Jungle Beer: An entrepreneur’s journey

• 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
• Institution: Singapore Management University

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...