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Jaclyn Di Lorenzo PR 91/92 Fall 2014
Jaclyn Di Lorenzo
PR 91/92
Fall 2014
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TABLE OF CONTENTS
American Beer Drinkers ________________________________________________ 2-5
Today’s Boston Beer ________________________________________________ 6-17
Company Overview _______________________________________________________________ 6-9
Distribution and Marketing ________________________________________________________ 10-14
Corporate Social Responsibility ____________________________________________________ 15-17
Craft Breweries Industry ______________________________________________ 18-26
Overview _____________________________________________________________________ 18-19
Trends _______________________________________________________________________ 20-21
Issues That Affect The Industry ____________________________________________________ 22-23
Top Competition ________________________________________________________________ 24-26
Boston Beer Company Brews __________________________________________ 27-28
Target Audience List _________________________________________________ 29-30
Selected Target Audience ________________________________________________________ 31-32
Bartender Associations __________________________________________________________ 33-34
Objectives and Messages _____________________________________________ 35-36
Programs _________________________________________________________ 37-38
Selected Program ___________________________________________________ 39-44
Planning ______________________________________________________________________ 33-34
Time line ________________________________________________________________________ 45
Budget _________________________________________________________________________ 46
Evaluation _______________________________________________________________________ 47
Future Reccomendations ___________________________________________________________ 48
Bibliography _______________________________________________________ 49-50
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American Beer Drinkers
More than 99 million Americans regularly drink beer and last year drinking-
aged Americans consumed an average of one beer per day. According to an
annual survey conducted by the Beer Institute, a national trade association
representing America’s brewers, Importers and suppliers, beer consumption is
about as American as apple pie (Fox News). Joe McClain, president of the Beer
Institute says, “America’s love affair with beer means more than just the taste of
a cold brew. In a way, the hoppy beverage is part of the country’s economic life
blood” (Fox News). The U.S. brewing and beer importing business puts more
than two million Americans to work, from barley farmers to shopkeepers and
truck drivers. Americans held steady in the past year, with 66 percent saying they
consume alcohol and drinkers consuming just over four alcoholic drinks per
week, on average (Saad, Lydia).
Beer continues to be Americans preferred drink, although wine remains a
close second. The slight majority of male drinkers, 55 percent, say they most
often drink beer, followed by liquor and wine at 21 percent and 20 percent,
respectively. Female drinkers have an equally strong preference for wine, with 52
percent saying they most often drink wine and just over 20 percent favoring
either liquor or beer. Beer is the beverage of choice among both 18- to 34-year-
olds and those aged 35 to 54, while adults aged 55 and older lean more toward
wine. Additionally, drinkers in the Midwest show the greatest preference for beer,
while those in the East are the most likely to drink wine (Saad, Lydia).
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Millennials, loosely defined as those coming of age after 2000, are one
highly coveted market. They are a larger cohort than their predecessors,
Generation X, approximately 80 million, compared to 50, but less inclined to drink
beer. According to a 2011 study by the Harris Poll, 37 percent of Millennials say
beer is their drink of choice, compared to 41 percent of Generation Xers (Clarke,
Jim). The shift is toward wine; 24 percent of Millennials cite wine as their
preferred drink, compared to 16 percent of the older group, a surprising contrast
since drinkers tend to move toward wine as they grow older (Clarke). The
concept of beer-as-window-to-the-soul comes from Mindset Media, the market
researcher specializing in psychographics. The company started out with a
theory that with so many opinions and brand loyalty around beer, the choice
people make must be connected to personality. Mindset interviewed more than
2,600 people online in August and September and found specific personalities
and mind-sets "popped" for more than half a dozen branded beer choices.
Mindset Media Director-Research John Durant was surprised at how much they
found out and admitted that he does not just like beer, he loves beer. He and his
team found generic differences as well. For instance, people who prefer domestic
beers over craft beers or imports are generally not nearly as conservative as
people who do not drink beer at all, but not as liberal as people who prefer more
exotic beer. People who drink a broad portfolio of beers are different than one-
brand drinkers as well. Those "indifferent" beer drinkers are more open-minded
and emotional people who enjoy a variety of life experiences (Bulik, Beth). Bud
drinkers are 42 percent more likely to drive pick-ups, Corona drinkers are 92
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percent more likely to buy recycled products and craft beer lovers are 52 percent
more likely to be fans of the sitcom “The Office” (Chen, Xun).
Craft beer consumption is on the rise as drinkers are going for more
premium products these days (Chen, Xun). U.S. large brewers like Anheuser-
Busch and Miller Coors LLC are benefiting from this trend, posting double-digit
growth each year for the past few years, but Boston Beer Company stands to
benefit the most because of its focus. While shifts in taste preference and
purchase behavior have contributed to an overall decline in beer consumption in
the United States over the past few years based on volume, the craft beer
segment of the industry grew at approximately 12 percent in 2012, faster than the
better beer industry’s 6.5 percent and the overall beer group’s 1 percent (Chen,
Xun). Several surveys have found that Millennials are keener to spend cash on
more expensive alcoholic beverages like craft beers than cheap beers. This age
demographic is also more likely to purchase wine and spirits. Light beers with
fewer calories have also gained traction among customers over the last 30 years,
as more women joined the workforce and drinkers began caring more about their
bellies.
The top five states for beer consumption per capita are North Dakota, New
Hampshire, Montana, South Dakota and Wisconsin, according to the Beer
Institute, a trade organization. North Dakota drank about 45.8 gallons of beer per
resident 21 and older last year. Per capita figures do not include residents under
21 years old (Yahoo Finance).
