Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strangford Lough Brewing Company  Coming to America!
<ul><li>Company Profile </li></ul>
Company Profile <ul><li>Established:  May 2004 </li></ul><ul><li>Owners:  Bob Little and Tony Davies </li></ul><ul><li>Hea...
In a perfectly placed location
An Innovative Business Model <ul><li>Promote Genuine Irish Authenticity </li></ul><ul><ul><li>Irish Wort produced in plant...
“ From field to glass”
Our Products <ul><li>Brand :  Legbiter </li></ul><ul><li>Brewers Notes:  A golden ale with fresh fruit and malt fragrance....
Our Products <ul><li>Brand :  St. Patrick’s Best </li></ul><ul><li>Brewers Notes:  Light and refreshing on the palate our ...
<ul><li>Brand :  St. Patrick’s Gold </li></ul><ul><li>Brewers Notes:  Our smooth yet powerful wheat beer is unusually refr...
<ul><li>Marketing Premise </li></ul>
Marketing Premise How was it done in the past? <ul><li>Television, radio and newspapers were traditionally used to inform ...
Drawbacks of the ‘old’ approach <ul><li>Rapid growth of digital media has resulted in difficulties reaching your audience ...
Today the approach is different – Into the New <ul><li>Increasingly people are using the Internet – over 73% of US populat...
Today there are new rules for Marketing and PR <ul><li>Marketing is more than just advertising </li></ul><ul><li>PR is for...
What key messages will SLBC bring to the market? <ul><ul><li>Strong imagery linking us to County Down </li></ul></ul><ul><...
<ul><li>Marketing Imagery </li></ul>
Labelling <ul><li>Based on the Strangford Droplet – possibly the water that Saint Patrick and Magnus Barelegs sailed on </...
SLBC Company Website <ul><li>One website for the whole business </li></ul><ul><li>Global yet local </li></ul><ul><li>Inter...
Marketing Packs <ul><li>Strong, consistent imagery reproduced in; </li></ul><ul><li>Posters for display at POS </li></ul><...
Marketing Posters and Promotions <ul><li>Marketing Campaigns changed regularly </li></ul>
<ul><li>Viral Marketing - Getting to our publics </li></ul>
How will we bring our messages to the public? <ul><li>The key is to combine some traditional forms of promotion with the n...
How will we draw people to our site and encourage them to return? <ul><li>Worst Bar Song </li></ul><ul><li>Beer Appreciati...
<ul><li>What is the competition? </li></ul><ul><ul><li>A competition for US and Irish bands who play ‘Irish’ music </li></...
<ul><li>Conclusion </li></ul>
Conclusion <ul><li>SLBC are using new marketing techniques to promote our beers in the USA, Ireland and worldwide. </li></...
www.slbc.ie
Upcoming SlideShare
Loading in …5
×

SLBC Coming To America

734 views

Published on

The background and story behind Strangford Lough Brewing Company. We are based in Killyleagh, Co Down, Northern Ireland and produce a number of beers which are currently becoming available all over America. This presentation gives information about our beers, our marketing ethos, imagery, our website and current competitions.

