PRCM 4510 Survey: Red Clay Brewing Company Leah Seay, Marisa Rodriguez, Olivia Bucklin, Brianna Womack Auburn University
Table of Contents: Executive Summary……………………… Page 3-5 Research Specifics…………………………Page 6-7 Literature Review………………………...Page 8-10 Method…………………………………..Page 11-12 Results…………………………………..Page 13-15 Discussion/ Ramifications………………Page 16-17 Conclusion……………………………..........Page 18 Bibliography………………………………...Page 19 Appendices………………………………Page 20-51
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Executive Summary The purpose of conducting this study includes the following three objectives: 1. Informational –to inform Red Clay Brewing Company of consumer demographics and needs. 2. Behavioral –to encourage consumers to purchase Red Clay Brewing Company’s products from distribution locations. 3. Behavioral –to encourage consumers to visit Red Clay Brewing Company upon grand opening. The following survey, conducted by PRCM 4510 students on behalf of Red Clay Brewing Company (RCBC), was produced in an effort to gain greater knowledge of RCBC’s customer base and discover potential distribution locations. While behavioral objectives are stated, the primary public relations problem addressed is a lack of information regarding RCBC consumer needs. A lack of knowledge of RCBC’s target audience, caused largely because it is a new company, has led to a minimal understanding of consumer demographics, beverage preferences and willingness to engage with RCBC. A review of existing literature was conducted to better understand Alabama demographics, focusing on Lee County. Information about the economic impact of the beer industry is presented, citing larger surveys conducted by Alabama Brewer’s Guild and the Brewing Association. Laws and regulations for Alabama’s brewing license and distribution license are provided, referencing legal groups that lobby for brewing companies rights. The research method employed was a survey that was managed through Qualtrics Online Survey Software, which collected all data. The survey was distributed through Facebook and Twitter. These outlets were chosen because they are the most prominent media outlets to engage and receive feedback from the target audience, which includes customers ages 21 to 25. The
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survey was conducted Sunday, Nov. 9, 2014 through Tuesday, Nov. 18, 2014. Population characteristics are as follows: age ranges include 71 respondents ages 21 to 25, nine respondents ages 26 to 30, nine respondents ages 31 to 35, four respondents ages 36 to 40 and eight respondents who were 41 and over. There were 101 total respondents. Gender characteristics were as follows: 50 males and 51 females. As previously stated, RCBC’s target audience included beer drinkers ages 21 to 25. The sample was selected to directly correlate with the age group that RCBC desired to reach. While currently attracting customers ages 28 to 33, RCBC’s desired target market includes undergraduate students above the age of 21. Sampling confidence and measurement error (Q) (p) (1-p) (Q-1) (E/C)2 + (p) (1-p)
115,000(.25) (115,000-1) (.05/ 1.96)2 + (.25) = 28,750 (114,999)(.0006507) + (.25) = 28,750 74.83 + (.25) = 28,750 75.08 = 382.92
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After conducting the survey, major findings include the following:
Desired distribution areas include: Montgomery, Alabama; Birmingham, Alabama; Huntsville, Alabama; and Columbus, Georgia.
Desired distribution locations include: Hamilton’s Restaurant, Acre Restaurant, Avondale Bar and Lounge, Fink’s Restaurant, SkyBar Café and The Hound Restaurant.
Participants overwhelming willingness to drive to Downtown Opelika to visit the brewery.
This willingness is a positive indicator for RCBC’s business; however, it also suggests that a shuttle service would be a positive addition because participants would be drinking while visiting the brewery.
