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Transcription

Always in Season
Launch Campaign
spring 2014
Prepared by
1. Executive Summary
2. Situation analysis
3. Brand Positioning
4. Target Market
5. Launch Campaign
6. Evaluation
7. Additional Recommendations
8. Conclusion
9. Works Cited
10. Appendix
i4th Tap
Executive summary
As the first craft beer cooperative in the U.S.,
4th Tap has the distinct opportunity to build
a brand that is unique and appealing to the
individuality of craft beer drinkers of Central
Texas. Utilizing a democratic worker-owned
business model, the founders of 4th Tap share
the values of craftsmanship, creativity and
transparency, which are prevalent throughout
their brewing process. The brand name speaks
to the rotational flavor that graces the 4th
tap of breweries and pubs that is known for
unique, seasonal flavors. To bring this new
brand to life, Table Top Branding has created
a comprehensive launch plan that includes
brand positioning, a launch event and a digital
strategy.
Built on 4th Tap’s vision of creating unique,
seasonal brews, the tagline we’ve created for
the cooperative brewery is “Always in Season.”
The company is always innovating, meeting
consumer preferences for new experiences.
Dedicated to both the art and science of
brewing, the founders of 4th Tap represent the
creativity and collaboration that characterizes
the craft beer culture.
To launch this new brand, a creative
BeerQuest event will be held in several local
Austin breweries on Rainey Street. Catering
to craft beer drinkers who enjoy seeking new
experiences, the Quest offers consumers an
opportunity to try five rare brews during this
one-day event. They will be able to mark off the
beers they try on a Beeriodic Table, tracking
their experience with 4th Tap. This event will
also serve as the founding day of the craft beer
club, which will be dedicated to the unique
experience offered by 4th Tap, an aspect of
consumption highly revered by craft beer
drinkers. Blogger outreach will be used to build
buzz from expert sources about the event and
the brand before the BeerQuest. Meanwhile,
social media will be used during the event to
multiply its digital reach.
For long-term branding, a website redesign
will be implemented as a resource for craft
beer drinkers who are interested in the brand.
Featuring information about the brewery’s
story, beers and distributors, this site will house
all pertinent information for anyone looking to
get a 4th Tap brew. As the digital hub of the
4th Tap brand, it will also house the sign-up for
the craft beer club and link out to social media
channels.
Ultimately, this represents a comprehensive
launch campaign to introduce 4th Tap into the
craft beer scene. Integrating insights from both
primary and secondary research, the branding,
launch and digital strategies combine consumer
preferences with 4th Tap values to form a truly
unique campaign.
iii4th Tap
Situation analysis
Launch Campaign, Spring 2014
1
I. Company (Internal Analysis)
Culture, Mission & Vision
As the first worker-owned cooperative
brewery in the U.S., 4th Tap Brewing Co-op
seeks to bring a passion for creating interesting
flavors to life, while utilizing a democratic
business model. After brewing beer informally
for a number of friends’ weddings, the seven
founders of 4th Tap decided to turn their hobby
into an official business venture. Leaving behind
careers as software developers in corporate
America, they sought a business model that
would foster transparency and democracy
among all employees. The worker-owned
cooperative model met this need and continues
to foster a culture of openness, equality, free
thinking, and experimentation at 4th Tap.
The mission of the company is to use unique
ingredients to produce a quality product in which
all the founders have an equal voice in creating.
Key values in the brewing process include
craftsmanship, artistic vision and scientific rigor.
According to the cooperative’s business plan,
4th Tap also hopes to be “a positive force in the
community through service, engagement, and
environmentally-friendly business practices.”
Furthermore, the meaning behind the name
“4th Tap” defines how the brand wants to be
perceived. The cofounders chose the name to
signify the special-selection tap (the 4th tap
at most breweries) where seasonal beers are
debuted. They aspire to use non-traditional
ingredients to make all of their beers special.
To achieve this mission, the cooperative has
outlined a strong vision for the future. First and
foremost, they plan to exemplify the workerowned cooperative business model by achieving
strong profitability and growth. Current sales
projections indicate that the company will achieve
$266,666 in sales during 2014 and $466,666
in 2015 (operational year 1). This growth is
expected to continue, reaching $2.6 million in
2018. In addition, 4th Tap intends to be one of
the few breweries in Texas with its own qualitycontrol lab capable of doing cell culturing and
chemical analysis that can then be sold to other
breweries. Long-term plans also include opening
a warehouse to brew their products, bottling their
own beer for distribution, and incorporating a bar
for consumers to taste the products on premise.
3
Risks & Resources
Though the company is willing to endure the
substantial amount of risk that accompanies any
new business venture, they do not currently have
the resources to open their doors. First, 4th Tap has
not yet obtained a license from the Texas Alcoholic
Beverage Commission (TABC) to distribute beer.
Though the founders have a strong working
relationship with TABC, the company cannot
distribute beer until said license is obtained.
They expect to acquire this license by late 2014,
establishing the projected dates for the launch
campaign as December 2014 to January 2015.
Secondly, the company lacks capital to obtain
necessary resources, such as a warehouse and
equipment (costing approximately $25,000)
to begin brewing on a large scale. Currently,
they are operating on a 20-gallon brewing
system in a garage that will not be sufficient
for production when the product goes to
market. That said, investment opportunities
are being pursued by the founders to achieve
the projected launch schedule. With both of
these risks noted, the agency has created
a launch campaign that is flexible, should
the timing of the launch need readjustment.
Overall, 4th Tap Brewing Co-op has a strong
vision for the future as a unique brewery that
creates niche flavors utilizing a democratic
business model; however, they currently lack
the necessary capital and legal resources, which
poses a risk to achieving projections and goals.
4
II. The Beer Industry
Earning $83 billion in sales in 2013, the U.S.
beer market is still recovering from the negative
effects of the recession seen from 2008 to 2011
(Mintel, 2013). Though dollar sales increased 4.1
percent from 2012, volume sales remained flat
at 2.8 billion cases, indicating that the increase
occurred primarily from rising prices, not from
increased consumption. Substitution of wine and
spirits pose a major challenge for the industry,
with each gaining 1 and 5 percent of the alcohol
beverage market, respectively, in 2011, costing
beer 6 percent of its previous share (Demeter
Group, 2013). Health concerns are another
factor that impacted this trend, with about onethird of Americans admitting they reduced beer
consumption in 2011 due to concerns regarding
high caloric values in beer (Mintel, 2012, Usage).
Despite these challenges, the industry is
projected to continue its slow growth, reaching
2.9 billion cases (3.5 percent increase) and $95
billion in sales (14.5 percent increase) by 2018.
In part, this growth is attributed to the overall
improvement of the US economy, correlating
with the larger amount of discretionary
household income that is set to continue
increasing in the months to come (Wong, 2011).
The Craft Beer Industry
Defined as small, independently-owned firms
that produce fewer than 6 million barrels of beer per
year (Brewer’s Association, 2013), craft breweries
are categorized by brewery type and output
capacity. This segment includes nanobreweries,
microbreweries, brewpubs, contract brewing
companies, regional craft brewers, and large
brewers. These firms’ production ranges
from less than 30 to more than 2 million
barrels per year (Klaban and Nickerson, 2011).
As the only domestic beer segment to
experience volume sales growth during the
recession, sales in the craft beer industry
increased from $5.7 billion in sales in 2007 to
almost $12 billion in 2012 (Mintel, 2012). This
growth continued in 2013, which saw sales of
$14.3 billion, accounting for 14.3 percent of the
U.S. beer market in dollar sales and 7.8 percent
in volume sales (Brewers Association, 2014).
Key drivers of this growth include craft beer
consumers drinking more as well as consumers
switching from wine, spirits and other beer
brands (Demeter Group, 2013). Propelled by
consumer preferences for innovative beers with
a variety of flavor and alcohol content options,
the craft beer industry is projected to continue
growing in coming years. Forecasted to reach
$18.2 billion in 2017 (Mintel, 2012), the segment
is expected to comprise nearly 15 percent of the
beer industry by 2020 (Demeter Group, 2013).
Despite this growth, the industry is currently
facing several challenges, including high prices,
growing competition and quality concerns.
Craft beers are typically priced higher than the
market average, so they cannot compete with
less premium beers on price, which is a major
concern of American beer drinkers (Mintel, 2012,
Attitudes). Furthermore, as more craft brewers
expand their offerings and big beer brands
5
try to strengthen their foothold in the craft
market, options for consumers are growing at an
exponential rate. This means that brewers must
work harder to differentiate themselves in a
maturing industry (Lapoint, 2012). Finally, though
quality was once one of the key selling points for
craft beer, the reliability of this claim is being
threatened by beers that are not actually craft,
but are piggybacking on the popularity of the
segment by using “crafty” marketing messages.
To overcome these challenges, it is suggested
that craft breweries focus on maintaining
quality, within a very specific niche and look
to other channels for growth, such as retail
channels outside of their own breweries (Mintel,
2012 & CNBC, 2013). Other key opportunities
include supporting sustainability, through
“grain to glass” movements or co-oping to
produce hops locally, and capitalizing on local
opportunities for community involvement,
through participating in festivals, hosting events
and donating to local causes (Boden, 2012).
Texas Craft Breweries
With an increasing number of craft breweries
that are also increasing output, Texas is
one of the top states driving growth of craft
breweries (Demeter Group, 2013). In 2011, the
state had 78 licensed small manufacturers
of craft beer, a 50 percent increase from
2010;
meanwhile,
production
increased
46 percent from 2010, reaching 133,000
barrels of beer in 2011. As a result of this
increase, category sales reached $222 million.
In Texas, the craft beer industry is characterized
by variety, friendliness and job creation. On
average, breweries sell 18.5 unique brands and
enjoy experimenting with new flavors. They also
value personal interaction with their customers
and enjoy sharing their passion for brewing,
with 88 percent conducting brewery tours. The
industry has also created a significant economic
impact through job creation. Of the 2,429
brewery jobs in Texas, craft brewers employed
1,244 (51.2 percent) and paid $24.5 million in
total payroll (Texas Craft Brewers Guild, 2012).
The industry also faces several key challenges,
including a small presence in the Texas beer
industry overall, ability to raise capital, and
stringent legal regulations. Texas craft brewers
represent an estimated 12.3 percent of craft beer
and 0.7 percent of all beer consumed in Texas.
Considering sales, employment and overall
economic impact, the craft beer industry is
valued at $608 million, only a small portion of the
total beer industry, which is valued at $19.7 billion
(The Beer Institute, 2010). Estimates show that, if
Texas implemented a less restrictive regulatory
environment, the Texas craft beer industry could
grow to $5.6 billion statewide (Texas Craft Brewers
Guild, 2012). With this relatively low revenue
stream, raising capital is a continuous challenge
for small and startup breweries (Lapoint, 2012).
