Jungle Beer: An entrepreneur’s journey

Jungle Beer: An entrepreneur’s journey

This case follows Aditya Challa, a craft beer aficionado, whose passion for good beer led him on an international quest to study the art of brewing in Scotland and eventually to Singapore, where he started a microbrewery business with his friends in 2011. By October 2012, sales of his craft beer had...

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Bibliographic Details
Main Authors: TULI, Kapil R., DULA, Christopher
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2013
Subjects:
Jungle Beer
Beer
Craft Beer
Alcoholic Beverages
Singapore
Entrepreneurship
Marketing
Service Marketing
Brands
Branding
Channels
Distribution
Strategy
Growth Strategy
Growth
Advertising and Promotion Management
Entrepreneurial and Small Business Operations
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/53
https://cmp.smu.edu.sg/case/2351
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Institution: Singapore Management University
Language: English
Description
Summary:This case follows Aditya Challa, a craft beer aficionado, whose passion for good beer led him on an international quest to study the art of brewing in Scotland and eventually to Singapore, where he started a microbrewery business with his friends in 2011. By October 2012, sales of his craft beer had been increasing 20% per month, bringing up his production to about one-third operating capacity. However, future growth remained uncertain – with specific challenges pertaining to distribution and branding. Craft beer was still a relatively unknown concept in the city-state, and consumers remained sceptical of premium priced local beer. Moreover, big breweries in the Singapore market had already locked down most retailers with exclusive draft contracts. Challa reviewed his business model and growth strategy in terms of how and where he could sell his beer while continuing to build the Jungle Beer brand.

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