NEW CENTURY BREWING: MOONSHOT CAFFEINATED BEER

The Northeastern University case article dated 2005: New Century Brewing: Moonshot Caffeinated Beer is regarding a specialty craft beer industry who is struggling to survive with the current market trends and competition. The relaunch of Moonshot was brought about due to the few imitating brands on the market. The company's strategy was to change the packaging and labeling and at the same time appeal to the younger crowd hanging around in bars and nightclubs. Moonshot was similar to the Austrian energy drink Red Bull but with addition of Beer in the mix. Ironically, this article can relate to Pepsi's revolution in the 90's when it also started to change its can labeling to appeal to "today's youth" (generation X). In more recent times in order to compete with its market share, Hershey's has also developed its Reese's brand as a whipped peanut butter chocolate bar. Seemingly, this design is likely in response to probably the Three Musketeers whipped bar. The Hershey's recent Reese's creation can be related to a energy drink market, however, instead of a energy drink it is within the peanut butter flavor market with a mixture of chocolate instead of beer. In summary, New Century Brewing company's strategy in relaunching Moonshot to appeal to the younger demographics and the relabeling and repackaging of Moonshot defines significant improvement in the research and development department of New Century Brewing to tackle its competition and competitors.