CHALLENGE:
Ontario Hops Growers Association has developed the Canada Hop Marketplace; information on what breweries need to adopt local hops is needed. Primary Research would be conducted to better understand from the brewery perspective as well as the consumer perspective. A detailed promotions strategy and how to implement is needed.
SOLUTION:
Research interviews were conducted with 20 breweries on their opinions of Ontario Hops. Through this research, findings were analyzed to identify themes to best take lessons away. Secondary research and development of profiles of competitors was completed to understand gaps Ontario Hops can fill in the marketplace. A report on key findings, and recommendations for how to grow the use of Ontario Hops while meeting the needs of Ontario brewers was provided.
Funding: RBC Funded
