Rogue produces 60 types of beers targeted at different consumer preferences. They are known for darker brews and have won awards for beers like Old Crustacean. McMenamins and Red Hook are competitors, but with fewer beers. Rogue has breweries and pubs in multiple locations and is considered a high brand equity brand with generally positive reviews, though some note poor service. They are in the early adoption or early majority stage of the product lifecycle.
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.
Lessons from the front line were presented at Craft Brewer's Pow Wow 2017 in Cape Town. It asks the question, "What is stopping you from selling more beer?".It focuses Beer's Journey after it leaves the brewery and speaks to three themes. Why beer stops you from selling more beer highlights quality control. How beer real estate and route to market cannot be just an after thought. Resources need to be allocated to selling the beer. Thirdly how brewers need to invest in the people. Both consumers and frontline staff need to be enaged in the brand story.
Inner Sydney Brewers Club Talk 3 Aug 2022BeerCo.com.au
BeerCo.com.au Inner Sydney Brewers Club Meeting where we talk about what has changed since covid in Beer and Brewing, Supply Chains, NEW! Ingredients from Heritage Malts to Australian Barley and Unmalted Cereals, NEW! Hops from USA AU and NZ, trends in Yeast, Brewing Aids and Adjuncts.
We also dive deeper into Pastry Stouts and Dessert Beers! What are they? How do you make a cake from a beer and vice versa.
As always we appreciate the support and supply from our wonderful supply partners at Malteurop Australia, Crisp Malt UK, UniGrain AU, Hop Products Australia and John I Haas and the Barth Haas Group, NZ Hops, Bluestone and Omega Yeast, novozymes, our flavour house and C02 extract suppliers and of course the wonderful brewers at Inner Sydney Brewers who keep brewing and innovation at home alive in the kitchen, the brewery and the distillery!
cheers #brewhappy always #distilhappy always
BeerCo.com.au South Australia Brew ClubBeerCo.com.au
Here we share all we know so you can grow as Brewers about Crisp Malt + Hops + GigaYeast including why? you should Insist on Crisp in your beer - how to rub and spot good hops and fast souring techniques with GigaYeast - we also share a recipe for our Milli | Vanilla Porter brewed with Crisp Malt + Sabro Hops and Fermentation by GY031 GigaYeast British Ale #2 cheers #brewhappy always
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.
Lessons from the front line were presented at Craft Brewer's Pow Wow 2017 in Cape Town. It asks the question, "What is stopping you from selling more beer?".It focuses Beer's Journey after it leaves the brewery and speaks to three themes. Why beer stops you from selling more beer highlights quality control. How beer real estate and route to market cannot be just an after thought. Resources need to be allocated to selling the beer. Thirdly how brewers need to invest in the people. Both consumers and frontline staff need to be enaged in the brand story.
Inner Sydney Brewers Club Talk 3 Aug 2022BeerCo.com.au
BeerCo.com.au Inner Sydney Brewers Club Meeting where we talk about what has changed since covid in Beer and Brewing, Supply Chains, NEW! Ingredients from Heritage Malts to Australian Barley and Unmalted Cereals, NEW! Hops from USA AU and NZ, trends in Yeast, Brewing Aids and Adjuncts.
We also dive deeper into Pastry Stouts and Dessert Beers! What are they? How do you make a cake from a beer and vice versa.
As always we appreciate the support and supply from our wonderful supply partners at Malteurop Australia, Crisp Malt UK, UniGrain AU, Hop Products Australia and John I Haas and the Barth Haas Group, NZ Hops, Bluestone and Omega Yeast, novozymes, our flavour house and C02 extract suppliers and of course the wonderful brewers at Inner Sydney Brewers who keep brewing and innovation at home alive in the kitchen, the brewery and the distillery!
cheers #brewhappy always #distilhappy always
BeerCo.com.au South Australia Brew ClubBeerCo.com.au
Here we share all we know so you can grow as Brewers about Crisp Malt + Hops + GigaYeast including why? you should Insist on Crisp in your beer - how to rub and spot good hops and fast souring techniques with GigaYeast - we also share a recipe for our Milli | Vanilla Porter brewed with Crisp Malt + Sabro Hops and Fermentation by GY031 GigaYeast British Ale #2 cheers #brewhappy always
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.