Legally, the Texas Alcoholic Beverage Code
(TABC) also constricts the industry with strict
access-to-market laws that many believe could
hinder the long-term success of their breweries
(Texas Craft Brewers Guild, 2012). Other legal
factors such as water and waste regulation
and energy laws, which are currently being
debated, could be costly for craft brewers as
well (Alexander, 2012). However, recent updates
to the tax code favor small breweries and hold
promise that the legal environment could
be changing for the better (Schneider, 2013).
Overall, the craft beer market in Texas
is flourishing, despite slow growth in the
beer category nationwide. Key challenges
for Texas brewers include legal constraints,
growing
competition in
a maturing
market
and establishing a memorable
niche that suits consumer preferences.
6
III. Market
The growing craft beer industry is significantly
influenced by several market trends including
product usage, buying power and consumer
characteristics,
such
as
demographics,
geodemographics
and
psychographics.
Product-Usage
Consumers tend to view craft beer as a
luxury and, as a result, drink it infrequently or on
special occasions. According to a study by Mintel,
only 17 percent of craft beer drinkers consume
10 or more beers per month, while 28 percent of
respondents drink 5 to 9 beers per month. The
remaining 55 percent drink less than five craft
beers monthly. This trend applied consistently
across age groups, with craft beer drinkers of all
ages consuming an average of one craft beer per
week (Mintel, 2012, Usage). However, individuals
between the ages of 35 and 44 are more likely
to look at craft beer as an “anytime beverage”
and have no preference as to where or when
they drink it. Meanwhile, older members of the
Millennial generation are more seasoned beer
drinkers, with more than half choosing craft beer
on some occasion (Mintel, 2012, Usage). Younger
Millennials represent an up-and-coming segment
with room for growth, with 42 percent currently
drinking craft beer (Mintel, 2012, Usage).
No matter the occasion, craft beer
consumers value the overall experience
associated with drinking and tend to consume
it in conjunction with other activities. The most
popular complementary activity to craft beer
consumption is eating, with restaurants being
the most popular location for craft beer drinkers
(Minel, 2012, Usage) and 80 percent stating their
choice for an establishment is driven by its beer
list’s breadth and variety (Murray, 2011). Offering
a low-risk opportunity to try a single beverage
(as opposed to a six-pack or larger volume),
these venues represent a strong location for onsite promotion to induce trial. Furthermore, craft
beer is becoming part of the dining experience,
with 78 percent of craft beer consumers also like
to know what sorts of foods pair best with their
beer to enhance the overall dining experience
(Mintel, 2012, Attitudes) and 72 percent of this
demographic either increased their food and
beverage spending or kept it the same since
taking up craft beer drinking (Murray, 2011).
7
For craft beer drinkers who take brews on the
go, packaging is a key concern. Though 77 percent
of craft beer drinkers prefer to drink beer on tap
than in a bottle (Mintel, 2012), recent numbers
show that people are beginning to prefer artisanal
brews packaged in aluminum cans. These
aluminum cans stay colder during the summer
and are most efficient for picnics (Ross, 2013).
Buying Power
Because of the high price of the product, craft
beer drinkers tend to have higher than average
purchasing power. Overall, more than 75 percent
of craft beer drinkers earned at least $50,000
per year (Clarke, 2012). Specifically, individuals
earning $100,000-$149,999 were the most
frequent consumers of craft beer, with 57 percent
consuming some sort of microbrew. The next most
popular segment was consumers earning more
than $150,000 (53 percent), followed by $75,000$99,999 (41 percent). From there, consumption
gradually decreases at each subsequent income
bracket, with only 19 percent of individuals in
the lowest bracket (less than $25,000 a year)
participating in craft beer consumption (Mintel,
2012, Usage). Craft beer brewers admit that
reaching lower-income beer drinkers may pose
quite a challenge for growth (Clarke, 2012).
Higher income consumers that are more
likely to consume craft beer prefer more
expensive styles and, as a result, are more likely
to buy into marketing that emphasizes “boutique
styles, quality ingredients, and unique brewing
processes” (Mintel, 2013). Millennials in particular
offer a promising segment for advertising, as
they have access to more disposable income and
tend to be frequent and opinionated craft beer
drinkers (Minel, 2012, Usage). It should be noted,
however, that this segment is often unable to
justify the quality of the beer by its high price
point. This becomes the responsibility of the
brewer to educate the consumer on why the higher
price point is justified (Mintel, 2012, Attitudes).
Consumer Characteristics:
Demographics, Geodemographics &
Psychographics
Demographically, educated white males
aged 25 to 44 are the most common segment
of craft beer consumers. Consumers on the
younger end of that spectrum (ages 25 to 34)
are more likely to try new flavors as older beer
drinkers tend to have set flavor and brewery
preferences. Furthermore, younger consumers
are increasing their consumption, with 36
percent claiming they are drinking more beer
overall and an additional 36 percent drinking the
same amount (Mintel, 2012, Usage). Gender also
has a significant impact on consumption, with
53 percent of males in the 21 to 34 age range
drinking craft beer, compared to only 27 percent
of females. Females also drink fewer craft beers
overall, consuming only one to nine monthly,
while men average more than ten per month
(Mintel, 2012, Usage). Finally, a majority of craft
beer consumed in the United States in 2012 was
consumed by white (non-Hispanic) consumers,
and 43 percent of those consumers were collegeeducated (Clarke, 2012). With that being said,
experts say that the Hispanic population may
be the future of craft beer drinking, opting for a
six-pack of craft beer per month. Furthermore,
this population is very curious about different
flavors considers price and selection of
high importance (Mintel, 2012, Attitudes).
Geographically, the Western United States
dominates craft beer consumption, with a mean
of 5.2 beers consumed monthly (Mintel, 2012,
Usage), followed by the Northeast (4.6 per month),
then the South (4.5 per month) and the Midwest
(4.4 per month). Though the South is one of the
8
Craft Beer Drinker Demographics
Age
Ethnicity
GENDER
21-24 = 42%
25-34 = 50%
35-44 = 43%
45-54 = 34%
55-64 = 26%
65+ = 22%
White = 40%
Black = 17%
Asian - 40%
Hispanic = 38%
Other = 38%
Males = 45%
Females = 29%
lowest regions for craft beer consumption, the
trend of popular craft brewers opening locations
in the South could increase consumption
(Mintel, 2012, Usage). Within each region, craft
beer is also consumed in different frequencies
depending on location: suburban dwellers drink
the most craft beer, with 41 percent claiming
to indulge in these brews, followed by people
living in urban areas (33 percent) and those in
rural areas (29 percent) (Mintel, 2012, Usage).
Because 4th Tap will be distributed initially in
the Austin-metro area, the preferences of urban
craft beer drinkers should be considered. When
it comes to craft beer, their top priorities include
organic ingredients, eco-friendly packaging and
sustainable manufacturing; artisanal elements
and gluten-free options are also important. In
addition, some suburban dwellers are likely
to frequent city pubs and breweries, so their
key preferences of unique flavors and eyecatching packaging should be noted as well.
There are several psychographic attributes
that are fairly common to the craft beer market
as a whole, including a desire for adventure,
innovation and quality. Craft beer drinkers
are largely adventurous and are willing and
eager to try new things (Clarke, 2012). Their
curiosity presents an opportunity for brewers
to educate their consumers on the beer style,
taste and complimentary food. Also, the younger
demographics are becoming more curious each
beer’s respective brewery: 42 percent of 21 to
34 year-olds are more likely to buy beer from
a brewery they have visited and 26 percent of
aged 35 and older have been influenced by a
brewery tour (Mintel, 2012, Attitudes). Because
of their curiosity and enthusiasm, craft beer
drinkers desire variety, as is evidenced by the
surge of seasonal and sample pack purchases.
This desire for variety has even spilled over onto
macrobrewers, as is exemplified by Anheuser
Busch’s release of “Budweiser Black Crown
(Clarke, 2012).” Finally, craft beer drinkers desire
quality. In fact, 37 percent of Millennials agree
that Anheuser-Busch InBev and MillerCoors are
not even capable of producing a quality craft beer
(Mintel, 2012, Attitudes), presenting an opportunity
for smaller craft brewers to impress this audience.
This penchant for quality is also reflected in their
desire for a good taste and full-bodied flavor.
Another psychographic quality that applies
to most craft beer drinkers, especially the
younger demographic, is tech savviness. Many
brewers have used this as a mechanism for
marketing their beer; for example, Heineken
USA and Dos Equis have made clear social media
efforts to access younger beer drinkers (Clarke,
2012 & Mintel, 2013). Furthermore, consumers
aged 22 to 34 cite online sources as one of the
top three influencers of their beer choices.
9
Product Usage
Craft beer drinkers pursue this hobby with
gusto and enjoy the excitement of trying new,
unique flavors. They are willing to hunt for
interesting brews and make an event out of
the search: 55 percent of craft beer drinkers
plan day trips around beer, and 37 percent plan
vacations around the activity (Murray 2011).
Though they tend to favor one go-to beer, such
as an IPA, craft beer drinkers are willing to
experiment. In the words of one focus group
participant, “I’m not monogamous. When I
go to the bar I want to try it all, but I have my
failsafe.” Another claimed that it was “counter to
the culture of craft beer” to stick to one brew.
Despite this desire for variety, most craft
beer drinkers are habitual in their consumption,
choosing to treat themselves on a Friday evening
or settle down with a brew at home after a long
work day. Though these drinking preferences
vary across consumers, one thing holds true
across most craft beer drinkers: they know
what they like and they like to talk about it.
Drinking craft beer is also a social experience
for many enthusiasts, who enjoy talking about
different products and sharing opinions with
“unenlightened” non craft beer drinkers. One
focus group participant was so strong in her
convictions, she said, “when people say they don’t
like beer, they just haven’t found a beer they like.”
Motivations to Purchase
Exclusivity, experience and recommendations
from trusted sources are key factors that impact
a person’s motivation to try a craft beer; price
and alcohol by volume (ABV) can also play a role,
depending on the consumer. Limited time and
seasonal brews are huge motivators for craft
beer consumers, who do not want to miss out
on an incredible taste opportunity (Beverage
Industry, 2013). Many craft beer drinkers also
have a collector’s mentality and view this as an
opportunity to “catch ‘em all” (like Pokemon).
In fact, this motivation is so strong that they
will drop everything and change their plans to
take part in the limited-time experiences; for
example, focus group participants cited incidents
where they responded immediately to breweries
social media posts about a rare brew offering.
Additionally, having craft beer associated with
immersive experiences can motivate consumers
to purchase, such as having it present at music
festivals, sporting events or opening a brewery
to tours (McCormick). Buzz around a brewery
or its production process is more likely to sway
men to purchase than women (Mintel, 2012).
The third key motivator for purchase is
recommendations from trusted sources, such
as other craft beer enthusiasts or brewers
themselves. These opinions can be obtained
in person, while drinking, or in conversation
elsewhere. Many consumers also turn to mobile
applications, such as UnTappd or Beer Advocate,
to find beer rankings and share their preference
as well. This common ground also helps
foster a spirit of community among drinkers.
