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Overview
Deschutes Brewery, one of the top 10 craft breweries in the US, has experienced an 11% volume decline amid shifting consumer preferences. With millennials reducing alcohol consumption and Gen Z drinking 20% less than previous generations, the CEO must decide whether to stay the course or pivot the business model. Candidates must analyze market trends, evaluate product line profitability, and develop a strategic recommendation.
Formats available
📄 Peer practice PDF
Case info
Difficulty
Intermediate
Case type
Growth, Strategy
Industry
Food and beverage
Geography
North America
Additional info
Includes charts and/or data analysis
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