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Today’s Boston Beer: Company Overview
Primarily through its flagship brand, Samuel Adams, Boston Beer
Company is the largest domestic craft brewer, and the fourth-largest brewer in
the U.S. It produces malt beverages and hard cider products at the company-
owned breweries and under contract arrangements at other brewery locations
(Gurufocus.com). The company-owned breweries are located in Boston, Mass.;
Cincinnati, Ohio; and Breinigsville, Penn. Sam Adams competes at the premium
end of the beer market with imports and domestic craft and specialty brews. The
Boston Beer Company Inc. sold approximately 2.7 million barrels of proprietary
core brand products and brewed or packaged approximately 19,000 barrels
under contract or non-core brands for third parties in 2012. The Boston Beer
Company brews more than 50 styles of beer. Six weeks after Boston Lager was
introduced, it won first place at the Great American Beer Festival in Denver. In its
first year the company posted revenue of about $120,000 (Boston.com). It
pursues the development of new styles and the perfection of classic beers by
searching the world for the finest ingredients. Using the traditional four vessel
brewing process, it often takes extra steps like dry-hopping, barrel-aging and a
secondary fermentation known as krausening. It has also pioneered another
revolution, the extreme beer movement, where it seeks to challenge drinker’s
perceptions of what beer can be. The Boston Beer Company has been
committed to elevating the reputation of American craft beer by entering festivals
and competitions around the globe, and in the past five years has won more
awards in international beer competitions than any other brewery in the world. As
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an independent company, brewing quality beer remains its single focus. Although
Samuel Adams beer is America’s largest-selling craft beer, it accounts for only
one percent of the U.S. beer market. The Boston Beer Company will continue its
independently-minded quest to brew great beer and to advocate for the growth of
craft beer across America (beerpulse.com).
Samuel Adams made its debut in Boston on Patriot's Day in April 1985.
After brewing the beer in small batches and keeping an obsessive eye on quality
and flavor, Jim Koch carried bottles bar-to-bar. Bartenders thought the beer was
unlike any other they have tasted in freshness and flavor. The beer caught on,
and Jim built the business outward from those first accounts. By the end of the
year, sales reached 500 barrels, and distribution expanded across
Massachusetts, into Connecticut, and a place where great beer is revered, West
Germany. Six weeks after its introduction, Samuel Adams was selected as "The
Best Beer in America" in The Great American Beer Festival's Consumer
Preference Poll an award it went on to win an unprecedented four times. Since
2000, Samuel Adams has won more awards in international beer tasting
competitions than any other brewery in the world (Bostonbeer.com).
Unlike Anheuser-Busch Inbev and MillerCoors LLC, a joint venture
between SABMiller and Molson Coors Brewing Company, Boston Beer Company
primarily positions itself in the “Better Beer” category of the beer industry, about
22 percent of U.S. beer consumption by volume. This category includes craft
small, independent, and traditional brewers, domestic specialty beers, and most
imports. Investors should note that Anheuser-Busch Inbev and MillerCoors LLC
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have entered the premium beer category via internal development, the
acquisition of existing craft brewers, or importing and distributing foreign brewer
brands (Marketrealist.com).
Since the perception of drinking premium beer is one of the key product
offerings of the “better beer” category, advertising is crucial. Boston Beer
Company focuses on delivering the message of art, process, and quality. In
contrast, companies that sell low-quality beer on the cheaper end focus on
advertising a lifestyle to consumers. Samuel Adams is priced a bit higher than
the average “American beer,” which comprises more water and is priced less
than $1 per 12 ounces. While prices vary across retailers and the nation, Samuel
Adams sells for at least $1 per 12-ounce bottle and has a well-balanced mix of
slight bitterness and sweetness. Mintel’s 2013 research shows that the sweet
spot for craft beer consumers is the 25-to-34-year-old demographic
(Marketrealist.com).
American craft and global-based brands dominate both the top five overall
consumer and quality perception rankings with U.S. beer drinkers. Samuel
Adams took the top spot in both perception and quality rankings over the past
three months with U.S. beer drinkers, with Corona making the biggest gains in
quality that same time period, allowing it to crack the top five. There was a high
overlap between the top five charts for both consumer perception and quality:
four of the five labels were Samuel Adams, Dos Equis, Guinness, and Corona.
Pennsylvania-based Yuengling was the fifth brand on the overall consumer
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perception ranking while Heineken was the fifth brand on the quality chart
(Marzilli, Ted).
Boston Beer Company receives revenue through three main alcoholic
beverage segments: beer, malt beverages and hard cider. In 2013, Sam Adams
generated a net income of $31.1 million on revenue of $453.4 million in revenue.
This represents a 284.7 percent increase in net income and a 0.9 percent
decrease in total revenue from 2012, when the company earned $8.1 million on
$449.6 million in revenues (Marketrealist.com).
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Today’s Boston Beer: Distribution and Marketing
When Jim Koch started selling Samuel Adams Boston Lager on Patriots
Day in 1985, he didn't have enough money to distribute the beer in kegs or six
packs, so he sold it in cases of loose bottles, the first batches of which were
brewed in his kitchen (Boston.com). Like other brewers in the United States,
today the Boston Beer Company sells its products to distributors and
wholesalers, which in turn sell to retailers—part of the three-tier system of alcohol
distribution developed in the United States after the repeal of Prohibition. The
company has some exposure to Canada, Europe, Israel, the Caribbean, the
Pacific Rim, and Mexico, but it mostly focuses on the United States
(Marketrealist.com).
The Boston Beer Company relies on one primary channel of distribution
for its line of Sam Adams products, indirect intermediary distribution. Samuel
Adams uses brokers or agents to stock and distribute its product to the
consumer. Sam Adams distributes locally through a network of 400 wholesalers
and 265 sales people, who then sell to retailers such as pubs, restaurants,
grocery chains, package stores, stadiums and other retail outlets
(Gurufocus.com). It also distributes in Canada, Europe, Israel, the Caribbean, the
Pacific Rim and Mexico. Sam Adams has almost no exclusive selling contracts or
primary brand status with distributors, and must compete with other brewers for
their attention. However, the higher margin potential of their premium products,
the increased national marketing focus, the diversity of the product line, its top-
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three "better beer" ranking and leading craft beer status make the Samuel
Adams brand very attractive to wholesalers (Gurufocus.com).
Each U.S. state has a different method of handling alcoholic beverages,
which creates the need for a fairly deep channel of distribution. The Boston Beer
Company ships its products from the brewery and factory to a distributor, who
then sells it to a retail establishment. The vast majority of states do not allow
manufacturers to act as distributors, forcing Samuel Adams to find middlemen
distribution channel to get the product to the consumers. This is an important
point, as Samuel Adams uses point-of-sale merchandise at retail establishments
and bars in order to control the sale and distribution of its product. Strict rules
and regulations are placed on the dispensing and promotion of its product,
particularly at restaurants and liquor stores.
