James Ready Beer
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | April 2008 – July 2008 |
Start of Advertising/Communication Effort: | April 2008 |
Base Period for Comparison: | April 2007 – March 2008 |
a) Synopsis of the Case
James Ready is a premium beer in the discount beer segment. If it wanted to, James Ready Brewing Company could charge $2 a beer like other premium brands. But James Ready thinks that Ontario drinkers deserve a quality beer for a low price. Period. To make that happen, James Ready continues to do everything it can to help keep its beer affordable.
The discount beer...