Introduction
“Out of this world growth” was the title of the cover story contained in the November-December June 2002 issue of The Entrepreneur Magazine. The article reads … “Sales of craft-brewed beers skyrocketed to more than 1.6 million barrels in 2001, a phenomenal increase of 40 percent. Once again, the domestic craft-brewing industry has rocked the beer world. Estimated total sales for this segment reached 1,670,000 barrels in 2001 – an increase of 40 percent over 2000 sales. This amount represents 0.9 percent of the estimated total consumption of beer in the United States, up from 0.6 percent in 2000.
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Analysis of the Industry
Extensive market research indicates that the demographic profile of the Harrisburg area with the large number of military and the immediate surrounding communities is almost identical to our desired target audience — young to middle age, “white collar” population with high, median, and average household incomes. This target audience also includes several transient individuals that have spent time in foreign countries that have always served full-flavored beers. Our unique selection of brews will lead the potential German, Irish, English, Scottish beer drinker through our doors.
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Introduction to Management
William Addison is Chief Executive Officer and Co-Founder of Morrison Brewing Co. Mr. Addison has several years experience in the food and beverage industry including positions at Harrisburg’s Anheuser-Busch and Miller Products Distributors. Mr. Addison has worked the last nine years in sales and marketing in the paper industry. He received his Bachelor’s degree in Psychology from La Salle University in 1997
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