This section is going to be a little bit different.
All the observations up until this point were derived from brewed.today's data, which is gathered from publicly available data found from online store fronts. From this dataset we're able to discern categorical data of products and their general availability to consumers. Unfortunately, this is lacking for more interesting observations around sales.
I've been able to gather a small amount of information around some breweries sales and operations. I'd like to take a look at three breweries and try to take a look at the growth with what limited data is available. I'm going to keep the breweries identities anonymous.
I've been able to procure a rough number of online orders over the course of three years for these breweries. Ideally, to compare equally I'd like to obtain the number of hectolitres each brewery brews per year as to give a representation of scale when comparing against each other. Volumes brewed isn't publicly available, so to try to compare scale I've snapshotted the amount of inventory each brewery has on the shelves in the LCBO all across the province.
| ||LCBO Footprint
||2019 ||2020 ||Growth |
|Brewery 1 ||2500 ||200 ||3500 ||17.5x |
|Brewery 2 ||90000 ||600 ||9500 ||16x |
|Brewery 3 ||75000 ||550 ||27500 ||50x |
With restaurants and brewpubs closing, breweries shifted their focus to online sales and delivery. It's unsurprising seeing the number of orders sky rocket. What is surprising, to me, is the amount that Brewery 3 increased its online sales compared to Brewery 2, as by my rough estimate, they brew similar volumes per year. What did Brewery 3 do differently? Better beer? Better location? Better prices? Better marketing? Something else?
Unfortunately, I don't have empirical data to answer these questions, just theories.