Here we share what's NEW! and Why? we distribute Crisp Malt and Malteurop Australia Malt and UniGrain unmalted cereals. Every year we are lucky enough to spend some time with Inner Sydney Brewers who meet monthly at Charlie's Bar at Atlassian.
Ahead of the meeting we send 3 of their fantastic brewers ingredients to brew a Saison - 3 different ways:
Malt:
3.50 Kg Malteurop Pilsen Malt (70%)
1.00 Kg Crisp Light Munich Malt (20%)
0.50 Kg Crisp Wheat Malt (10%)
Hops: 3 different ones for 3 different Saison
Hallertauer Mittelfrüher GR Hops
Bouclier FR Hops - NEW!
Ella AU Hops for some new world floral and spice character
Yeast: 3 different ones for 3 different Saison
GY018 Saison #1 GigaYeast to pair with the Bouclier FR Hops
GY027 Saison #2 GigaYeast to pair with the Hallertauer Mittelfrüher GR Hops
Lallemand Belle Saison Dry Yeast to pair with the Ella AU Hops
In this presentation we also share some information on why Brewers and Distillers should:
Insist on Crisp finest Malt
Malteurop Australia NEW! expanded Malting Plant in Corio Bay, Geelong Victoria and a quick 2019 Grain Harvest Update
NEW! Hops - Strata US Hops and HORT4337 NZ Hops
NEW! Yeast - Lallemand Brewing Kveik VOSS Yeast and GigaYeast GY016 GY016 Altstadt Ale and GY134 Kveik #1 and GY135 Hornindal Kveik #5 GigaYeast.
We hop you enjoy the talk as much as we did and tanks again to Matt W and the amazing team at Atlassian for hosting us and also to Barls, Braedy and Brendan for brewing 3 uniquely different and delicious Saison beers!
Cheers #brewhappy always
Here we share what we know so awesome Bayside Brewers can grow and learn how to brew like a pro!
Why? Crisp Malt - the UK's largest independent malting company with over 150 years of experience malting premium quality craft malt for brewers and distillers
How to spot good hops from bad and what is NEW! and exciting in the world of Hops from GR to US to AU to NZ NEW! Hop Varietals.
How to make a fast sour and use modern brewing techniques and GigaYeast sour bacteria and lactic acid bacteria to brew modern American Sour beers.
Last but not least a coupon code to help you shop and SAVE with us at www.BeerCo.com.au
Our Search is Your Satisfaction
Help us achieve our mission to rid the world of beer poverty one good brew at a time! cheers #brewhappy always
We gathered with our good friends at Merri Mashers Home Brew Club at the Dan O'Connell Hotel in Carlton in wintery July to talk, listen and learn all about ...
Why Crisp Malt - the UK's Largest Independent Malting Company and their proud 150+ years of Malting history.
We tasted three delicious Saisons brewed by 3 of the great Merri Mashers.
All 3 Saisons shared the same quality Crisp Malt Bill
2.9 Kg Crisp Europils Malt 55%
1.9 Kg Crisp Light Munich Malt 36%
0.5 Kg Crisp Wheat Malt 9%
Grace brewed Saison #1 - hopped with Hallertau Tradition GR Hops and fermentation by GY018 Saison #1 GigaYeast. An exemplary example of the style and a few of the Merri Mashers thought it was as an excellent example of a Belgian Blonde - thanks Grace. Grace brewed her beer on a Robobrew V3.
Leif brewed Saison #2 hopped with Styrian Dragon SV Hops and fermentation by GY027 Saison #2 GigaYeast with some noticeable differences to Grace Saison #1.
