Before Creature Comforts Brewery was one of the most prominent hangouts in all of Athens, my team created the winning campaign as voted by the CEO. Many of the deliverables are in use today as the establishment continues to rack up awards and sell out crowds.
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.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
Before Creature Comforts Brewery was one of the most prominent hangouts in all of Athens, my team created the winning campaign as voted by the CEO. Many of the deliverables are in use today as the establishment continues to rack up awards and sell out crowds.
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.
AdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model. “What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative minds in the industry.”
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
PepsiCo has started a digital agency review for brand Pepsi in North America. The incumbent shop is Cheil Worldwide-owned Barbarian Group, which is trying to rebuild after a wave of personnel departures.
It is unclear if Barbarian Group is defending the business. A PepsiCo spokeswoman declined to comment on the review. Barbarian Group representatives did not return requests for comment.
Barbarian Group CEO Peter Kim left the shop on Sept. 1 after less than a year in the post. He took the helm last December, when former chief executive Sophie Kelly stepped down. His departure followed that of numerous Barbarian Group executives over the last six months. Cheil Worldwide President of International and CEO of Greater China Aaron Lau is serving as Barbarian Group's interim CEO.
Project Report And Market Survey of Baskin Robbins- Cbse class 12 Entrepreneu...Dan John
I assure you that this project of mine will fetch you a very good score. Attach the pictures provided towards the end of this project on the backside of the page which is adjacent to the relevant page. I have given certain instructions in the project, starting with the word 'Attn'; follow those and remove them before the submission.
Good Luck!!
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
U.S. Wine Market: Webinar on Entering the U.S. marketBevology Inc.
Insightful presentation with practical information for wine and spirit suppliers looking to enter the U.S. market. Presented by Steve Raye, President of Bevology Inc.
BeverageTradeNetwork.com Interviews Jon Reynolds who has 32 plus years of beer sales experience and talks about how craft breweries need to market and covers craft beer distribution strategy and craft beer marketing plan. BTN covers the challenges that craft breweries face in distribution today.
PepsiCo has started a digital agency review for brand Pepsi in North America. The incumbent shop is Cheil Worldwide-owned Barbarian Group, which is trying to rebuild after a wave of personnel departures.
It is unclear if Barbarian Group is defending the business. A PepsiCo spokeswoman declined to comment on the review. Barbarian Group representatives did not return requests for comment.
Barbarian Group CEO Peter Kim left the shop on Sept. 1 after less than a year in the post. He took the helm last December, when former chief executive Sophie Kelly stepped down. His departure followed that of numerous Barbarian Group executives over the last six months. Cheil Worldwide President of International and CEO of Greater China Aaron Lau is serving as Barbarian Group's interim CEO.
Project Report And Market Survey of Baskin Robbins- Cbse class 12 Entrepreneu...Dan John
I assure you that this project of mine will fetch you a very good score. Attach the pictures provided towards the end of this project on the backside of the page which is adjacent to the relevant page. I have given certain instructions in the project, starting with the word 'Attn'; follow those and remove them before the submission.
Good Luck!!
No longer niche, the craft beer market is growing at a remarkable rate. Brands of all sizes can not only coexist, but prosper, by strategically tapping into an influential audience ready to purchase, drink,
and spread the word.
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
U.S. Wine Market: Webinar on Entering the U.S. marketBevology Inc.
Insightful presentation with practical information for wine and spirit suppliers looking to enter the U.S. market. Presented by Steve Raye, President of Bevology Inc.
Slides, layout, rendering of bottle and advertisements, logo were designed by me. Heavily involved in the conception of the ideas presented in this case.
An Integrated Marketing Communications for Bayridge Cask and Keg.
This project won the Greg Awards 2015 for Best in Integrated Marketing Communications Plan. This plan integrates advertising, marketing communications, digital designs, creative copy, digital strategy, social media and online video integration.
The project was a requirement in fulfillment of a Post Grad Interactive Marketing Communications program of St. Lawrence College, Kingston, Ontario. The program prepares students to be digital strategists in the online world.
Raising money can be the hardest step in launching your project, event or start-up.
