Question: In your write-up, please write a minimum of two pages (double-spaced, 12 point, Times New Roman is acceptable) answering the questions listed below. You will be graded on the depth of your analysis (i.e., Do you recognize and address all of the reasons or only a proportion of them? Do you explain your position with enough detail and support it from the case or only superficially?). As outlined in the syllabus a portion of your case grade will also be based on your involvement in the class discussion.

1. Use the case information (including statistics, taste survey data, and ZMET results) as well as your own insights to answer the following:

• What are the reasons to focus more on the light beer market?

• What are the reasons why BBC should not pursue this market?

2. The HBS team recommends that BBC should model their approach to the light beer market after Amstel Light and go after the same target segment with a light/refreshing beer.

• Do you agree with this recommendation or would you recommend an alternative approach? Explain your position.

Article: Boston Beer Company: Light Beer Decision (by Linda A. Cyr, Joseph B. Lassiter III and Michael J. Roberts)