Samuel Adams annually holds the Beer Lover’s Choice event to generate
buzz and acquire new customers. Consumers can cast a vote between two of
Samuel Adam’s specialty brews, and determine which beer Samuel Adams
offers. People can visit the brewery in Boston, or visit special events the brewery
that are set up in select cities around the country. The Boston Beer Company
also teamed up with social media enthusiast, Guy Kawasaki, for the first ever
Samuel Adams Crowd Craft Project to create a crowd-sourced beer. Guy
Kawasaki is a Silicon Valley author, speaker, investor and business advisor. He
was one of the Apple employees originally responsible for marketing the
Macintosh in 1984. This project was ran via an interactive Facebook application,
Samuel Adams and Guy are calling on their Twitter, Facebook and Google+
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friends and fans – not to mention beer lovers – to weigh in on aspects of a beer
from color and clarity to the flavor profile. Beer is social and history shows that
many great ideas have been formed over a good beer. Through this program,
Samuel Adams and Guy Kawasaki are looking to take this experience online.
Guy Kawasaki has the same passion for social media and inspiring innovation
that Samuel Adams has for high quality craft beer (SamuelAdams.com). Samuel
Adams is also leveraging Instagram to promote Cold Snap through the hashtag
#SamAdamsBeer. Tagged photos are showcased on the site, and clicking on
one prompts a new browser window to open. From there, consumers can choose
to open the picture in Instagram if the app is already downloaded. Users can also
download the Instagram app from Apple’s App Store or Google Play by clicking
on the photo. Instagram not only gives consumers a peek at the new products,
but can also help drive sales for Sam Adams (Johnson, Lauren).
Aside from social media, the company uses a combination of a mobile
sweepstakes and advertising to introduce a new seasonal Belgian-style beer to
the United States market. The new marketing campaign supported the launch of
a spring beer called Cold Snap. Samuel Adams has turned to mobile quite a few
times over the past few years as a way to more directly connect with consumers
as part of multichannel marketing mixes (Johnson, Lauren). Samuel Adams also
runs audio ads on Spotify’s iPhone application with the brand’s “For the Love of
Beer” slogan. The audio ads promote Cold Snap and consumers are encouraged
to learn more about the beer by clicking though a full-page ad. The ad redirects
consumers to a Samuel Adams microsite that features a sweepstakes. The beer
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brand is giving out five $100 grand prizes. Other prizes include branded gear
(Johnson, Lauren). According to a new study from marketing professors at the
University of Michigan, unfiltered photos and uploads from consumers who post
semi-regularly with a high number of followers are best suited at driving sales for
marketers. In 2013, Samuel Adams leveraged QR codes on posters to promote
its Samuel Adams Brewing the American Dream microloan program; it also used
QR codes to build brand awareness for holiday 2012 on its coasters.
When Koch launched Samuel Adams in 1984, he targeted imported-beer
drinkers in 30 bars in Boston, where he brewed his first batch of the craft beer.
Twenty-seven years after his company’s founding, Koch still stands by his initial
pitch to local bar managers: "Try our beer: It is handcrafted in small batches"
(Inc. Magazine). In the 1980s, Koch established the brand’s media presence
through a series of conversational 30- and 60-second radio spots, in which he
served as the brand spokesman. In Samuel Adams’ recent radio advertisements,
Koch can be heard promising that the original Boston Lager’s head is strong
enough to hold the weight of a bottle cap. Samuel Adams differentiates itself from
its larger competitors by highlighting its products in advertisements, rather than
trying to sell a lifestyle. While Samuel Adams devotes a sizable portion of its
budget to outdoor advertisements in its 400 wholesaler markets, and national TV,
radio, print and internet advertising campaigns, the brand maintains its small-guy,
independent image. Koch appears in most of Samuel Adams’ TV commercials,
discussing the care that goes into ingredient selection and the brewing process.
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Today’s Boston Beer: Corporate Social Responsibility
Since 2008 The Boston Beer Company has been running the Samuel
Adams Brewing the American Dream, a program whose mission is to partner
with low and moderate income micro entrepreneurs in the food and beverage
industry and provide the tools they need to help them grow and succeed. Sam
Adams Brewing the American Dream offers free business advice and consulting, as
well as micro-lending. They are offering a Speed Coaching workshop along with
Fair Food for local small business owners in the fields of food, drink, hospitality,
and craft brewing.
In creating this program, Boston Beer formed a partnership with Accion
USA, the country's leading not-for-profit micro-lending organization that provides
critical capital and other types of assistance to small businesses. Boston Beer
and Accion piloted the program in New England. In seeking a partner for Samuel
Adams Brewing the American Dream the brewery turned to Accion USA to help
identify deserving candidates. Accion USA is a private, nonprofit organization
that serves low and moderate income individuals, primarily minorities and
women, who are unable to access mainstream business loans and financial
services. A pioneer and recognized leader in the domestic microfinance field,
Accion USA is dedicated to providing micro entrepreneurs and individuals on the
economic margin with the crucial chance to access capital and develop greater
financial literacy. Accion USA is a member of the U.S. Accion Network, the
largest U.S. micro lending network, with over $210 million lent since inception in
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1991. Accion USA business loans range from $500-$25,000 and are offered
nationwide via the Accion USA online lending platform.
Jim Koch also hosts the annual LongShot home brew contest to recognize
the most talented home brewers in the country, for those who continue to push
boundaries and elevate the possibilities of craft beer as Koch did in 1984 with
Samuel Adams Boston Lager. Each year the company selects two home brewers
and one employee home brewer from thousands of entries. The Boston Beer
Company partners with the Beer Judge Certification Program (BJCP) to host
judging events by highly qualified judges to select regional winners to narrow the
field for Koch and a group of our brewers to select winners from.
Since opening its Boston brewery to the public in 1988, Samuel Adams
has asked visitors for small donations during free brewery tours. The Youth
Enrichment Services, the Old Granary Burying Ground where Samuel Adams is
buried, and Boston Cares are a few charities the funds are distributed to. A
majority of the companies Samuel Adams is affiliated with are based in New
England, showing the company’s pride in where it came from. The company
supports hundreds of organizations each year, although it has more recently
been able to create larger partnerships benefiting many programs.
Samuel Adams provides financial and in-kind support to Boston Cares, the
Boston arm of the HandsOn Network, hosting volunteer events and fundraisers
benefiting the organization. The HandsOn Network, the largest volunteer network
in the United States includes more than 250 HandsOn Action Centers in 16
countries. HandsOn Network inspires, equips and mobilizes people to take action
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through programs that turn their ideas for change into impactful projects, like
wheelchair ramp construction.
