The Bier Stein saw a decrease in overall beer sales in 2010 but an increase in craft brew sales. They stock over 1000 beers and 10 rotating taps. In 2011, they will focus on improving social media integration to provide customers deals and grow interest in partner businesses. While the economic outlook remains uncertain, they are committed to continuing their role as a hub for craft brewing in Eugene.

1. SHAREHOLDER LETTER
To our customers, partners, and employees:
The year 2010 has brought about a variety of issues. Although we are no longer in a
recession, we’re still feeling the effects of it and have adapted our ways of living.
Overall U.S. beer sales were down by an estimated 2.7% by volume in the first half of
2010, but the growth of the craft brewing industry was up by 9% by volume and
12% by retail dollars. We have recognized that the craft brewing industry is not
recession proof, but we are positively looking toward the horizon as the craft
brewing industry keeps expanding as a whole.
We currently stock over 1000 different beers along with providing ten rotating taps
and are ever looking to expand. With our hard-working staff of servers, bus persons
and cooks, our presence in the craft brewing community has made us the best place
in the Willamette Valley to get that hard to find beer.
As the next year approaches, we’re looking forward to implementing more features
into our social media to get our community involved. We will be cranking up the
interactivity with our existing social media presence on Facebook and Twitter to
have it work better for both our customers and our business partners.
Some areas that we believe offer the most important opportunities to deliver value
and benefit to customers and partners while driving future profitable growth for
The Bier Stein include:
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2.  Better Facebook integration: We’ve noticed how many users get their news
about Bier Stein specials through social media. Customers will begin to see
special deals through our Facebook feed. Further integration of user
submitted “tagged” photos could possibly earn future deals or discounts. Our
partners in distributing will see a growing interest in their business through
better online communication of their businesses while at the same time
earning our customers possible deals or discounts.
 Quality Twitter use: Our beer distributors are interesting businesses and
people. For anyone interested in the art of craft brewing or are just looking
for a good deal and bits of daily news, our Twitter feed will provide just that.
Customers can look forward to special Twitter-only coupons.
Our commitment to providing our customers with the best beer in Eugene will
continue into the year 2011. As the craft brewing industry continues to grow, we too
will continue the evolution of how The Bier Stein functions as a whole. Although we
see another possibly tough year economically in the state of Oregon, we aim to be
the place to go when people want to enjoy a great meal paired with great drink.
Your support is what helps us pursue these opportunities to help foster a direct
relationship between brewer and customer. Thank you.
Sincerely,
Chip Hardy
Owner