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Creature Comforts Brewery Campaign Booklet
Creature Comforts Brewing Company was founded by David Stein and his associates in Athens, Georgia, transforming a historic warehouse into a brewery. They offer four year-round beers, unique seasonal brews, and prioritize sustainable packaging. The company aims to grow brand preference among beer connoisseurs through a campaign encouraging consumers to join the craft beer movement while navigating state regulations on direct sales.
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Creature Comforts Brewery Campaign Booklet
- 2. Company History...................................................4 Product...................................................5 Product Description................................................6.7 Competition................................................8.9 BrandEssence.................................................10 Trend.................................................11 SWOT............................................12.13 SITUATIONAL ANALYSIS MARKETING AND COMMUNICATION Target............................................16.17 Creative Brief............................................18.19 Creative Concept.................................................20 CORE CAMPAIGN Campaign Execution...........................................22-28 Future Recommendations................................................29
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- 4. David Stein, ahand brewer at a brewpub in Decatur, Georgia, called Twain’s Billards and Tap, first started Creature Comforts. Stein was using the name “Creature Comforts” for his personal home brew, and decided it had a ring to it that could represent a successful brewery. He then paired with his friend Adam Beauchamp, who was in his 7th year of brewing at Sweetwater Brewing Co. in Atlanta, Georgia. With the help of a craft beer enthusiast and local Athens, Georgia, businessman, Derek Imes, they began building Creature Comforts in a 13,000 square foot historic warehouse in downtown Athens. This building was a Chevy Dealership in the 1940s, and later became Snow Tire Co. The three beer lovers turned the warehouse into the brewery that stands today, and won an award for Outstanding Rehabilitation by the Athens Heritage Foundation. However, they needed one more “piece” to the puzzle, and that was Georgia native Chris Herron, who became CEO of Creature Comforts. Chris had spent 12 years working in sales, pricing, and finance for major beverage alcohol suppliers, and was intent on starting a craft brewery in Georgia. The team continued to grow by adding Blake Tyers, a veteran home brewer, and Katie Beuchamp, who manages office activities, tours, and special events. In addition to these full time employees, there are twenty part-time tour staff members that help in daily operations and interact face-to-face with consumers every day. COMPANY HISTORY 4
- 5. Price $12 for souvenirglass. 6 half pours. Year Round Beers Four year round beers: Bibo . Tropoicalia . Reclaimed Rye . Athena Seasonal Brews Limited time beers that are served depending on the season. Limited Release Brews “Curious Tuesdays” at the brewery for trial of unique new brews. Product Packaging Cans instead of bottles, better for beer. 100% recyclable and can transport more cans than bottles. 5
- 6. bibo reclaimed Rye Pilsner. Truepilsner with ingredients from five different countries that has a “pronounced continental hop flavor and aroma in an incredibly well-balanced package.” Dry and Quenching. 5.5% ABV Rye Amber. “Complex and flavorful” amber ale. Delicate undertones of toasted bread, spice, and subtle vanilla. “Easy to drink with friends at the pub.” 5.5% ABV 6
- 7. tropicalia athena American IPA. Ripepassion fruit and citrus hop aroma and ends with subtle bitterness. 6.5% ABV Berliner Weisse. German-style wheat beer. Their take on a classic berliner. Blend of citric and fruit notes with nods to cider and sauvignon blanc.“Perfect ambassador of the classic city.” 4.5% ABV 7
- 8. 8 Southern Brewing Company Location:231 Collins Industrial Blvd., Athens, Georgia. Hours and Prices: Probably opening mid March of 2015. Appeal: Owners have 30 years of experience in USA & Europe, education focus, home-brewers, aims to use only Georgia-grown products. Copper Creek Brewing Company Location: 140 East Washington St., Downtown Athens, Georgia. Hours: Monday-Friday 4pm-2am, Saturday noon-2am, Sunday noon-midnight. Prices: Affordable moderate, food and drink. Appeal: 39 different styles of beer a year from the finest variety of malted barely, hops and yeast strains, luxury of tank to tap (fresh beer), intimate, European-pub feel. Terrapin Brewery Location: 265 Newton Bridge Rd., Athens, Georgia. Hours: Monday-Tuesday 9am-5pm, Wednesday-Friday 9am-5pm, 5:30pm-7:30pm, Saturday 5:30pm-7:30pm. Prices: $10 at brewery Appeal: 6 year-round beers, 4 seasonal, Wednesday tastings, award winning, well known in the Southeast. DIRECT COMPETITORS Monday Night Brewing Company Location: 670 Trabert Ave NW Atlanta, Georgia. Hours: Monday 5:30pm-7:30pm, Thursday 5:30pm- 7:30pm, Saturday 2:00pm-4:00pm. Prices: $10 for glass and 6 pours at brewery. Appeal: Unique craft brewery in Atlanta, strong brand identity. Red Brick Brewing Location: 2323 Defoor Hills Rd NW, Atlanta, Georgia. Hours: Wednesday, Thursday and Friday 5pm-8pm, Saturday 11pm-5pm, Sunday 1pm-4pm. Prices: $10 for glass. Appeal: In Atlanta, fun spin on beers.
