Off-Centered Ales- on Target Sales: Dogfish Head Craft Brewery

Case Study #10

Off-Centered Ales- On Target Sales: Dogfish Head Craft Brewery

​Dogfish Head Craft is a beer brewery. In 1995, Sam Calagione and Mariah Calagione founded Dogfish in Rehoboth Beach, Delaware. As off today, the company keeps expanding, which includes a 103,000 square foot brewery and a small distillery, with 50 distributors in 25 different states. Dogfish brewery was ranked 500 in the United States for the fasting growing small brewery. There also have Dogfish Alehouses located in Maryland and Virginia.

​Before Dogfish was founded, Sam came up with idea while he was working in New York City at a restaurant that specialized in microbrews. Microbrews are basically just a type of beer produced in a smaller brewery. Sam started off as a brewer assistant, then slowing making his way to developing brand names and recipes. Sam and Mariah wanted to be close to their consumers that’s why they decided to create a successful small brewery, rather than a huge beer facility. Eventually, they started adding more and different ingredients to their beers, and waiting for the customer’s opinions, and work from there.

​The statement, “off centered ales for off centered people” in other terms means “beer geeks, wine people, and foodies”. Sam and Mariah wanted to be different and their brewery to stands out. Therefore, they came up with various unique names, ingredients, and stories behind each and every one of their beers. One example is Malt Advocate, which is a mahogany ale made with beet sugar, green raisins, and Belgian yeast. The best IPA in the world is called Esquire, a 90 minute imperial IPA. The reason why Dogfish stands out is due to its unique and strong flavors, quality, and it has higher alcohol content. However, it is a little bit more expensive than regular beers, but you get what you pay for!

​Sam and Mariah developed a great strategy to keep

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