Company History...................................................4

Product...................................................5

Product Description................................................6.7

Competition................................................8.9

Brand Essence.................................................10

Trend.................................................11

SWOT............................................12.13

SITUATIONAL ANALYSIS

MARKETING AND COMMUNICATION Target............................................16.17

Creative Brief............................................18.19

Creative Concept.................................................20

CORE CAMPAIGN Campaign Execution...........................................22-28

Future Recommendations................................................29

SITUATIONAL

analysis

CCBC

ets. 2014

David Stein, a hand brewer at a brewpub in Decatur, Georgia, called Twain’s Billards and Tap, first started

Creature Comforts. Stein was using the name “Creature Comforts” for his personal home brew, and decided it had a

ring to it that could represent a successful brewery. He then paired with his friend Adam Beauchamp, who was in his

7th year of brewing at Sweetwater Brewing Co. in Atlanta, Georgia. With the help of a craft beer enthusiast and local

Athens, Georgia, businessman, Derek Imes, they began building Creature Comforts in a 13,000 square foot historic

warehouse in downtown Athens. This building was a Chevy Dealership in the 1940s, and later became Snow Tire Co.

The three beer lovers turned the warehouse into the brewery that stands today, and won an award for Outstanding

Rehabilitation by the Athens Heritage Foundation. However, they needed one more “piece” to the puzzle, and that

was Georgia native Chris Herron, who became CEO of Creature Comforts. Chris had spent 12 years working in sales,

pricing, and finance for major beverage alcohol suppliers, and was intent on starting a craft brewery in Georgia. The

team continued to grow by adding Blake Tyers, a veteran home brewer, and Katie Beuchamp, who manages office

activities, tours, and special events. In addition to these full time employees, there are twenty part-time tour

staff members that help in daily operations and interact face-to-face with consumers every day.

COMPANY HISTORY

4

Price$12 for souvenir glass. 6 half pours.

Year Round BeersFour year round beers:

Bibo . Tropoicalia . Reclaimed Rye . Athena

Seasonal BrewsLimited time beers that are served

depending on the season.

Limited Release Brews“Curious Tuesdays” at the brewery for

trial of unique new brews.

Product PackagingCans instead of bottles, better for beer. 100% recyclable and can transport more

cans than bottles.

5

bibo reclaimed Rye tropicaliaPilsner.

True pilsner with ingredients from five different countries that has a “pronounced continental hop

flavor and aroma in an incredibly well-balanced package.” Dry and Quenching. 5.5% ABV

Rye Amber.“Complex and flavorful” amber ale.

Delicate undertones of toasted bread, spice, and subtle vanilla. “Easy to drink with friends at the

pub.” 5.5% ABV6

reclaimed Rye tropicalia athenaAmerican IPA.

Ripe passion fruit and citrus hop aroma and ends with subtle bitterness. 6.5% ABV

Berliner Weisse.German-style wheat beer. Their take on a classic

berliner. Blend of citric and fruit notes with nods to cider and sauvignon blanc.“Perfect ambassador of

the classic city.” 4.5% ABV 7

8

Southern Brewing CompanyLocation: 231 Collins Industrial Blvd., Athens, Georgia.Hours and Prices: Probably opening mid March of 2015.Appeal: Owners have 30 years of experience in USA & Europe, education focus, home-brewers, aims to use only Georgia-grown products.

Copper Creek Brewing CompanyLocation: 140 East Washington St., Downtown Athens, Georgia.Hours: Monday-Friday 4pm-2am, Saturday noon-2am, Sunday noon-midnight.Prices: Affordable moderate, food and drink. Appeal: 39 different styles of beer a year from the finest variety of malted barely, hops and yeast strains, luxury of tank to tap (fresh beer), intimate, European-pub feel. Terrapin BreweryLocation: 265 Newton Bridge Rd., Athens, Georgia.Hours: Monday-Tuesday 9am-5pm, Wednesday-Friday 9am-5pm, 5:30pm-7:30pm, Saturday 5:30pm-7:30pm.Prices: $10 at breweryAppeal: 6 year-round beers, 4 seasonal, Wednesday tastings, award winning, well known in the Southeast.

