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Shock Top Pitch Brief

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AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”

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Shock Top Pitch Brief

  1. 1. NEW BUSINESS PITCH Live Life Unfiltered
  2. 2. NAME BRAND PITCH TYPE Creative MARKET DATE August 3 , 2016 The Data You Need to Win This Pitch DESCRIPTION AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.” A-B InBev Talking with Agencies About Shock rd U.S.
  3. 3. Client Profile / Market Shock Top Belgian White is a medium-bodied, unfiltered Belgian-style wheat ale, brewed with orange, lemon and lime peels and coriander. The result is a smooth, citrus mouthfeel and a naturally cloudy, light golden color. Shock Top Raspberry Wheat has the refreshing and smooth taste of Shock Top Belgian White, with a hint of raspberry. It is brewed with ingredients including wheat malt, coriander, citrus peels and wild raspberry flavor. Shock Top Lemon Shandy is a unique interpretation of a classic style -- a refreshing and smooth Belgian-style wheat beer perfectly complemented by natural lemonade flavor. It’s brewed with orange peel and coriander, as well as a blend of domestic and imported hops. Shock Top Honeycrisp Apple Wheat is a crisp, refreshing and flavorful hybrid of beer and sweet cider that combines the taste of Shock Top Belgian White beer with the sweet, slightly tart, apple profile of cider. It is brewed with spices. COMPANY BACKGROUND MAIN COMPETITORS 2014 Sales (mil) 2015 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent 16,390.00 152,321 -1.11% - - - FINANCIAL OVERVIEW - Source: AccessConfidential.com - Mr. Lucas Herscovici lucas.herscovici@anheuser-busch.com Vice President, Consumer Connections Mr. Nate Scudieri nscudieri@vijon.com Director of Marketing DECISION MAKERS by
  4. 4. U.S. Beer Market Share, 2014 U.S. Beer Market U.S. Beer Sales Growth in 2015 27.7GALLONS 10% 50% 40% 20% 0 30% Heineken USA 44.7% 26.0% 6.7% 3.9% Source:BeerMarketer’sInsights OVERALL BEER 0.2% CRAFT BEER 12.8% IMPORT BEER 6.2% EXPORT CRAFT BEER 16.3% - Brewers Association - $105.9 Billion SALES IN 2015 OVERALL BEER MARKET - Brewers Association - ConstellationAB InBev MillerCoors U.S. Average beer consumption per person per year
  5. 5. U.S. OPERATING BREWERIES U.S. Craft Beer Market 4,269TOT. BREWERIES 1,650 Brewpubs 2,397 Microbreweries 178 Regional Craft Breweries 15% INCREASE OVER 2014 5M 20M 10M 25M 0 15M 2009 9.1 2010 2011 2012 2013 2014 2015 10.1 11.5 13.2 15.6 22.1 24.5 24,523,015 BARRELS PRODUCED BY CRAFT BREWERS IN 2015 DOMESTIC 141,379,804 BBL IMPORT 31,245,124 BBL CRAFT 12.2% SHARE IN 2015 24,076,864 BBL CRAFT BEER SALES 2015 $22.3 BILLION
  6. 6. Fast Food industry in numbersAnheuser-Busch InBev -28% -10% Domestic sales volume over the last 5 years 2015 AD spending $518.8 Million 2015 Volume Contribution by Region - Beer Marketer’s Insights - - Source: AccessConfidential.com -
  7. 7. Fast Food industry in numbersStepping into the Craft Beer market AB INBEV conquered position in the craft space with acquisitions in the U.S.Anheuser-Busch InBev created Shock Top in 2006 Unfiltered Belgian style wheat beer, with hints of citrus and coriander. of consumers believe Shock Top is from a small/unknown brewer. Refreshing, Easy to Drink - Fun Presentation, Flavorful 75% Purchase Drivers Seasonal flavors Winter Chocolate Summer Lemon Shandy Fall Spiced Pumpkin Goose Island Blue Point 10 Barrel Elysian Golden Road Four Peaks Breckenridge Devils Backbone
  8. 8. Latest CreativeSponsorships Fast Food industry in numbersShock Top 2015 Media spending $4.14 Million Creative Out of Home Agency: Anomaly Shock Top made its Super Bowl debut with a 30-seconds cut of “Unfiltered talk with T.J. Miller” Type: Online Advertising Current Agencies - Source: AccessConfidential.com - Source: AccessConfidential.com - Source by: AccessConfidential.com -