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Craft Breweries Industry: Overview
An American craft brewer is small, independent and traditional. A craft
brewery brews no more than 2 million gallons of beer per year and is owned
independently and has set limitations on the techniques of their beer production.
A craft brewery's beer must contain at least 50 percent traditional malt, rather
than adjuncts such as oats, barley and wheat and there lies one distinction.
These ingredients add flavor to the beer. Most craft beers are of a European
style like ales, stouts and porters. One of the most well-known craft brewers is
the maker of Samuel Adams; The Boston Brewing Company (Hubpages).
Craft breweries tend to be very involved in their communities through
philanthropy, product donations, volunteerism, and sponsorship of events and
have distinctive, individualistic approaches to connecting with their customers.
Craft brewers maintain integrity by what they brew and their general
independence, free from a substantial interest by a non-craft brewer and the
majority of Americans live within 10 miles of a craft brewer.
Consumer demand for craft beers continued to rise in 2013, but not
enough to keep overall beer demand from going flat. As a result, total U.S. beer
volume sold in the U.S. fell slightly 1.4 percent to 2.8 billion 2.25-gallon cases,
compared to 2.84 billion in 2012. Craft beer production grew 9.6 percent to
capture 7 percent of the total beer market. The results continue a trend of recent
years of craft beer grabbing more of the total beer market. After making up 5.5
percent of the total beer volume in 2011, craft beer increased to 6.3 percent in
2012 (Snider).
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Craft breweries have a few things working in their favor, perhaps the most
important of which is a customer base that is financially well off. Craft beer
drinkers, which make up 58.9 percent of all beer drinkers, have annual incomes
of $75,000 or more. Most of those customers have grown tired of light lagers,
which is what fueled the craft movement. There are more than 2,700 craft
breweries operating in the U.S., the highest total since the 1880s. Every year,
hundreds more are opening; in 2012 the industry provided an estimated 108,440
jobs in the country (CNBC).
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Craft Breweries: Trends
New Craft Breweries are experimenting with uncommon ingredients and
techniques, driving industry innovation. Craft breweries have increased 12
percent in 2011 with strong growth coming from states east of the Mississippi.
Over 30 percent of 2011 growth is from five states, four of which are east of the
Mississippi (Demester Investment Group). Sierra Nevada Brewing Co is building
a new brewery in Mills River, North Carolina with initial capacity of 300,000
barrels and space for additional growth. 184 acre land parcel will include
production facility, restaurant, gift shop, and riverfront and mountain recreation
areas. These brews are currently available in all 50 states. New Belgium Brewing
Company is building a new 150,000 square foot brewery on 17.5 acres in
Ashville, North Carolina, initial capacity of 400,000 barrels and space for
additional growth. Its brews are currently available in 30 states. D.G. Yuengling &
Son is expanding its production facility which was purchased in 1999 by
approximately 40 percent; further expansion of existing facilities in Pennsylvania.
Its beers are currently available in just 15 states. Goose Island Brewery is
beginning to outsource a portion of its brewing operations to an shipping plant in
Baldwinsville, New York and New Hampshire’s Redhook Ale Brewery (Demester
Investment Group).
Style is becoming the more important aspect of consumer choice instead
of the actual brand, especially among Millennials. The consumer chooses style
first, Pale, Ale, IPA, Wheat, etc., and then chooses brand within style, Sam
Adams, Blue Moon, etc. Craft is enabling producers to dialogue with retailers
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about maintaining and expanding shelf space to prevent further erosion from
Wine and Spirits, and retailers are beginning to merchandise beer by style, just
as they merchandise wine by varietal (Demester Investment Group).
The Brewers Association reported mid-year 2013 growth of 15 percent in
dollar sales and 13 percent in volume for craft beer. If these trends hold up, it will
mark the fourth-straight year of double-digit growth. Looking to meet that
demand, many established players like Sierra Nevada Brewing and Lagunitas
Brewing are among a growing number of craft brewers expanding to increase
capacity. While larger brewers bulk up to meet national demand, Watson said he
expects the craft brewing future to be an increased number of smaller breweries
serving local needs, like in Europe. "Germany has a lot more breweries per
capita than the United States," he said. "If the U.S. had the same number of
breweries per capita as Germany, we'd have about 5,000 breweries." Samuel
Adams founder and Boston Beer Chairman Jim Koch isn't one to shy away from
big expectations. He still sees plenty of room to run (CNBC).
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Craft Breweries Industry: Issues That Affect the Industry
Breweries operate under federal, state, and local laws and require multiple
licenses and permits. A large brewer like Boston Beer can control when it applies
for permits, but if the government were to do something crazy like shut
down then these applications would go unseen. That's what happened in October
last year when the Alcohol and Tobacco Tax and Trade Bureau (TTB) was
closed due to the government shutdown. Boston Beer, CBA, and other breweries
could not get new seasonal beers and labels approved while the TTB was shut
down. This affects craft brewers more than large ones like Anheuser-‐Busch
because seasonal beers play a larger part in the craft brewing business. Busch
had four seasonal ales that were already approved at the time of the government
shutdown. The company couldn't release any new brands, but it could focus on
the international expansion of staples like Budweiser (Popkin, Ben).
Drastic weather changes in the world affect beer sales. Water shortages
are serious business, and for craft brewers, water is business. As water becomes
increasingly scarce on our ever more crowded and warming planet, brewers of
beer are racing to secure a steady supply of their most prized ingredient by using
less of it. While comparing water use per barrel of beer produced among different
breweries is difficult given the differences in equipment, brewing styles, and non-
brewing uses of water, the average is somewhere between 5 and 7 to 1,
according to industry experts (Roach, John).
Craft beer is high quality, but it is also more expensive than other beers
like Bud Light. Because it is perceived as a luxury good, downturns in the
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economy can effect consumer confidence and hurt craft beer sales. With less
disposable income people could replace expensive, high-end beer with cheap,
lower-quality ones or could cut out beer consumption altogether. This would have
a negative impact on all aspects of craft brewer's financial results while helping
competitors that produce cheaper beer. When the economy is strong, craft beer
sales could increase (Popkin, Ben).
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Craft Breweries Industry: Top Competition
Jim Koch sees the increased craft beer competition as a positive. “The
craft beer market today is hyper competitive. There are breweries opening
somewhere in America every day, and to me that's good," he said. "Competition
makes you strive to improve everything you do and to innovate and push the
envelope to make better beer. I think that's a great thing."
