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Marketing Tips from a Beer Geek
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
