Phases 1, 2, & 3

1.
A Social Analysis:
Jackie O’s Pub & Brewery
DECEMBER 6TH, 2016
─
Dana DeCenzo
dd637312@ohio.edu

2. 1
I. THE CLIENT
Jackie O’s Pub & Brewery
In 2005, ​Jackie O’s Brewpub ​bursted
onto the popular, uptown bar scene in
Athens, Ohio near the Ohio University
campus at 24 West Union Street. In
2009, the startup expanded into an
adjoining property named ​“the Public
House” with intentions of expanding
their menu and furthering their
Bakeshop​. In 2010, ​Jackie O’s began
growing their own resources within a 20 acre produce farm and 4 greenhouses at
Barrel Ridge Farm​. Soon after, as a result of a movement pushing self-sustainability,
Jackie O’s expanded its production efforts and purchased an environmentally-friendly
production facility five minutes away at 25 Campbell Street.
In coming years, the up-and-coming business received a ​$10,000 grant in the 2012
Athens Start It Up​ video competition​, allowing Jackie O’s Brewpub & Public House to
proceed in plans for its newest production facility. The 12,000-square-foot expansion is
powered by solar panels and operates within production methods that further their
efforts in creating ​“sustainability crafted with purpose.”
Production began in March of 2013 with two of their well-known specialty beers - Firefly
Amber and Chomolungma. Upon developing a partnership with Cavalier Distributing in
August, they began to can additional beers such as Mystic Mama and Razz Wheat.
Despite severe damage to the Public House’s kitchen resulting from the ​2014 Union
Street fire​, the location was restored and has since been reopened.
In 2015, Jackie O’s was named ​“Best Brewpub in Ohio”​ by ​RateBeer.com​ and
success has since followed. Today, Jackie O’s Brewery proudly serves and sources 18
specialty beers, the Public House offers affordable, locally-sourced food options, and
the Taproom samples the latest specialties alongside a Jackie O’s food cart. Jackie O’s
has also successfully executes e-commerce, showcases local talent and offers
carry-out bottle service.

3. 2
II. GOALS
1. “Generate profit ​based on the sale of all Jackie O’s products, services and
merchandise at the Brewpub, Public House and Taproom, as well as the
third-party sale of all Jackie O’s products.”
HOW IT IS ACHIEVED:
➢ Direct sales​ - the sale of all Jackie O’s alcoholic beverages at the Brewpub,
Public House and Taproom locations
➢ Food sales​ - the sale of starters, entrees, salads, burgers, pizzas and vegetarian
options at the Public House and the Brewpub Food Cart
➢ Third-party sales​ - the outside sale of all Jackie O’s alcoholic beverages (sold
by draft, bottle or can) and bakeshop bread
➢ Retail store sales​ - the sale of apparel, barware, head gear, accessories, etc.
both in-store and online
➢ Renting rooms to public
➢ Carry-out bottle service
➢ Keg and dock sales
➢ Athens Farmer’s Market sales
2. “Raise brand awareness ​in order to increase third-party sales, as well as
expand the commercial sale and distribution of Jackie O’s alcoholic beverages
throughout Ohio.​”
HOW IT IS ACHIEVED​:
➢ Beer finder​ ​- website navigation tool; locates Jackie O’s nearest point of sale by
➢ Downloadable media​ - downloadable logos, tap handle stickers, point of sale
posters easily accessible to third-party retailers and fans alike via their website
➢ Informational beer videos​ - “how it’s made” Youtube videos with real factory
footage; employees explain the stories behind strange drink names, etc.
➢ Blog​ - archive log detailing bottle releases, announcements, etc. written by
employees or “brewers” located on their website
➢ Community involvement ​- appeal to college-aged millennials and rural
community; engage local partnerships, events, sponsorships and word of mouth

4. 3
➢ Showcase local, live talent
➢ Brewery tours
III. RELEVANT TIMES OF YEAR
Weekly Hours of Operation
BREWERY / TAPROOM
Monday - Saturday​: 11 a.m. to 9 p.m.
Sunday​: 12 p.m. to 7 p.m.
PUBLIC HOUSE
Tuesday - Sunday:​ 11 a.m. to 2 a.m.
*Kitchen: ​11 a.m. to 9:30 p.m.BREWPUB
Monday​: 11 a.m. to 2 a.m.
Thursday - Saturday​: 4 p.m. to 2 a.m.
Weekly​:
➢ Weekends​ (increased traffic from college crowds)
➢ Daily ​“$2 Power Hour”​ serving discounted draft pints from 8 p.m. - 9 p.m.
➢ “Vinyl Tuesday”​ at the Brewpub every Tuesday at 4 p.m.
Seasonal​:
➢ School year (August - May) ​business spikes due to students on campus
➢ Ohio University student-sponsored weekends​: parent’s weekend, mom’s
weekend, dad’s weekend, homecoming weekend, etc.
➢ Winter - ​online store provides holiday gift opportunities for students and locals;
for example:
➢ June ​- Brewery tours begin