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Research Specifics The research involved in this study consisted of three objectives, one informational and two different types of behavioral objectives. Through an informational perspective, the study was to inform RCBC of consumer demographics and needs. The other two objectives were behavioral, addressing consumer purchasing desires and willingness to travel to RCBC. This study was to encourage consumers to visit RCBC upon grand opening and to encourage consumers to purchase RCBC’s products from distribution locations. The research involved was used to observe, plan and evaluate the results. The observation at hand involved looking for trends and developments that arose in addition to looking into the future. The planning portion involved strategically gathering information regarding RCBC’s desired target market, and compiling appropriate research questions for that group. The evaluation phase included evaluating data produced from survey results and providing RCBC with tangible strategies to maximize consumer engagement. This study used formal research, which is the systematic gathering, analyzing and evaluating of data using some form of methodology. There are two types of formal research: qualitative and quantitative research. Qualitative research is when data collection is uncontrolled, subjective and random observation. The data assessment cannot measure reliably; validity is assumed and inductively measured. Types of qualitative data include observation, interviews, focus groups and case studies. Quantitative research is when data collection is controlled, objective and systematically observed. The data assessment can be measured reliably (consistency), and validity can be measured and deductively interpreted. Types of quantitative data include survey and experiment.
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This research study answers questions of fact and questions of definition. Questions of fact address quantity, such as “how much” or “how many”. Questions of definition define what researchers are attempting to observe. Research is conducted in two different way: theoretical and applied. The theoretical approach provides the underlying framework for the study of public relations. The applied approach seeks to use theory-driven research in business world situations. There are several aspects to look for in the research findings. These aspects demonstrate effectiveness, impact on business outcomes (ROI), cost-effectiveness that is applicable to a broad range of activities, link tactics to outcomes and develop better communication programs. In addition, research methods should be clear and contain well-defined research objectives, a rigorous research design and detail that supports documentation. These methods ensure the best practices in public relations research.
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Literature Review In 2012, the Alabama beer industry’s total economic impact stood at more than $700,000 according to a survey conducted by the U.S. Beer Institute (beerinstitute.org). The survey indicates that the Alabama brewing industry contributes $318,000 in wages, generating more than 12,000 jobs for the state. The same study indicates that Alabama ranks 22nd in the nation for beer consumption per capita. The United States Census Bureau reported the Alabama population at 5 million people in 2013 (census.gov). Both Auburn and Opelika are cities in Lee County, Alabama. The United States Census Bureau records the Lee County population in 2013 as 151,000 people. Seventy-six percent of that population is over the age of 21. City-Data.com is a website that analyzes the census for counties in Alabama, showing a more in-depth look at demographics (city-data.com).1 City-Data indicates the median age in Lee County in 2009 was 29 years old. The median household income for Lee County residents was approximately $37,000. The Brewer’s Association is an organization that recognizes itself as a voice for the craft brewing industry (brewersassociation.org). There are four different craft beer market segments: microbreweries, brewpubs, regional craft breweries and contract brewing companies.2 The Brewer’s Association defines a microbrewery as a site that produces fewer than 15,000 barrels of beer per year with 75 percent of its beer sold off-site. Beer can reach consumers in one of three ways: a three-tier system (brewer to wholesale to retailer to consumer); a two-tier system
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To see the full scope of the demographics, visit: http://www.city-data.com/county/Lee_CountyAL.html 2 For the purposes of this literature review, only microbreweries and brewpubs will be discussed. For more information about craft beer market segments, visit: http://www.brewersassociation.org/statistics/market-segments/. 8
(brewer acting as wholesaler to retailer to consumer) or directly to the consumer from the brewer’s taproom. A brewpub sells 25 percent or more of its beer on site, and beer is primarily for sale in the brewer’s restaurant or bar. The Brewer’s Association also outlines snapshots of state craft beer sales and statistics from 2013. As of 2013, Alabama listed 13 craft breweries (40th in the nation) (brewersassociation.org). Adults age 21 and over consumed 0.3 gallons of craft beer in Alabama (44th in the nation). Alabama laws restrict many entrepreneurs from opening microbreweries or breweries until the lobbying group, Free the Hops: Alabamians for Specialty Beer, experienced success in overturning strict Alabama legislature. In May 2011, the Brewery Modernization Act was passed after being pushed by Free the Hops (freethehops.org). The act allows brewers to sell on-site at a brewpub or to wholesalers. Since the act passed, three taprooms have opened in Birmingham, Alabama, (Avondale, Cahaba and Good People), and two taprooms opened in Huntsville, Alabama, (Blue Pants and Straight to Ale). Free the Hops also orchestrated and lobbied the passing of the Gourmet Bottle Bill that came into effect August 2012. The bill allows the sale of bottles up to 24 ounces in brewery taprooms. In 2012 the Alabama Brewers Guild conducted an annual production survey.3 The survey found a 47 percent increase in beer production in Alabama for 2012 (albeer.org). The survey noticed a lack of brewpubs as opposed to production breweries (microbreweries). It cites that the lag is due to the legal restrictions mentioned earlier. The restrictions imposed on brewpubs by Alabama Code in § 28-4A-3 include the following:
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The full results of the survey can be found at http://albeer.org/wpcontent/uploads/2013/02/The-State-of-Alabama-Beer.pdf. 9
Brewpubs must be located in a county in which beer was brewed for public consumption prior to the ratification of the 19th Amendment to the United States Constitution.4
Brewpubs must be in a historic building or site, or in an economically distressed area designated as suitable by the municipal or county governing body.