Another motivator that impacts certain
consumers is price. Some drinkers associate
their preferences with imbuing status, so a
higher price point does not necessarily deter
purchases, which was proved by thriving sales
during the recession (Beverage Industry, 2013).
With a higher price point, however, consumers
see craft beer more like a treat, citing that it
is too expensive to buy regularly (Beverage
Industry, 2013). Meanwhile, many beer drinkers
are moving away from craft beer based on
value. Millennials are especially sensitive to
perceived product value and 43 percent of craft
beer consumers overall want to get the best
10
Millennial Consumption Habits
45%
40%
35%
Drink craft beer any time
(no particular event/activity)
Are more likey to opt for a
craft beer at a party
Prefer to drink craft beer while
hanging out with friends or family
25%
21%
18%
Drink craft beer on
vacation
Prefer to drink craft
beer during/after a fun
activity
Prefer to drink craft
beer while attending
a professional sporting
event.
“bang for their buck (Mintel, 2012, Attitudes).”
Finally, Alcohol by Volume (ABV) is not
a primary motivator for purchase for most
consumers. In fact, only 14 percent of those
craft beer drinkers polled by Mintel admitted
that they believed the point of drinking was
to get drunk (Mintel, 2012, Usage). Findings
from primary research supported this opinion;
for some, it was a secondary or tertiary
concern, while others did not even consider it.
Expectations of Craft Beer
Overall, craft beer drinkers expect to
consumer a quality product when they choose
craft beer. They respect the artisanal process
and scientific precision on the part of the brewer
and expect to see that level of effort reflected in
the beer’s taste. In fact taste lies at the forefront
for craft beer drinkers more than drinkers of
domestic and imported beer, with 74 percent of
craft beer drinkers stating that full-bodied flavor
is an important consideration when choosing
beer (Mintel, 2012). They also expect to enjoy
unique flavors and fresh ingredients, especially
if it’s a local brewery. In addition, these locales
tend to offer brewers who care more about
17%
Are more likely to
drink craft beer
at a concert or
performance
making great beer than making a profit, which
is important to these consumers. Part of the
artistry is avoiding mass production, which some
focus group members described as “selling out.”
Psychographics of a Craft Beer
Enthusiast
Craft beer drinkers tend to be discerning,
cutting edge, and loyal. These consumers
recognize the finer things in life, taking time to
select their beverage and considering the beer’s
artisanal roots in the process. They believe
this puts them a step above their parents who
would settle for a Budweiser or Miller Light.
Furthermore, studies show that consumers
who enjoy craft beer may be open-minded;
intellectually curious; have a lower sense of
responsibility; have a happy-go-lucky attitude
about life; be more likely to buy organic products;
drive hybrid cars; and own MacBooks (Bulik,
2009). Furthermore, younger members of the
craft beer drinking crowd have been described
as “trendsetters who want variety (Ross, 2013).
Finally, craft beer drinkers are loyal to their
hobby. In the words of one focus group member,
“you never met an ex-craft beer drinker.”
11
Primary Research Findings
The agency conducted two forms of primary research: observations
of craft beer consumers at local brewpub, Black Star Co-op, as
well as a focus group. The observations were held on a Sunday
afternoon and six interviews were also conducted with a handful
of consumers who had been observed. Meanwhile, the focus group
included 10 participants and lasted for approximately 1.5 hours.
Key Research Insights
Craft beer drinkers enjoy unique flavors and trying new things. They
are willing to travel far and wide to try a new brew and even enjoy the
quest that accompanies exploring new breweries. Many of them are
also craft beer creators and dabble in brewing their own beer at home.
This audience is passionate about the products and emphasizes
quality over quantity. They are curious about the brewing
process and respect that craft beer is intentional, artisanal and
made with pride. Craft beer drinkers are even willing to accept
the idiosyncrasies of the product, that come with anything
that is hand-crafted, and even appreciate the imperfections
Craft beer enthusiasts are interested in the social aspect
of beer. They enjoy talking about it with other enthusiasts and
spreading the word to “unenlightened” beer drinkers. This
helps foster a sense of community among enthusiasts and
brewers alike to create a brotherhood centered on craft beer.
Everyone has their own taste preferences and drinking habits,
but they know what they like. Though different consumers
have different preferences based on taste, occasion and
other factors, they are all opinionated about their choices.
12
V. Competition
With the national craft beer industry set
to grow to an estimated $18.2 billion by 2017,
competitors within the market are constantly
striving to find ways to differentiate themselves.
Texas is one of the top states driving this
growth, with an informal count by Craft Beer
Austin citing 16 breweries and 15 brewpubs
in the Austin area as of June 2013. Though the
city is known for its collaborative craft beer
culture, in which brewers are supportive of
each other, there is still competition to consider
in this crowded industry (LaPoint, 2012).
Direct Competitor
4th Tap’s closest direct competitor is Rogness
Brewing Company, a Pflugerville-based craft
brewery recently launched in March 2012.
Rogness Brewing Company specializes in
creating small handcrafted batches of beer. With
seven mainstays in bottles and on draught, and
three draught beer only releases, the brewery
produces an array of beer styles including
imperial IPA, scotch ales, and spiced ambers.
Rogness is currently being sold in Austin, Dallas,
Fort Worth, Houston, San Antonio, and Waco.
Owners Forrest and Diane Rogness have
also stated that they take pride in producing
underrepresented beers. They enjoy crafting
seasonal and uncommon specialized beers
with distinct names, including Gigantophis,
Boomslang, and Rogtoberfest. Each beer has
an anecdote listed on the company’s website
regarding the ingredients used, what temperature
it is best served at, and food pairings, some of
which are amusing and humorous. Rogness has
also been featured on the YouTube series “The
Beer Diaries” and offers tours of their brewhouse.
While it is unknown how much Rogness has made
in revenue since their launch, they already have
plans for expansion and are becoming well known
in the Austin area. Their beers can be found in
several Austin locations, including Craft Pride,
Hopdoddy Burger Bar, and Black Sheep Lodge.
Local and Regional Craft Breweries
4th Tap will will be entering a saturated
market with local and regional craft breweries
already in existence. Currently, there are sixteen
craft breweries within the greater Austin
metropolitan area, and additional breweries
located in the Texas Hill Country. Several of
these competitors include Austin Beerworks,
(512) Brewing Company, Jester King, and Real Ale
Brewing. All craft breweries in the Austin area
are producing less than 10,000 barrels yearly.
13
The 4th Tap Advantage
As the very first worker-owned cooperative craft brewery, 4th Tap offers a commitment to collaboration that
will help them make relationships with other breweries. One such relationship has already yielded insights for the
brewery by testing one flavor at Black Star Co-op. This allows 4th Tap to gain valuable knowledge about their
potential consumers and how to best serve them before even having a license. Furthermore, the 4th Tap brewers
commitment to craft and unique flavors sets them apart; they have likened themselves to bakers, in that they are
passionate about the culinary aspect involved in brewing craft beer.
While Austin has a competitive market for
craft brewers, an open and positive culture exists
between the breweries in the area. Like 4th
Tap, these companies all started from humble
beginnings and are striving to create something
unique and distinctive for the Austin community.
They are passionate about brewing and committed
to the Austin community. Judging from the types
of beer they create, it can also be inferred that
they aren’t afraid of stepping outside of the box.
However, competition does takes place
over limited tap lines at on-premise retailers
or shelf space designated for craft beer at offpremise retailers. Competition also plays a
different role within the craft brewery market
than it does in most other industries. Many
brewers are actually quick to dismiss the term
“competitor” for other local craft breweries.
Breweries within the area are not rivals, or
seeking to run each other out of business, but
they recognize the benefit and importance
of creating a strong brewing community.
Furthermore, local brewers often rely on
and give feedback to each other regarding
expansion and business practices, providing
a united front against other nationally-owned
breweries threatening to steal market share.
Becoming a part of this community will be
crucial to 4th Tap’s success as a local brewery.
Regionally-Distributed Craft Breweries
More established, widely-distributed craft
brands will also be competing with 4th Tap
for market share. Examples of these brands
include New Belgium, Sierra Nevada, and
Brooklyn breweries. While they do not qualify
as “Texas Craft,” these brands are quite popular,
particularly with consumers who are new to
craft beer. Competition with these breweries
takes place at the tap lines on-premise, although
there is a growing trend in Texas to favor Texasproduced beer over out-of-state brands. Offpremise retailers may have separate shelf space
for local or Texas brands, but regional breweries
are often placed in the same general area.
“Faux-craft” Brands
These brands are those created or purchased
by the major beer producers (AB-InBev or
MillerCoors) and are marketed as a “craft”
brand. Examples include Blue Moon, Shock
Top, ZiegenBock, and even Lone Star. They are
typically designed to directly compete with a
specific successful brewery or brand in a regional
market. In order to compete, they attempt to
closely follow consumer trends within the craft
beer market, copying successful flavors and
packaging styles and placing these products next
to their analogues on shelves. Large beer brands
such as MillerCoors create faux craft beers and
“disguise” them as actual craft beers. For example,
Blue Moon is owned by MillerCoors, but the
company’s name is nowhere on the label. Some
14
believe this practice to be deceptive, as there is
a certain respect associated with being a local
craft brewer, especially when large companies
have the ability to pour millions of dollars into
distribution and marketing. Though the buyers
for craft-focused on-premise retailers avoid
these brands, off-premise retailers may include
these brands with their mass-market parent
brands or mix them in with the actual craft brands
depending on their distributor relationships.
Macrobreweries
Owned partially or in full by AB-InBev or
MillerCoors, macrobreweries are the mass market
brands, often brewed with corn adjuncts, lower
quality ingredients, and chemical additives. These
brands typically have a lower alcohol-by-volume
(ABV) and a more uniform flavor profile, although
recently both companies have introduced higher
ABV versions of their most popular brands in
response to consumer demand. Examples of
these competitors include Budweiser, Corona and
Coors Light. Overall, these two breweries control
most of the beer market, owning a combined 81
percent of the market for beer sales (Elzinga, 2011).
These so called “Big Beer” breweries are
making efforts to become more specialized,
building on the popularity of the craft market
(Demeter Group, 2013). On-premise retailers will
often have draft lines dedicated to these brands,
off-premise retailers will dedicate significant
shelf space as these brands are often sold in
cases of 12, 18, and 24 and are meant for mass
consumption. The companies who own these
breweries or their distribution arms will often
offer incentives to retailers to favor their brands.
Local Wineries
According to a Demeter Group report (2013),
the beer market is continuing to lose market
share to wine and spirits (55% in 2010, 49% in
2011), but was expected to regain some share
by 2012. Furthermore, the threat seems to
apply more to “big beer” companies, as the
craft beer market is continuing to grow despite
the increasing popularity of wine (Mintel, 2012).
That said, research has also shown that there is
significant overlap in those who purchase craft
beer and those who purchase wine, especially
among Millennials (Mintel, 2012). Furthermore,
the Texas Hill country is a recognized wine region
and hosts more than 30 wineries. Off-premise
retailers have separate shelving for wine, but it
is typically located adjacent to the beer section.
