크래프트 브루어리의 스타트업 전략: 어메이징 브루잉 컴퍼니의 사례를 중심으로

Among the business start-ups that continue to increase each year, pubs and bars that include specialty beer stores are very frequently open and closed due to relatively low entry barriers. The steep growth of the newly formed craft beer market in this red ocean, where one should have fierce competition with numerous competitors, is noteworthy. This case study covers the success story of Amazing Brewing Company, which established the ‘Craft brewery pub’ in the domestic craft beer market to achieve a purple ocean strategy. The purpose of this study is to provide meaningful implications to founders of start-ups, especially those who wish to pursue the craft beer business by examining the growth strategies, success factors, and future plans of the Amazing Brewing Company. This study proposes that the success factors of the Amazing Brewing Company are clarifying the target customers, selecting the optimal store site, introducing a bi-focal strategy for efficient operation with both differentiated positioning strategy and marketing mix strategy, and executing the concrete growth strategy. This case, in particular, attributes the success of Amazing Brewing Company to the long-range goals with detailed implementation plans and establishing a clear financing plan for fundraising through angel investors as well as venture capital firms such as Altos Ventures from the Silicon Valley. Furthermore, it suggests that start-up founders learn the importance of establishing and implementing marketing and venture strategies as well as entry strategies for new market and business, and understand how to deal with uncontrollable uncertainties. This case study provides meaningful insights into startup businesses in general and craft beer startup businesses in particular because it emphasizes the importance of step-by-step marketing and entry strategies for start-ups, that broadly include goal setting and financing. Founders of craft beer start-ups can benchmark this case in that they learn how Amazing Brewing Company has faced and overcame the challenges to become a leading craft beer company.