Case ID: S-0230
Solution ID: 39949

Redhook Ale Brewery

Case Analysis

In 1995, Paul Shipman, CEO of Redhook Ale Brewery, and his management team prepared to enter uncharted territory by taking their craft-brewing operation public in the United States. There already were massive large-batch breweries such as Anheuser-Busch Inbev and Miller Brewing Company that were profitable, publicly traded firms. But Redhook was different: it embodied the ethos and grassroots beginnings of the microbrew movement. Still Shipman wondered about the potential of the craft-brewing industry segment.

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