Finally, limited on-premise competition with
these wine makers might occur at restaurants.
15
VI. Products
Overall Brand Image
Since 4th Tap Brewing Co-op has yet to launch
their product into the market, brand awareness is
limited. The company has already created a logo,
and uses it across platforms, including social
media channels and a website, http://4thtap.
coop; however, the founders have the opportunity
to position the brand as a creator of unique
flavors with an innovative business model.
Products
Though 4th Tap has yet to begin distributing
beers, they have already established 3 main
products that are in the works, including a pale
ale, gluten free beer and IPA. Throughout all
of these beers, the brewers plan to use nontraditional ingredients: the pale ale is going to
be made with Belgian spices to have a hoppy
and malty taste; the gluten free beer will include
only local ingredients, such as Texas sweet
greens, setting it apart from most brews that
include some ingredients from the East or West
coasts; finally, the IPA will use a Hefeweizen
yeast and have banana and grapefruit flavors.
The fourth product on tap will be a rotational
flavor, which will be the most experimental
and unique of the brews. One example of
this is a recent brew that included cardamon
pods; however, the founders said it tasted like
“an antique store” and it will not be taken to
market. However, Another rotational flavor
currently is the Neapolitan Porter which includes
a vanilla, chocolate and strawberry flavors.
Finally, 4th Tap Brewing Co-op also plans
to be one of the first craft breweries to have
their own in-house quality assurance and
yeast management lab. They want to cultivate
their own yeast lines in order to continue
making unique craft brews. Future plans also
entail checking quality of other brews as well.
Awareness, trial and usage level
Since 4th Tap is unable to distribute and sell
their products, it is difficult to have an accurate
assessment of the trial and usage level. However,
4th Tap Brewing Co-Op was able to run a two week
trial of one of their beers by having Black Star CoOp brew their product. Though specific data was
unavailable, Black Star brewers claim that it is was
a best seller during the trial period and seemed to
exceed consumer expectations. A second flavor
test at Black Star is in the works for a later date.
16
S.W.O.T.
STRENGTHS
● Cannot distribute beer until obtaining a
TABC license
● Limited product testing and brand
awareness
● Lack of funding to purchase necessary
equipment
● Speculative timeline for launch
OPPORTUNITIES
• Growing competition in a maturing market,
especially in Central Texas
• Stringent legal regulations of TABC that
could delay the issuing of a license
• Less premium beers from other companies
that can compete on price
• Consumer consumption of craft beer
infrequently or on special occasions
• Reduced consumption due to health
concerns
WEAKNESSES
● First worker-owned and cooperatively
governed production brewery in the U.S.
● Artisanal vision that aligns with consumer
perceptions of craft beer as well as
their preference for unique flavors and
adventure
● Quality product brewed with creativity and
precision
● Strong vision for future growth
THREATS
• Build on past and projected future growth
of the craft beer industry overall, which is
expected to reach $18.2 million in 2017
(Mintel, 2012)
• Build relationships with local brewers to
become part of the community
• Leverage on-site quality-control lab to
become a Central Texas hub for quality
testing
• Take advantage of increased discretionary
income of Americans that is materializing
as a result of recession recovery
• Target Millennials who have high disposable income and growing purchasing
power
• Create a beer drinking experience favored
by consumers including food, atmosphere
and friends
• Engage new media to reach younger, tech
savvy audiences
17
BRAND Positioning
Strategy
As a new entrant to a crowded market, 4th Tap needs to seek a
unique position that will differentiate it from other craft brewers in
town (Demeter Group, 2013). Building on the company’s core values of
artistry, craftsmanship and creativity, 4th Tap will occupy a new space in
the market dedicated to adventure and new experiences.
Objectives
1. Increasing 4th Tap brand awareness during the launch campaign
2. Increasing brand recognition during the launch campaign
19
EXECUTION
Building A Brand House
Positioning Statement
A brand house concisely outlines the
philosophical underpinnings of a brand. It defines
the brand at different levels of understanding
so that the brand remains consistent over the
long-term. The one-word approach is meant
to better target messaging by having a core
vocabulary, so all statements made about a
brand have a baseline by which to be judged
for usability across messaging channels.
Each level builds upon the previous one while
the bedrock and foundation sets the overall tone
for the brand. The pillars represent the brand’s
inner desires upon which the principles rest.
The principles lie closer to what a consumer of
the brand sees and experiences. The consumer
seeks the brand because of the essence provided
by the experience. All of the levels of the brand
house combine to deliver on the mission.
4th tap is built atop a solid co-op structure
with a foundational belief in unique beer. The
pillars of scientific rigor, craftsmanship and
artistic vision make 4th Tap’s brews particularly
special. Infused with creativity and attention
on quality control, each beer tastes authentic
with an essence of an adventurous maven
because curiosity is always in season at 4th Tap.
Nothing can be truly duplicated. No today
is the same as yesterday. No breath of air you
breathe is the same as the last. But that’s okay,
right? Are two things ever supposed to be the
same? Don’t identical twins have different
fingerprints? Is lightening supposed to strike
in the same place twice? No. Rarity makes
things special. Makes things unique. Makes
things wanted. What if rarity was your forte
– your strong suit? What if your strength with
rarity made you a rarity? Welcome to 4th Tap.
To us, beer is a fusion of science and art –
to be perceived by all 5 of the human senses.
Our goal is to pack the Enlightenment Era into
your pint glass. Brewed to perfection by exchemists, who are wizards of the elements,
craft beer that is worthy of kings. Ladies
and gentlemen, there is alchemy in that keg.
Why not put your trust in someone who
knows how to leverage ingredients to make every
single sip you take a memorable experience?
And remember it well. What you see on tap
today may be replaced tomorrow. We are never
boring. Sometimes surprising. Always in season.
TAG
Always In season
20
4TH TAP BRAND HOUSE
TARGET MARKET
Strategy
To successfully penetrate the craft beer market, 4th Tap needs to
hone in a specific target market that will be most responsive to their
product. Specifically, they should target educated white males ages 25
to 34 who are just beginning their journeys as craft beer enthusiasts.
23
Description of Target Market
Demographics
Educated white males ages 25 to 44 are the
most common segment of craft beer consumers.
Consumers on the younger end of that spectrum
(ages 25 to 34) are more likely to try new flavors
as older beer drinkers tend to have set flavor
and brewery preferences. Furthermore, younger
consumers are increasing their consumption,
with 36 percent claiming they are drinking
more beer overall and an additional 36 percent
drinking the same amount (Mintel, 2012,
Usage). Gender also has a significant impact on
consumption, with 53 percent of males in the 21
to 34 age range drinking craft beer, compared to
only 27 percent of females. Females also drink
fewer craft beers overall, consuming only one
to nine monthly, while men average more than
ten per month (Mintel, 2012, Usage). Finally, a
majority of craft beer consumed in the United
States in 2012 was consumed by white (nonHispanic) consumers, and 43 percent of those
consumers were college-educated (Clarke, 2012).
Psychographics
Craft beer drinkers tend to be discerning,
cutting edge, and loyal. These consumers
recognize the finer things in life, taking time to
select their beverage and consider the beer’s
artisanal roots in the process. They believe this
puts them a step above their parents who would
settle for a Budweiser or Miller Light. Furthermore,
studies show that consumers who enjoy craft
beer may be open-minded, intellectually curious,
have a lower sense of responsibility, as well as a
happy-go-lucky attitude about life (Bulik, 2009).
They tend to support local businesses,
increasing the likelihood that they would
contribute to an Austin-based co-op like 4th
Tap. Furthermore, younger members of the
craft beer drinking crowd have been described
as “trendsetters who want variety (Ross, 2013).”
Finally, craft beer drinkers are loyal to their
hobby. In the words of one focus group member,
“you never met an ex-craft beer drinker.”
Market Size
Accounting for 24.5 percent of the total
U.S. population in 2014, “Millennials” include
consumers aged 20 to 37. There are currently
78.3 members of this segment, making it larger
than the Baby Boomer generation, which
includes 75.3 million. Furthermore, this segment
is projected to grow at the fastest rate among
all generations, reaching 80 million members
by 2019 (Mintel, 2014, Market). This population
also has a strong presence in the city of Austin,
where 4th Tap will make its debut. The younger
niche of consumers aged 25-34 includes 163,686
people and accounts for 20.7 percent of the total
population (United States Census Bureau, 2012).
Males represent approximately 52.2 percent
of this market, including 85,466 individuals.
24
educated craft beer enthusiast
“‘Any beer will do’ doesn’t cut it for me.”
GOALS
• Become more educated about
the local craft beer scene
Heath
28 years old
Engineer
Austin, TX
Married, no children
• Wants to brew his own beer
someday
• Enjoy quality products
MOTIVATIONS
• Enjoy spreading the word
to “unenlightened” beer
drinkers
• Feel engaged while
experiencing the
consumption of craft beer
Personal Life
Reading
• Supporting local business
Attending cultural events
(theatre, opera, etc.)
Traveling
Entertaining out-of-town
guests
Mobile Devices
& Platforms
• Hunt for special
brews is thrilling
• Social group
• Family
• Books/magazine articles
• Social Media
iOS
iPhone
DRIVERS
Influences
iPad
Expertise Level
Online Information Seeking
Using Mobile Devices
Computers & Software
• Looking for a fun
weekend activity
• Intellectual
stimulation
NEEDS
• Obsessive collector - needs
to discover new interesting
beers
• Get updates about new
breweries in an unobtrusive
way
launch campaign
Strategy
As 4th Tap’s debut into the Austin craft beer scene, the launch
campaign should seek to build awareness of the new brand and
motivate trial of the company’s novel products. It should cater
to the craft beer drinker’s penchant for experimentation, novelty
and adventure.
Objectives
1. Gaining recognition among industry experts who will build buzz around the brand
2. Launching the product through an exciting event to introduce 4th Tap to the craft beer scene 3. Founding the craft beer club to promote long-term loyalty among a tight-knit group of consumers
27
EXECUTION - Pre-launch buzz
Building a brand begins long before launch
day when products hit the shelves. In a crowded
competitive environment, it is important
to establish oneself as a key player so that
consumers can anticipate your new product. To
build this pre-campaign buzz, 4th Tap will reach
out to experts in the craft beer field and begin
building relationships with them. Millennials
particularly value content from experts, with
the latest findings from Nielsen indicating that
content about brands from experts increased
familiarity, affinity and purchase intent more
than any other content type, including user
reviews and branded content (Nielsen, 2014).
Outreach efforts to these bloggers should
seek to long-term build relationships, starting
with an introduction and hopefully resulting in
coverage of the brand through a product review
or attending the launch event. There are several
key segments of bloggers for 4th Tap to contact
before they launch:
1. Austin Craft Beer bloggers who show
a real passion for local craft brews and
provide the most targeted access to a specific
audience
2. Austin Food and Wine bloggers who
provide a more general focus on the city’s
cuisine and culture who can spread the word
to a broader audience
3. National Craft Beer bloggers who can
build respect on a much larger scale among
the U.S. craft beer community
In addition to reaching out to blogging experts,
4th Tap should start building credibility among
local brewers before the campaign begins.
