Minoh Beer Case Study 2013
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Beer Industry Project at Konan University, Hirao School of Management. Fall, 2013
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Minoh Beer Case Study 2013
- 1. MiNOH BEER Team 6 Ken Iwamoto, Isako Dowaki, Shuhei Nakagawa, Kyohei Soeda, Chinatsu Yamabayashi
- 2. MiNOH BEER • Established : October 17th, 1996 started to run with only family member. • Company – エイ.ジェイ.アイ.ビア有限会社 – The CEO is Kaori Oshita • Brewery – MiNOH brewery( 箕面ブリュワリー) • Number of Employee : 10 • Address – 〒562-‐0004 3-‐19-‐11 Makiochi, Minoh city, Osaka, Japan • TEL：072-‐725-‐7234 FAX：072-‐725-‐7235 • Email: info@minoh-‐beer.jp
- 3. Processes before visiZng • Phone to MiNOH beer – NegoZate to visit (Usually they don’t open to public) • Email to MiNOH Beer – Some transacZons Make a list what we’d like to ask • Our goals of this project • How do we treat the informaZon, which we’ve got from visiZng •
- 4. Interviewing • Mr. Takahashi • Date of Visit – November 15th, 2013
- 5. Main acZviZes • Making good quality crac beer – by using community-‐based ingredients • id: Yuzu, Peach, Plum • Make beer not as for present but daily drinking beer.
- 6. Major Results & Successes • Minoh Beer spreads a good and new taste of beer. • We can buy Minoh beer in 38 stores and drink it in many restaurants.. – Minoh Beer has 3 company stores (BEER BELLY) • Minoh Beer is the representaZve company of the Japanese crac beer. – Minoh beer got many great prizes.
- 7. Successes① STOUT • 2013 Brewing Industry InternaZonal Awards(BIIA) Dark Beer department 3rd Prize • 2010 Japan Crac Beer SelecZon Porter&Stout Department 1st Prize • 2009 World Beer Awards(WBA) Dry Stout Department 1st Prize
- 8. Successes② Fruits Beer • 2012 World Beer Cup(WBC) Fruit Wheat Beer(Yuzu White) • 2007 InternaZonal Beer CompeZZon Fruits Beer Department 1st Prize(Cabernet)
- 9. Successes③ Imperial Stout • 2011 Brewing Industry InternaZonal Awards(BIIA) Strong Dark Beer Department 1st Prize • 2010 World Beer Awards(WBA) Stout&Porter Department 1st Prize
- 10. Challenges • Since their company’s scale was not big, they joined many events and appealed their brand “Minoh beer”. – In 2013, Minoh Beer joined 51 events in Japan.
- 11. CommunicaZon • Joining events(tasZng, commerce, etc...) • Online tool (id; web page) • Magazines • local connecZon
- 12. Future Vision ・Minoh beer wants to make their company big. -‐> Since their product capacity is no longer enough to consumpZon. So many consumers request their beer all the Zme.
- 13. MiNOH Beer IdenZty • Not be touched by fashion, but believe the thing that they believe. • Make their own beer to use local ingredients. (ex. citron, prickly ash)
- 14. Other informaZon • They are doing their business as a local company, which is called “A.J.I beer Ltd.” • Founder was Mr. Masaji Oshita. He was called “God father about JPN crac beer” and he was the pioneer to making crac beer in JPN and spread this culture. • Various products. (Seasoning vinegar, fruits mix beer)