Case Name :      Wolters Brewery (B): Traditions for the Future

Authors :           Klaus Meyer

Source :             Ivey Publishing

Case ID :            W12806

Discipline :        General Management

Case Length :    10 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The (B) case tells the story of a management buy-out (MBO), and then focuses on the marketing strategy of the newly independent local brewery aiming to survive and prosper with a distinctly local strategy. It presents the twists and turns of how a group of entrepreneurs, with the support of the local community, took over brewing facilities from multinational brewer Inbev, and revived the historical Wolters brand in a newly independent firm. Five years after independence, the company is prospering in a local niche market using a range of marketing approaches that play on their local connections, and considering how to develop its export business. The case is suitable as debriefing for the (A) case. It is also an independent case on small- and medium-sized enterprises facing issues of local brand marketing in an industry increasingly dominated by global players, and of developing exports from scratch.