growing, people who would
consider drinking MM,
would not consider drinking
light beer.

Specialty and craft beers

beers with bold flavour,
similar to MM are growing
(which further concerns
MMs recent decline)