Because the Austin craft beer community is
known for its collaboration, joining this coalition
of local brewers is essential for success. Their
assistance would be beneficial not only in raising
awareness but to be recognized as a successful
brewery in the market. Furthermore, they are
all potential distribution locations for 4th Tap
once the product launches. Specifically, we
suggest contacting the following breweries about
partnership opportunities.
●
●
Blackstar
●
Jester King
●
Austin Beerworks
●
(512) Brewing Company
●
Hops and Grain Brewery
●
Austin Beerworks
●
Live Oak Brewing Company
●
Draught House Pub & Brewery
●
Independence Brewing Co.
●
Thirsty Planet Brewing Company
●
Austin Beer Garden Brewing Co.
●
Whip in
●
Circle Brewing Company
●
Resignation Brewing
●
Infamous Brewing Company
●
South Austin Brewing Co.
●
Naughty Brewing Co.
28
Example blogs and specific contacts for each segment are listed below:
Austin Craft Beer
Contact
Description
URL
Blog Name
[email protected]
Blog and podcasts by local craft beer lovers who review new and exciting flavors.
http://www.thebeerists.com/
The Beerists
Matt Abendschein,
youstayhoppyaustin@
gmail.com
One enthusiast’s blog about craft beer in
Austin who features “Austin Beer Events”
and “Austin Area Breweries.”
http://www.youstayhoppyaustin.com/
You Stay Hoppy
Austin
Craft beer blog for women that announchttp://bitchbeer.org/
Bitch Beer
es new brews, events and happenings in
ATX. Also feature “12 Brews of Christmas.”
*NOTE: Because 4th Tap has already been featured on this blog, they most likely have a direct person of contact.
[email protected]*
Austin Food & Drink
Contact
Description
URL
Blog Name
Matt,
[email protected]
Wine, spirit and beer reviews from a
culinary perspective. Often features new
alchohol options in Central Texas.
http://whatareyoudrinking.net/
What are you
drinking?
Contact Form,
http://austinot.com/contact-the-austinot
Covers new business openings in Austin
with a specific “Drinks” section that details
new bar and beer releases.
http://austinot.
com/category/austin-texas-food/austin-drink-reviews
The Austinnot
Kay Marley-Dilworth, kay.
[email protected]
Announces openings and events at various restaurants around town to support
local businesses. Features a few specific
posts about beer.
http://www.atxfoodnews.com/
ATX Food Reviews
Submit a “tip” about a
cool place to eat or drink,
[email protected]
Food, drink, and trending places around
Austin
http://austin.eater.
com/
Eater Austin
National Craft Beer
Contact
Description
URL
Blog Name
Meghan Story, meghan@
brewersassociation.org
Website dedicated to “celebrating the
best of American beer” and telling stories
from the world of beer. Features 2 blogs:
Brewers Banter (brewer-to-brewer advice)
and Craft Beer Muses (general inspiration
for craft beer drinkers).
http://www.craftbeer.
com/
Craft Beer
General contact, info@
americancraftbeer.com,
Give a “tip” at [email protected]
Features new beers to look out for as
“newbies” all across the nation.
http://americancraftbeer.com/
American Craft
Beer
Post on the forum,
http://www.beeradvocate.
com/community/findnew/29507736/posts
Reviews for many different beers, using a
forum. Also features an events calendar
and list of Breweries by city. Brewers can
register and manually add themselves.
http://www.beeradvocate.com/
Beer Advocate
29
Exberience membership merchandise will
complement the BeerQuest to boost engagement.
EXECUTION - launch event
The objective of the launch campaign is
twofold: (1) to get the 4th Tap brand in front of as
many eyes as possible and (2) to spark the curiosity
that, based on primary data, seems to drive many
craft beer consumers to consume new product.
No doubt, craft beer consumers have found beers
that they enjoy more than others. They could
continually visit the same brewery, but what
ties many craft beer enthusiasts together is that
drive for something more – something different.
4th Tap will foster this adventurous sentiment
through the 4th Tap BeerQuest.
The 4th Tap BeerQuest is going to encourage
craft beer connoisseurs around the city of Austin
to visit various pubs and microbreweries to get
their hands on coveted, rare 4th Tap brews. The
one day event will occur at 4 or 5 pubs around
the vicinity of Rainey Street (to avoid drinking and
driving), each of which will carry a different 4th
Tap beer. For consumers, the end goal is to pub
crawl to each location to try a new 4th Tap beer.
These four or five unique brews will fall into the
category of 4th Tap’s rare beers (i.e., they will not
be one of 4th Tap’s three staple beers). This event
will be positioned as a chance to try extremely
rare craft beers that may not be back on the
market again anytime soon.
In order to further push the curious and
somewhat “competitive” drive to get craft beer
drinkers to try these rare beers, 4th Tap will also
use the BeerQuest to launch its Beeriodic Table.
The Beeriodic table will allow 4th Tap drinkers
to record which brews they have acquired. The
table will also build hype on up-and-coming
4th Tap beer offerings. This Beeriodic Table will
work through the company’s website, allowing
drinkers to log in and record beers on their
personal Beeriodic Table. Through this interface,
they can track which brews they’ve tried before
and continue “collecting” new ones for their
repertoire. Furthermore, users will be able to
share their Tables via social media, working as
brand ambassadors for 4th Tap.
30
Branded growler in glass with logo.
To spread awareness even further, those who
“collect” the most beers during the launch could
also win various prizes, such as a 4th Tap branded
kloozy or coaster. Social media can be also used
to incentivize people to promote the brand by
tweeting about the BeerQuest and Beeriodic
Table using the hashtag #AlwaysInSeason for the
chance to win 4th Tap branded merchandize (i.e.
t-shirt, koozies, growler, etc).
It is also recommended that 4th Tap use social
media channels to promote the event
before it occurs. The BeerQuest should be at
the forefront of 4th Tap’s social media messaging,
and the company should also seek promotion
among other breweries, especially those hosting
the event. Additional promotional materials could
also be distributed among pubs and breweries
around the city weeks before the event, further
building hype. Finally, during the BeerQuest
Company branded merchandise will serve useful during the launch
and into the future such as koozies, coasters and credit-card bottle
openers.
event, 4th Tap can have beer representatives
at each of the featured breweries, encouraging
people to buy into its “beer club.”
Though the Beeriodic Table will only house a
handful of beers on its debut during the BeerQuest,
it can remain a promotional tool throughout the
years as new beers are added. We encourage 4th
Tap to potentially turn this launch event into an
annual or biannual event to keep the 4th Tap brand
at the forefront of people’s minds and to appease
craft beer fanatics’ hunger for something new.
This would also keep the Beeriodic Table activity
fresh on the minds of 4th Tap fans and renew
their drive to fill it. Additionally, we recommend
tying the Beeriodic Table into 4th Tap’s packaging
when the time comes for the company to bottle
its own beer (see Additional Recommendations
section for more information).
31
“XBeerience” Craft Beer Club
In addition to launching the 4th Tap brand with
the aforementioned BeerQuest, it also proposed
that the brand develop a customer loyalty
program in the form of a beer club. Titled “The
Xbeerience,” the beer club will be introduced
simultaneously along with the BeerQuest.
Because consumers will already be intrigued by
the mystique of the BeerQuest and aware of the
4th Tap brand, this would be the optimal time to
also pique their interest regarding the beer club.
Long-term, the beer club would serve not only
as a CRM (Customer Relations Management) tool
and loyalty program, but also as a tool to create
a community amongst members, facilitating the
sharing of like attitudes, lifestyles and tastes
toward craft beer, specifically of the 4th Tap
brand.
In order to gain membership initially,
prospective members will be required to
purchase a 4th Tap branded beer growler during
the BeerQuest. Upon doing so, members would
be given an Xbeerience membership card,
along with various other branded merchandise
including koozies and b
ottle openers. Membership
cards would include important information
regarding how to register on the 4th Tap website,
membership perks as well as places members
could get discounted 4th Tap beer on occasion.
By joining The Xbeerience, members will
enjoy several perks. First, 4th Tap will release
a quarterly eNewsletter via email to update
members on the brand’s progress and sharing
interesting tidbits about 4th Tap’s brewing
process and upcoming events. The brand could
also show behind-the-scenes footage of brewery
happenings and include interviews with the 4th
Tap founders. Additionally, members will receive
exclusive emails regarding new product launches,
offering them the “first taste” of special brews
and giving them the opportunity to be the first to
purchase these beers before they are released.
Finally, members will have the option to opt-in to
receive Xbeerience text message alerts. These
alerts would be sent randomly and will pertain
to exclusive discounts, time sensitive “one-time
only” product offering alerts and humorous
uplifting “craft beer” quotes.
In an effort to build rapport with beer club
members and invite them to participate in the
4th Tap experience, 4th Tap will create an inviteonly Xbeerience group on Facebook. Members
will be able to converse with each other, start
dialogue about the brand, and most importantly
have the opportunity to speak directly with the
4th Tap founders/brewers. Members can share
their views on what types of beer they like most
and perhaps even offer suggestions for future
products. The Facebook group would ultimately
serve as a social hub for members, guaranteeing
many consumer engagement opportunities for
the brand. 4th tap can also have Q&A sessions
within the group and post updates, photos,
infographics and interesting details regarding
their brewing process. The goal of the Facebook
group is to encourage club members to form a
tangible relationship with the brand and others
that enjoy it.
The 4th Tap brand will benefit from the
insights gained from the beer club, and this can
be used to expand the product offerings. Once
the 4th Tap brand has accumulated a large
enough following that the club membership be
divided into tiers, potentially members can pay a
fee to have more access to brand offerings and
exclusive communications.
32
Landing depicted with scrollable hero image.
EXECUTION - Website
Strategy
Serving as the online hub of 4th Tap’s brand, the website will provide a source
for information, a forum for community interaction as well as a touchpoint to
reach consumers on the go.
Objectives
1. Providing an online hub for 4th Tap’s brand
2. Informing consumers about 4th Tap’s products and locations
3. Offering a channel for communication between 4th Tap and consumers
Because Millennials spend an average of 4
days per month online (Bednarski, 2014), the
online space is an essential place to connect with
this audience. Currently, the 4th Tap website
consists of a single splash page that announces
that the brewery will be opening soon and
invites users to check out the company’s
various social profiles. It is essential that the
company build out this online space before
launching products as a second touchpoint
for today’s digital consumers. Furthermore,
81 percent of Millennials have smartphones
and 18 percent use only mobile technology
(no desktop), making a responsive design that
suits all screen sizes imperative (Lella, 2014).
