Wellington Brewery: Growth Decision in a Crowded Beer Market
In late June 2019, the president of Wellington Brewery, a medium-size craft brewery located in Guelph, Ontario, Canada, wanted to determine the best growth strategy for his company. He also hoped to recover recent expenses incurred for a major expansion of the company's operations. Although the business's growth across the province was the main objective, he also needed to consider various potential options and other factors. Wellington Brewery faced the challenges of an unpredictable and oversaturated market. Ontario's craft brewery industry was characterized by unexpected growth, shifting consumer preferences, and intense competition for shelf space at limited retail outlets. The president urgently needed a plan for continuing Wellington Brewery's expansion, and to ensure it remained relevant and financially strong during challenging times. Nad ge Levallet is affiliated with University of Guelph. Corey Wood is affiliated with University of Guelph. Suchit Ahuja is affiliated with Concordia University.