This is a product extension for Dogfish Head. The intentions are to expand the millennial market specifically within the hispanic and female categories. The presentation was delivered at Rutgers Business School.

1. Dogfish Head Beer

2. Agenda
• Company Overview
• Objectives
• Target Market
• Products
• Pricing Strategy
• Distribution
• Promotions
• Key Message
• Campaigns
• Recommendations

3. Company
• Founded in summer of 1995 by Sam Calagino to be served in the Dogfish Head brewpub
• Brought original beer, great food and local music to Rehoboth Beach area
• Began bottling in 1996 as demand grew through the Eastern US
• 400% growth between 2003 and 2006
• Production of 75,000 barrels of beer annually
• The name takes its origin from
Dogfish Head, Maine

4. Objectives
•Initially, to bring original beer and
great food to Rehoboth Beach area
•Maintain local customer loyalty
•Grow non-local interest and
awareness in Dogfish Head beers

5. Target Market
• Initially, to bring original beer and great food to Rehoboth Beach area
• Due to increasing demand the target market has increased to over 25 states
• Target Market:
o Consumers willing to pay more for unique taste
o Pub goers with draft beers
o Non-pub goers with bottled beers

6. Target Market

7. Target Market
$18.00
$16.00
$14.00
$12.00
$10.00
$8.00
$6.00
$4.00
$2.00
$-
Craft Beer Market by Dollar Volume
1997 2002 2007 2012 2017
In Billions
* Total Beer Market in 2012 was valued at $78 Billion

8. Target Market
Mass Market– Beer drinkers
Segment – “On the
fence” Beer Drinkers
Niche – Local area beer
* 84% of Beer Consumers are
Millennials and Gen Xers
drinkers
Group – Local Premium
beer drinkers
Individual – Local Artistic
individuals interested in
premium beers

9. Core Product Line
• BEER
- Year Round Beers
- Occasional Rarities
- Seasonal Beer
- Draft Only Beer
- BrewPub Exclusives
- Collaborations
- “On Hiatus” Beer
- Tour Beer
Spirits
- Rums
- Vodka
- Gin

10. Core Product Line
Year Round Beers
Occasional Rarities
Seasonal
Draft Only
Brew Pub Exclusives
Collaborations
"On Hiatus" Beer
Tour Beer
Jin
Rum
Vodka
31%
14%
3%
21%
7% 7%
9%
4%
3%
Average Product Growth Across all Product Lines was 37% for 2012

11. Pricing Strategy
Product Glass 6-Pack
Speciality
(750mL) Case
Year Round Beers
$1.79 -
$3.99
$8.99 -
$14.99 N/A $35 - $89
Occasional
Rarities
$2.89 -
$7.99
$9.99 -
$17.99 $11.99 - $18.99 N/A
Seasonal
$2.49 -
$8.99
$8.99 -
$14.99 $13.99 - $21.99 $35 - $75
Draft Only
$2.79 -
$3.99 N/A N/A N/A
Brew Pub
Exclusives
$2.79 -
$3.99 N/A $23.99 - $32.99 N/A
Collaborations N/A N/A $12.99 - $17.99 N/A
"On Hiatus" Beer
$2.79 -
$8.99 N/A Growler N/A
Tour Beer
$2.49 -
$3.99 N/A Growler N/A

12. Pricing Strategy
$70.00
$60.00
$50.00
$40.00
$30.00
$20.00
$10.00
$0.00
Brooklyn
Dogfish Head
Harpoon
Sam Adams
Sierra Nevada
Stone Brewing

13. Pricing – KPI’s
• 60 and 90 Minute IPA’s up 28% and 24%
respectively.
• 52% of Dogfish Head is sold 150 miles from
DE.
– Top Markets: Pennsylvania, Maryland, New York Virginia,
Florida
• 750mL Specialty offerings has increase 80%
• 171,000 Barrels shipped in 2012

14. Product – “Tangents”
• Randal the Enamel Animal
• Randal the Enamel Animal Jr.
• Books
• Pints and Paddles
• Dogfish Bocce

15. Distribution – 3 Tier Model
Brewers
Distributors /
State Gov.
Consumers
- Beer Dinners
- Beer Festivals
- Beer Tastings
- Promos
- Events
- Special Events
- Beer Tours
- Bars
- Restaurants
- Grocery Stores
- Liquor Stores
- “State” Stores
Retailers /
Wholesale

16. Promotion Strategy
“Off-centered ales for off-centered people”
Dog Fish organizes many local events to increase
awareness
Beer Diners
Beer Festivals
Live Music
Dog Fish Movies
DogFishDash- The Dogfish Dash is annual 5k
& 10k that supports the Delaware Nature
Conservancy
DogFish Tour: Tours of our Milton, DE brewery
include samples, a guided tour, and a chance to
pick up some off-centered merchandise

17. Promotion Strategy
Social media
YouTube Channel – “Quick Sip Clips”
FaceBook Page – MOST RECENT: Pumpkin
Carving Contest
Twitter
360° Experience
Dog Fish partnered with the Inn At Canal Square and Quest
Fitness/Kayak for an experience that will invigorate all your
senses
"Who would have thought the most civilized hotel bedroom
in the U.S. could be called the Dogfish Brewmaster's Suite?
Had I stayed more than one night, I would have been in
severe danger of learning to relax." - Michael Jackson, The
Beer Hunter

18. Key Message
Find It , Get It, enjoy It , repeat.

19. Campaign
URKONTINENT - The life of DogFish
Urkontinent is a social collaboration of worldwide proportions.
A small team from the brewery (and a few of our beer-‐loving tech friends) then
narrowed the list to five: wattleseed from Australia, toasted amaranth from South
America, rooibos tea from Africa, myrica gale from Europe and honey from the
United States.
http://www.youtube.com/watch?v=RiFewPyLlQA&list=TLPUlqqS
zXYuWJQg0kX3sHCU7YbYaTo9E1

20. Recommendations

21. Recommendations
Capita/ Craft
Brewery Rank
State
Total Craft
Breweries
Capita / Craft
Brewery
1 Vermont 25 25,030
2 Oregon 140 27,365
3 Montana 36 27,484
4 Alaska 22 32,283
5 Colorado 151 33,306
6 Maine 37 35,902
7 Wyoming 15 37,575
8 Washington 158 42,560
9 Idaho 29 54,055
10 Wisconsin 83 68,518

22. Recommendations
Key
Expansion
States
Montana
Colorado
Wyoming
Wisconsin
Nevada

23. Recommendations
• Enhanced Social-Responsibility
Marketing – local green campaigns
and/or recycling programs
• In-Store positioning with end caps and
smaller liquor bottles
• Target partnerships with local sports
teams
• Enhance artistic involvement and
affinity to the brand
• Target a celebrity chef who cooks with
beer / Food Network programing
“Best Thing I Ever Ate.”

24. Q&A??