The craft beer business has a reputation as an overwhelmingly friendly,
surprisingly collaborative world. It is assumed that craft beer enthusiasts are
promiscuous. For example, consumers like drinking different brews and hop
around from brand to brand. It is therefore foolish, and perhaps even
counterproductive, for any craft brewer to push any customer to be 100 percent
loyal (Time).
“We don’t worry about competition,” Sam Calagione, founder and
president of Dogfish Head. Koch is also well aware of the craft ethos and has a
longstanding reputation as a mentor to aspiring craft entrepreneurs.
Boston Beer Co. remains the largest craft brewery on the Brewers
Association's annual Top 50 list (Snider, Mike). It has been the largest craft
brewer since the Brewers Association began keeping a chart in 1995. Currently
in its 30th year, Boston Beer Co. continues to diversify its beers to reflect the
evolving marketplace, founder and brewer Jim Koch says, "We've seen the craft
beer drinker evolve from novice to tastemaker.” Boston Beer Co. shipped 3.4
million barrels in 2013, a 25 percent increase over 2012, ranks number five
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among all U.S. brewers, behind Anheuser-Busch, MillerCoors, Pabst Brewing
Co., and D.G. Yuengling & Son Inc., according to the association's overall Top 50
brewing list (Snider, Mike).
Just below Boston Beer Co., on the craft brewers Top 50 were Sierra
Nevada Brewing Co., New Belgium Brewing Co., and the Gambrinus Co., which
owns Spoetzl and Bridgeport breweries, as well as Pete's Brewing. Those four
brewers have held the top four spots over the last five years (Snider, Mike).
Located in Chico, California, Sierra Nevada Brewing is one of the top craft
breweries currently operating in the United States. Sierra Nevada's Pale Ale is
the second best-selling craft beer in the United States. The brewery produced
786,000 barrels of beer in 2013. Sierra Nevada was named "Green Business of
the Year" by the United States Environmental Protection Agency for its practices
in sustainability (SierraNevada.com).
New Belgium Brewing Company is a craft brewery located in Fort Collins,
Colorado. It opened in 1991 after Jeff Lebesch, the brewery's founder, took his
home brewing passion commercially. In 2011, it produced 712,800 barrels of its
various labels. In 2012, it was the third-largest craft brewery and eighth-largest
overall brewery in the United States. “Fat Tire” is the company's flagship beer
(NewBelgiumBrewing.com).
The Gambrinus Company, headed by President Carlos Alvarez, is a
privately help corporation located in San Antonio, Texas. It is best known as the
brewer of Shiner Beers, which are brewed at the Spoetzl Brewery in Shiner,
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Texas. Gambrinus also owns the BridgetPort Brewery in Portland, Oregon, the
Trumer Brauerei in Berkeley, California, and the Pete’s Brewing Company. The
Gambrinus Company includes more than 100 corporate, sales, distribution,
brewing and support personnel, and markets five brand portfolios throughout the
United States, Australia, New Zealand and Italy (Gambrinus.com).
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Boston Beer Company Brews
The Boston Beer Company's signature beer is Samuel Adams Boston
Lager, which is produced in both an original and light (reduced-calorie) form. The
company is well-known for experimenting and producing a variety of different
beers year-round. The following beers are some of their year-round offerings:
Samuel Adams Boston Lager, Sam Adams Light, Cherry Wheat, Black Lager,
Blackberry Witbier, Boston Ale, Coastal Wheat, Cream Stout, Pale Ale, Scotch
Ale, Honey Porter, Noble Pils, Latitude 48 IPA, and Irish Red. The Samuel
Adams Boston Lager contains 4.75 percent alcohol by volume
(SamuelAdams.com).
During the summertime months, early May to August, Samuel Adams
releases a "Beers of Summer" variety twelve-pack, which consists of two 12-
ounce bottles of Boston Lager, Summer Ale, Porch Rocker, Belgian Session,
Blueberry Hill Lager and Seasonal White Rye. In the fall, September to
November, it releases a "Harvest Collection" variety twelve-pack, which consists
of two 12-ounce bottles of Boston Lager, Octoberfest, Harvest Pumpkin Ale,
Hazel Brown, Latitude 48 IPA and Ruby Mild. The company also runs a "Winter
Classics" pack during the holiday season. This variety collection is available as a
twelve-pack and consists of two bottles of each of Boston Lager, Winter Lager,
Old Fezziwig Ale, Holiday Porter, White Christmas and Chocolate Bock. Finally,
the "Spring Thaw" variety twelve-pack is available from March to June and
contains two bottles of Boston Lager, Alpine Spring, Maple Pecan Porter, Double
Agent IPL, White Lantern and Irish Red (SamuelAdams.com).
28
Samuel Adams has produced several limited-run "Extreme Beers.” These
include Millennium, Utopias, Triple Bock, and Chocolate Bock. Due to the
extremely high alcohol volume in these brews, as high as 25 percent for the
Utopias, their sale is restricted by several states (SamuelAdams.com).
Many Samuel Adams beers are available on draft towers in select bars
and restaurants across the United States and Europe. Boston Lager, with its
trademark blue-flame tap handle, is the most widely distributed Samuel Adams
draft. The seasonal draft variety of Alpine Spring, Summer Ale, Octoberfest and
Winter Lager continues to grow in popularity. Also available from the keg in
select locations are Boston Ale, Hefeweizen, Cherry Wheat and Black Lager
(SamuelAdams.com).
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Target Audience List
A. Consumers
a. Adventurous men and women who enjoy new life experiences that are
open to, and interested in trying new styles and flavors.
b. Ages 21-40, with no specific sole brand loyalty.
c. Beer is chosen depending on the current season.
i. White (non-Hispanic), middle to upper class with incomes of
$40,000 and more, college aged or college-educated.
1. College seniors
a. Fraternities/Sororities
i. Greek Life Administrators
ii. Association of Fraternity
iii. Professional Fraternity Association
2. Young business professionals
3. Millennial-aged tourists
a. AuPaireCare
b. International Student Exchange Programs
c. “Take Tours”
d. Trek America
B. Commercial
a. Bartenders
i. International Bartenders Association: international organization
established in order to represent the best bartenders in the world.
