Brewing craft beer is both an art and a science, and Sonia Collin, a Belgian researcher

Brewing craft beer is both an art and a science, and Sonia Collin, a Belgian researcher, is trying to devise a give this highly perishable beer a longer shelf life. If successful, brewers can ship more beer longer distances. Hoping to boost exports of homegrown products, the Belgian government is investing $7 million for research, with $1.7 million of that allocated to Ms. Collins research. The $250,000 tasting machine in her laboratory identifies the chemical compounds in a sample of beer, which allowed researchers to recommend using organic ingredients, adjusting the oxygen and yeast levels, and reducing the time the beer spends at high temperatures in the brewing process. Although pasteurization and bottling methods allow giants like Heineken and Anheuser-Busch to export their brews, aficionados prefer the more delicate flavor of craft beers. But craft brews dont travel welltime and sunlight are its worst enemyso they are limited to local distribution. Most craft beers lose flavor in less than three months.
1.Describe the current marketing mix (4Ps) for a Craft Beer company.
2.Discuss two concepts covered in the chapter that best relate to this case and how.
3.Describe the distribution channel needed for a craft beer to travel from Belgium to your city or town. How many channel levels will be involved?
4.Discuss the options facing Belgian craft brewers who want to sell their products in the United States if the researchers do not discover a way to sufficiently extend the shelf life of craft beers.

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