Published in: Business
  • Be the first to comment

SLBC Coming To America

  1. 1. Strangford Lough Brewing Company Coming to America!
  2. 2. <ul><li>Company Profile </li></ul>
  3. 3. Company Profile <ul><li>Established: May 2004 </li></ul><ul><li>Owners: Bob Little and Tony Davies </li></ul><ul><li>Headquarters: Bradleigh Lodge </li></ul><ul><li>22 Shore Road </li></ul><ul><li>Killyleagh, County Down, Ireland </li></ul><ul><li>North American Office : 15282 Long Street </li></ul><ul><li>Overland Park, KS 66221 </li></ul><ul><li>John O’Keeffe (VP of North America </li></ul><ul><li>Brands: St. Patrick’s Ale Barelegs </li></ul><ul><li>St . Patrick’s Best Legbiter </li></ul><ul><li>St. Patrick’s Gold </li></ul>
  4. 4. In a perfectly placed location
  5. 5. An Innovative Business Model <ul><li>Promote Genuine Irish Authenticity </li></ul><ul><ul><li>Irish Wort produced in plant in County Down </li></ul></ul><ul><ul><li>Increase level of County Down produce </li></ul></ul><ul><ul><li>“ From Field to Glass” </li></ul></ul><ul><li>Export wort to USA, not bottles of beer </li></ul><ul><ul><li>Authenticity remains </li></ul></ul><ul><ul><li>Transport costs reduced by 95% </li></ul></ul><ul><ul><li>Hedge against currency fluctuation in local currency </li></ul></ul><ul><ul><li>Avoids alcohol taxation </li></ul></ul><ul><li>Work with entrepreneurial partners to sell beer </li></ul><ul><ul><li>Exclusivity in geographic areas to build networks, not competition </li></ul></ul><ul><ul><li>Spread across the USA quickly </li></ul></ul><ul><ul><li>Breaking the traditional mould </li></ul></ul>
  6. 6. “ From field to glass”
  7. 7. Our Products <ul><li>Brand : Legbiter </li></ul><ul><li>Brewers Notes: A golden ale with fresh fruit and malt fragrance. Full drinking with a subtle hoppy finish. Refreshing for a beer of this strength. </li></ul><ul><li>Alcohol Content: 4.8% </li></ul>Brand: Barelegs Brew Brewers Notes: A golden ale with fresh fruit and malt fragrance. Full drinking with a subtle hoppy finish. Alcohol Content: 4.5%
  8. 8. Our Products <ul><li>Brand : St. Patrick’s Best </li></ul><ul><li>Brewers Notes: Light and refreshing on the palate our session best bitter has a classic Irish malt and hop aroma. Light amber in colour this smooth beer has hints of caramel and shamrocks. </li></ul><ul><li>Alcohol Content: 4% </li></ul>Brand: St. Patrick’s Ale Brewers Notes: A deep sopper traditional Irish Ale with highly developed and complex flavours. A multi-brew with a fresh aroma of golden hops. Alcohol Content: 6%
  9. 9. <ul><li>Brand : St. Patrick’s Gold </li></ul><ul><li>Brewers Notes: Our smooth yet powerful wheat beer is unusually refreshing on the pallet. Golden in colour St. Patrick’s Gold has a citrus flavour provided by the zest of real oranges and lemons. </li></ul><ul><li>Alcohol Content: 4.8% </li></ul>Our Products
  10. 10. <ul><li>Marketing Premise </li></ul>
  11. 11. Marketing Premise How was it done in the past? <ul><li>Television, radio and newspapers were traditionally used to inform the public about the product </li></ul><ul><li>Big beer companies spent millions promoting their ‘product’ </li></ul><ul><li>Public Relations firms focused on getting column inches in newspapers </li></ul>
  12. 12. Drawbacks of the ‘old’ approach <ul><li>Rapid growth of digital media has resulted in difficulties reaching your audience </li></ul><ul><li>Fewer people read print advertisements in newspapers or magazines </li></ul><ul><li>Traditional methods are becoming a less cost effective means of targeting your audience </li></ul>
  13. 13. Today the approach is different – Into the New <ul><li>Increasingly people are using the Internet – over 73% of US population </li></ul><ul><li>People want authenticity, participation and interaction </li></ul><ul><li>The internet allows companies with an interesting story to reach people and companies worldwide </li></ul><ul><li>Internet allows the opportunity to create and strengthens a community feeling </li></ul>