- 9. 9 The Georgia Theatre Location:215 N Lumpkin St., Athens, Georgia. Appeal: Popular downtown, historic, intimate concert venue, local, regional, national artists, drink and eat. 40 Watt Location: 285 West Washington St., Athens, Georgia. Appeal: Intimate venue to drink at, and for people wanting something new and unique. Trappeze, Aromas, Chops and Hops, Catch 22, and Other Gastropubs Location: Throughout Athens and Watkinsville. Appeal: Many of these places offer Creature Comforts, but compete in that they provide food to go with your drink, and other bever- ages are also offered. Five Points Bottle Shop Location: Five Points, Athens, Georgia. Appeal: Wide offerings and knowledgeable staff. INDIRECT COMPETITORS
- 10. brand essence Attributes Brewery to ursOpen space Small-town Rustic elegance Community partnerships Website: www.creaturecomfortsbeer.com Sources of Authority 10
- 11. Brewing Beer Randalizing:connecting your keg to a chamber of additives to be infused Dry-hopping: Adding hops after fermentation Bourbon-barrel aging: or really any barrel aging Cask beers: last fermentation happens in a metal or wooden cask Sours beers Imperials Session beers: less alcohol content, meant to drink more at a time Canning In Athens Music and historic town Academic population Bustling bar and restaurant scene Film industry is blooming Becoming more pedestrian and bicycle friendly Among Consumers Politeness pays Reward consumers for being polite. Sixth Sense: Real-time data to enhance the experience of individual customers. Beer Industry Collaborating with other breweries, especially to make beers together, or for events. USA is at the forefront of beer right now because so many craft breweries are in the works. The younger crowds are demanding options and variety so they are fueling this trend. TRENDS 11
- 12. stRengths weaknesses-Social media presence -Strongand consistent branding -Downtown location -Quality product -Local partnerships with other downtown restaurants -Appeals to legal drinking age students and is something underage students look forward to going to -Already have drinks in cans and on shelves -New, need to develop brand awareness -Still in beginnings stage, not a lot of budget for advertising since most of the budget goes into making quality beer 12
- 13. opportunities -Craft beer industryis growing quickly -Distribution growth opportunities as budget increases -Great place to host big events in the future -Sponsoring Athens festivals, parades, and events -Working with historical places in Athens like the Georgia Theatre and 40 Watt threats -Some college students don’t appreciate beer for the flavor, just for the effect -Some of the beer connoisseurs targeted in the campaign may have to travel to come to CCBC -College students on budgets that can’t afford to pay for the quality Creature Comforts beer 13
- 15. & communication D I RE C T I O N marketing
- 17. My name isKristin Thompson, although you may know me by my bloggername,“LagerBlogger”Myfriendscallmea“foodie”because I am constantly going to new restaurants to try the latest entrées, drinks, and desserts and blog about my experiences. Honestly, the food industry culture in Athens, Georgia, is what makes me so happy to have made this place my home for the past four years. I have thought about staying here after I graduate in three months, but we’ll see where my career in Consumer Foods takes me. My interests include soccer, movie nights with friends, family time, and anything outdoors. To me, passion means following your dreams and putting in the extra hours to achieve something greater. I admire people who follow their passion and who believe in something bigger than themselves. 17
- 18. Client Name Creature ComfortsBrewing Company Media/Communication Vehicle Print ads, direct mail postcard, billboard, tear-away posters, table tent cards, car decals, video Key Fact The Craft Beer industry is growing and people are looking for new, authen- tic breweries to try. Problem “I want to be a craft beer expert, so I need to experience every brewery and taste all of the different beers out there.” Objective To create brand preference in the craft beer industry and by “beer connois- seurs” by the end of 2015. Target Audience Beer connoisseurs in Athens and the southeast; age 21-35 CREATIVE BRIEF 18
