WNEU College of Business Students Partner with White Lion

SPRINGFIELD — Western New England University College of Business students recently collaborated with White Lion Brewing Co. to create an in-depth market-research report to help the company expand its reach outside of the Pioneer Valley. White Lion Brewing, the first craft brewery in the city of Springfield, recently cracked the Valley Advocate Beerhunter’s “Must Try Craft Beers” list.

The university students began their research last spring, culminating in their final report in December 2015.

White Lion was part of Valley Venture Mentors’ inaugural accelerator cohort last year, and a finalist for competing in the Accelerator Awards in April, winning seed money with data collected by the Western New England University student team.

“I was very impressed by the level of detail and amount of research the students conducted,” Berry said. “We walked away with a complete analysis on what is working, where we can improve, and what differentiates us from other breweries in our region. It was a pleasure and an honor for me to work with them over the past year.”

In addition to working closely with Berry and holding several meetings, the students employed a second team of marketing students to help develop promotional ideas and concepts for White Lion craft beer. With the assistance of Table & Vine stores, the students were permitted to administer surveys to customers for their market research, and provided Berry with a variety of insights for the future growth of his company.

“There is nothing more fulfilling than helping students shine among business professionals and helping them carve their reputation in the business community as up-and-coming graduates of Western New England University,” said Janelle Goodnight, professor for both the market-research and marketing-management courses.

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