The best solution for MMBC to deal with this problem is to introduce a new product via brand extension, the Mountain Main Light, to target young drinkers. This is because light beer sales in the U.S. had been growing over the previous six years. Additionally, the company should aggressively market the new product with better marketing strategies. First, the company needs to create a new “light” formula with the same quality as Mountain Man Lager. MMBC should meticulously reformulate the new formula based on the current brew recipe. The beer’s taste should help people associate it with the Mountain Man brand. Other than that, the company can use selective ingredients to make the light beer by taking health care into concern. This distinct quality