- 19. Insight “I am myown person. I believe food and beer should be an art and an experience, not just some- thing to indulge in. I have been to eight craft breweries in the southeast, even some of them by my- self. I enjoy the atmosphere of creativity and togetherness that everyone in the craft industry shares, which makes it a special niche for people like me.” Promise Creature Comforts Brewing Company satisfies my curious palette by providing authentic craft beer. Support Four year round beers Bibo Tropicalia Reclaimed Rye Athena Brewery tours Events Mandatories CCBC logo and “Crave Curiosity” slogan Location and address Beer pictured Tone/Manner Authentic, southern, curious. 19
- 20. CREATIVE CONCEPT For ourcreative concept piece… The craft beer industry is booming… People across the country are beginning to appreciate the dedi- cation and passion poured into this specialty beer. The campaign will take that appreciation and curi- osity and use it to promote the target audience to “Join the Revolution,” or to help us grow the craft beer industry and make it reach its potential. Currently, Georgia has laws that lag behind those of its neighbors North and South Carolina that prohibit the direct sale of beer from breweries to consumer. The campaign urges consumers to be a part of the craft beer movement, and by part-taking in the consumption and appreciation of local craft beer, they are joining the revolution to modernize laws and regulations. It is a call to action, a sense of motivation, and a strong desire to grow the craft beer industry that power this campaign and make the deep connection with its target audience of craft beer lovers in the southeast. 20
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- 22. revolution JOIN calling all curious the Wewant you. The thinkers. The innovators. The artists. The explorers. The ones who crave more. Craft beer needs more evangelists... Help us make History. Historic Downtown Athens, Georgua 22
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- 24. DirectMail 24 revolution JOINthe calling all curious Wewant you. The thinkers. The innovators. The artists. The explorers. The ones who crave more. Craft beer needs more evangelists... Help us make History. Historic Downtown Athens, Georgia creaturecomfortsbeer.com Back Front
- 25. curious ? US TOO CCBC ets. 2014 Joinus on Curious Tuesdays. 25 BackFront
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- 28. VIDEO “The 33second video is a call to action targeted towards beer connoisseurs and influenc- ers in the industry. It uses the fact that the craft beer industry is growing quickly to grab the attention of the viewer and urge them to join the revolution and help make history. It consists of a black background with white text transitioning line by line, with inspirational music in the background. The video could be featured on social media as a form of free, organic advertising.” 28
- 29. Creature Comforts isdoing an incredible job already at getting its name and brand out in the industry. As sales increase and budget allows, adding more billboards in large southeastern cities could also help in brand recognition and brand preference. Increased distribution is already on the horizon for Creature Comforts, and as production efficiency increases, cities available for distribution could stretch further and further away and soon span over the entire United States. In addition to these recommendations, more promotion in Athens of Curious Tuesdays would likely be beneficial to emphasize the curious spirit at Creature Comforts. The weekly limited releases are an extra incentive to stop by the brewery and experience something special. Increased advertising over more plat- forms than social media, like flyers or direct mail, for example, could help spread the word about the Tues- day night fun. FUTURE RECOMMENDATIONS 29
- 30. catie Foleycmfoley@uga.edu ellie hamalianelmarha@uga.edu megan kellar mkellar@uga.edu kyle ladrech kylelad@uga.edu madeline Lefferts madleff@uga.edu Contacts