  14. 14. Today there are new rules for Marketing and PR <ul><li>Marketing is more than just advertising </li></ul><ul><li>PR is for more than a mainstream media audience </li></ul><ul><li>You are what you publish </li></ul><ul><li>Delivering relevant content at the precise moment our audience needs or wants it </li></ul><ul><li>Develop content that will reach the vast numbers of underserved audiences via the web </li></ul>
  15. 15. What key messages will SLBC bring to the market? <ul><ul><li>Strong imagery linking us to County Down </li></ul></ul><ul><ul><li>Our Irishness is key - ‘ the Irish Beer’ </li></ul></ul><ul><ul><li>Uses unique exporting methods which will change traditional thinking about beer imports - ‘the Real Irish Beer’ </li></ul></ul><ul><ul><li>Uses local County Down products – it will set the standard for others to reach - ‘ the Authentic Irish Beer’ </li></ul></ul><ul><ul><li>Our beers are superior in taste to both American domestic and craft beers – ‘ the Quality Irish beer’ </li></ul></ul>
  16. 16. <ul><li>Marketing Imagery </li></ul>
  17. 17. Labelling <ul><li>Based on the Strangford Droplet – possibly the water that Saint Patrick and Magnus Barelegs sailed on </li></ul><ul><li>Anchored to the area by local history </li></ul><ul><li>American labels stress the differences in the approaches used by SLBC </li></ul>
  18. 18. SLBC Company Website <ul><li>One website for the whole business </li></ul><ul><li>Global yet local </li></ul><ul><li>Interesting and different </li></ul><ul><li>Packed with information </li></ul><ul><li>Educational </li></ul><ul><li>Interactive </li></ul>
  19. 19. Marketing Packs <ul><li>Strong, consistent imagery reproduced in; </li></ul><ul><li>Posters for display at POS </li></ul><ul><li>Cards to mail to bars about the beer coming via distributors </li></ul><ul><li>Drip mats </li></ul><ul><li>Possible local advertising campaigns in select literature </li></ul>
  20. 20. Marketing Posters and Promotions <ul><li>Marketing Campaigns changed regularly </li></ul>
  21. 21. <ul><li>Viral Marketing - Getting to our publics </li></ul>
  22. 22. How will we bring our messages to the public? <ul><li>The key is to combine some traditional forms of promotion with the new methods of marketing and PR </li></ul><ul><li>We will use our company website alongside a number of social networking sites </li></ul><ul><li>www.slbc.ie </li></ul>
  23. 23. How will we draw people to our site and encourage them to return? <ul><li>Worst Bar Song </li></ul><ul><li>Beer Appreciation videos and articles </li></ul><ul><li>Food and Beer Pairing </li></ul><ul><li>I’m Irish </li></ul><ul><li>In the Most Unusual Place </li></ul><ul><li>Blogging </li></ul>
  24. 24. <ul><li>What is the competition? </li></ul><ul><ul><li>A competition for US and Irish bands who play ‘Irish’ music </li></ul></ul><ul><ul><li>Bands enter by sending a video of what they regard as their best song – videos loaded onto YouTube </li></ul></ul><ul><ul><li>YouTube visitors vote for their favourite band </li></ul></ul><ul><ul><li>Winners get a trip to Las Vegas to play at a well-known Casino </li></ul></ul><ul><li>Why will it be successful? </li></ul><ul><ul><li>The prize will draw a number of bands to the competition and as importantly their supporters </li></ul></ul><ul><ul><li>Bands will promote their participation and market themselves and SLBC </li></ul></ul><ul><ul><li>Opportunities to contact Irish American sites to inform them of the competition </li></ul></ul><ul><ul><li>40 – 60 Music Videos on YouTube will draw the public and will see the link back to SLBC </li></ul></ul><ul><ul><li>Voting and visits will make these videos some of the most popular on YouTube and both the bands and SLBC will gain exposure </li></ul></ul>Battle of the Bands Competition
  25. 25. <ul><li>Conclusion </li></ul>
  26. 26. Conclusion <ul><li>SLBC are using new marketing techniques to promote our beers in the USA, Ireland and worldwide. </li></ul><ul><li>We want to promote our unique exporting technique, historical brews and Irish heritage throughout our campaigns. </li></ul><ul><li>Exciting competitions, blogs and articles on the SLBC and social networking sites will keep consumers updated on our progress. </li></ul><ul><li>For further information on Strangford Lough Brewing Company visit www.slbc.ie </li></ul>
  27. 27. www.slbc.ie

×