33
Overview
The site should serve both to inform consumers
about 4th Tap's offerings and to extend the brand
into the online space. Following the visual branding of
other elements, it should be sleek, simple and modern
in design. To inform consumers about 4th Tap, it will
have one main page with five key sections:
The "About" section of the 4th Tap page will
briefly detail the story of the brewery, including their
foundation, brewing philosophy and key values. We
suggest that it house two subpages (not shown):
"Meet the Brewers" where each member of the coop will be introduced with a picture and links to their
social profile; "Cooperate" which will discuss their
cooperative model with regards to its novelty and how
it works
The "Brews" section will display all of the beers
4th Tap makes. Current beers should be featured most
prominently, but previous brews can also live in this
section. This would also be a good place to describe
the labeling system. Real-life photographs should
be used to depict the beers instead of the illustrated
examples provided.
"Locations" will show viewers where they can
find 4th Tap around Austin. During the launch, this
would be an ideal page for users to download the map.
"Contact" will include a contact form for anyone
who wants to get in touch with 4th Tap. A phone
number and/or email address for the brewery can be
included below for more information.
Finally, two additional features will be seen on
the homepage: a "join the beer club" message and
4th Tap's social media handles. Also, the site has been
mocked up to keep responsive design in mind.
34
4TH TAP Website
The about section will have a prominent place for images of co-op members.
Using parallax scrolling, the background photo will have a delayed scroll as a user
moves down the page.
The “Brews” and “Find Locations” sections will be crucial for craft beer drinkers
and their ceaseless hunts for information on a company’s options and availability.
35
36
evaluation
37
Budget
Considering 4th Tap’s objectives of delegating $5,500 for advertising and
$15,500 for marketing during 2014-2015, the budget for the determined spend for
this launch campaign was $7,000. Our executions come in just under budget at
$6,980.01. The primary focus of this spend is on building out 4th Tap’s website
to establish this crucial online presence in greater detail. Various “swag” items
for the launch event, including custom growlers, t-shirts, koozies and coasters
make up the next chunk of spend. Miscellaneous items, including a contingency
for unexpected expenses such as a higher website bid or blogger compensation as
well as agency compensation.
Item
Cost
4th Tap Website
$3,500.00
Description
Quote for responsive design from Manos Crafted
6 months of an entrepreneur account, which allows up to
2,000 subscribers at $10/month
2000 recycled matte double-sided full color postcards from
VistaPrint.com
102 64 oz. 1/2 gallon clear growler (delivered in cases of 6)
from eGrandStand.com
MailChimp Subscription
$60.00
Promotional Postcards
$134.47
Custom Growlers
$321.30
T-Shirts
$988.00
100 custom 3-color organic t-shirts from CustomInk.com
Koozies
$230.00
Coasters
$500.00
Bottle Openers
$225.00
XBeerience Member Cards
$21.24
300 customized collapsible koozies (including $35 setup fee)
from ExpressIMPrint.com
100 custom square cork coasters (sold in packs of 4) from
Zazzle.com
100 texture Kolorcoat dog tag openers from
LogoBarProducts.com
250 recycled matte double-sided full color premium business
cards from VistaPrint.com
Contingency
$500.00
Flexibility for spending as the campaign unfolds
Agency Compensation
$500.00
Fee for our services
Total
$6980.01
DIGITAL
51%
SWAG
34.7%
OTHER
14.3%
38
Flowchart
The 4th Tap launch campaign represents the beginning of a long-term branding
strategy supported primarily by continuous media strategies. It should also be
noted that the timing on the launch is flexible, pending capital and legal resources.
October NovemberDecemberJanuary
Blogger Outreach
February March
5,000 impressions
10,000 impressions
Beer Quest
500
Beeriodic Table
150
150 Impressions
XBeerience Beer Club
50
50 impressions
500
5,000 impressions
4th Tap Website
250 impressions
39
Measuring Success
To measure the success of the campaign, we recommend a set of metrics corresponding with the
objectives of each section. It should be noted that these are preliminary Key Performance Indicators
(KPIs) that could change depending on the trajectory of the company’s growth.
Brand Positioning
Objectives:
• Increasing 4th Tap brand awareness by 20 percent during
the launch campaign
• Increasing brand recognition by 15 percent during the launch
campaign
• Increasing brand recall by 10 percent during the launch
campaign
To measure these objectives, it is recommended that 4th Tap
conduct a pretest survey of brand awareness, recognition and
recall. This will provide a baseline for the results that will be
collected again after the launch campaign.
Website
Objectives:
• Providing an online hub for 4th Tap’s brand
• Informing consumers about 4th Tap’s products and locations
• Offering a channel for communication between 4th Tap and
consumers
To measure the success of these objectives, we recommend the
following metrics:
• 500 unique visitors during the launch campaign and 2000
during the first quarter of operations
• At least 2 pageviews per visit for 80% of visitors
• 10 contact forms submitted during the launch campaign and
50 during the first quarter of operations
• 50 clicks to social media profiles during the launch campaign
and 200 during the first quarter of operations 20 XBeerience
beer club sign-ups through the website.
40
Launch Campaign
Objectives:
• Gaining recognition among industry experts who will build
buzz around the brand
• Launching the product through an exciting event to introduce
4th Tap to the craft beer scene at local breweries
• Founding the craft beer club to promote long-term loyalty
among a tight-knit group of consumers
To measure these objectives, we recommend the following
metrics:
Brand Buzz
• 5 bloggers who cover the event before the launch
• 200 social media mentions during the launch campaign,
including Instagram entries for the Beeriodic table and posts
to get prizes
• 100 social media followers gained across 4th Tap’s various
accounts during the campaign
Launch Campaign
• 5 local breweries who agree to participate in the BeerQuest
• 150 logged in the Beeriodic Table during the launch event
• Approximately 500 attendees to the BeerQuest (assuming
5 bars participate, this would include 100 unique attendees
per bar)
• Number of each beer sold during the launch campaign (to
measure popularity of each flavor and/or location)
• 15% ROI from beers sold (considering cost of products and
promotion against sales revenue)
Beer Club
• 50 XBeerience members gained during the launch event
41
additional recommendations
42
Plain aluminum cans add to the modern aesthetic of 4th Tap, with the
sticker-like elements making the contrast more appealing.
Packaging
Keeping an eye on the future, 4th Tap will need
to be available in additional vessels besides the tap.
When this time comes, it is our recommendation
that they extend the brand’s packaging into
modern, aluminium cans. Canning allows for a
superior product because it completely removes
air, which improves taste and prevents “skunking”
as it completely blocks out light (Tierney, 2013). It
also allows for improved distribution among both
suppliers, such as grocery stores, and consumers,
who have more freedom to take cans everywhere.
Finally, they are more environmentally friendly,
requiring only 5 percent of the energy to recycle
that it does to make a new can (Tierney, 2013).
The preferred process for this canning beer in
the industry is the CASK method using a manual
canning system. Putting this system into place
will require an investment into capital, including a
2 head filler and a Seamer, which will cost around
$13,352 (CASK Info, 2014). Cans will also need to be
purchased separately, which run approximately
$0.15 per can when purchased in bulk (3,501+
cans) (Cask Info, 2014). We recommend using plain
silver aluminum cans that will allow the company
to showcase its personality through individual
stickers that can be added specially to each can.
Stickers offer a low-cost option to label 4th
Tap’s cans that are well-suited to the company’s
seasonal nature. They can also help advertise, build
brand identity, support promotions, influence
prospects, and increase sales. Furthermore,
they can serve as a fun way to deliver product
information, such as foods that would pair well
with certain brews (Nicholson, N.D.). Finally, these
stickers will appeal to the “collector” mentality of
most craft beer drinkers, as they can easily be
removed and kept to remember the experience. A
quote from Moo Printing estimated the cost of 520
stickers to be $131.20 with an 8 day turnaround.
43
Content of the stickers will vary according to
the specific brew; however, our vision includes
one main labeling sticker that has the brand
name and specific beer type. Other stickers can
provide more insight into the product, describing
product attributes or foods it will pair well with.
They can also play a role in campaigns, such as
the “Beeriodic Table” displaying elements or
other relevant images.
Mobile Applications Profiles
Craft beer drinkers are connected and enjoy
getting recommendations from others. When they
are on the go, they turn to several popular craft
beer rating apps to get feedback on new beers
they are considering. 4th Tap should register with
the apps as a brewer to ensure that all feedback
about their brand is unified under that profile.
Specifically, we recommend creating profiles on
the following mobile applications:
Craft Beer Fundraising
To aide in 4th Tap’s fundraising efforts, we
recommend investigating CraftFund (http://
www.craftfund.com/), which is a site similar to
Kickstarter dedicated exclusively to craft beer
companies. The site currently features 809
investors who are passionate about craft brewing
and seeking to help fund new ventures in the
space. With its seasonal approach to brews, 4th
Tap has an interesting angle to gain traction with
this curious audience. It should be noted; however,
that the company differs from Kickstarter in that
investors will actually gain equity in the final
company, as opposed to just making donations.
Untappd: users review beers and share them
with friends and/or people nearby. 4th Tap can
both register as a brewery or request a badge for
a specific beer event (such as attending the Beer
Quest).
Tap Hunter: features beers, events, and other
pertinent information for craft beer drinkers.
They also have a blog that is directed at brewers
and offer aid placements for breweries within the
application.
Pintley: offers beer reviews nationwide and
features a blog targeting beer enthusiasts as well.
44
Conclusion
For the 4th Tap Brewing Co-op, there has
never been a better time to enter into the Austin
craft beer market for a number of reasons.
Craft beer is rising in popularity, and state
legislation surrounding the production of beer
is steadily growing less stringent. In light of craft
beer drinkers’ unquenchable curiosity for new
tastes, the nature of 4th Tap’s drive for rare,
unique beers will no doubt find its place in the
craft beer industry. Also, the growing Millennial
population of Austin, Texas is ever-expanding,
and the benevolent nature of most brewpubs
and microbreweries in the Austin area creates
the ideal environment for a new and upcoming
brewery to prosper.
Even considering the brewery’s limited
resources, 4th Tap can take certain steps upon
launching to secure its name as a trusted brand
among craft beer enthusiasts in Central Texas.
Our suggestions are not based on our personal
beliefs, but on primary and secondary research
we have conducted in the past ten weeks. These
measures include holding promotional events,
utilizing and integrating various social media
channels and reaching out to other local brewers
and publications to raise awareness about 4th
Tap’s offerings and build its brand equity. We
believe that engaging in these activities will
ensure a successful launch and will hopefully
pave the way for future success.
We look forward to working with you.
Cheers!
45
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Alexander, K. (2012). Sustainable Craft Brewing: org/public/proceedings/Proceedings28/IACS%20
The Legal Challenges. Triple Pundit. Re
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Hewitt, T (1987). A Biblical Perspective on the Use and
Bednarski, P. J. (2014). Just How Much Do Millennials Abuse of Alcohol and Other Drugs. North Carolina
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the-online-engi.html
Brewers Association. (2014). Brewers Association
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press-releases/show?title=brewers-associationannounces-2013-craft-brewer-growth
Lapoint, K. (2012). Microbrewing in the US: An overview
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Brewers Association. (2014) Craft Brewer Defined.
