Marketing Tips from a Beer Geek

We Are Privileged To Work In One Of The Most Beloved & Brand Driven Industries

This isn’t rocket science……

today is about offering frameworks, tools & tips

Who is KARL?

Who Is KARL?

Who Is KARL?

Production Brewery 10 Brewpubs

Who Is KARL?

Our PurposeMaking people happy

one Karl Strauss beer at a time

Who Is KARL?

Beer Marketing Tips

Tip #1:

Marketing Is A Game Of Fundamentals

The 4 Ps of Marketing Should Guide Your Decisions

Where do we want to be priced?

What beers should we be selling?

What’s our portfolio strategy?

What’s our R&D pipeline?

How are we creating awareness & engagement?

Where do want our beers to be sold?

Where would we like to be on the shelf?

Effective Brand Positioning Follows A Formula

KARL’s Core Target: Craft Beer Enthusiasts

They have high interest in craft, drink craft more often than any other alcohol beverage choice and don’t mind paying more for better, more flavorful, more

interesting beers that is handcrafted (locally)

Start Everything With Your Target Consumer In Mind

Have Tactics That Move Consumers Down The Funnel

Point of Sale, PR, Targeted Social Media, Truck Wraps, Signage, Outdoor Ads, Print Ads, Web, Swag, Festivals

Social Media, Email Marketing, Beer Club

Website, Video, Own Premise

Tip #2:

Doing Your Homework Pays Off

Facts & Insights Are Powerful

Facts are friendly Opinions are like assholes

It Helps To Know How Your Brand Is Perceived

MarketResearch

Consumers think of the Karl Strauss brand as

friendly, traditional & approachable

Unfortunately none of those personality attributes

correlate highly with Purchase Intent

Situation Assessment –We Must Excel On What Determines Purchase Intent

KS Purchase

Intent

Fun .332

Innovative .320

Edgy .310

Distinguished .304

Unique .302

Creative .286

Passionate .276

Bold .262

Stylish .241

Genuine .213

Sophisticated .210

Friendly .188

Relatable .182

Approachable .180

Hip .169

Adventurous .160

Relaxed .147

Rebellious .120

Pretentious .062

Traditional -.019

Is for people like me .679

Stands out from other microbrew and craft beers .673

Is superior in quality .668

Is a brand that fits my lifestyle and needs .664

Is worth paying more for .650

Is a leader .622

Is a brand that I'm seeing more and more .597

Is made with the finest ingredients .554

Isn't afraid to take risks .526

Cares about its customers .409

Makes a real contribution in the community .371

Is difficult to find -.173

36%

33%

33%

30%

30%

24%

24%

22%

21%

21%

20%

20%

18%

18%

15%

15%

14%

12%

10%

4%

Friendly

Traditional

Approachable

Fun

Genuine

Relaxed

Distinguished

Sophisticated

Creative

Passionate

Relatable

Stylish

Bold

Innovative

Adventurous

Unique

Hip

Pretentious

Edgy

Rebellious

Brand Personality

Correlations to Purchase Intent

Personality Traits

Brand Association

Statements

KARL Was Friendly, Traditional & ApproachableThere Are Numerous Ways To Gauge Brand Perception

Consumers think of the Karl Strauss brand as

friendly, traditional & approachable

Unfortunately none of those personality attributes

correlate highly with Purchase Intent

Situation Assessment –We Must Excel On What Determines Purchase Intent

KS Purchase

Intent

Fun .332

Innovative .320

Edgy .310

Distinguished .304

Unique .302

Creative .286

Passionate .276

Bold .262

Stylish .241

Genuine .213

Sophisticated .210

Friendly .188

Relatable .182

Approachable .180

Hip .169

Adventurous .160

Relaxed .147

Rebellious .120

Pretentious .062

Traditional -.019

Is for people like me .679

Stands out from other microbrew and craft beers .673

Is superior in quality .668

Is a brand that fits my lifestyle and needs .664

Is worth paying more for .650

Is a leader .622

Is a brand that I'm seeing more and more .597

Is made with the finest ingredients .554

Isn't afraid to take risks .526

Cares about its customers .409

Makes a real contribution in the community .371

Is difficult to find -.173

36%

33%

33%

30%

30%

24%

24%

22%

21%

21%

20%

20%

18%

18%

15%

15%

14%

12%

10%

4%

Friendly

Traditional

Approachable

Fun

Genuine

Relaxed

Distinguished

Sophisticated

Creative

Passionate

Relatable

Stylish

Bold

Innovative

Adventurous

Unique

Hip

Pretentious

Edgy

Rebellious

Brand Personality

Correlations to Purchase Intent

Personality Traits

Brand Association

Statements

It Really Helps To Know What Motivates Purchase

Analysis Helped Identify What Influences Our

Purchase Intent

Unfortunately “Friendly”, “Approachable” &

“Traditional” Don’t Move Purchase Intent

Knowing What The Market Wants Can Inform R&D

Mar

ket

Gro

wth

Rat

e

Relative Market Share

IPA

50

50Belgian Wit

Seasonal

Golden Ale

PaleWheat

Amber Lager

Amber Ale

Pilsner

Fruit/Veggie/Spiced

VarietyStrong Ale

Porter

Stout

Special Release

Other Pale Lager

Red Beer

Brown Beer

Rye Beer

Belgian Ale

Bock

Scottish

ESB

Dark Beer

Saison

Barley Wine

Light Beer

2016 CALIFORNIA CRAFT STYLE MATRIXCraft drinkers continue strong support of IPA(s). Huge uptick in

Golden Ale (Blonde/Kolsch) and Pilsner. Amber Ale/Lager, Pale and Wheat experience continued decline.

Mar

ket

Gro

wth

Rat

e

Market Share Change

Craft Beer Style Sales Trends

Your Portfolio Performance Can Influence Strategy

Product Mix By Selling Channel

Tip #3:

Ensure Your Positioning Is Engaging, Ownable &

Compelling

KARL’s Brand Essence

Authentically Pioneering Craft Beer from San Diego

KARL’s Brand VoiceFun, Witty, Genuine, Confident

Examples Of Brands With Great Positioning

Tip #4:

Stand Out @ Retail

KARL Used To Be Quiet & Sub-Brand Driven @ Retail

We Spent A Lot Of Time On Rebranding

We Deliberately Wanted To Be A Brand Family

We Now Invest Time & Money Into Tap Handles

We Use Coasters & Signage To Tell Stories On-Premise

We Really Think About The Realities @ The Shelf

Tip #5:

Plan The Work & Work The Plan

KARL’s Marketing Strategies:

Positioning - Position & express brand in engaging ways

Beer Portfolio – Evolve & activate a dynamic beer portfolio

Media - Use a mix of new & traditional media to create breakthrough awareness

Grass Roots - Use grass roots marketing to engage & connect

Do Annual Planning & Have A Concise Set of Goals, Strategies, Tactics

Jan

Priority Message

FocusChanging of the Barrels

Secondary

Message FocusTwo Tortugas, Queen of

Tarts

Beer ReleasesTwo Tortugas, Queen of

Tarts

Marquee KARL

EventsChanging of the Barrels

(1/28)

Use A Commercial Planning Calendar To Gain Internal Alignment & Maximize Synergies

Plan Across Paid, Owned & Earned Media

Build Integrated, 360 Degree Activation Plans

Retail

Own Premise

Retail

Own Premise

Tip #6:

Embrace The Power Of Grass Roots Marketing

Consider Putting On Unique, Branded Events

Be An Authentic Supporter Of Your Community

Thank You!

mark.weslar@karlstrauss.com

Any Questions?