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ii. National Bartender’s Association
iii. Bartending 101: American bartending school
b. Beer Distributers
i. Brewer’s Association: craft brewers that support the culture of
American Breweries, ethical trades and practices, and craft brew
enthusiasts
c. Restaurants Owners
i. National Restaurant Association: men and women who work within
the food service industry
d. Bar and Tavern Owners
i. National Association of Bar and Tavern Owners: on-site staff,
decision makers and innovators
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Selected Target Audience: Bartenders
One of the most coveted positions in the food and beverage industry is that of the
professional bartender (Parpal). Bartending is a social job, more glamorous than
bussing tables with lots of opportunity for working in unique and exciting venues. With
few traditional educational requirements, bartending appeals to many people, especially
young adults. (Parpal). Although individuals do not need a degree, bartending involves
more than pouring beer in a mug. Bartenders must understand how to talk to people,
how to prepare and sell drinks and, most importantly, how to deliver a great experience
to guests.
A bartender could be defined as someone who mixes drinks and serves them
directly to customers or through wait staff. Bartenders work at restaurants, bars, clubs,
hotels, and other food service establishments like catering. During busy hours, they are
under pressure to serve customers quickly and efficiently. They often work late
evenings, weekends, and holidays. Nearly half worked part-time in 2012, because they
mainly work during the evening hours. Many learn their skills through short-term on-the-
job training. No formal education is required, although most states require workers who
serve alcoholic beverages to be at least 18 years old, most bartenders are 25 or older
(Bls.gov). The hourly wage can range from $12 to $18, depending on the work
environment and it’s location. High turnover is expected due employee advancements.
Strong competition is expected in popular restaurants and fine-dining establishments,
where tips are highest (“Occupational Outlook”).
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Overall, bartenders are primarily White/Caucasian (“Bartender Lifestyles”). The
average age of bartenders is 31 years old, with the largest percentage of the bartender
population falling in the 21 to 29 age group (“Bartender Lifestyles”).
Thirty-seven percent report working at their current establishment for two to five
years with 29 percent working at their current establishment for one to two years
(“Bartender Lifestyles”).
33
International Bartender’s Association:
The International Bartenders Association, founded on February 24, 1951, in the
Saloon of the Grand Hotel in Torguay, England, is an international organization
established in order to represent the best bartenders in the world. The International
Bartenders Association is made up of more than 25 Associate Members, which are
prominent alcoholic beverage companies. There are 59 international representatives,
named to be some of the best bartenders in the world, from over 25 different countries.
The World Cocktail Competition and the World Flair-tending Competition are presented
and organized by the IBA. Each year, these events are taken place in different locations
around the globe. An IBA Official Cocktail is one of many cocktails selected by the
organization for use in the annual WCC. These mixed drinks are some of the most
notable and frequently made cocktails by professional bartenders around the world (Iba-
world).
National Bartenders Association:
Founded in 1986 in Washington D.C., the National Bartenders Association
provides bartenders and servers with services and a sense of community. The NBA
provides its members with services that improve bartender’s personal and professional
lives with the assistance of an online social network. Members can also create their own
profiles and can upload pictures, audio and video. They also host and coordinate career
fairs around the United States. Members of the organization can communicate with their
peers through forums, blogs, and chat. Global meetings take place monthly from
34
California to Germany, they are separated into subcommittees of draught beer, market
development, government affairs, night club and bar crafts and International expos.
Annually, there are brewers guild meetings held in Oregon.
Allstar Bartending School:
Allstar Bartending School's of New York also known as 1-800-BARTEND, has
the largest Bartender Training and Certification establishments in New York. Its first
school was founded in 1989 in Medford, New York. In the past 24 years, four high
profile locations have been opened: New York City, Kew Gardens, Farmingdale and
Selden. In 2013, 100,000 students attended 1-800-BARTEND (‘#1 Bartending School’).
After graduation, students are certified and placed into positions around the New York
Metropolitan area.
35
Objectives:
A. Marketing
To increase sales of Boston Beer Company products
B. Overall Communications Objectives
• To increase consumers’ knowledge about Boston Beer Company
• To contribute positively to the community and environment
• To instill a culture of continuous improvement in beating standards of customer
satisfaction and efficiency
B. Target Audience Communications Objectives
• To inform bartenders about new and seasonal Boston Beer Company selections
• To increase bartenders knowledge about Boston beer company brews
• To be first choice among bartenders at bars and restaurants when referring a
beer to a customer
Messages:
A. Overall Messages
• Boston Beer Company is one of America’s leading brewers of handcrafted beer
in the USA.
• Men and women enjoy our craft beers.
• Samuel Adams is an independent brewery and brewing quality beer remains its
single focus.
• Samuel Adams is the country’s largest-selling craft beer.
• Boston Beer Company uses all-natural ingredients, no adjuncts or artificial
additives
36
• Boston Beer Company has won more awards in beer-tasting competitions than
any other brewery in the world.
• Samuel Adams has been brewed the same way since it was created in 1984,
with an unchanged recipe.
B. Target Audience Messages
• Boston Beer Company products are designed to be the “better beer.”
• Boston Beer Company offers 31 distinctive, award-winning styles of beer.
37
Programs:
1) Sam Adams Oktoberfest Competition:
Sam Adams will design a competition for bartenders in the New York City metro area.
They can enter to compete in series of German Oktoberfest inspired games to win a
three-month supply of Sam Adam’s Seasonal Oktoberfest for their bars/restaurants. The
winning bartender is eligible to receive $1,000 check. Games will include stein hoisting,
barrel rolls, grain sack toss, and a stein race. The competition will take place in
September at Met Life Stadium and it will be open to the public so audiences can cheer
on their favorite bartender. #SamAdamsOFG (Sam Adams Oktoberfest Games) will be
heavily promoted prior to and during the day of the event through social media. Over
1,000 bartenders are expected to compete.
2) Samuel Adam’s Seasonal Soiree
From September 2014 through June 2015, the Boston Beer Company will hold a tasting
event for bartenders, bar owners, and restaurant owners of the New York City metro
area on the first Saturday of the beginning of each season (fall, winter, spring, summer).
Each free tasting will take place at The Fourth in New York City. The Fourth is a New-
England style brasserie where Union Square meets the East Village, comparable the
surroundings of the Boston Brewery. Bartenders, restaurant owners and bar owners are
welcome to the free tasting event.
