Boston Beer current light beers, Boston lightship was not successful, and a student team to investigate the problem and recommend a strategy presented. Highlights issues around branding, target customer selection and cannibalization, and leads the ZMET. Including color exhibits.

Boston Beer current light beers, Boston lightship was not successful, and a student team to investigate the problem and recommend a strategy presented. Highlights issues around branding, target customer selection and cannibalization, and leads the ZMET. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
Linda A. Cyr,
Joseph B. Lassiter,
Michael J. Roberts
Source: Harvard Business School
40 pages.
Release date: 05 October, 1998. Prod #: 899058-PDF-ENG
Boston Beer Co.: Light Beer decision HBR case solution