You can be passionate about your idea and convince a lot of people with your passion, but it takes the right information.
Learn how to ask for what you need, and close the deal.
Join us in Toronto's finest surroundings for 60 minutes of valuable info, links and the tactics you need to start applying immediately after leaving the workshop.
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Presented by Towa Beer, a cause marketing specialist who has been presenting events, causes and great ideas to funders for the past decade. She has personally raised millions for large and small clients. Miss Beer brings all of her fundraising experience, an extensive mentor network, and many free templates to each workshop.
Overview
Summary
Industry background
Marketing strategy
Competitors
Three year projections
Why & how assumptions
Three year funding schedule
Break-Even analysis
References
1
Summary
Start-up company
Outline
Employees
Job preferences
Monthly fees
The new start-up company will be a micro-brewery/pub style venue called Pints & Plates (P&P Brewery). The company will offer a quality product served at perfect temperatures both drinks and foods. The venue will also include different events on the weekend that will draw attention to the new micro-brewery selections an seasonal drafts on tap. To find the proper space and equipment necessary will be in the initial loan funds along with food supplies and local permits. The current scene for socialized consumption of craft beers has become more of an experience of tasting new unique styles of beer paired with the proper food to compliment the flavors brewed into the beers. It also draws in crowds of different backgrounds and lifestyles helping the business to expand and build business relations with other business owners.
The company will start with the owner, manager, assistant manager, two brew masters, chef, and two kitchen assistants to get the company started. The manager and assistant manager will need a bachelors degree and above to apply, the brew-masters will go through an evaluation on mixture techniques and the knowledge they possess in regards to various styles of beer. The chef may be obtained through a local food truck to draw in their current customers with a new twist to their style food. As the company expands and builds a fleet of customer’s, options such as distributing the beer through local bars and selling kegs in liquor stores plus leasing a new warehouse to brew a larger amount of beer to build an inventory to supply the demand. We are asking for funding in the amount of $500,000 to start this company. The company will be developed out of an industrial location for easy access to supplies and have area workers provide free marketing. P&P Brewery will offer weekly specials, and generate opportunities for local bands and local food trucks to come provide their services while still enjoying our beers on tap.
2
Industry information
History
Brewing techniques
Local support
Access to ingredients
History- Beer has been around since as early as 1900 BC Egyptian medical prescriptions included beer in their ingredients (BeerHistory.com, 1998).
1000 AD Hops is added to the brewing process
1200 AD Beer making is established in Germany, Austria, and England
1420 Germans develop the lager method of brewing
1553 Becks Brewery founded and still operating
1786 Samuel Adams starts operating commercial brewing
1870 Anheuser-Busch brands Budweiser as the first national beer
1935 160 breweries survive prohibition
1965 Fritz Maytag purchased Anchor Brewing and started to develop unique styles
1991-1995 volume growth on craft beers rose from 35% to 58%
2013 Over 2800 micro-breweries ...
Joint Venture Analysis - Entering into the Chinese MarketRobert Au
This report takes the perspective of an Australian company, Carlton & United Breweries (CUB), and provides an analysis
and evaluation of the profitability of prospective opportunities for the international expansion of CUB into China.
It explores the company's own performance and success factors, and measures itself against the target market in order to assess the viability of entry, as well as propose a recommendation of potential entry modes and strategic timeline for implementation.
Hamdard Laboratories (India), is a Unani pharmaceutical company in India (following the independence of India from Britain, "Hamdard" Unani branches were established in Bangladesh (erstwhile East Pakistan) and Pakistan). It was established in 1906 by Hakeem Hafiz Abdul Majeed in Delhi, and became
a waqf (non-profitable trust) in 1948. It is associated with Hamdard Foundation, a charitable educational trust.
Hamdard' is a compound word derived from Persian, which combines the words 'hum' (used in the sense of 'companion') and 'dard' (meaning 'pain'). 'Hamdard' thus means 'a companion in pain' and 'sympathizer in suffering'.
The goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him.
They had always maintained that working in old, traditional ways would not be entirely fruitful. A broader outlook was essential for a continued and meaningful existence. their effective team at Hamdard helped the system gain its pride of place and thus they made an entry into an expansive world of discovery and research.
