Cowbell Brewing Co.: Building a Destination Brewery
In late May 2018, Grant Sparling, chief development officer at Cowbell Brewing Co. (Cowbell), a high-growth destination brewery located in rural Blyth, Ontario, was considering the company's long-term growth strategy. Whereas most craft breweries started in leased commercial space, Cowbell opened its doors in the summer of 2017 with a state-of-the-art brewing facility, packaging operation, bar, and restaurant, all housed in an iconic barn-style building on land owned by the Sparling family. Sparling was considering a range of expansion projects, including increasing Cowbell's brewing capacity, launching a working farm concept, building a 15,000-capacity event venue, offering a bus shuttle service to and from London, constructing an on-premises hotel or inn, and opening a second restaurant location, possibly in Toronto. But how should he decide on the next offering to fuel Cowbell's growth and expansion?