Nick brewed Saison #3 hopped with NEW! Bouclier FR Hops and fermentation by Lallemand Brewing Belle Saison Yeast. Nick brewed his beer on a 50L Braumeister with a shortened malt pipe and started his fermentation very low to control the yeast esters. The subtle nuances of Bouclier FR Hops were plain to taste and smell.
We finished with a few beers of course and a chat about all things Sour - fast and slow and some in depth conversations about the new wave of craft distilling.
We hop you enjoy this talk as much as we did giving it.
If your interested to join the Merri Mashers Homebrew Club head on over to their website here: https://merrimashers.org/
The Merri Mashers Brew Club is a progressive female friendly brew club with a diverse mix of brewers from Melbourne's Inner Northern suburbs. They meet once per month on the last Tuesday of the month in a host of superb Inner Northern pubs and breweries and have an excellent committee and engaging and positive culture and a number of successful home to probrewer members. So what are you waiting for? Get your Merri Masher on!
Here we share what's NEW! in #CoVid-19 world from BeerCo.com.u
Everything from partnering with Crisp Malt and Malteurop Australia to NEW! Hops from Hop Products Australia - HPA-016 and NZ Hops Ltd - Hort4337 to Indie Hops Strata US Hops and CLS Farms Zappa Hops and we finish with our partnership with UniGrain Australia a proudly 30+ years family owned company who mill and roll locally grown Barley, Oats, Rye, Triticale and Wheat. It was a lot of fun to catch up with old friends from Melbourne Brewers and Derek at Bad Shepherd Brewing Co.
We will continue to brew happy and share what we know even during CoVid-19 Pandemic.
Cheers #brewhappy always #staysafe #keephealthy
Here we share what's NEW! and Why? we distribute Crisp Malt and Malteurop Australia Malt and UniGrain unmalted cereals. Every year we are lucky enough to spend some time with Inner Sydney Brewers who meet monthly at Charlie's Bar at Atlassian.
Ahead of the meeting we send 3 of their fantastic brewers ingredients to brew a Saison - 3 different ways:
Malt:
3.50 Kg Malteurop Pilsen Malt (70%)
1.00 Kg Crisp Light Munich Malt (20%)
0.50 Kg Crisp Wheat Malt (10%)
Hops: 3 different ones for 3 different Saison
Hallertauer Mittelfrüher GR Hops
Bouclier FR Hops - NEW!
Ella AU Hops for some new world floral and spice character
Yeast: 3 different ones for 3 different Saison
GY018 Saison #1 GigaYeast to pair with the Bouclier FR Hops
GY027 Saison #2 GigaYeast to pair with the Hallertauer Mittelfrüher GR Hops
Lallemand Belle Saison Dry Yeast to pair with the Ella AU Hops
In this presentation we also share some information on why Brewers and Distillers should:
Insist on Crisp finest Malt
Malteurop Australia NEW! expanded Malting Plant in Corio Bay, Geelong Victoria and a quick 2019 Grain Harvest Update
NEW! Hops - Strata US Hops and HORT4337 NZ Hops
NEW! Yeast - Lallemand Brewing Kveik VOSS Yeast and GigaYeast GY016 GY016 Altstadt Ale and GY134 Kveik #1 and GY135 Hornindal Kveik #5 GigaYeast.
We hop you enjoy the talk as much as we did and tanks again to Matt W and the amazing team at Atlassian for hosting us and also to Barls, Braedy and Brendan for brewing 3 uniquely different and delicious Saison beers!
Cheers #brewhappy always
Here we share what we know so awesome Bayside Brewers can grow and learn how to brew like a pro!
Why? Crisp Malt - the UK's largest independent malting company with over 150 years of experience malting premium quality craft malt for brewers and distillers
How to spot good hops from bad and what is NEW! and exciting in the world of Hops from GR to US to AU to NZ NEW! Hop Varietals.
How to make a fast sour and use modern brewing techniques and GigaYeast sour bacteria and lactic acid bacteria to brew modern American Sour beers.
