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Ranger Creek Overview - AMA San Antonio
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Ranger Creek Overview - AMA San Antonio

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Brewing a Texas Brand in a Busy Market Space

Brewing a Texas Brand in a Busy Market Space

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  • 1. Agenda•  About Ranger Creek•  Value Proposition•  Brand Personality & Architecture•  Marketing Plan7/19/12 2

  • 2. What we do•  Ranger Creek Brewing & Distilling is a combined brewery/distillery making: –  Craft beer for San Antonio –  Hand crafted Texas bourbon whiskey for Texas•  Started selling beer November, 2010•  Texas Bourbon released in November, 2011•  Only “brewstillery” in Texas, focus on the relationship between beer and whiskey.7/19/12 3

  • 3. Why Beer and Whiskey?•  Because we love to drink both!•  Beer and whiskey have significant potential: –  Only 5 craft distilleries making whiskey in Texas (pop. 27M) –  No other craft breweries making and selling beer in San Antonio (7th largest city in the U.S.)•  Distinct advantages of combined brewery/distillery: –  Scale capital equipment costs by sharing equipment –  Generate consumer interest in Ranger Creek whiskey with Ranger Creek beer and vice versa•  Promising trends for both industry segments: –  Craft beer grew 11% by volume and 12% by dollars in 2010 while the overall industry declined by 1% –  Craft distilling is on the front end of a revolution 7/19/12 4

  • 4. Distillery Products•  Small Batch Premium Texas Bourbon Made in the Texas Hill Country –  Water filtered through Texas limestone –  Locally grown corn and other ingredients•  Limited edition Small Caliber Series –  Y1: Ranger Creek .36 Small Barrel Bourbon –  Y2: Ranger Creek Rimfire Mesquite Smoked Whiskey –  Y3: TBD•  Traditional Straight Bourbon Whiskey •  Beers distilled into whiskey7/19/12 5

  • 5. Brewery Products•  Craft beer accessible to the masses –  Balance unique, artistic beers with drinkability –  Portfolio of beers that will serve as a gateway into craft beer for some and satisfy the craving for hoppy, new, interesting flavors for others•  Core Line-up: Lucky Ol’ Sun, OPA, Mesquite Smoked Porter, and La Bestia Aimable•  Seasonals, Firkins, Wine barrel aged •  Bourbon barrel aged using our own bourbon barrels!7/19/12 6

  • 6. How we make it7/19/12 7

  • 7. Value Proposition7/19/12 8

  • 8. Brand Personality & Architecture Local - Progressive - PremiumRanger
Creek
Lucky
Ol’
Sun
 Ranger
Creek
1836
Texas
Bourbon
Ranger
Creek
OPA
 Whiskey
Ranger
Creek
Mesquite
Smoked
 Bourbon
barrel
aged
 Small
Caliber
Series
Porter
 




Ranger
Creek
.36
Texas
Bourbon 



















 Mesquite
Smoked
Porter
Ranger
Creek
La
Bestia
Aimable
 




Ranger
Creek
RimGire
Mesquite











 La
Bestia
White
Whiskey
Seasonals
 







Smoked
Whiskey
Small
Batch
Series
 




Ranger
Creek
Texas
Oak
Whiskey
7/19/12 9

  • 9. Marketing Plan•  Budget: 10% of nothing•  Tied to Distribution –  Exclusive brand, limited geographic availability –  No mass media before mass distribution•  Push –  Account relationships/staff training –  Tap handle/menu placements/point of sale –  Price discounts•  Pull –  Tours and Open Houses –  Tastings and Festivals –  Social Media –  Traditional Media7/19/12 10

  • 10. Emotions and Attributes 7/19/12 12

  • 11. Perceptual Map Texan/Local
 Garrison Alamo Ranger
Creek Live
Oak Stranahan’s Shiner Balcones DogGish Rogue Woodford Traditional Makers Innovative/Trailblazing Negro
Modelo Knob
Creek Ubiquitous7/19/12 13


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