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.

Transcript

1. Who brands wins...
2. The Beer Landscape 10,000+ Breweries
3. 5 brewers control over 50% of the global beer market
4. Anheuser-Busch InBev SA/NV has 30% of the global market share
5. 5,000 Breweries
6. 2,000 Breweries
7. 2,000 Breweries 10,000+ Beer Brands
8. On Trade
9. Bar Landscape PREMIUM LAGER STANDARD LAGER TRADITIONAL KEG CRAFT KEG CRAFT CIDER CIDER CASK CRAFT CASK SEASONAL CASK CRAFT LAGER
10. Off Trade
11. Retail Landscape CRAFT BEER (330ml bottles & cans) SPECIALITY & INTERNATIONAL BRANDS TRADITIONAL ALES (500ml Brown Bottles) MAINSTREAM ALE MAINSTREAM LAGER NON/LOW ALCOHOLIC BEER
13. Keep it simple...
14. Beer is simply... Water Yet there are over 100 different styles... Barley Hops Live Yeast
15. Why brand? Is taste a brand identifier? Pity the poor consumer...
16. 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
17. 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.
18. Brand Equity Coca-cola brand 1886 Coca-cola brand 2012
19. The 4p’s 1/ Product 2/ Price 3/ Promotion 4/ Place
20. The great pretenders guide to craft beer.
21. 1/ Say ‘Craft’ somewhere The great pretenders guide to craft beer.
22. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance The great pretenders guide to craft beer.
23. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance 3/ Make up historical heritage The great pretenders guide to craft beer.
24. 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.
25. 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.
26. 1/ Say ‘Craft’ somewhere 2/ Use irrelevant provenance
27. 2/ Use irrelevant provenance
28. 3/ Provenance
29. ‘Craft’ is a dirty word CRAFT Dirty Ego Dirty Headline Dirty Bandit
30. What makes up a real ‘craft’ beer brand?
31. 1/ Passionate people What makes up a real ‘craft’ beer brand?
32. 1/ Passionate people 2/  An entrepreneurial spirit What makes up a real ‘craft’ beer brand?
33. 1/ Passionate people 2/  An entrepreneurial spirit 3/ Great taste What makes up a real ‘craft’ beer brand?
34. 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?
35. 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?
36. 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?
37. 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?
38. Be an Icon
39. Milton
40. Passionate People /  A brewmaster with knowledge & experience. Someone who lives beer.
41. An Entrepreneurial Spirit
42. The most awarded beer brand designers in the UK
43. Liquid gold for Green’s Gluten-free
44. 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.
45. Before
46. Green’s previous branding was not fit for market
47. Brand positioning statement The original gluten-free beer.
50. Repositioning Green’s to be a lifestyle brand
51. 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
52. Breaking the law with Purity
53. 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
58. +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
59. The art of brewing by The Beer Studio
60. 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
67. Return of investment +24% +1,846% Ongoing YOY increase in volume sales Outperformed market by 1,846% +828% ROI in first two years - profit
68. Divine Inspiration for Kirkstall Brewery
69. 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
73. 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.
74. Refreshing Harvey’s
75. Harvey’s The Sussex brewery The brewery is the oldest, original and independent brewer in Lewes, East Sussex, established 1790.
76. Sussex best is the flagship beer, making up 80% of the brewing capacity
77. Traditional Cask OLD WORLD NEW WORLD Craft Cask Traditional Keg Craft Keg Flagship Core brands Flagship Seasonal The beer landscape
78. Fresh generation The big thought...
79. 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
83. 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
87. The next round
88. 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%
89. 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
90. 3/ A younger, more diverse market /Millennials – 18 to 35 year olds
91. 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.
92. 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
93. 5/ Consolidation /2,000 UK Breweries, /10,000 Beer brands / Mergers & acquisitions will increase /More closures
94. 6/ The smart money is going into pubs and bars
95. 7/ Europe We may be out, but the craft revolution is in!
96. What do you want to be famous for?
97. Thanks for your time, and enjoy your drinking Contact myles@wpa-pinfold.co.uk or helen@wpa-pinfold.co.uk Visit wpa-drinks.co.uk