Hamdard Laboratories was founded in 1906 in Delhi by Hakeem Hafiz Abdul Majeed and Ansarullah Tabani, a Unani practitioner. The name Hamdard means "companion in suffering" in Urdu language.(itself borrowed from Persian) Hakim Hafiz Abdul Majeed was born in Pilibhit City UP, India in 1883 to Sheikh Rahim Bakhsh. He is said to have learnt the complete Quran Sharif by heart. He also studied the origin of Urdu and Persian languages. Subsequently, he acquired the highest degree in the unani system of medicine.
Hakim Hafiz Abdul Majeed got in touch with Hakim Zamal Khan, who had a keen interest in herbs and was famous for identifying medicinal plants. Having consulted with his wife, Abdul Majeed set up a herbal shop at Hauz Qazi in Delhi in 1906 and started to produce herbal medicine there. In 1920 the small herbal shop turned into a full-fledged production house.
Hamdard Foundation was created in 1964 to disburse the profits of the company to promote the interests of the society. All the profits of the company go to the foundation.
After Abdul Majeed's death, his son Hakeem Abdul Hameed took over the administration of Hamdard Laboratories at the age of fourteen.
Even with humble beginnings, the goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him. Unfortunately, he passed away quite early but his wife, Rabia Begum, with the support of her son, Hakeem Abdul Hameed, not only kept the institution in existence but also expanded it. As he grew up, Hakeem Abdul Hameed took on all responsibilities. After helping with his younger brother's upbringing and education, he included him in running the institution. Both brothers Hakeem Abdul Hameed and Hakim Mohammed
Hotel management involves overseeing all aspects of a hotel's operations to ensure smooth functioning and exceptional guest experiences. This multifaceted role includes tasks such as managing staff, handling reservations, maintaining facilities, overseeing finances, and implementing marketing strategies to attract guests. Effective hotel management requires strong leadership, communication, organizational, and problem-solving skills to navigate the complexities of the hospitality industry and ensure guest satisfaction while maximizing profitability.
Vietnam Mushroom Market Growth, Demand and Challenges of the Key Industry Pla...IMARC Group
The Vietnam mushroom market size is projected to exhibit a growth rate (CAGR) of 6.52% during 2024-2032.
More Info:- https://www.imarcgroup.com/vietnam-mushroom-market
2. Executive Summary
One of a kind partnership with award winning Brewery and Media powerhouse
Scalable, low overhead business with high growth potential
Operating in a strong acquisitive environment
Strong focus on Texas as home market
Conservative Valuation and very attractive Preferred Security
3. Investment highlights
Official Beer of theCHIVE (28M monthly unique visitors); theCHIVE and Resignation Brewery (RB) are
subsidiaries of Resignation Holdings (RH)
Strong scalability due to partnership with Craft Brew Alliance (CBA)
- Excess capacity available at CBA breweries
- Access to the Anheuser-Busch Distribution Network (nationwide)
- Access to Canadian markets through BeerThirst
Minimal Operating Expenses
- Utilize shared design and business process services; Leverage internal marketing rates on all RH digital properties
(32M monthly unique visitors)
- All PPE, Sales, Manufacturing Costs, and Inventory owned by CBA
- RB responsible for marketing efforts and activating theCHIVE audience
Very strong Craft Beer market growing at over 15% per year
2015 resulted in most acquisitive environment ever in this sector
Attractive participating preferred security being offered in this raise
ResignationBrewery.com ResignationMedia.com theCHIVE.com theBERRY.com TheChivery.com
4. Company Overview
Developed by the creators of theCHIVE, KCCO Beer is marketed as part of the lifestyle brand to a massive audience
and staunch brand supporters
Entered 7 year partnership with CBA in September 2013
RB handles the majority of marketing in return for a fixed marketing fee per case and owns all the IP for branding and recipes;
in addition to merchandise rights (25% of revenue from RB merchandise sales on TheChivery)
Distributed to all 50 States and expanded to Alberta and British Columbia in late 2015
CBA handles the production, distribution, and sales of KCCO Beer utilizing their national sales team, 4 large scale
breweries (OR, WA, NH, TN), and national distribution agreement with Anheuser-Busch
Unprecedented start with over 31,000 barrels in first 2 years with only 1 national product at a time, sold in all 50 States
