Red Clay Brewing Company Survey

PRCM 4510 Survey: Red Clay Brewing Company

Leah Seay, Marisa Rodriguez, Olivia Bucklin, Brianna Womack

Auburn University

2

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

3

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

4

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

5

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.

6

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.

7

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.

8

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

1 To see the full scope of the demographics, visit: http://www.city-data.com/county/Lee_County-

AL.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/.

9

(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:

3 The full results of the survey can be found at http://albeer.org/wp-

content/uploads/2013/02/The-State-of-Alabama-Beer.pdf.

10

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.

4 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

11

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 open-

ended 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.

12

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.

13

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

14

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.

15

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.

16

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,

17

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.

18

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.

19

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/market-

segments/>.

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_County-

AL.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>.

20

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

[email protected]

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)

21

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)


5 times per week or more (5)

22

9. How frequently do you travel to Opelika?

Never (1)

No more than once per week (2)



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.

23

Appendix B

Qualtrics Data Input

Initial Report

Last Modified: 11/22/2014

1. Are you 21 or older?

# Answer

Response %

1 Yes

100 95%

2 No

5 5%

Total 105 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.05

Variance 0.05

Standard Deviation 0.21

Total Responses 105

24

2. Which age range best describes you?

# Answer

Response %

1 21-25

71 70%

2 26-30

9 9%

3 31-35

9 9%

4 36-40

4 4%

5 41+

8 8%

Total 101 100%

Statistic Value

Min Value 1

Max Value 5

Mean 1.70

Variance 1.59


Total Responses 101

25

3. What is your gender?

# Answer

Response %

1 Male

50 50%

2 Female

51 50%

Total 101 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.50

Variance 0.25


Total Responses 101

26

4. Which social media platform would you check first when looking for drink specials,

beers on tap or event information? Please check only one.

# Answer

Response %

1 Facebook

51 50%

2 Twitter

31 31%

3 Instagram

19 19%

Total 101 100%

Statistic Value

Min Value 1

Max Value 3

Mean 1.68

Variance 0.60


Total Responses 101

27

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

# Answer

Response %

0 0

3 3%

1 1

8 8%

2 2

10 10%

3 3

43 43%

4 4

37 37%

Total 101 100%

Statistic Value

Min Value 0

Max Value 4

Mean 3.02

Variance 1.06


Total Responses 101

28

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.

# Answer

Response %

1 Strongly

agree

22 22%

2 Agree

40 40%

3 Neither agree

nor disagree

19 19%

4 Disagree

13 13%

5 Strongly

Disagree

7 7%

Total 101 100%

Statistic Value

Min Value 1

Max Value 5

Mean 2.44

Variance 1.37


Total Responses 101

29

7. What beer styles would you be interested in seeing on tap at Red Clay Brewing

Company? Please check all that apply.

# Answer

Response %

1 Stout

40 40%

2 IPA

49 49%

3 Pale Ales

57 56%

4 Lager

46 46%

5 Light beer

46 46%

6 Brown ale

43 43%

7 Pilsner

32 32%

8 Other:

21 21%

30

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 Value

Min Value 1

Max Value 8

Total Responses 101

31

8. How frequently do you drink craft beers?

# Answer

Response %

1 Never

17 17%

2

No more than

once per

week

30 30%

3 1 to 2 times

per week

26 26%

4 3 to 4 times

per week

17 17%

5 5 times per

week or more

11 11%

Total 101 100%

Statistic Value

Min Value 1

Max Value 5

Mean 2.75

Variance 1.53


Total Responses 101

32

9. How frequently do you travel to Opelika?

# Answer

Response %

1 Never

13 13%

2

No more than

once per

week

58 57%

3 1 to 2 times

per week

17 17%

4 3 to 4 times

per week

3 3%

5 5 times per

week or more

10 10%

Total 101 100%

Statistic Value

Min Value 1

Max Value 5

Mean 2.40

Variance 1.16


Total Responses 101

33

10. Prior to this survey had you ever heard of Red Clay Brewing Company?

# Answer

Response %

1 Yes

52 51%

2 No

49 49%

Total 101 100%

Statistic Value

Min Value 1

Max Value 2

Mean 1.49

Variance 0.25


Total Responses 101

34

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

35

Saw it being developed in downtown Opelika

Social Media (FB)

Through a friend

Verge Pipe Media

Word of mouth

Statistic Value

Total Responses 49

36

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?

# Answer

Response %

1 Extremely

unlikely

14 14%

2 Unlikely

4 4%

3 Neutral

13 13%

4 Likely

40 40%

5 Extremely

likely

30 30%

Total 101 100%

Statistic Value

Min Value 1

Max Value 5

Mean 3.67

Variance 1.74


Total Responses 101

37

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.

# Answer

Response %

1 Montgomery

29 30%

2 Birmingham

60 61%

3 Huntsville

33 34%

4 Columbus

25 26%

5 Other

28 29%

38

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 Value

Min Value 1

Max Value 5

Total Responses 98

39

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, Jefferson’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.

40

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

41

Yard House, Mellow Mushroom

Statistic Value

Total Responses 90

42

Appendix C

43

44

45

46

47

48

*Downtown Opelika

49

50

51

Documents

Red Clay Brewing Company Survey