Supply Chain World - Fall 2017 - 112

food, beverage & hospitality craft brew alliance
www.craftbrew.com / Revenue: $203 million / HQ: Portland, Ore. / Employees: 800 / Specialty: Craft brewing / Sujit Srinivas, senior director of supply chain: "World Class
Craft originally started as a concept in brewing and operations, but has very quickly become part of the lingo across all of CBA."

Crafted for Success
Craft Brew Alliance strives to continuously improve its processes as
it competes in an ever-growing market. By Janice Hoppe-Spiers
Guided by its World
Class Craft initiative,
Craft Brew Alliance (CBA)
strives for continuous
improvement throughout
the organization. "World
SUJIT SRINIVAS
Class Craft originally startsenior director of
supply chain
ed as a concept in brewing
and operations, but has
very quickly become part of the
lingo across all of CBA," says Sujit
Srinivas, senior director of supply
chain. "It is our guiding light in the
pursuit of continuous improvement and the overarching theme
in everything we do at CBA."
Formed in 2008, CBA is headquartered in Portland, Ore., and
operates breweries and brewpubs
across the U.S. CBA beers are
available in all 50 states and 30
different countries. Its distinctive
portfolio combines the power
of Kona Brewing Company with
strong regional breweries and
innovative lifestyle brands.

Stiff Competition
"Competition is unlike anything
in the past," Srinivas notes. "There
are 5,500 breweries in the U.S. and
counting. At CBA we believe we are
uniquely positioned by focusing on
three key fundamentals - strengthening our top line by strategically
growing our brands, improving
the core health of our business by
unlocking operational and supply
chain efficiencies, and actualizing
the future by fueling our strategic
112

Supply Chain World FALL 2017

partnerships and developing organizational talent and culture."
CBA faces the same supply chain
challenges that most companies
do, but what makes the challenges
unique is the unprecedented market competition and ever-evolving
landscape of the beer business.
To overcome those challenges,
CBA's fully integrated supply chain
starts with planning and resourcing. Its elaborate end-to-end supply chain infrastructure starts with
demand planning, and integrates
procurement, production and
inventory through to customer
fulfillment and distribution. "Our
robust demand planning process
incorporates historical data, trend
analysis, sales velocity, points of

Craft Brew Alliance's distinctive
portfolio includes Kona Brewing
Company, a national craft beer
brand, as well as strong regional
breweries and lifestyle brands.

distribution, sales forecasting and
marketing promotions and activities to provide the best estimate
of demand at any given time,"
Srinivas explains. "This gets pretty
granular down to the SKU and
regional level."

Supplying the Demand
CBA recently entered into a
brewing partnership with Anheuser-Busch to produce some
of its bigger brands at its facility
in Fort Collins, Colo. In July, CBA
closed its Woodinville, Wash.,
brewery as part of an ongoing
focus to streamline its brewing
footprint and better leverage its
nearby 750,000-barrel brewery in
Portland. Today, CBA owns brew-



Table of Contents for the Digital Edition of Supply Chain World - Fall 2017

Contents
Supply Chain World - Fall 2017 - Cover1
Supply Chain World - Fall 2017 - Cover2
Supply Chain World - Fall 2017 - 1
Supply Chain World - Fall 2017 - Contents
Supply Chain World - Fall 2017 - 3
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Supply Chain World - Fall 2017 - Cover3
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