The document proposes several ideas for a micro brew brand to target wine tour consumers through Belgium-style beers that taste like different wines, including using specially designed tasting glasses, creating beer bottles or serving from taps, and offering food pairings; it also suggests creating a membership card program to collect customer data and offer discounts to drive repeat purchases. The document further develops the idea of a automated "Beer Station" that uses a card reader and dispenses multiple beer varieties and serving sizes while tracking consumer data.

1. MICRO BREW BRAND Unit 07: ABC-Q Method
Tasting to Target Niagara Wine Tour Consumers:
- Marketing Communication plan to drive consumers to WBBC.
“Meet Expectations” Belgium styled beers.
- Belgium style beer that tastes like champagne.
- Belgium style beer that tastes like a chardonnay.
- Belgium style beer that tastes like a merlot.
- Belgium style beer that tastes like a sherry
- Specially designed beer glass for tasting.
Other ideas:
(use small tasting glasses instead of wine type glass)
- Create special wine style bottle or pour direct from tap.
- Food parings with beer.
PACKAGING AND TASTING GLASS
PRODUCT
MARKETING PLAN
+ + + FOOD PARINGS

2. MICRO BREW BRAND Unit 07: ABC-Q Method
- Disposable tasting glasses for the sampling and
“Create Confidence” then give customer a wine style glass if they purchase a glass.
- Serve beer from tap instead of specially designed bottle.
- Create a “WBBC Brew Club” card and have the
consumer sign up to get card. WBBC can collect
customer data . Customrs can use card when they make
purchases and accumulate points towards discounts
on future purchases.
DISPOSABLE WINE STYLE TASTING GLASS
PRODUCT WBBC BREW CLUB CARD
TASTING GLASS
USE BEER TAP
FOR DISPENSING PRODUCT
MARKETING PLAN
+ + John Doe 000 555 222 + + FOOD PARINGS

3. MICRO BREW BRAND Unit 07: ABC-Q Method
Design Questions:
“Create Anticipation” - Is there a better way to offer multiple tastings cost effectively
with out changing the experience?
- Is there a better way to collect customer data or feedback on
the different beers?
Design Solutions:
- Create a way to offer tastings and actual servings.
- Create a system of dispensing multiple varieties without waiting
and without waste.
- Create “WBBC Brew Club” card as way to collect consumer
data and make money.
WINE STYLE TASTING GLASS
PRODUCT
+ + +
BEER DISPENSING MACHINE
MARKETING PLAN
FOOD PARINGS
Disposable
tasting glass for tasting.
WBBC BREW CLUB CARD
+
John Doe 000 555 222

4. MICRO BREW BRAND Unit 07: ABC-Q Method
Better Design Solution: Tasting to target all consumers:
“Recontextualize” -
-
Create a “Beer Station” to target all consumers.
Card reader to swipe club card for free tastings and
PRODUCT
to make purchases.
- Card collects consumer data. (amount sold and tasted)
- The system dispenses multiple varieties of beer without waiting.
+
- The system will dispense different sizes:
MARKETING PLAN 1) Tasting size (free with a “WBBC Brew Club” Card).
2) Pint size (Add money to your “WBBC Brew Club” Card and
use it to make your purchase).
BEER DISPENSING MACHINE
WBBC BREW CLUB CARD
John Doe 000 555 222
Disposable Branded beer glass
tasting glass for tasting. for larger size purchases.
+ FOOD PARINGS
Station has 4 varieties per station.
Multiple stations can serve more customers and varieties.
Swipe card an choose serving size. Choose serving size and price. Each station has 4 kegs that are connected to the station.
Kegs are kept in a refrigeration unit and can be swapped out when empty.