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brewer-defined
Boden, M. (2012). Achieving Sustainability In The Craft Mintel. (2012). Craft beer - US - November 20s. In Mintel.
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digitalcommons.unl.edu/envstudtheses/89
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Nielsen (2014). Nielsen: Consumers crave real content
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47
APPENDIX
This appendix contains three key elements of
research:
1. Field notes from observational research
2. Field notes from focus group research
3. Results of tagline concept testing
I. Observations at Black Star Co-Op
Observations were conducted at Black Star Coop on March 2nd from 1 to 3 pm. The general
findings of their research is as follows:
• Everyone came with a group (usually 2 to 3
people)
• People seemed to be here for the social
experience
• Predominantly men except if it’s a couple
• Eclectic crowd - students, people in mid 30s,
several families, people in their 50s
• Chalkboard signs key factor in purchase
motivation
In addition to the observations, brief Interviews
were conducted with the following people:
1.
2.
3.
4.
5.
6.
Daniel
Scott
Laura
Sean
Allison
George
1. Daniel
Age: 32 years old
Occupation: Apple - Apple Care Specialist
Insights:
• He is currently drinking the Leprechaun
pomegranate cider from Houston; decided to
try it because he saw it on the Black Star sign.
• He came to Black Star today to entertain his
friends that were in town
2. Scott
Age: 43 years old
Occupation: Currently unemployed, but his wife is
a lawyer
Insights:
• He has been drinking beer since he was 17
years old and has really refined his craft beer
taste over the last 25 years.
• He likes craft beer, and isn’t really into cider.
• He chooses beer based on the taste and a
lower ABV; specifically, he prefers beers that
have an ABV from 4% to 7.5%
• Especially now that he is older, he wants to
enjoy beer without getting drunk
• He drinks about six beers each time he drinks
• He comes with his wife to Black Star once a
week
• They also enjoy going to: Draught House,
Pinthouse, Craft Pride, Bangers, Whip In
• He thinks that Black Star doesn’t usually have
a new selection of beers
• He will try a new beer whenever he sees it,
and feels like he has tried all the beers at
Black Star
3. Laura
Age: 38 years old
Occupation: Lawyer
Insights:
• She has been drinking cider for ~10 years
• She was having a Leprechaun pomegranate
cider from Houston
• Prefers less hoppy and more fruity beers such
as Crispin and Samuel Smith
48
4. Sean
Age: 33 years old
Occupation: Accountant from Houston (he’s
just visiting Austin, and he’s been to Black Star
previously)
Insights:
• He enjoys craft beers that are “hoppy” and
also likes beers that seem creative - fruity with
new combos
• Been a homebrewer for the last six years
• One of his neighbors has a lot of experience
brewing, and he thinks of him as a senior
head brewer
• He’s a member of a beer club which he really
enjoys. Everyone brings growlers of their
favorite beer to share with the group
• Mentioned O’Dell, a product from Colorado,
and they had “tap” takeovers on every bar
• Thinks they pushed the product too hard. It’s
not handcrafted anymore if the campaign is
pushed too hard. Seems less special and like
they have a surplus of beer
5. Allison
Age: 32 years old
Occupation: Stay at home mom
Insights:
• She and Sean started liking craft beer when
they lived in San Francisco five years ago
• She likes Bock’s, Stouts, Whitts (light beer)
6. George
Age: 27 years old (about to get married)
Insights:
• He has been drinking craft beer since he
moved to Austin (about 4.5 years) after his
foodie friends (his buddy Andrew) peer
pressured him into trying craft beer
• He is really into beer events because the
social experience draws him in; he likes
learning about how the beer is produced
• Finds out about events through Austin
360, friends and the websites of the actual
distributors
• Used to drink Keystone in his college days,
but his tastes have evolved since then. Now
he likes Porters and Cream ales as well as
darker, non-carbonated beers, and doesn’t like
them very hoppy
• Aside from Black Star, he likes to visit:
Independent Brewery, First Saturday of the
month has good events, North by Northwest,
Serve great flanks of beer
II. Focus Group
A focus group was conducted on February
27 from 5pm to 7:30 pm at SaleAMP Internet
Marketing firm among a sample of members of
the Craft Beer Club. 10 participants contributed to
the discussion; 3 were female and 7 were male.
All were between the ages of 25 and 35. Key
themes from the research as follows:
Craft beer drinkers enjoy unique flavors and trying
new things:
• Look for new flavors, especially when they go
out to drink
• Willing to hunt for special brews; the chase is
thrilling: “It’s about the quest. I’m constantly
asking, ‘What else is there?’”
• Interested in brewing their own beer when they
see an opportunity to make something new;
they are creative people looking for gaps
• “I ask a lot of questions and get input from the
bartender: ‘what do you have that I have to
drink?’
• “I’m not monogamous. When I go to the bar I
49
want to try it all, but I have my failsafe.”
• “Only drinking one beer is counter to the
culture of craft beer.”
• “While breweries can be good at one specific
thing, it’s important to keep varying it. It’s all
about specialty.”
Craft beer drinkers are very passionate about the
products and emphasize quality over quantity:
• Consider brewing to be an art form - it’s
intentional, artisanal and made with pride
(“someone’s baby”)
• Brews have idiosyncrasies, like anything that
is hand-crafted, and craft beer drinkers like
them for the imperfections
• One participant got seasonal brews and
saved them for the next year to compare to
the new batch
• “Drinking craft beer shows that I’ve taken
consideration into what I do - I’ve taken the
time to choose this beer and I’m not just
drinking to get drunk”
• “‘Any beer will do’ doesn’t cut it for me”
• It’s a long-term interest: “You never met an excraft beer drinker”
• Presentation is important: like beers with nice
labels that looked like they had taken lots of
time to create, like breweries that clearly take
pride in their product
• Inventory reflects true commitment to craft:
“There’s a hipster mindset - Adelbert’s is
brewing as fast as they can to meet demand,
they’re doing it because they love it; when
brewers stockpile beer, it’s because they want
to make money.”
• They wish more breweries used labels, even
though it’s not legally required: “if I like what
I’m drinking I want to know what’s in it; it helps
guide me through the drinking; labels can also
suggest food pairings.”
Interested in the social aspect of beer:
• They enjoy talking about it with other
enthusiasts and spreading the word to
“unenlightened” beer drinkers
• “It’s a brotherhood: all brewers want each
other to succeed. It’s great to see that
everyone is that friendly.”
• Motivated to try new beers by
recommendations from trusted friends and
exclusivity from the brewers (via social media)
• Joint ventures between breweries we like and
new ones we haven’t heard of introduces new
flavors
• Apps help beer drinkers stay in the loop:
Untappd, Beer Advocate, Bitch Beer
ABV is important to most craft drinkers, but for
different reasons:
• “I enjoy being able to drink less and get more
out of it. Higher alcohol content beers are also
tastier to me.”
• Higher ABV lets me drink less beer with the
same effect so I don’t get as full
• “I don’t want to drink 8 Bud Lights to do the
work of 2 whiskeys.”
• “One of the benefits of craft beer is that it
offers more bang for your buck”
• “First I think ‘Is it a beer I want?’ then I choose
ABV - it’s a special treat if one I want is also
high ABV.”
• “It doesn’t matter to me at all.”
Everyone has their own taste preferences and
drinking habits, but they know what they like:
• Different responses to how they would
describe their favorite beers: session beer,
great label design, unique, local, washes
down clean, good taste, any Belgian beer,
delicious
50
• “Beer can be so specific, in a way that wine
can’t; when people say they don’t like beer,
they just haven’t found a beer they like.”
• There is a divide in the world of craft beer
drinkers: hoppiness versus ambers
• “I tend to find IPA lovers tend to be oneuppers; it’s like jalapenos - I can eat a spicier
one than you.”
• Don’t like: piss taste (“only bad beer has to be
cold to be good”), bitter flavor (“If it lingers, I’m
like ‘What did I put in my mouth?’”), too fruity
or sweet (“You want that sweetness, but you
don’t want it to linger”)
• Everyone has different drinking habits: some
enthusiasts drink several nights a week or
more, while others view it as a weekly treat
Craft beer drinkers frequent pubs and breweries
more than sports bars:
• There is a specific vibe to craft beer bars.
“Brew Exchange is a new craft beer place
that also has cocktails and loud music and a
dance floor. It’s confusing, I don’t know what
to think of it.”
• Different beers are right for different
occasions
• “I look at a ratio of Time and Activity Level: I’m
not going to go play flip cup with a bunch of
oatmeal stout; if I’m going hunting I’ll just take
like 8 Buds.”
• “One time I brought a dark pilsner keg to a
party and people thought it was too heavy. I
didn’t think anything of it because that’s what I
usually drink.”
• Craft beer is not great in the sun: fishing,
baseball games and grilling in the summer are
not ideal places for craft beer drinking
Related ideas:
• Tend to be collectors: “when new releases
come out it’s like Pokemon cards - gotta catch
‘em all”
• Tend to be foodies: “before there was a
stigma that only wine paired well with good
food, but beer is becoming more refined to
pair with foods (e.g. Barley Swine).”
• Believe in supporting local business; some
are also big on organic, healthy ingredients
Notes from the focus group conversation can be
found below:
Storytelling: describe a craft beer drinker (can be
a story, a picture, etc.).
• Believes in quality over quantity; enjoys
unique flavors; eating healthy = fresh
ingredients; shops local;
• When new releases come out it’s like
Pokemon cards - gotta catch ‘em all
• Big, burly lumberjacks; excited by new
experiences
• You never meet an ex-craft beer drinker
• Craft beer drinkers tend to be foodies too
• Young professionals, mid-upper
socioeconomic class; want to be different
from older generations (parents drink Bud want to be smarter, classier)
• Someone who prefers flavors/experiences
outside of what’s at the local Walmart
• Enjoy trying new things, expanding on and
refining palette; enlighten other people who
don’t know what’s out there; enjoy supporting
local businesses; obsessive collectors
• Want to brew beer - interested in creating
themselves (creative people who find gaps);
almost an art form
• Passionate about the products
• Frequents pubs or breweries, more than a
sports bar; more interested in social aspect of
beer - like talking about beer
51
• Kind of like wine-os - people go to vineyards
and hang out
• People go out for craft beer to hang out with
their friends, and try something they can’t get
at home
• Hunt to find something special (I drove 5
hours to find a craft beer one time); thrill of the
hunt
• Divide in craft beer drinkers world - hoppiness
versus ambers
• I tend to find IPA lovers tend to be oneuppers; it’s like jalapenos - I can eat a spicier
one than you
Category sculpting: if the following beers were in
a family, what role would they have:
• Budweiser - drunk uncle, al bundy, creepy
uncle, old swimsuit - too short, someone who
lives in Missouri, Vietnam vet, American
• Miller Light - cousin we pretend we’re not
related to, hot older brother (NASCAR driver),
penny-pinching grandma (don’t want to spend
calories), aunt who’s trying to lose weight
• Heineken - foreign relative, out of town aunt,
wealthier frat bro
• Sam Adams - divorced dad, dead relative,
cool older brother (x3 - going out trying to
do cool stuff but still in the family), first beer
I remember enjoying but it’s fond memories
at this point, I’ve moved on to other things;
gateway craft beer - good place for people to
start
• Dogfish Head 90-Minute IPA - stoner brother
(bitterness of hoppiness enjoys a good toke
now and then), favorite pet of your brother
so you hang out with it every once in awhile
(someone you respect), treat - high quality,
rare, 2nd or 3rd cousin - have to have a
couple drinks before you’ll try anything
General discussion:
Q: How do you define craft beer? What elements
create “craft”?