DIRECT COMPETITORS

Monday Night Brewing Company Location: 670 Trabert Ave NWAtlanta, Georgia.Hours: Monday 5:30pm-7:30pm, Thursday 5:30pm-7:30pm, Saturday 2:00pm-4:00pm.Prices: $10 for glass and 6 pours at brewery.Appeal: Unique craft brewery in Atlanta, strong brand identity.

Red Brick Brewing Location: 2323 Defoor Hills Rd NW, Atlanta, Georgia.Hours: Wednesday, Thursday and Friday 5pm-8pm, Saturday 11pm-5pm, Sunday 1pm-4pm.Prices: $10 for glass.Appeal: In Atlanta, fun spin on beers.

9

The Georgia TheatreLocation: 215 N Lumpkin St., Athens, Georgia.Appeal: Popular downtown, historic, intimate concert venue, local, regional, national artists, drink and eat.

40 WattLocation: 285 West Washington St., Athens, Georgia.Appeal: Intimate venue to drink at, and for people wanting something new and unique.

Trappeze, Aromas, Chops and Hops, Catch 22, and Other GastropubsLocation: Throughout Athens and Watkinsville.Appeal: Many of these places offer Creature Comforts, but compete in that they provide food to go with your drink, and other bever-ages are also offered.

Five Points Bottle ShopLocation: Five Points, Athens, Georgia.Appeal: Wide offerings and knowledgeable staff.

INDIRECT COMPETITORS

brand essence

Attributes Brewery to urs Open space Small-town Rustic elegance

Community partnershipsWebsite: www.creaturecomfortsbeer.com Sources of Authority

10

Brewing Beer Randalizing: connecting your keg to a chamber of additives to be infused Dry-hopping: Adding hops after fermentation Bourbon-barrel aging: or really any barrel aging Cask beers: last fermentation happens in a metal or wooden cask Sours beers Imperials Session beers: less alcohol content, meant to drink more at a time CanningIn Athens Music and historic town Academic population Bustling bar and restaurant scene Film industry is blooming Becoming more pedestrian and bicycle friendlyAmong Consumers Politeness pays Reward consumers for being polite. Sixth Sense: Real-time data to enhance the experience of individual customers.Beer Industry Collaborating with other breweries, especially to make beers together, or for events. USA is at the forefront of beer right now because so many craft breweries are in the works. The younger crowds are demanding options and variety so they are fueling this trend.

TRENDS

11

stRengthsweaknesses-Social media presence

-Strong and consistent branding-Downtown location

-Quality product-Local partnerships with other

downtown restaurants-Appeals to legal drinking age

students and is something underage students look forward

to going to-Already have drinks in cans and

on shelves

-New, need to develop brand awareness

-Still in beginnings stage, not a lot of budget for advertising since most of the budget goes

into making quality beer

12

opportunities -Craft beer industry is growing

quickly -Distribution growth

opportunities as budget increases

-Great place to host big events in the future

-Sponsoring Athens festivals, parades, and events

-Working with historical places in Athens like the Georgia

Theatre and 40 Watt

threats -Some college students don’t appreciate beer for the flavor,

just for the effect-Some of the beer connoisseurs targeted in the campaign may

have to travel to come to CCBC-College students on budgets that can’t afford to pay for the

quality Creature Comforts beer

13

&communication

D I R E C T I O N

marketi ng

My name is Kristin Thompson, although you may know me by my blogger name, “LagerBlogger” My friends call me a “foodie” because I am constantly going to new restaurants to try the latest entrées, drinks, and desserts and blog about my experiences. Honestly, the food industry culture in Athens, Georgia, is what makes me so happy to have made this place my home for the past four years. I have thought about staying here after I graduate in three months, but we’ll see where my career in Consumer Foods takes me. My interests include soccer, movie nights with friends, family time, and anything outdoors. To me, passion means following your dreams and putting in the extra hours to achieve something greater. I admire people who follow their passion and who believe in something bigger than

themselves.

