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961 Beer Company

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Weekly Case Note 1
In 2006, the world beer market generated total revenue of US$294.5 billion from 123.8 billion liters of beer with a 2.7% growth rate. People usually consumed 80% of premium and standard lager, and 20% in consist of specialty beer, ales/stouts/bitters and non-alcoholic beers. They also would like to enjoy the high quality beers from different traditional brewing processes. So the microbrewery and craft brewery business were emerging. Besides, Lebanon was the cradle of beer civilization and Lebanese have habit to drink. Hajjar and Henrik recognized the opportunity in Lebanon beer segment and would like to start a business

The 961 Beer was the first craft brewing company in Lebanon founded by Hajjar and Henrik in 2006. It faced both political problems and economic challengers when it started. Almaza, the local company who dominated the Lebanese market, was acquired by Heineken, a worldwide brewing company, in 2002. As a strong competitor, it gained more advantages in technology, experiences and the famous brand name, and still tried to exercise its power to convince other stop selling 961 beers. Although the company operating under many adverse conditions, Hajjar and Henrik had stubborn and sheer determination and the ability not to give up, so they kept trying and always found new solutions to get into succeed. They opened a pub to introduce their beers and got a good sales strategy. After four year growth, the annual sales volume went from 6,000 cases in 2008 to 200,000 cases in 2012 which was a significant increasing.

The company was aim to make the best possible beer by using fresh raw materials without additives and preservatives. The greater quality and more beer diversity gained from adding local special ingredients. It set its trademark as innovation and made all beers in the traditional way. It also used its starting background as a

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