Mountain Man Brewing Company was founded in 1925 by Guntar Prangel, a coal miner with a craft brewery. As a result, its unique “Mountain Man” brand of product is marketed largely to other coal miners. Today the company is still seen as an attractive brand that produces a quality product. Mountain Man Lager emphasizes the use of quality ingredients, as well as a bitter flavor and dark coloring. Mountain Man has been an established brand for over 75 years and enjoys the loyalty of older working class customers. Their pale ale is the market leader in West Virginia, but Mountain Man also has a strong following in other states such as Illinois, Indiana, Michigan and Ohio. It generated more than $50 million in revenue with 520,000 barrels sold. Not to mention Mountain Man Lager was voted the best-known regional beer and even won “best beer” in West Virginia and Indiana. The main advantage of Mountain Man Beer Company is the loyalty of its consumers, without this loyalty sales will decrease dramatically. Mountain Man has many unique factors that add value to their brand. First and foremost, Mountain Man is family owned and therefore perceived as a high quality product and considered a legacy. Lager also has a reputation for being the miners' beer and many people seem to drink Mountain Man in an attempt to connect with older generations. Their fathers and grandfathers drank Mountain Man and they want to drink it too. Mountain Man Lager is respected for its old school, regional beer characteristics (strong, dark and bitter). The main consumers of beer are mainly workers in the low-to-medium income range and over the age of 45. Thanks to these unique qualities, Mountain Man had created a str… medium out of paper. .....less and less demand on the market will not bring much success to the company. Light beer is what the market demands and a necessary risk that Mountain Man must take if it wants to attract new consumers. The initial product association between Mountain Man Light and Mountain Man Lager may be confusing to consumers in terms of flavor, but the association with quality ingredients is what should be emphasized. Mountain Man Light must distinguish itself from other light beers by highlighting their quality ingredients, but it must also separate itself from Mountain Man's bitterness by offering its own distinct flavor. That said, the name "Mountain Man Light" may not be the best name in terms of separating it from Mountain Man Lager. Giving the light beer a unique name is something Chris should seriously consider when branding.