Oxford Brewery: Rebrand

Oxford Brewery, a struggling beer maker, reinvented itself as a premium brand steeped in local tradition, and bucked the trend by increasing sales against pre-pandemic levels.

Section 1 Executive Summary

The new owners of Shotover Brewery had taken on the business in 2018 and were making a significant investment to expand capacity. However, the beer market had dramatically shifted since the Brewery was first formed in 2009 and the brand had not kept up with the pace of change - by the time of the takeover it had lost touch with the market and its consumers. The beer market had become saturated with an explosion of new brewers and their beers entering the market and the new generation of discerning drinkers were demanding choice, provenance and...

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