Beer brewed at the brewpub may not be packaged in anything other than barrel or keg containers.
The brewpub cannot brew more than 10,000 barrels of beer annually.
RCBC meets the requirements for owning and operating a brewery in Lee County. The company plans to open the brewery in December 2014. Auburn University students conducted research for the brewing company to better understand the Auburn-Opelika demographic in Lee County. A survey was conducted to answer questions about demographics, beer consumption, beer preferences, social media usage, willingness to drive to Downtown Opelika, Alabama, to visit the brewery, willingness to use a shuttle service to Downtown Opelika, Alabama, preferred distribution locations and brand awareness. The project was conducted to obtain information useful for marketing and advertising on social media, determine distribution locations and determine how to maximize usage of RCBC facilities Opelika, Alabama, a success. The research serves as a starting point for a public relations campaign.
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The Alabama Brewers Guild lists thirteen counties in Alabama that meet this requirement: Calhoun, Colbert, Cullman, Dallas, Houston, Jefferson, Lee, Madison, Montgomery, Morgan, Russell and Tuscaloosa 10
Method This study consisted of a 14-question survey created through the online survey software Qualtrics. Qualtrics guaranteed anonymity and confidentiality of responses. Qualtrics was used to create the survey as well as record/collect the responses/data of each participant. The survey was published online on Sunday, Nov. 9, 2014 and was available through Tuesday, Nov. 18, 2014. The survey was distributed via the social media platform Facebook, and was posted on the accounts of the four group members, on multiple group pages that the members belong to, as well as on the RCBC Facebook page. Facebook was chosen because of its popularity among the target demographic. There were 106 respondents to the survey, of which five respondents were under the age of 21 and unable to complete the entire survey. The survey consisted of one screener question, two demographic questions, two openended questions and five scale questions. The screener question was used to identify participants under the age of 21. As this survey was conducted on behalf of a brewery, individuals under the age of 21 were unable to participate and the screener question facilitated that. Two demographic questions were asked in order to gather and assess demographic information concerning age range and gender. Two open-ended questions were asked to gather information on possible distribution locations and to discover how participants had heard about RCBC prior to the survey. Five varying scale questions were asked to gather information on participant’s willingness to drive to Downtown Opelika to visit the brewery, participant’s willingness to utilize a shuttle from Downtown Auburn to downtown Opelika, how frequently participants drank craft beer, how frequently participants traveled to Opelika and participant’s willingness to join a club/membership program.
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According to Stacks (2011), validity is defined as the extent to which a research project actually measures what it is intended to measure (p. 350). This study was intended to measure consumer demographics and needs. This survey is valid in that 71 of 106 respondents were ages 21 to 25, meaning that a solid understanding of target demographics was gathered. Additionally, every respondent was required to provide their gender, further adding to the list of consumer demographics. Data were collected regarding the areas and locations that consumers wanted to see RCBC products distributed to, the social media platform on which consumers would first look for information about RCBC and a need from consumers was established for a shuttle service from downtown Auburn to Downtown Opelika. Reliability is defined as the ability of a measure to measure the same thing comparably over time (Stacks, p. 50). This study was reliable in that each participant was given the same 14 questions, in the same order with the same amount of time to complete the survey.