RB personnel consists of 3 employees; product sold by CBA sales team (~100)
Relationship to notable charitable causes through Chive Charities and a military coalition: Marcus Luttrell’s Team Never Quit, Chris
Kyle’s Frog Foundation, and the Boot Campaign
5. - Currently there are over 4,200 operating breweries in the U.S.; Craft breweries by definition produce under 6M barrels per year
- Craft beer represented 18% marketshare and 17% YTY growth in 2014 versus Total Beer growth at 0.5%
- Big Beer making high number of acquisitions to capture emerging brand equity and higher margins; organic shrinkage requires inorganic growth
- Most States require operating within the 3 Tier system - Brewer/Distributor/Retailer must remain independent
- Resignation Brewery does not fall in the 3 Tier System since CBA holds the brewing license - provides much greater flexibility
Beer Industry Basics
Traditional Brewery Contract Brewing Partner Brewing (RB Model)
PPE ($10M minimum)
Inventory Risk
Intellectual Property
Sales Team
Build Distribution Network
Procurement
Marketing
Regulatory Risk
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
6. Product Timeline
2013
September
2014
January November January March April July November
2015
AB
BC
Launched KCCO Black Lager
in 10 cities in September 2013
2013
Began shipping Black Lager
Nationally in January 2014
2014
Halted sales of Black Lager in
January 2015
2015
Introduced limited KCCO Gold Lager in
November 2014
Launched KCCO Gold Nationally in
March 2015
Launched KCCO White Wheat
exclusively in Texas in April 2015
KCCO Gold available in Alberta, CA in July
2015
KCCO Gold available in British Columbia,
CA in November 2015
7. 2016-17 Strategy - Audience
Texas as Home Market
- #2 Beer market in the U.S. & theCHIVE is headquartered in Austin
- Establish KCCO Beer as a Texas brand thru POS, events, and sampling blitz
- Increase high profile accounts (COTA) and partner with franchises
Military
- Active and Retired military represent 20% of theCHIVE’s monthly visitors
- Partnered programs with Frog Foundation, Team Never Quit, & Boot Campaign
- Increase POD on bases w/ samplings and better integrate military content online
ChiveTV
- Chive curated content delivered directly to bars (~500 locations) for free
- Running KCCO Beer ads as the only ad since inception
- KCCO Beer sold in alongside ChiveTV; expanding ChiveTV sales force
and supporting accounts through spend programs
8. 2016-17 Strategy - Actions
Increase and Align Marketing Resources
- Increase overall marketing spend by 3X; marketing surge for an emerging brand
- Expand digital presence outside theCHIVE; Expand to traditional media outlets near strong targeted account bases
- Increase event and sponsorship activity; including sampling blitz in Texas
- Utilize new ChiveTV field marketing representatives for Dallas, Houston, and San Antonio
Improve Target Marketing
- Advance geo-targeting campaign for very precise demographics within theCHIVE
- Create custom ad strategy for theBERRY to reach more female consumers
- Design ads/POS to include Texas, military, and Chive references when appropriate
Better Leverage Charitable Activity
- Strengthen the connection to Chive Charities thru events
- Increase frequency and presence for Patriot Pact Coalition programming
- Ignite the Drink With A Purpose campaign within Chive Nation activities
- Continue to leverage in-kind relationships for charities as sampling events
71% Awareness of which 28% Find the Product in Market
9. Resignation Media Properties - theCHIVE, theBERRY, TheChivery
- Over 21,000,000 impressions per month for KCCO Beer
- Product placement in daily galleries
- Dedicated Beer Locator on theCHIVE App
- Dedicated section within TheChivery; included in email and banner promotions
- Monthly social mentions on theCHIVE social outlets
Resignation Brewery
- ResignationBrewery.com has seen 357K unique visitors in prior 6 months
- Beer locator on theCHIVE App receives 3K clicks per week
- Facebook: 33K Likes
- Instagram: 30K Followers
- Twitter: 35K Followers
KCCO Beer Brand DIGITAL
Digital Presence on All Properties
10. Appendix
RB Personnel
Resignation Media Company Overview
KCCO Beer Brand
Chive Nation
Notable Media Coverage
Distribution Snapshot
Continued Craft Growth
2015 Industry Acquisition Activity
Merchandise
Future Can Design
11. RB Personnel
JOE MICHAELS PAT KILLORENJAKE MORROW
President Sales Director Marketing Manager
University of Notre Dame - Finance and Computer Applications
University of Notre Dame - MBA Corporate Finance
Certified Management Accountant
Created Resignation Brewery in 2013
Bethel University - Communication B.A.