3) NYCWFF Kick-Off
The Boston Beer Company will sponsor this years’ New York City Wine and Food
Festival by hosting a Sam Adams Kick-Off party on October 16. This will be a one-night
38
event prior to the start of the NYCWFF, prominent chefs will showcase Samuel Adams
by creating dishes using the beer.
4) “Brew-Connection” A Bartender’s Networking Convention
On Saturday, February 15, The Boston Beer Company will host its first “Brew-
Connection.” From 7 p.m. to midnight at the Marriott Marquee in Manhattan. This
convention will be free and open to all bartenders. Sam Adam’s vendors will be set up
conducting tastings, handing out branded Sam Adam’s items like bottle openers, pilsner
glasses, lanyards, etc. There will also be seminars conducted and tutorials, “How to
pour the perfect beer,” and “Why Sam Adams is the Better Beer.”
5). 12 Days of Dive Bars
The 12 Days of Dive Bars will be a holiday inspired program throughout the month of
December. The Boston Beer Company will send 12 seasonal cases of beer to local dive
bars in the Long Island area that do not have Samuel Adams at their bar.
39
Selected Program:
Samuel Adam’s Seasonal Soiree
Overview
From September 1, 2014, through June 30, 2015, The Boston Beer Company will hold
dual-promoting tasting events for New York City metro area bartenders, called the
“Samuel Adam’s Seasonal Soiree.” The slogan promoted throughout the campaign will
be “Seasons change, so do tastes, we’ve got you covered.” The events will take place
on the first Saturday of each season (fall, winter, spring and summer). The tastings will
all be from 6 p.m. to 9 p.m. at The Fourth, a patriotic bar and restaurant in New York
City. Each tasting continually evolves; the experience will vary from event to event, as
the seasonal beer selection will change. Guests will learn about Samuel Adams,
American brewer and patriot, from our Beer Expert Staff, experience the entire craft
brewing process via onscreen video, taste the special malts and smell the Hallertau
hops used to brew Samuel Adams, and, of course, sample a few of the award-winning
beers and each seasonal assortment.
Planning Stages: Samuel Adam’s Seasonal Soiree
The Samuel Adam’s Seasonal Soiree will take place from September 2014 through
June 2015 on the first Saturday of each season from 6 p.m. to 9 p.m. This dual-
promoting tasting will feature each Sam Adam’s seasonal selection and a patriotic,
New-England style bar and brasserie, The Fourth. The tasting will showcase those
season’s flavor(s). The first event will take place on Saturday, September 27.
40
The 10 special events team representatives will set up and break down each event.
They will also bring all of the video equipment, including a projector and screen to
feature the actual brewing process of each brew and a story behind its design. The
Samuel Adam’s Soiree will be heavily promoted via social media. Digital fliers and email
blasts will be sent out to bartenders, restaurants and lounges in the New York City
metro area, as well as food and beverage media outlets and bloggers. Prior to the
program’s start, the Samuel Adam’s special events staff and public relations team will
pitch media such as Thrillist, Food and Wine, Eater, Epicurious, and GrubStreet to
create awareness for the event and The Fourth. Representatives from Samuel Adam’s
will reach out to bartender organizations to invite them to each tasting. Representatives
from Samuel Adam’s brewery will lead each tasting. Research and promotions will
begin several months before the implementation of the program in June 2014. This will
be the fall tasting. The highlight of this event will be Samuel Adam’s Octoberfest. In
1810, the Oktoberfest tradition was born when Munich celebrated the Crown Prince’s
wedding with a special beer and 16 day party. Samuel Adam’s version of this classic
style blends hearty malts for a deep, smooth flavor with notes of caramel creating a
brew that’s perfect for the season. This beer has a 5.3 alcohol by volume percentage.
The next beer to be featured in the fall will be the Lattitude 48-Mosaic India Pale Ale.
This beer contains Warrior Citra, Simcoe and Cascade hops. Lastly, the Belgian Brown
Ale will be introduced. Brewed with maple syrup, black pepper and a blend of four
specialty malts. Perfect for the crisp autumn nights, this beer contains 5.64 percent
alcohol by volume. On Saturday, December 27 the winter tasting will take place. Winter
Lager, bold and rich, with a touch of holiday spice will be featured. At 5.6 percent
41
alcohol per volume, this deep ruby brown lager is enjoyable on the coldest of evenings
and will definitely warm the soul. A special time of year calls for a special brew. That is
why White Christmas will be selected for this tasting. This brew combines the crispness
of white ale with the warmth of familiar holiday spices at a stronger 5.8 percent of
alcohol by volume. And thirdly, Escape Route will be the last winter selection. Escaping
from winter’s darkness, this hazy golden, unfiltered Kölsch style creates a fresh start at
5.0 percent of alcohol by volume. Sam Adam’s take on the classic hybrid style from
Cologne Germany combines the subtle fruit notes of an ale with the smooth crispness of
a lager for a bright, refreshing brew to help escape those lingering cold days The third
installment of seasonal tastings will take place on Saturday, March 21. One of the
spring’s selections will be Cold Snap. From the haze of winter, this refreshing unfiltered
white ale awakens its smooth wheat with the bright snap of spring spices. From the
subtle sweetness of orange peel and plum to the peppery bite of fresh ground
coriander, the blend of spices creates just the right refreshing kick to signals of spring.
The last of the seasonal tastings will take place on Saturday, June 27. Porch Rocker,
tart and refreshing, this unique summer quencher is a twist on the Bavarian Radler,
named for cyclists that originated this drink. Traditionally a mixture of beer and
lemonade, Samuel Adam’s combined the crispness of a golden Helles lager with a
blend of lemons to create a fresh squeezed tangy taste perfect for the long yet fleeting
days of summer. Over 100 bartenders are expected to attend each individual tasting.
Every tasting will also feature Samuel Adam’s flagship and original Samuel Adam’s
Lager.
42
• Feature Story about Samuel Adam’s Seasonal Beer
The feature story about Samuel Adam’s seasonal beers will be prepared and
pitched to various food and beverage blogs in March 2014 to secure placement
in upcoming summer issues. The spokesperson of the article will be Jim Koch,
co-founder and chairman of the Boston Beer Company.
• Invitations:
Digital e-vites will be sent out to members of bartending associations prior to
each tasting. It will summarize the event and location, each lager featured during
that season, free promotional product giveaways, and the networking experience
one can gain by attending.