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Results As discussed in the executive summary, major findings included participant’s overwhelming willingness to drive to Downtown Opelika to visit the brewery. Although this willingness is a positive indicator for RCBC’s business, it also suggests that a shuttle service would be a positive addition due to the fact that participants would be drinking while visiting the brewery. The two original questions presented for the first major finding were “what would your willingness be to drive to Downtown Opelika to visit the brewery/tap room?” and “if a shuttle were provided from Downtown Auburn to Downtown Opelika, I would use it as a means of transportation to Red Clay Brewing Company.” For the first question, participants were given the option to choose between extremely unlikely, unlikely, neutral, likely and extremely likely. For the second question, participants were given the option to choose between strongly agree, agree, neither agree nor disagree and strongly agree for this question.
Figure 1-1
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In Figure 1-1, approximately 80 percent of respondents said they would either be likely or extremely likely to drive to Downtown Opelika to visit the taproom.
Figure 1-2
Figure 1-2 shows that 61 percent of respondents stated that they either strongly agreed or agreed with the statement that said they would be willing to utilize a shuttle service from Downtown Auburn to Downtown Opelika if one were provided. Other major findings established as a result of this study were desired distribution areas and locations. Desired distribution areas, as indicated by Figure 2-1, were Montgomery, Birmingham and Huntsville, Alabama and Columbus, Georgia.
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Figure 2-1
As responses to question 14, found in appendix B, desired distribution locations as indicated by respondents were Hamilton’s Restaurant, Acre Restaurant, Avondale Bar and Lounge, Fink’s Restaurant, SkyBar Café and The Hound Restaurant.
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Discussion and Ramifications This survey provided RCBC with pertinent information, including consumer demographics and needs of the target audience. Information on consumer willingness to engage with RCBC was also gathered during this study. While the survey presented provides RCBC with knowledge of consumer demographics and needs, present limitations suggest future research must be conducted to gain a better understanding of RCBC’s desired target market. Present limitations of current research included a lack of adequate time and a lack of access to a larger population. Listed below are final suggestions that are being offered to RCBC after the completion of this survey. Objective 1: To inform consumers of RCBC’s brand and products through frequent promotion. Objective 1, Strategy 1: Create a non-paid public relations intern position. This individual’s duties will include, but are not limited to news releases, event planning, managing social networks and blogging. The creation of this position will provide RCBC with consistent public relations, without the expenses of paying an additional employee. Objective 2: To encourage potential customers to visit RCBC’s location and try products. Objective 2, Strategy 1: Create a special event at RCBC’s location at which customer’s are able to tour the brewery and learn more about the products available from RCBC. As guests register for this event, they will be required to provide their e-mail address. These addresses will be secured into RCBC’s database, and used when conducting additional research. Objective 3: To inform RCBC executives of future consumer demographics and needs, including individuals outside of the Auburn/ Opelika area. Objective 3, Strategy 1: Create a survey distributed semiannually to target audience members that live in Columbus, Georgia; LaGrange, Georgia; Montgomery, Alabama; and Phenix City,
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Alabama. This semiannual survey will enable RCBC to gauge the interests and desires of customers outside of Opelika, Alabama, frequently. It will also allow RCBC to determine whether current distribution locations are successful, and if not, additional options that should be considered.
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Conclusion In conclusion, the survey presented provides RCBC with knowledge of its desired target audience and the needs of this niche. The objectives of this survey were to inform RCBC of consumer demographics and needs, to encourage consumers to purchase RCBC’s products from distribution locations and to encourage consumers to visit RCBC upon grand opening. After data collection, the research suggests that consumers would be willing to travel to major cities in Alabama and Georgia to purchase RCBC products in addition to Downtown Opelika, Alabama. However, despite these findings, in order to maximize consumer interest, RCBC should consider hosting events at the brewery and providing a shuttle service from Downtown Auburn, Alabama, to Downtown Opelika, Alabama. Suggestions to RCBC include creating a non-paid public relations intern position, hosting special events at RCBC, and creating a survey distributed to customers semiannual to gauge interest.
