Abstract
Mikkeller is a renowned Danish gypsy craft brewing business that was born global. Its inspiring portfolio of beers, blended using exotic ingredients and unusual processes, are much sought after by craft beer geeks. Founder Mikkel Bjergso used an international partnership strategy to build a highly creative beer brand that is outstandingly innovative, but decided not to invest in his own brewing facilities or sell beer in his home market, favouring an international first manufacturing and marketing strategy. This marketing strategy case encourages students to evaluate contextual consideration of business model selection, entrepreneurial marketing, and international market entry strategy.
Published Version
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