Last but not least a coupon code to help you shop and SAVE with us at www.BeerCo.com.au
Our Search is Your Satisfaction
Help us achieve our mission to rid the world of beer poverty one good brew at a time! cheers #brewhappy always
We gathered with our good friends at Merri Mashers Home Brew Club at the Dan O'Connell Hotel in Carlton in wintery July to talk, listen and learn all about ...
Why Crisp Malt - the UK's Largest Independent Malting Company and their proud 150+ years of Malting history.
We tasted three delicious Saisons brewed by 3 of the great Merri Mashers.
All 3 Saisons shared the same quality Crisp Malt Bill
2.9 Kg Crisp Europils Malt 55%
1.9 Kg Crisp Light Munich Malt 36%
0.5 Kg Crisp Wheat Malt 9%
Grace brewed Saison #1 - hopped with Hallertau Tradition GR Hops and fermentation by GY018 Saison #1 GigaYeast. An exemplary example of the style and a few of the Merri Mashers thought it was as an excellent example of a Belgian Blonde - thanks Grace. Grace brewed her beer on a Robobrew V3.
Leif brewed Saison #2 hopped with Styrian Dragon SV Hops and fermentation by GY027 Saison #2 GigaYeast with some noticeable differences to Grace Saison #1.
Nick brewed Saison #3 hopped with NEW! Bouclier FR Hops and fermentation by Lallemand Brewing Belle Saison Yeast. Nick brewed his beer on a 50L Braumeister with a shortened malt pipe and started his fermentation very low to control the yeast esters. The subtle nuances of Bouclier FR Hops were plain to taste and smell.
We finished with a few beers of course and a chat about all things Sour - fast and slow and some in depth conversations about the new wave of craft distilling.
We hop you enjoy this talk as much as we did giving it.
If your interested to join the Merri Mashers Homebrew Club head on over to their website here: https://merrimashers.org/
The Merri Mashers Brew Club is a progressive female friendly brew club with a diverse mix of brewers from Melbourne's Inner Northern suburbs. They meet once per month on the last Tuesday of the month in a host of superb Inner Northern pubs and breweries and have an excellent committee and engaging and positive culture and a number of successful home to probrewer members. So what are you waiting for? Get your Merri Masher on!
Here we share what's NEW! in #CoVid-19 world from BeerCo.com.u
Everything from partnering with Crisp Malt and Malteurop Australia to NEW! Hops from Hop Products Australia - HPA-016 and NZ Hops Ltd - Hort4337 to Indie Hops Strata US Hops and CLS Farms Zappa Hops and we finish with our partnership with UniGrain Australia a proudly 30+ years family owned company who mill and roll locally grown Barley, Oats, Rye, Triticale and Wheat. It was a lot of fun to catch up with old friends from Melbourne Brewers and Derek at Bad Shepherd Brewing Co.
We will continue to brew happy and share what we know even during CoVid-19 Pandemic.
Cheers #brewhappy always #staysafe #keephealthy
2. Positioning Strategy
Each of Rogue’s beers will be
marketed to different consumers
because no two beers are alike. Due
to the variation between beers,
consumers will have their own likes
and dislikes, which is why Rogue
produces 60 types of brews
The majority of Rogue’s brews are
on the darker side and are divided
between levels of bitterness. Their
main market is consumers who
prefer a darker brew.
3. Positioning Strategy Cont.
Rogue also has won a few awards of
the years for the brews, which also
helps to differentiate them from
competitors.
