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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
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)
3 to 4 times per week (4)
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)
1 to 2 times per week (3)
3 to 4 times per week (4)
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
Standard Deviation 1.26
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
Standard Deviation 0.50
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
Standard Deviation 0.77
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
Standard Deviation 1.03
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
Standard Deviation 1.17
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
Standard Deviation 1.24
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
Standard Deviation 1.08
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
Standard Deviation 0.50
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, 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
Standard Deviation 1.32
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