Business plan and feasibility study for the implementation of a new sustainable beer brand on the Belgian market

Details

Supervisors

Janssen, Frank

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This Master Thesis explores the feasibility of launching Crust 2 Craft, a sustainable beer brand, in the Belgian market. Given the brewing industry's significant environmental impact, especially regarding water consumption and waste generation, this research aims to offer an eco-responsible alternative for consumers. Crust 2 Craft proposes to address these concerns by sourcing ingredients from sustainable, local, and organic sources, using purified rainwater and leftover bread, and collaborating with local producers to create unique flavors. The goal is to establish a 100% sustainable Belgian beer production cycle. The thesis is structured as a comprehensive business plan, starting with a project presentation and an external literature review of the Belgian brewing industry. This is followed by a detailed internal analysis, practical business aspects such as market research, a sustainable production approach, marketing mix, human resources, and an operational plan. The study concludes with a financial and risk analysis. Our research aims to determine the viability and attractiveness of integrating sustainability into beer production, responding to current environmental challenges and consumer demands. As Master 2 International Business students at Louvain School of Management, we present Crust 2 Craft to redefine the relationship between beer, the industry, and the environment.