CRAFT BEER MARKETING AND
DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
Interview with Jon Reynolds (JR), Founder, BrewP...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
• Jon Reynolds, based in Wisconsin has
32 years of beer sales experience....
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
• "On Craft Beer Distribution"
• BTN: What are s...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
• BTN: Where is the
disconnect?
• JR: Tends to be from the
entrepreneuria...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
• BTN: What about marketing budgets? Do many sma...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
• On the other hand, brands like Sierra Nevada, ...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
• BTN: What about supply issues and inventory th...
CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES
Beveragetradenetwork.com
• When you are over-sold, this can actually be a...
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Craft Beer Marketing and Distribution Strategy

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BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.

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Craft Beer Marketing and Distribution Strategy

  1. 1. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com
  2. 2. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com Interview with Jon Reynolds (JR), Founder, BrewPlan Inc and Craft Breweries Marketing Advisor Featured BTN Broker www.beveragetradenetwork.com Learn More ?
  3. 3. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES • Jon Reynolds, based in Wisconsin has 32 years of beer sales experience. • In his tenure Jon as sold beer to retailers and to large beer distributors. • He has worked with small breweries and large breweries. Jon's diversified backgound in beer sales and experience with both small and large breweries sheds light on the challenges that craft breweries face today or down the line. Beveragetradenetwork.com
  4. 4. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com • "On Craft Beer Distribution" • BTN: What are some unique selling points from craft breweries that distributors like to see when building their craft portfolio? • JR: Variety, uniqueness/brands with a point-of- difference, catchy brand names, edgy, powerful icons, unique ingredients/spices, unique hops and oils, unique packaging/marketing (bottles, kegs and taphandles) and higher alcohol
  5. 5. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES • BTN: Where is the disconnect? • JR: Tends to be from the entrepreneurial spirit of the brewers and what they think will make them successful and the reality of the marketplace with wholesalers and retailers in what is achievable and practical--this sometimes creates logjams for shelf space and/or tap handles. Beveragetradenetwork.com
  6. 6. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com • BTN: What about marketing budgets? Do many small breweries often see marketing as an expense instead of an investment? • JR: Smaller craft brewers have limited marketing budgets, so they extend their budgets by doing things themselves or on a much smaller scale. • Branding is important once you have a core market business--many small breweries do not successfully position themselves in their local markets. I strongly think that they need to have a large customer following in their home market before they expand to other states. • Sometimes their growth is coming by being part of a growth segment, not because their branding is working well for them.
  7. 7. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com • On the other hand, brands like Sierra Nevada, Dog Fish, Fat Tire, Deschutes, and Yuengling have done a solid job in securing their core markets and then have expanded across the country with distributors who see what they are doing at their starting point. • Social media (Facebook, Twitter and Craft beer Blogs) have created a "buzz" for their brands and a cult following for their brand has established them in the Craft beer World with home brew clubs, Craft beer bars, and Craft Beer Festivals/Special Events across the country. • hey have marketing campaigns,outdoor boards, magazine/brewspaper executions, radio programming and even TV spots that showcase their marketing message. Fat Tire uses "Follow Your Folly" and delivers that with their fat tired bicycle in all execution elements (POS, lighted signs, coasters, ads, dealer loaders and even giveaways for employees for their 10th year anniversary with the Company). • They also are heavily into being "environmental friendly" which gives New Belgium Brewing's Fat Tire a "green image" to all of their loyalists--this is classic branding and accentuates the "relaxtion of enjoying craft beer." (i.e. mountain bikers are some of their best customers.) $5.00 per case is a norm for marketing budgets for Craft Brewers.
  8. 8. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com • BTN: What about supply issues and inventory they keep? • JR: Craft Brewers are constantly battling the choice between funding marketing or buying the next piece of equipment which will increase their capacity and allow them to expand. • Cash flow severely limits their ability to compete in both categories. Many use "build it and they will come" strategies for the future--this is where most fail. • Limited investment capital and funding causes the largest problem for Craft Brewers who strongly believe they have to rush to market to beat the other guy, when they should probably wait a year or two to build their brands to higher market shares in the core market, before jumping on to the next one. •
  9. 9. CRAFT BEER MARKETING AND DISTRIBUTION STRATEGIES Beveragetradenetwork.com • When you are over-sold, this can actually be a "good thing." It creates pent up demand, and allows the Craft Brewer to be very selective about who he gives beer to. • They can manage their cash flow and balance sheet correctly and ensure payment from distributors are current. They can also re-trench back to the markets (or states) where the brand is turning the fastest and match supply to demand. • It gives the Craft Brewer the upper hand with wholesalers and retailers, and makes consumers salivate even more when the brand finally comes to market--the perfect example of this was Yuengling not going to Ohio until Q4 2011 (The next door state to their Core State of Pennsylvania had to wait almost15 years!--Yunegling may have outsold Budweiser in Q4, 2011 in Ohio!!)) […] Continue Reading Full Article On Craft Beer Distribution
  10. 10. Breweries: See how we can help you grow. Join BTN Register for free and start posting your products. Start selling now. If you are a distributor or importer, post your Buying lead here. Beveragetradenetwork.com
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