Beverage Operations Management Trend Analysis

Today, the emergence of malt beverages is a new trend in the beverage market. Companies operating in the industry develop this segment of the market to expand their market share. At this point, it is possible to refer to the case of Four Loko, the company that was one of the pioneers in the malt beverage production. Therefore, malt beverages become a new trend that promises good growth and stability of the business development due to the growing demand on such beverages.         

The market of malt beverages is growing fast since the growth of Four Loko due to its malt beverages comprised 4,6% last year (Robertiello, 2). The company keeps growing and its malt drinks have become a true success story for the company. Unexpectedly, malt beverages challenge the position of beer in the market since the growth of Four Loko is faster than the growth of many brewery companies. Moreover, other companies operating in the beverage industry also enter the malt beverage segment of the market, including Natural Light’s extension Natty Rush and many other companies.

This segment of the market is prospective and, therefore, attractive for companies that have grown frustrated because of the stiff competition in the beer market and the dominance of behemoths of the brewery industry. Malt beverages have become a new success and attract many young customers that open good prospects for the further growth. The growth of the industry attracts businesses, including large companies along with such players as Four Loko which have already entered the market.

Thus, the malt beverage market is attractive for beverage companies and they are trying to jump on the bandwagon, while Four Loko and other companies that have already taken a large market share of malt drinks focus on the enhancement of their position.

Works Cited:

Robertiello, Jack. Consumers are Loko for Malt Beverages, Night Club & Bar. Web Accessed Dec. 8. 2017 on https://www.nightclub.com/industry-news/consumers-are-loko-for-malt-beverages