− Old Crustacean – Barley Wine World Beer
Championships - Gold 2006
− Juniper Pale Ale – Pale Ale World Beer
Championships - World Champion 2005
− Mocha Porter – Porter International Beer
Competitions - Best in Show/Gold 2005
− Half-E-Weizen – Hefeweizen World Beer
Championships-Gold 2003
4. Positioning Strategy of
Competitors
McMenamins
− McMenamins has a similar idea to
Rogue; except they do not sell near
the amount of different beers and
they are restricted to only the
McMenamins restaurants. In addition,
the majority of the beers they sell
are seasonal
Red Hook Ale
− Red Hook has about 8 different
beers. Like Rogue they are marketed
to different consumers depending on
their likes and dislikes
6. Brews from the Perceptual Map
Dead Guy Ale – 40 IBU
− Dead Guy is a German-style Maibock made with Rogues
proprietary "PacMan" ale yeast
Old Crustacean – 110 IBU
− Brewed with eight ingredients. Old Crustacean is best
when aged for one year
Chipotle Ale – 35 IBU
− Based on Rogues American Amber Ale, but delicately
spiced with smoked jalapeno (chipotle) chile peppers
Morimoto Black Obi Soba – 30 IBU
− Brewed with roasted buckwheat and malts providing a rich
nut-laced flavor, while hops provide a refreshing zest
American Amber – 53 IBU
− A delicate roasted malt accent, generous use of hops and
smooth finish with a coffee aroma
7. Rogue Locations
House of Rogue Bed & Beer
Issaquah Brewery
Brewers on the Bay
Rogue Ales Public House
− Portland, Newport, San Francisco,
Astoria, & PDX Airport
Rogue Ales Eugene City Brewery
Rogue Ales Wolf Eel Café at the
Oregon Coast Aquarium
8. McMenamins Locations
Edgefield
Grand Lodge
Old St. Francis School
Kennedy School
Ringlers Pub
White Eagle Saloon
Dad Watsons
9. Brand Equity & Strategy
High Brand Equity
− Due to their high awareness, quality
and loyalty among customers, which
is shown by the brewers review
Branding Strategy
− Their strategy is to brand their name,
this is useful in product identification,
repeat sales and new product sales
Having a well-known and respected
brand name is extremely useful when
introducing new brews to the market
10. Brewers Reviews
Based on four criteria: Beer Quality,
Beer Selection, Food & Service
“Rather quirky place to have a beer, follow the
yellow line through the warehouse and you will find
the bar and the family restaurant. AS expected the
beer is fantastic the food good enough..the service,
I wasn't impressed with.”
− Beer Quality & Selection = Awesome, Food &
Service = Good Overall = GREAT
“Will never return, service was awful. Party of
eight left due to waitress attitude. She seemed to
think that Rogue wouldn't care how she treated
customers as there was always another one
coming in. I should hope that isn't really their
opinion. But I know we will never return.”
− Beer Quality & Selection = Good, Food = So
So, Service = Lousy Overall = LOUSY
11. Brewers Reviews Cont.
“I love beer and let me tell you a visit to this
place is like nirvana! If you are EVER in Oregon,
check it out! The staff is knowledgable and nice.
The food is good and if you have a chance, stay
in the Beer and Bed above the Ale House on the
waterfront. You can bring beer up to your
room!!! Beautiful beaches and the best beer
ever--is there anything better?? You
decide...check it out.”
− Beer Quality & Selection, Service = Awesome
Overall = AWESOME
13. Consumer Adoption Cycle
Innovators
− First to adopt & display behavior that demonstrates
wanting to be ahead
Early Adopters
− Quick to buy new products and are key opinion
leaders
The Early Majority
− Look to innovators to see if a new product works
The Late Majority
− Tend to purchase products later than the average
person
The Lagers
− Tend to be very late to take on new products and it
includes those that never adopt at all
15. Rogues Growth Point
To The Majority
− Rogue is in the Early Adoption period
because beer that is bought today
was designed & marketed to people
who never wanted beer in the first
place
To The Minority
− Rogue is in the Early Majority cycle
due to recent expansion to reach
consumer demand
12 Month Forecast
16. Packaging Strategy
“Rogue Ales are bottled using an
oxygen absorbing cap, brown glass
for better shelf life, and plenty of
malted barley and hops to provide
stability”
Promoting the Product
− Rogue uses unique names &
individual art for each brew to set
them apart from others as well as
their name/logo.
A star through the “O” in Rogue