Case Study - Developing niche beer flavours - what's your 'favourite'?



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.


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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