Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Beer Branding

Zephyr Conferences
March 24, 2017
300

Beer Branding

Why is it so important to get your identity and branding
right? Find out from experts Myles Pinfold and Helen Hartley from WPA Pinfold what makes great branding and how this can impact your success. Using case studies, the speakers will provide examples of successful branding in the beer industry and show you how to avoid pitfalls when it comes to marketing beer.

Zephyr Conferences

March 24, 2017
Tweet

Transcript

  1. Bar Landscape PREMIUM LAGER STANDARD LAGER TRADITIONAL KEG CRAFT KEG

    CRAFT CIDER CIDER CASK CRAFT CASK SEASONAL CASK CRAFT LAGER
  2. Retail Landscape CRAFT BEER (330ml bottles & cans) SPECIALITY &

    INTERNATIONAL BRANDS TRADITIONAL ALES (500ml Brown Bottles) MAINSTREAM ALE MAINSTREAM LAGER NON/LOW ALCOHOLIC BEER
  3. Brand Equity Aldi ‘Original’ Cola – Retail price 0.42p for

    2 litres – Brand value: £zero Ingredients Carbonated water, sugar (sucrose or high- fructose corn syrup depending on county of origin), caffeine, phosphoric acid, caramel color (E150d), natural flavourings
  4. Brand Equity Coca Cola – Retail price up to £1.50

    for 330cl –  One of the most valuable global brands: $81.6 billion Ingredients Carbonated water, sugar (sucrose or high- fructose corn syrup depending on county of origin), caffeine, phosphoric acid, caramel color (E150d), natural flavourings Coca Cola sells happiness. They push this message across all points of customer contact, from Facebook to it’s custom vending machines.
  5. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance 3/ Make

    up historical heritage The great pretenders guide to craft beer.
  6. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance 3/ Make

    up historical heritage 4/ Create completely daft names The great pretenders guide to craft beer.
  7. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance 3/ Make

    up historical heritage 4/ Create completely daft names 5/ Use distressed typefaces The great pretenders guide to craft beer.
  8. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great

    taste What makes up a real ‘craft’ beer brand?
  9. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great

    taste 4/  Embrace Innovation – zagging, when others zig What makes up a real ‘craft’ beer brand?
  10. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great

    taste 4/  Embrace Innovation – zagging, when others zig 5/ Putting quality before profit What makes up a real ‘craft’ beer brand?
  11. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great

    taste 4/  Embrace Innovation – zagging, when others zig 5/ Putting quality before profit 6/ Honesty & integrity What makes up a real ‘craft’ beer brand?
  12. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great

    taste 4/  Embrace Innovation – zagging, when others zig 5/ Putting quality before profit 6/ Honesty & integrity 7/ Not having to say craft... What makes up a real ‘craft’ beer brand?
  13. Context Green’s Gluten-free Beers were the first beers to be

    specifically brewed for Coeliacs in the UK. The brand lacked equity and positioned the range more as a clinical product rather than a quality tasting range of beers.
  14. UK and abroad, with export accoun ing for 80% of

    their sales. Gluten intolerance is on the increase Increase or % The o f-trade beer category is becoming ever more compe i ive and overcrowded O f trade market +35% Total increase in sales (YOY) The o f-trade beer category is becoming ever more compe i ive and overcrowded +366% 366% return on investment in the first 12 months +50% 50% increase in sales at Pizza Express in first 12 months New listings won across the Co-op’s 580 stores, due to the rebrand, which engaged the buyer. 580 Return of investment
  15. Lawless took its inspiration from the famous Bavarian lagers, that

    were pure brewed to the Reinheitsgebot Beer Purity Law – however, its maverick Head Brewer, Flo, added his own ‘improvements’ to the German recipe. He dry hopped the beer to set it apart from its blander rivals and also appeal to the ‘craft’ beer drinkers. Context
  16. +46.7% 1,890 +1,153% Premium pricing per keg compared From zero

    to 1,890 brewers barrels in 24 months (544,487 pints) ROI based on turnover in first 24 months Return of investment
  17. The brand taps into the new generation of drinkers in

    Manchester. The name took inspiration from the creative quarter in which the brewery is based and the design, using fluorescent colours challenged the conventional wisdom of what a cask ale should be. The brewers are the artists who are passionate about creating beers that excite, inspire and simply satisfy… Context
  18. Return of investment +24% +1,846% Ongoing YOY increase in volume

    sales Outperformed market by 1,846% +828% ROI in first two years - profit
  19. Kirkstall Brewery was formed in 2010 by Steve Holt, a

    passionate advocate of craft beer. It had to stand out from the crowded market place in a credible way and build on the provenance of its name – inspired by Kirkstall Abbey and the brewing prowess of the Cistercian monks. In addition, the brand identity needed to add value at a time when the market has been flooded with microbreweries. Context
  20. Return of investment +1,257% +66% +166% Increase in profit from

    £7,000 in 2011 to £88,000 in 2012. From 1,193 to 1,986 barrels in 12 months equating to a 66% increase. Increase in sales from 2011 to 2012.
  21. Harvey’s The Sussex brewery The brewery is the oldest, original

    and independent brewer in Lewes, East Sussex, established 1790.
  22. Traditional Cask OLD WORLD NEW WORLD Craft Cask Traditional Keg

    Craft Keg Flagship Core brands Flagship Seasonal The beer landscape
  23. THE BEST FLAVOUR YOU HAVEN’T TASTED YET.. is the one

    DEDICATED TO PERFECTION “We’re making tomorrow’s classics that will be passed on to future generations” SINCE 1790 Handcrafted in a machine made universe. Passionately conceived and meticulously crafted, it can take dozens of artisans with decades of experience to create... one. To make beer brewed to perfection for perfectionists, by artisans. Keywords the define the brand 1. Fresh 2. Premium Quality 3. Lewes, Sussex
  24. Moving Harvey’s into the craft beer market was not to

    attract a whole new ‘younger’ generation of beer drinkers (although this was important) but, it was to also to revive its original audience and give them a taste of the new wave of craft, without moving too far away from its existing market. Harvey’s Craft Range
  25. 1/ Rediscover Cask The Cask Report puts cask’s share of

    the total ale market at 57% and suggests it will rise to 70% by 2020. 57%
  26. 2/ A thirst for knowledge 92% of consumers want to

    know more about the different styles of beer now available. 60% said pubs don’t offer sufficient tasting notes on how beer looks, tastes and smells and only 36% feel that bar staff have an understanding of cask. The Cask Ale Report, 2017
  27. 3/ A younger, more diverse market /Female drinkers – Research

    by CAMRA shows that the traditional image of the bearded real ale drinker may finally be changing with the number of women drinking it soaring from 14 per cent five years ago to 39 per cent today.
  28. 4/ Who cans wins The multiple grocers have finally woken

    up and smelt the hops... they are creating premium craft categories and cans are trending. WHO CA NS WINS
  29. 5/ Consolidation /2,000 UK Breweries, /10,000 Beer brands / Mergers

    & acquisitions will increase /More closures