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Bibliography "Alabama Brewers Guild." Alabama Brewers Guild. Alabama Brewers Guild, 2014. Web. 26 Nov. 2014. <http://albeer.org/>. "Beer Institute." Beer Institute. National Beer Wholesalers Association, 2014. Web. 25 Nov. 2014. <http://www.beerinstitute.org/>. "Craft Beer Industry Market Segments." Brewers Association. Brewers Association, 2014. Web. 26 Nov. 2014. <http://www.brewersassociation.org/statistics/marketsegments/>. Harris, Gabe. "Free The Hops | Alabamians For Specialty Beer." Free The Hops. Free The Hops, 2014. Web. 26 Nov. 2014. <http://www.freethehops.org/restrictions/>. "Lee County, Alabama (AL)." Lee County, Alabama Detailed Profile. Onboard Informatics, 2014. Web. 26 Nov. 2014. <http://www.city-data.com/county/Lee_CountyAL.html>. Stacks, D. (2011). Primer of Public Relations Research: Second Edition. New York: The Guilford Press. "United States Census Bureau." Lee County QuickFacts from the US Census Bureau. U.S. Department of Commerce, 2013. Web. 26 Nov. 2014. <http://quickfacts.census.gov/qfd/states/01/01081.html>.
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Appendices Appendix A Original Survey Red Clay Brewing Company Survey
Thank you for your participation in this study that is being conducted by a group of PRCM 4510 students at Auburn University. This survey is being conducted on behalf of Red Clay Brewing Company, a new brewery/taproom coming to Downtown Opelika, Alabama to gauge customer base and customer desire in a local brewery and taproom. The survey will take less than five minutes. All responses are completely confidential. Questions can be emailed to Terri Knight at trk0001@auburn.edu 1. Are you 21 or older? Yes (1) No (2) If No Is Selected, Then Skip To End of Survey. If Yes Is Selected, Then Skip To Which age range best describes you? 2. Which age range best describes you? 21-25 (1) 26-30 (2) 31-35 (3) 36-40 (4) 41+ (5) 3. What is your gender? Male (1) Female (2)
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4. Which social media platform would you check first when looking for drink specials, beers on tap or event information? Please check only one. Facebook (1) Twitter (2) Instagram (3) 5. What would your willingness be to drive to Downtown Opelika to visit the brewery/tap room? Extremely unlikely (0) Unlikely (1) Neutral (2) Likely (3) Extremely likely (4) 6. If a shuttle were provided from downtown Auburn to Downtown Opelika I would use it as a means of transportation to Red Clay Brewing Company. Strongly agree (1) Agree (2) Neither agree nor disagree (3) Disagree (4) Strongly Disagree (5) 7. What beer styles would you be interested in seeing on tap at Red Clay Brewing Company? Please check all that apply. Stout (1) IPA (2) Pale Ales (3) Lager (4) Light beer (5) Brown ale (6) Pilsner (7) Other: (8) ____________________ 8. How frequently do you drink craft beers? Never (1) No more than once per week (2) 1 to 2 times per week (3) 3 to 4 times per week (4) 5 times per week or more (5)
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9. How frequently do you travel to Opelika? Never (1) No more than once per week (2) 1 to 2 times per week (3) 3 to 4 times per week (4) 5 times per week or more (5) 10. Prior to this survey had you ever heard of Red Clay Brewing Company? Yes (1) No (2) If No Is Selected, Then Skip To Question 13. If Yes Is Selected, Then Skip To Question 11. 11. How/where did you learn about Red Clay Brewing Company? 12. If Red Clay Brewing Company offered a club/membership program that offered discounts/specials on drinks, what is the likelihood that you would be interested in joining? Extremely unlikely (1) Unlikely (2) Neutral (3) Likely (4) Extremely likely (5) 13. In the event that Red Clay Brewing Company was to distribute their beer, what area would you like to see the product distributed to? Please check all that apply. Montgomery (1) Birmingham (2) Huntsville (3) Columbus (4) Other (5) ____________________ 14. In the event that Red Clay Brewing Company was to distribute their beer, what restaurants/bars would you like to see their product in? Thank you for your participation in this Red Clay Brewing Company survey. Your answers are confidential and will be recorded appropriately. Please like Red Clay Brewing Company on Facebook to stay updated on the brewery’s progress and grand opening announcements.