A: Regional, seasonal, local random flavors
like people who use local farmers to cook with
artisanal - more time is put to it (checking
temperature, sampling it, testing it, the whole
time)
Budweiser would have you believe they’re doing
it too - can you really just set it and forget it?
Monitoring for consistency versus quality
there’s an intention to it
I like to get a seasonal beer, save it and compare
it to next year’s model
I’s like something hand-crafted - it’s custom, has
idiosyncrasies
Home brewed crafts have imperfections and you
like it because of it
Q: What’s the first thing that comes to mind when
you think of craft beer?
A: Unique (pretty unanimous)
intentional
pride (it’s someone’s baby - someone really cares
about this product)
Q: Why do you chose craft over regular beer?
Over other alcohol?
A: Tastes better, higher alcohol content (drink
fewer)
It shows that I’ve taken consideration into what
I do - I’ve taken time to choose this beer; it’s not
just getting drunk
52
It’s about the quest - “what else is there?”
It’s like wine, brandy after dinner but whiskey
before
“Any beer will do” doesn’t cut it for me
Q: How important is ABV?
A: Big
I enjoy being able to drink less and get more out
of it; it’s also tastier to me
I don’t want to drink 8 bud lights to do the work of
2 whiskeys
Plus you have to go the bathroom
More bang for your buck
I prefer higher alcohol for taste, but I don’t think
about ABV
First, I think “is it a beer I want”? then I choose
ABV; it’s a treat if one I want is also high ABV
It doesn’t matter to me at all
It’s good to know
Q: Are there any activities that go hand in hand
with craft beer drinking (eating, socializing)?
A: Austin and Portland
Rainey Street, gastropubs
Home and pubs
NOT 6th street (but everywhere that isn’t 6th west, rainey, etc. - it’s available)
I drink fewer by myself than with others
Brew Exchange has cocktails and loud music
and dance music so it’s confusing - I don’t know
what to think of it
Q: What type of flavor do you look for in beer?
What types of flavor do you avoid in beer?
A: Light
Malty
Rich but not dark
Smoked - popular recently and I’m in to it; it
tastes like ham
Don’t like: piss (bad beer has to be cold), bitter (if
it lingers, I’m like “what did I put it my mouth), too
fruity or sweet - you want the sweetness but you
don’t want it to linger
Q: Do you prefer drinking craft beer out of a can
or bottle?
A: Bottle - I feel fancier drinking it out of a bottle;
bottles are the vinyl of the beer world; glass is a
better insulator - you can drink slowly
Cans are more portable (you can take them on
the river); no light can get into the cans
Bottled beer is like drinking out of a wine glass;
can is like wine cup
I’ll pour it into a glass whenever I can
Have you ever tried brewing beer at home?
2 participants have: “my beer.. I don’t like it, but
other people do”
Q: Do you attend any craft beer festivals?
A: Auditorium shores does the Texas Craft Beer
Festival
Flying saucer has a good one
Denver is the mecca of Great American Craft
Brew Festival
I do tours and anniversary parties at breweries
more than festivals; they tap unique things
they’ve been saving
Q: When do you drink craft beer (day of the
week, time of day, how often)?
A: 1/week (x2) - drink wine 4-5 times
53
Couple nights/week (x3)
Nightly
Once a month
Shifted from wine to beer because boyfriend
taught me more about craft beer; the more I tried
the more I liked
Beer can be so specific, in a way that wine can’t;
when people say they don’t like beer, they just
haven’t found a beer they like
Q: How do you meet other craft enthusiasts?
A: Absolutely, at the bar
BYOB - I’ll bring something that’s a little different
than the standard and people like to try it; other
craft beer lovers will like it
I’m the extreme extrovert who talks to people
about it at the grocery store; I don’t ask women
anymore
At craft beer bars, you can always get into
conversations
It’s a brotherhood - all brewers want each other
to succeed, it’s great to see that everyone is that
friendly
Motivates all brewers to get better (friendly
competition)
Not in direct competition with themselves moreso against the man
Q: How do you choose which craft beer to drink?
A: Judge books by their cover - cool tap or label
(“fuck ya, cool tap”)
Hierarchy of types then I look them up on beer
advocate to see others’ ratings
As a designer, I choose nice looking labels
because I know it means they took time
Bar - I ask a lot of questions and get input from
the bartender; “what do you have that I have to
drink?” - breweries that produce small batch,
limited-edition brews see popularity because of
this mindset
Whatever they’re holding in the back for me
because I’m there all the time
Waiters, bartenders are passionate about craft
too so you trust that they know what they’re
talking about
“What just came out?”
Q: What are your favorite craft beers and why?
A: If someone was asking me, I’d ask “what do
you like?”
My favorite is Firestone Walker DBA - it’s smooth,
it’s a session beer (multiple beers without getting
hammered, won’t get sick of it), it’s a great label
Dishoots Abyss - triple-barrel aged (pinot,
bourbon and oak barrels) - crazy intensive
process; I would describe why it’s so unique and
hopefully they’re into unique things too
If you’re in my neck of the woods I would say
“stash IPA” because it’s unique to this area; good
taste, washes down clean
I’ll drink any Belgian beer - talk about the flavor not too light, not too heavy - it’s just right; Belgian
process has been around for years
Holgarden - it’s delicious
Q: How loyal are you to these beers/brands?
A: Not monogamous; when I go to the bar I want
to try it all but you have your failsafe, best one
Only drinking 1 beer is counter to the culture of
beer
If I’m out I’ll get something new, if I’m home I’ll get
something I know
54
My favorites are the staples
When I travel I would try a local brew from that
place
My wife doesn’t share my passion, but I thought it
was delicious
Q: What motivates you to try new brands?
A; Recommendations (WOM)
Exclusivity (if I see a Twitter post that we got this
new thing out and we’re going to run out quickly)
Q: Can you think of a time when you would never
drink craft beer? Why?
A: 7 am
It’s not really an issue anymore: before there was
a stigma that only wine paired well with good
food, but beer is becoming more refined to pair
with foods (e.g. Barley Swine)
I look at a ratio of Time and Activity Level: I’m not
going to go play flip cup with a bunch of oatmeal
stout, if I’m going hunting I’ll just take like 8 Buds
I brought a dark pilsner keg to a party and people
thought it was too heavy
There aren’t many craft brews I can take fishing
When you’re in the sun it’s a different ball game
- baseball game is not craft beer, definitely no
stouts in the summer; I had a 6-pack of Guinness
while grilling steaks - I was gone (like drinking
milk and going into a tanning bed)
Q: What breweries have you visited?
A: Jester King, Austin Beer Works, Freetail,
Jester King, Coors Light plant, Rio
Does seeing how it’s made impact your attitude?
You can get more appreciation for the process
It’s affected me negatively before - this brewer
used rice in their beer, not acceptable for a craft
beer (cheaper)
You can get cheap ingredients in mass produced
beers - not looking for it in a craft brew
Q: What are your favorite craft beer breweries?
Why?
A: Process isn’t too important to me; it’s more
how they present it (you can tell when it’s the
intern giving the tour versus the brewmaster) super prideful in a cistern
I love going to Adelberts where you see the
labels to wrap the beer bottles; the casks are
there but not too many cases
Real Ale has too many cases - fuck you - you’re
doing this on too high profit margins
there’s a hipster mindset - Adelbert’s is brewing
as fast as they can to meet demand, they’re
doing it because they love it; when they stockpile
it, it’s because they want to make money
The laws for labeling beer don’t require listing
ingredients; it would be awesome for a brewery to
do that and stand beside what’s in it
Jester King labels their beer so you can
understand what’s in it; they’re pre-certified
organic a lot of the time
that, and, calories
One place has different labels that say your
peanuts came from this exact place
Sustainable farms that brew beer are impressive
When I’m drinking a beer and I like it, it’s
disappointing not to know what’s in it because it
doesn’t have a label
Guides you through the beer if you know what
flavors are in it
Labels can suggest food pairings - some craft
55
brews are so specific that they say you should
eat it with one specific food
YA! That’d be great to know what goes well with
food (e.g. tags at HEB)
Pricing it reasonably - once you set the precedent
that it’s okay to sell it for that much, everyone will;
it shouldn’t be as expensive as wine because it
doesn’t last as long
What’s selling well are people who don’t care
about “selling” beer; they’re not trying to sell/
make a profit
Craft beer is not about beauty (coming from a
women, there’s less misogyny in craft beer)
Q: How do you learn about new breweries and
beers?
A: Friends
Website - I follow breweries on social media and
get new brews as fast as I can; even if it’s terrible,
I have to try it
I don’t get much from the guy at HEB
Events
If the beer we like reaches out to another beer joint ventures between breweries introduces new
flavors
Untappd - beer social network app - keep track
of things you’ve had, recommend based on your
tastes
Beer Advocate
Blogs - Bitch Beer
It’s all about specialty
Something that would be great for them is - my
first introduction to craft beer was Fireman’s Four
but then I found out they man Hans Pils and
Devil’s Backbone, offering their take on standard
beers; there’s a danger in only being specialty
because you limit your audience
Most recently Real Ale has come up with
“brewer’s cut” that are their most unique flavors
Good balance of mainstream and specialty
Sam Adams has a similar model
Austin Beerworks I start people with Pearl Snap
then I go to Sputnik
People who just like Sputnik - super craft fans have limited buying power
But the craft market is growing quickly, so you
don’t need something to appeal to the masses
It’s about striking a balance
You guys should make a 4th Tap 52 (calories)
Southern Star Brewery in Conroe sells unique
beers and they use a can and slap a sticker on it
- cheaper packaging that they can change quickly
Room for customization, cool, industrial-looking,
stands out; people can also collect stickers
III. Tagline Concept Testing
A Qualtrics survey was issued to 20 respondents
using the Austin subreddit to test three different
taglines for the 4th Tap brand. The results are as
follows:
Q: Anything else to add?
A: While breweries can be good at one specific
thing, it’s important to keep varying it
South Austin sticks to 2 beers and didn’t grow;
it’s fine to have staples but I love when they
experiment
56

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Transcription

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