Title
Case Study - Developing niche beer flavours - what's your 'favourite'?
Document Type
Book Chapter
RIS ID
48270
Abstract
Established in 2001. Five Islands Brewing Company is based in the city of Wollongong in the IIlawarra region, approximately 80 kilometres south of Sydney, New South Wales. Developed initially as a boutique micro-brewery with attached bar and lounge/restaurant, the beer was originally available on tap and targeted towards local residents and tourists. The company has grown since inception and in 2006 added a separate, larger-scale brewery to offer not only keg beer but also packaged beer to a range of retail outlets including hotels, restaurants, clubs and liquor stores.
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Publication Details
Chad, P. (2009). Case Study - Developing niche beer flavours - what's your 'favourite?. In P. Kotler, S. Adam, S. Denize & G. Armstrong (Eds.), Principles of Marketing (pp. 343-345). French's Forest: Pearson.