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Appendix B Qualtrics Data Input Initial Report Last Modified: 11/22/2014 1. Are you 21 or older?
# 1 2
Answer Yes No Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 100 5 105
% 95% 5% 100% Value 1 2 1.05 0.05 0.21 105
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2. Which age range best describes you?
# 1 2 3 4 5
Answer 21-25 26-30 31-35 36-40 41+ Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 71 9 9 4 8 101
% 70% 9% 9% 4% 8% 100% Value 1 5 1.70 1.59 1.26 101
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3. What is your gender?
# 1 2
Answer Male Female Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 50 51 101
% 50% 50% 100% Value 1 2 1.50 0.25 0.50 101
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4. Which social media platform would you check first when looking for drink specials, beers on tap or event information? Please check only one.
# 1 2 3
Answer Facebook Twitter Instagram Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 51 31 19 101
% 50% 31% 19% 100% Value 1 3 1.68 0.60 0.77 101
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5. What would your willingness be to drive to Downtown Opelika to visit the brewery/tap room? 0 -Extremely unlikely 1 -Unlikely 2 -Neutral 3 -Likely 4 -Extremely likely
# 0 1 2 3 4
Answer 0 1 2 3 4 Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 3 8 10 43 37 101
% 3% 8% 10% 43% 37% 100% Value 0 4 3.02 1.06 1.03 101
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6. If a shuttle were provided from downtown Auburn to Downtown Opelika I would use it as a means of transportation to Red Clay Brewing Company.
# 1 2 3 4 5
Answer Strongly agree Agree Neither agree nor disagree Disagree Strongly Disagree Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
22
22%
40
40%
19
19%
13
13%
7
7%
101
100% Value 1 5 2.44 1.37 1.17 101
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7. What beer styles would you be interested in seeing on tap at Red Clay Brewing Company? Please check all that apply.
# 1 2 3 4 5 6 7 8
Answer Stout IPA Pale Ales Lager Light beer Brown ale Pilsner Other:
Response 40 49 57 46 46 43 32 21
% 40% 49% 56% 46% 46% 43% 32% 21%
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Other: Amber ale Amber ale Barley wine Barley wine Belgian Bock Cider Cider Cider cider Dunkel Ale, Porter, Amber Ale hard cider hefeweizen Hefeweizen Kolch, and belgiums Kolsch/Saison/Porter Porter porter. kolch Porters, Imperial Stout Saison, porter Sour Statistic Min Value Max Value Total Responses
Value 1 8 101
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8. How frequently do you drink craft beers?
# 1 2 3 4 5
Answer Never No more than once per week 1 to 2 times per week 3 to 4 times per week 5 times per week or more Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 17
% 17%
30
30%
26
26%
17
17%
11
11%
101
100% Value 1 5 2.75 1.53 1.24 101
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9. How frequently do you travel to Opelika?
# 1 2 3 4 5
Answer Never No more than once per week 1 to 2 times per week 3 to 4 times per week 5 times per week or more Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 13
% 13%
58
57%
17
17%
3
3%
10
10%
101
100% Value 1 5 2.40 1.16 1.08 101
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10. Prior to this survey had you ever heard of Red Clay Brewing Company?
# 1 2
Answer Yes No Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response 52 49 101
% 51% 49% 100% Value 1 2 1.49 0.25 0.50 101
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11. How/where did you learn about Red Clay Brewing Company? Text Response ? A classmate (Auburn University) A friend told me to look into getting a job there Alabama Brewers Guild Auburn News, Facebook Auburn Octoberfest Auburn university website Can't remember. Something online. Class Class discussion Class project :) Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook, are y'all hiring? Facebook/Oktoberfest Facebook and word of mouth Facebook page Friend Friend Friend of mine Friends Friends Friends Friends Friends and Facebook From involvement with Main Street Homebrewer, Social Media In class I read an article about it John Emerald Distilling Company Kerry Kerry Mcginnis Kerry McGinnis On facebook Overall Co. Owner Paper Personal online search of new things in Opelika Plainsman
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Saw it being developed in downtown Opelika Social Media (FB) Through a friend Verge Pipe Media Word of mouth Statistic Total Responses
Value 49
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12. If Red Clay Brewing Company offered a club/membership program that offered discounts/specials on drinks, what is the likelihood that you would be interested in joining?