  9. 9. Today’s Craft Beer Lovers Hispanics craft beer lovers are growing in number. Weekly Beer Drinkers Weekly Craft Beer Drinkers White African American Hispanic Asian / Other Considers self multi-racial 65% 62% 60% 12% 11% 10% 15% 20% 21% 6% 6% 9% 14% 19% 24% Total Population 21+ Weekly Beer Drinkers Weekly Craft Beer Drinkers Millennials Gen Xers Boomers Matures 29% 41% 57% 25% 27% 24% 35% 27% 17% 10% 5% 2% Millennials account for a majority of weekly craft beer drinkers. 80% Of craft beer drinkers consider themselves to be Health Conscious 74% Of craft beer drinkers use mobile for beer purchase before going to the store. 64% vs 37% more likely to attend a brewer-sponsored health/wellness event if it includes a beverage or tasting in the event price CRAFT BEER DRINKER AVERAGE DRINKER 45% Of beer lovers are Craft beer lovers 30% Beer drinkers consume “Craft-style” beer 23% Beer drinkers consume “True-craft” beer - Mintel - - The Harris Poll - Total Population 21+
  10. 10. US alcohol drinkers say they are interested in.. Fast Food industry in numbersRising Segment: Flavoured Beer 58% 45% 45% 49% Fruit Flavored Beer Spicy Flavored Beer Tart/Sour Flavored Beer Beer blended with juice, tea and soft drinks 27%of total US beers launched in 2015 were flavoured 39%Of flavoured beer consumers are women between 22 and 34 years old of those who have increased their beer consumption indicate a better selection of craft varieties as a driving force. 57%
  11. 11. MILLENNIAL CRAFT BEER CONSUMERS • • • • • • QUICK DEFINITION Craft Beer Consumers prefer drinking beer produced by Small or Independent breweries. Small breweries have an annual production of 6 million barrels of beer or less. Independent breweries have less than 25 percent of the craft brewery is owned or controlled by a beverage alcohol industry member that is not itself a craft brewer. PARTY LOVERS FOODIES OUTDOOR ENTHUSIASTS MOTOR LOVERS
  12. 12. 58% Millennial Craft Beer Consumers Compare the Millennial Craft Beer Consumers Demographic with Shock Top’s Audience Shock Top’s audience overlaps with our Millennial Craft Beer Consumers demographic by 58% in interests, including: Party, Food, Outdoor Activities and Motors
  13. 13. NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS MILLENNIAL CRAFT BEER CONSUMERS: OUTDOOR Outdoor activities are less popular among Shock Top’s customers (123.8). Both audiences share a passion for camping but instead of get out hiking and backpacking, Shock Top customers prefer spend a day outside for hunting activities like fishing and shooting. In their fishing tool box you can find Ugly Stik rods and a copy of Field & Stream magazine. TOP ACTIVITIES KNOW MORE RELATED BRANDS OUTDOOR ENTHUSIASTS 145.0POPULARITY BACKPACKING HIKING CAMPING RELATED MEDIA PATAGONIA KNOW MORE OUTSIDE MAGAZINE KNOW MORE
  14. 14. NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS MILLENNIAL CRAFT BEER CONSUMERS: FOOD The foodies trait collects high popularity points on Shock Top’s audience. Like Millennial Craft Beer consumers, they enjoy flavoring foods and especially adding hot sauces like Frank’s Red Hot, Tapatio Hot Sauce and Tabasco. Consuming Natural and Organic foods is not a priority for this audience who prefers Breakfast Foods and Meat or Seafoods. ORGANIC & 125.0 FOODIES 148.7 FOOD & DRINK APP 158.9 HERBS & SPICES 128.9 NATURAL FOOD TOP ORGANIC FOOD BRANDS TOP APP KNOW MORE WHITE WAVE THEO CHOCOLATE CLIF BAR KNOW MORE TABBED OUT
  15. 15. NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS Shock Top’s consumers love motors (pop 154.1) and they stand out as real Car Experts (pop 170.4) Among their favorite car brands we can find Subaru, Jeep and Renault Sport. Shock Top’s audience pays attention to every detail in order to better the performance of their vehicle. They are fans of Royal Purple oils, Eibach Springs and Snap-on-Tools. TOP BRANDS JEEP MILLENNIAL CRAFT BEER CONSUMERS: MOTORS & TRANSPORTATION VOLVO SUBARU KNOW MORE TOP BRANDS SPECIALIZED BICYCLES NGK SPARK PLUGS SNAP-ON TOOLS KNOW MORE MOTOR LOVERS 145.0POPULARITY AFTERMARKET & BICYCLES 149.2POPULARITY
  16. 16. CLUBS & DISCOS NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS Partying is a priority for Shock Top people (pop 170.9) They prefer clubs (156.0) to bars (154.0) and attend various music festival. You can find them at the California Roots Festival, listening country music at the Stagecoach festival or dancing EDM music at the Electric Daisy Carnival. MILLENNIAL CRAFT BEER CONSUMERS: PARTY PARTY LOVERS 137.4 FAVORITE EVENTS BARS 197.2 WAKARUSA KNOW MORE SUMMER CAMP MUSIC FESTIVAL AMERICAN CRAFT BEER WEEK • • • • • • 155.8 ART EVENTS 145.9
  17. 17. CONSUMER INSIGHTS SUITE Discover the Shock Top consumer TRY NOW FOR FREE > on Cubeyou Consumer Insights Suite

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