Creating a Go-To-Market Strategy for a Mexican Craft Beer Producer

Seis Hileras is a small and expanding beer production company in Mexico that aims to operate as a socially responsible business and advocate for fair trade products by promoting the use of locally sourced ingredients. A team of six students worked with Seis Hileras’s leadership to help design a market strategy that would allow Seis Hileras to scale up its production capacity while sustaining its social and environmental goals. The team’s recommendations focused on five areas: professionalization, production, distribution, marketing and sales, and leverage creation.