# 1 2 3 4 5
Answer Extremely unlikely Unlikely Neutral Likely Extremely likely Total
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Response
%
14
14%
4 13 40
4% 13% 40%
30
30%
101
100% Value 1 5 3.67 1.74 1.32 101
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13. In the event that Red Clay Brewing Company was to distribute their beer, what area would you like to see the product distributed to? Please check all that apply.
# 1 2 3 4 5
Answer Montgomery Birmingham Huntsville Columbus Other
Response 29 60 33 25 28
% 30% 61% 34% 26% 29%
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Other ? Athens Atlanta Atlanta Atlanta Atlanta Atlanta Auburn auburn Auburn Auburn Auburn Auburn/Opelika Auburn/Opelika Decatur Decatur Dothan Dothan, Alabama Enterprise, AL Florida Florida Panhandle, Destin Mobile Mobile N/A Opelika/Auburn Out of state Statistic Min Value Max Value Total Responses
Value 1 5 98
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14. In the event that Red Clay Brewing Company was to distribute their beer, what restaurants/bars would you like to see their product in? Text Response 17-16, Fink's 17/16, Skybar, Mellow Mushroom ? Acre Acre ACRE!!!!!, Below the Radar, FINKS, The Hound Acre, Hamilton's, Mellow Mushroom Acre, Hound Acre, The Avondale, Jeffersonâ&#x20AC;&#x2122;s, Mellow Mushroom, Little Italy ALL All Auburn restaurants and bars All in auburn All of them All the restaurants Amsterdam's, The Hound Any Any Any Any/all Avondale Avondale, finks, Hamiltons 1716 Any Avondale, Finks, Mellow Mushroom, Zazu Bars Bars/Restaurants in downtown Auburn Bars in downtown auburn Burger Fi, Maddio's Pizza, Taziki's BWW, Bar Louie Chili's Cigar bar Definitely locations downtown Auburn and Opelika. Everywhere Fink's Fink's, The Hound, Mellow Mushroom Finks, Hound, mellow mushrooms Hamilton's Hamilton's, Burger Fi, Acre Hot n hot fish club Hound, Acre, Avondale I have never tried their beers so this is difficult to say. The question assumes I like their craft beer. Irish Bred, etc.
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Irish Bred Pub Island Wing Co, Moe’s BBQ, etc. LeRoy's in Old Cloverdale Local Mafias Mellow Mushroom Mellow mushroom Mellow Mushroom Mellow mushroom Mellow Mushroom, Fink's, Arigato Mellow Mushroom, Irish Bred Pub, Niffers Mellow Mushroom, Maddios Mellow Mushroom, Niffer's, etc. Mexican Moe's Barbeque Moe's BBQ Moe’s BBQ, Hamilton's, Momma G’s Moe’s BBQ Auburn Momma g's Momma G's Momma Goldberg's Momma Goldberg’s Momma G’s n/a Niffers, 17-16, Little Italy's Niffers, Irish Bred Pub O'Charlies Pizza stores Sky, 1716 Sky, Fink's, Avondale Sky, Halftimes, Niffers Skybar Skybar Sky bar Sky bar, Fink’s, Moe’s bbq Sky bar, The Hound Sports bars Sports bars The Hound The Hound The Hound The Hound The Hound The Hound The Hound, Eighth and Rail, Acre, Jefferson's The Hound, Finks, Avondale
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Yard House, Mellow Mushroom Statistic Total Responses
Value 90
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Appendix C
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43
44
45
46
47
*Downtown Opelika
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49
50
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