Over 12 years sales experience
Virginia Tech University - Marketing
Has lead marketing efforts since 2013
12. Resignation Media
32M Monthly unique visitors
theCHIVE ranked #1 humor website in the U.S (comScore, Aug 2015)
Dedicated product placement and digital advertising to KCCO Beer
Owns TheChivery.com: online merchandising storefront of theCHIVE
KCCO Beer apparel and hard goods sold exclusively on TheChivery
Owner of flagship humor content websites; theCHIVE and theBERRY
ResignationBrewery.com ResignationMedia.com theCHIVE.com theBERRY.com TheChivery.com
13. The KCCO Beer Brand
Keep Calm and Chive On!
For years, our fans have had a love for all things Humor, Hotness, Humanity, and Heroes.
They soon found ways to connect offline and the KCCO lifestyle was born. With the creation
of KCCO Beer, the lifestyle was given a flavor, and its taste matched our community's commitment
to live every day to the fullest. Cheers high, often and always with a purpose.
14. HUMORHold my beer and watch this!
Hilarious moments captured in real-time
theCHIVE original videos
16. HUMANITYMaking the world 10% happier
Proud Supporter of Chive Charities
Helping the underdogs through the Chive Charities Fund
17. HEROeSKCCO Beer supports our nation's brave few!
Partnerships with several veteran-based charities
FO
U
N D A T I
O
N
CHR
IS KYLE F
ROG
TM
18. CHive nation
166
CHAPTERS
$3.5M
TOTAL RAISED
580K+
MEMBERS
Chive Chapters began forming organically all over the world. These are like minded
individuals organizing local groups that share a culture of camaraderie and charity in the
name of KCCO. theCHIVE has nurtured these groups and provided them with guidance on
how to present themselves and make the best possible impact on the needs of their communities.
22. Distribution
- Safeway 10.6% of Total Volume and 5.7% Points of Distribution
- Kroger 5.4% of Total Volume and 3.7% Points of Distribution
- HEB 3.3% of Total Volume and 0.7% Points of Distribution
Distributed to over 5,000 locations by AB Network in all 50 States plus Alberta and BC
Total U.S. 80% Off-Premise 20% On-Premise
Leading Chains:
Texas Only Distribution
70% Off-Premise 30% On-Premise (consistent with industry average)
Leading Chains:
- HEB 15.6% of Total Volume and 5.3% Points of Distribution
- Kroger 10.9% of Total Volume and 6.9% Points of Distribution
- Safeway 5.6% of Total Volume and 4.1% Points of Distribution
AVAILABLE IN ALL 50 states!
24. Acquisitive Environment
- 10 Barrel acquired by ABInbev at higher rate of $1,250/BBL (40K BBL output)
Unprecedented acquisition & investment activity in the sector
2014 Valuations were consistent at $1,000 per barrel of annual production
- Firestone Walker sold to Duvel for estimated $1,250/BBL (200K BBL output)
- Lagunitas sold 50% to Heineken for estimated $1,250/BBL (800K BBL output)
- St. Archer sold to SAB MillerCoors for estimated $1,000/BBL (35K BBL output)
- Ballast Point planned to IPO at estimated $1,287/BBL then sold to Constellation Brands for estimated $3,448/BBL (290K BBL output)
2015 Valuations showed considerable growth off the $1,000/BBL baseline
Big breweries are losing marketshare; the only way to reverse the trend is to grow through acquisition