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Woodbridge College *

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Marketing

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Nov 24, 2024

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Sincerely apologize for the late post, my body's been failing me recently with severe allergic reactions which I still have not completely diagnosed, but have been prescribed medications that have relieved the brutal symptoms. Anyways, I currently work for a brewery which has around six total locations throughout the Mid- Atlantic and northeast regions of the US, and we capture tons of data that help us make better business decisions in the future. Through this data capturing, the brewery is able to figure out which hops are more popular for people and if certain beers are being under-produced or over-produced. We've adjusted our production according to the data feedback that we have been given over the years and continue to make those adjustments accordingly. There is always some sort of market for our beers, but we want to make sure that we don't cater to a market that is not going to provide us the value that we are looking for. For example, we used to do a lot of beers that contained a hop named Simcoe, which we recognized that those beers did not sell nearly as well compared to beers with other hops. We have severely ramped down production on beers that are Simcoe-heavy as we have learned from the data that they are not profitable beers for us to make. We have found ways to infuse Simcoe into other beers and not express that hop as prominently as we have done in the past so that we are not completely wasting those hops, but instead utilizing the hop in a better and more efficient manner. Our company also uses an app called Untappd where people can post their ratings on beers and that also helps us determine what hops/beers are more popular. This one guy used it an article to express which hops were most popular for his beers and discovered that Simcoe was 8th on the list of best average score behind hops such as Citra, Galaxy, Nelson, Motueka, and Mosaic (Mike, 2022). Over the years, using data from our sales, Untappd scores, production numbers, and more, we have used these information systems to help our company produce the most efficient beers that will boost the profitability of our brand and allow us to expand and grow. References: Mike. (2022, November 14). Best hops according to UNTAPPD: The mad fermentationist - homebrewing blog . Best Hops According to Untappd | The Mad Fermentationist - Homebrewing Blog. https://www.themadfermentationist.com/2022/11/best-best- hops-according-to-untappd.html
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