• Tasting Forms:
During each tasting, attendees will be able to fill out evaluation forms on each
brew. Guests can give their feedback regarding each beer tasted during an
event. They will also be automatically entered to win a free seasonal case when
they hand back their evaluation form to a Sam Adam’s representative at the
tasting.
• Promotional Product Giveaways:
Samuel Adam’s branded pilsner glasses, bottle openers, koozies, beaded
necklaces, and more will be handed out to tasting attendees.
• Press Releases:
43
There will be a total of two press releases sent out. These press releases will be
distributed to Thrillist, Food and Wine, Eater, Epicurious, and GrubStreet.
o Press Release 1- distributed before digital e-vites have been sent out to
secure publicity and attract guests’ attention and curiosity about the event.
It will feature an overview of the first Samuel Adam’s Soiree and the
hosting venue, The Fourth.
o Press Release 2- will be sent out after all four seasonal tastings have
concluded. It will focus on each event and will provide some information
about the next patriotic city that the Samuel Adam’s Soiree will go to.
• Thank You Postcards
Three days after the event, postcards will be mailed out to those who participated
to thank them for their participation and to encourage them to send feedback if
they drink Samuel Adams in the future. There will also be information about the
next seasonal tasting. The postcards will be in full color with measurements of
four by six inches
• Key Action Items for the Samuel Adam’s Soiree
Item Task
Feature Story Meet with Jim Koch
Press Release 1 Quotes from Jim Koch
Scan Media placement
Press Release 2 Quotes from guests
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Scan media placement
Thank you postcards Order postcards
On- Screen Video Have team create video of
the brewing process at the
brewery
Tasting Forms Five basic questions with
comments section
Branded Promotional Products Key chains, koozies, glasses
necklaces, bottle openers
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Timeline
Task Deadline Task Item Item Deadline Notes 5/29/14 Secure Venue Venue 6/1/14 Secure The Fourth venue for all
four tastings
5/30/14 Editorial calendar Social media 7/1/14 Create an editorial calendar of all social media postings and campaigns
6/1/14 Media List Feature Story 6/15/14 Blogs, associations 6/2/14 Meet with Jim Koch Feature Story 6/20/14 Samuel Adams Brewery 6/7/14 First draft Feature Story 6/30/14 Edit for final draft 6/10/14 Media List Press Release 1 7/1/14 Blogs, associations 6/11/14 Final Draft Feature Story 6/15/14 To send July 15 6/20/14 Telephone Meeting
with CEO Press Release 1 7/1/14 Get quotes for press release
6/22/14 First Draft Press Release 1 7/1/14 Edit for final draft 6/23/14 Gather guest information Invitations 7/15/14 Research Beer and Bartenders
organizations
6/25/14 Final Draft Press Release 1 7/1/14 To send March 30 6/30/14 Write copy Invitations 7/1/14 Copy for invitation 7/1/14 Meet with Special Events
team Invitations 7/29/14 Design invitation
7/2/14 Team creates brewery video tour and brewing process
On-‐screen video 8/1/14 Video for tastings
7/5/14 First draft Invitations 7/25/14 Edit for final draft 7/10/14 Digitally send invitations Invitations 7/25/14 Send to guests 7/1/14 Tasting Evaluation sheets Feedback/Survey 7/5/14 Create copy 7/1/14 Tasting Evaluation sheets Feedback/Survey 7/5/14 go to print zazzle.com 7/2/14 Order promo products Promo products 8/15/14 4imprint.com 8/10/14 Invite media For tastings 8/31/14 Through feature story pitch 8/12/14 Signage Samuel Adam's
Signage for events 8/20/14 Create Samuel Adam's signage
to hang at The Fourth
8/15/14 Check equipment set Projector, screen 8/15/14 Check projector and speakers 10/1/14 Compile tastings sheets Evaluation 10/15/14 Evaluate first tasting's success 6/30/15 Media List Press Release 2 7/1/15 Blogs, associations 7/2/15 First Draft Press Release 2 7/6/14 Edit for final draft 7/2/15 Final Draft Press Release 2 7/6/14 Edit for final draft of all four
tastings
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Budget
Item Units Cost Per Unit Amount Thank you postcards 600 $1.29 $774.00 Tasting evaluations 600 $0.99 $594.00 Keychains 1,000 $0.69 $690.00 Koozies 1,000 $0.99 $990.00 Beaded Necklaces 1,000 $0.25 $250.00 Pilsner Glasses 500 $2.50 $1,250.00 Bottle Openers 1,000 $0.50 $500.00 Samuel Adams (24 per case) 5 $12.99 $64.95
Oktoberfest (24 per case) 5 $16.00 $80.00 Lattitude IPA (24 per case) 5 $16.00 $80.00
Belgian Brown (24 per case) 5 $16.00 $80.00
Winter Lager (24 per case) 5 $16.00 $80.00
White Christmas (24 per case) 5 $16.00 $80.00
Escape Route (24 per case) 5 $16.00 $80.00
Cold Snap (24 per case) 5 $16.00 $80.00 Porch Rocker (24 per case) 5 $16.00 $80.00
Radler (24 per case) 5 $16.00 $80.00 Misc. $300.00
Subtotal $6,132.95
47
Evaluation
The evaluation step in a public relations program is essential; it allows Samuel
Adam’s to assess the effectiveness of the effort, demonstrate that effectiveness to
management, and plan for future efforts.
When the Samuel Adam’s Seasonal Soiree concludes, the program objectives
will be evaluated to see if the goals have been met. A research team will evaluate the
following components:
• Number of bartenders who attended each tasting
• Number of media that covered and posted about the event
• Number of people reached by the media
• Number of people who ‘liked’, commented, or interacted via social media
• Guests’ evaluations
48
Future Recommendations
Based on predictions upon the success of the Sam Adam’s Seasonal
Soiree, it is recommended to further enhance its relationship with bartenders and
the establishments they work at. It is important to constantly remind bartenders,
restaurant owners, bar owners, about the new selections and flavors of each
season.
Depending on the outcome of the program, Sam Adams should look to
host additional seasonal tastings in other cities with immense amounts of bars,
restaurants, lounges and clubs. As an example, in the future, Sam Adam’s can
sponsor big time events such as the New York City Wine and Food Festival to
gain more exposure and show the versatility of their products.
49
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