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To obtain a thorough understanding of the Oregon Craft Beer market, the brands within that market, and their role in the greater “Oregon brand.” Ultimately, our project is a developmental approach at the strategic side of marketing. We aim to gain a wealth of knowledge, a sense of character, and an honest and complete comprehension of the market. With this understanding, we will apply our strategy to push forward a campaign for one of the many Oregon breweries recently entering the market.
- In 1852, Henry Saxer, a German immigrant, moved west and opened Liberty Brewery in Portland. Liberty Brewery became the first documented brewery in Oregon, quickly inspiring entrepenurial minds to explore the market of craft beer.
- Saxer’s successor, Henry Weinhard, arrived in 1855. Roughly ten years later Weinhard bought both of Henry Saxer’s breweries, including the Liberty Brewery. By 1875 weinhards company grew to production of 40,000 barrels a year, even shipping to ports in Asia.
- 1888 – With the introduction of the Skidmore Fountain, Portland’s oldest piece of public art, Henry Weinhard appealed to the city of Portland to have his beer pumped through the fountain on its dedication day. Savvy advertising? We think so. Unfortunately for Weinhard and the city of portland, the proposal was turned down for safety reasons.
- In 1915, the state of Oregon rushed into prohibition; five years before the national Prohibition came with the 18th amendment to the constitution. An influential group, the Woman’s Christian Temperance Union, spearheaded a campaign to bring forth a statewide liquor ban.
- In 1933, Congress repealed prohibition behind the leadership of Franklin Delano Roosevelt. F.D.R. was famously quoted as telling his aide, “I think this would be a good time for a beer,” right after signing the bill.
- By the 1970s, a pivotal shift in the cultural landscape of Oregon paved the road for an eventual transition into a further localization of goods. A certain sense of provincialism created a demand for locally created products using locally sourced or grown resources. The demand for local craft beers spiked.
- In 1985, a small group of up and coming brewers, including the likes of the McMenamin brothers, Richard and Nancy Ponzi of Bridgeport Brewing, and Rob Widmer of Widmer Brothers Brewing pushed a new law through Oregon Legislature that permitted the combination of brewing and retail sales on the same property; a critical change that helped shape today’s industry.
- By 1990, with more craft breweries and brewpubs per capita than any other city in the United States, Portland was proclaimed “America’s Microbrew Capital.”
- In 2009 alone, Oregon added 10 new craft breweries.
- Present-Right now, the state of Oregon registers over 180breweries and 223 brewing facilities in the state. Quantity produced leaped another 8% from 2012 to 2013 and it is projected to increase exponentially this coming year. The total economic impact of the beer market in Oregon is 2.83 billion dollars. Portland, the city that pioneered craft beer in America, currently has more breweries than any city in world. An increased demand for locally sourced ingredients and production has created a boundless platform for new breweries to enter the market in Oregon.
- Present-Right now, the state of Oregon registers over 180breweries and 223 brewing facilities in the state. Quantity produced leaped another 8% from 2012 to 2013 and it is projected to increase exponentially this coming year. The total economic impact of the beer market in Oregon is 2.83 billion dollars. Portland, the city that pioneered craft beer in America, currently has more breweries than any city in world. An increased demand for locally sourced ingredients and production has created a boundless platform for new breweries to enter the market in Oregon.
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-Total economic impact from the craft beer industry on Oregon’s economy:2.83 billion
-Created almost 30,000 direct or indirect jobs
-161 brewing companies with 198 Brewing facilities
–1.4 million barrels produced in 2013
-Last year, 18% of beer consumed in Oregon was made in Oregon
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We went out to Agrarian Ales in Eugene, Oregon to discover a budding young brewery. Agrarian is a self sustaining hop farm and brewery focusing on localization and community. Agrarian Ales is the only brewery in Oregon to exclusively use hops grown on site.
