UNION CRAFT BREWING: RECOMMENDATIONS FOR SMART GROWTH

February 2015

COLLABORATORS
Union Craft Brewing
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TOOLS USED
Ethnographic research
Microsoft Word

FINAL FORM
Pitch document

PROJECT SUMMARY
Union Craft Brewing, currently located in Baltimore's Hampden neighborhood, is experiencing growing pains. One of Union's founders, Jon Zerevitz, asked MBA/MA Design Leadership students to recommend ways of scaling up while still maintaining the intimate brewery feel and loyalty of Union fans.
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I gathered insights through a group Q&A session with Jon and by visiting the Union site to observe the interactions between the Union space, operations, employees and customers. As a beer lover, I was very happy to get to conduct this kind of research.

I chose to pitch ideas based on the analogy that Union was like an underground band that was suddenly blowing up. I pitched 5 recommendations based on my answers to the question: How does a band know when it has "made it?" and how do they keep the loyal first followers who brought them to that point?