Claudio Tarquini | Giorgio Perissinotto | Mikhail Pavlyukov

Michele Dini | Alessandro Ceron | Gabriel Fano | Luca

Meneghello

Beer2Beer

A soaring market

From about 20 brewers in 2001 to 300 in

2012, up to 600 today

The purpose of the study

Figure out how Italian breweries can be

successful in traditional beer countries

In-depth interviews

with ownersSWOT Analysis

Strengths Weaknesses

Opportunities Threats

Founded in 2006 in Onigo di Pederobba (TV)

Annual turnover (2013) 1.800.000 € (+15%)

Export (2013) 400.000 € (22% on turnover)

The objective is to reach a share of

export/turnover of 60% in the next 3-4 years

27 countries to which beers are

sold

Extensive use of ICT: website, geolocalization

systems, QR-codes, social networks

Brands and certifications: Made in Italy,

SlowBrew, VeganOK, ISO 9008

Design : Innovative packaging

Distribution : A consolidated network of

distributors

Founded in 2007 in Roncole di Busseto (PR)

by two passionate entrepreneurs

Annual turnover (2013) about 800.000

(+20%)

Export %(2013) 37% of turnoverExport mainly to European and

North- American countries

Innovative product design From the

brewer’s concept to the final product

Primary focus on the product and

marketing strategy comes after

Most awarded microbrewery in international

competitions

Web marketing E-commerce, website, social

networks

oP

FUTURE PLANS

Investments in new production facilities to increase

production capacity (end of December 2014)

Opening of a brewpub specialized in Italian craft

beers in 2015

Founded in 2000 in Torrechiara (PR) by two

brothers

Low volumes of production About 300hl

per yearInnovation Beers produced from champagne

yeasts and fermentend in barriques

Recognition Panil was already known as a

well-established wine-maker

Innovative marketing and comunication strategy

Founders with complementary knowledge

Extensive use of ICT technology

Consolidated distribution channels

Innovative production process unique products

Existing good reputation (winemaker)

Awards in international competitions

Lack of marketing strategy

Very low production volumes

Not competitive price

Lack of brand awareness

Growth of the market (horizontal or vertical?)

No tradition constraints

Lack of entry barriers

Absence of a strong market leader

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Risk of market bubble

Low national consumption

Uneducated market

Foreign more developed competitors

Absence of legislation and high taxes

A new concept of Made in Italy

From Tangible…

… to intangible

BRAND PRODUCTIO

N

CREATE INNOVATE EXPERIMENT

WHAT IS THE COMPETITIVE ADVANTAGE ALLOWING ITALIAN

MICROBREWERIES TO COMPETE VIS-A-VIS TRADITIONAL

BEER COUNTRIES?

Creativity and innovation are not

themselves sufficient in order to be

successful

Without proper communication and

marketing strategies even the best

product ends up unnoticed

Otherwise would you buy a beer for

10€?

Innovative m

ark

eting s

tart

egy

Innovation in production processes

Thanks for your attention!