17

Client NameCreature Comforts Brewing Company

Media/Communication VehiclePrint ads, direct mail postcard, billboard, tear-away posters, table tent cards, car decals, video

Key FactThe Craft Beer industry is growing and people are looking for new, authen-tic breweries to try.

Problem“I want to be a craft beer expert, so I need to experience every brewery and taste all of the different beers out there.”

ObjectiveTo create brand preference in the craft beer industry and by “beer connois-seurs” by the end of 2015.

Target AudienceBeer connoisseurs in Athens and the southeast; age 21-35

CREATIVE BRIEF

18

Insight“I am my own person. I believe food and beer should be an art and an experience, not just some-thing to indulge in. I have been to eight craft breweries in the southeast, even some of them by my-self. I enjoy the atmosphere of creativity and togetherness that everyone in the craft industry shares, which makes it a special niche for people like me.”

PromiseCreature Comforts Brewing Company satisfies my curious palette by providing authentic craft beer.

Support Four year round beers Bibo Tropicalia Reclaimed Rye Athena Brewery tours Events Mandatories CCBC logo and “Crave Curiosity” slogan Location and address Beer pictured

Tone/MannerAuthentic, southern, curious. 19

CREATIVE CONCEPT

For our creative concept piece…

The craft beer industry is booming… People across the country are beginning to appreciate the dedi-cation and passion poured into this specialty beer. The campaign will take that appreciation and curi-osity and use it to promote the target audience to “Join the Revolution,” or to help us grow the craft beer industry and make it reach its potential. Currently, Georgia has laws that lag behind those of its neighbors North and South Carolina that prohibit the direct sale of beer from breweries to consumer. The campaign urges consumers to be a part of the craft beer movement, and by part-taking in the consumption and appreciation of local craft beer, they are joining the revolution to modernize laws and regulations. It is a call to action, a sense of motivation, and a strong desire to grow the craft beer industry that power this campaign and make the deep connection with its target audience of craft beer lovers in the southeast.

20

CORE

campaign

revolution

JOIN

calling all curious

the

We want you. The thinkers. The innovators. The artists. The explorers.

The ones who crave more. Craft beer needs more evangelists...

Help us make History.

Historic Downtown Athens, Georgua

22

outdoor

23

different.Drink

Historic Downtown Athens, Georgua

Direct Mail

24revolution

JOINthe

calling all curious We want you.

The thinkers. The innovators. The artists. The explorers. The ones who crave more. Craft beer needs more evangelists...

Help us make History.

Historic Downtown Athens, Georgia

creaturecomfortsbeer.com

Back

Front

curious?

US TOO CCBC

ets. 2014

Join us on Curious Tuesdays.

25

Back

BackFront

Poster

drink different.

Historic DownTown Athens

26

Decals

27

VIDEO “The 33 second video is a call to action targeted towards beer connoisseurs and influenc-

ers in the industry. It uses the fact that the craft beer industry is growing quickly to grab

the attention of the viewer and urge them to join the revolution and help make history. It

consists of a black background with white text transitioning line by line, with inspirational

music in the background. The video could be featured on social media as a form of free,

organic advertising.”28

Creature Comforts is doing an incredible job already at getting its name and brand out in the industry.

As sales increase and budget allows, adding more billboards in large southeastern cities could also help

in brand recognition and brand preference. Increased distribution is already on the horizon for Creature

Comforts, and as production efficiency increases, cities available for distribution could stretch further and

further away and soon span over the entire United States.

In addition to these recommendations, more promotion in Athens of Curious Tuesdays would likely be

beneficial to emphasize the curious spirit at Creature Comforts. The weekly limited releases are an extra

incentive to stop by the brewery and experience something special. Increased advertising over more plat-

forms than social media, like flyers or direct mail, for example, could help spread the word about the Tues-

day night fun.

FUTURE RECOMMENDATIONS

29

catie Foleycmfoley@uga.edu

ellie hamalian elmarha@uga.edu

megan kellar mkellar@uga.edu

kyle ladrech kylelad@uga.edu

madeline Lefferts madleff@uga.edu

Contacts