World of Beer is a chain of craft beer bars and restaurants founded in 2007 with over 35 locations across 11 states. The SMU Blvd location in Dallas, which opened in 2012, attracts a variety of customers including young professionals, college students, and beer connoisseurs. World of Beer uses existing marketing strategies centered around alcohol, live music, sports, food, trivia events, and a loyalty program to introduce customers to their selection of over 500 beers from 23 countries. The knowledgeable staff is trained for 14 days in beer to help patrons explore different styles. World of Beer has been successful in part because it was one of the first of its kind in the area, facing little competition while providing a familiar social atmosphere with the

1. Nidah Farishta

2. INTRODUCTION
• 1st World Of Beer
– 2007, Pensacola, FL
– Scott Zepp & Matt LaFon
• 35 WOBs in 11 States
• SMU Blvd location
– December 11, 2012
– 2nd in DFW

3. WHO GOES TO WOB?
• Young professionals (25-40)
• SMU/college students
• Locals
• Beer connoisseurs

4. PURPOSE
• To study how World Of Beer uses
existing marketing strategies to
deliver new products

5. CULTURE OF LEISURE
• Existing Marketing Strategies
– Alcohol
– Live Music
– Sports
– Wi-Fi
– Food: BYOF
– Trivia/Bingo
– Promotions
– Loyalty Program
– Community

6. BEER
• 500+ types (41 on draft)
• Offerings change daily
• 23 countries represented
–“The biggest thing is
selection, and no one has the
sort of selection we have.”
– Manny Ballesteros, General Manager

7. LOYALTY CLUB PROGRAM
• Keeps tally of tried beers
• Smart Phone Application 
• Rewards
– Bragging Rights
– Merchandise
– Giveaways
– Discounts

8. LOYALTY CLUB PROGRAM

9. CHANGING THE BAR EXPERIENCE
• Existing strategies
–First-time customers
• What makes them return?
–Drinking is channeled as a different activity
• Try new beers
• Expand beer knowledge

10. KNOWLEDGE OF BEER
• Knowledgeable Staff
– 14-day “beer” school

11. KNOWLEDGE OF BEER
“If we can spread craft
knowledge to young people, it
is going to help us in the long
run.”
- Manny Ballesteros, General Manager

12. KEITH NEGUS
• “An industry produces culture
and culture produces an
industry.”
–Industry produces culture
• WOB uses existing marketing strategies
–Culture produces an industry
• WOB is introducing new products

13. WHY DOES IT WORK?
• Because SMU students have money?
–NO
• Because:
– First of it’s kind
– No competition
– Familiar scene
– New experience

14. CONCLUSION
•World Of Beer effectively
uses existing strategies to
introduce new products.

15. THANK YOU!