Try-It Distributing/AB RecapJoseph Rivers4/15/14

BRAND: Goose IslandAccounts: Coles, Crazy Jakes, Buffalo Tap Room, Acropolis, Blue Monk, The Steer, Macgregors, Hutch’s, Mitchell’s, Tralf, Gordon’s, Tap House, Brickyard Pub, Mezza, Colter Bay

Goose Island RecapDemographics:

Male: 55%Female: 45%Age: 21 - 40

Goose Island Pros and Cons• Pro’s:

▫ Most of my accounts are Goose Island specific, and many of them are in the market that cater to craft beer drinkers, as well as the younger 21 – 30 year olds. Because of this, they were very willing to learn about this beer, where it is brewed, the many different variations as well as eager to try some more.

▫ The relatively low presence of Goose Island in this market was a helpful way to persuade consumers to try and sample this beer. Many patrons asked for another as they thoroughly enjoyed it.

▫ I can say that many of the consumers I interacted with and provided samples for either told there friends or said they would buy more.

▫ My activations consisted of educating consumers, attracting people to try and sample, sign-ups on Splash, and provide giveaways.

Goose Island Pros and Cons•Con’s: ▫ Many older consumers to stick to there loyal brand have a hard time trying a beer, especially when they see it coming from a young man just handing it out, they sense some suspicion even after I describe my reason of being there

▫ People that did try Goose Island, which were plenty, I asked which they prefer and what they did like or did not, the consensus was: Matilda and 312 was a favorite, and Honker Ale was the least

Goose Island Take-AwayGoose Island is a new and upcoming product, one that I personally enjoy immensely. It would be a great idea to get some more accounts to try the different styles. Most of my accounts are Honker Ale or 312. If we can provide variations of Goose Island and have a larger supply of giveaways to the accounts, the promos can be on a much higher level of execution and effectiveness.

Goose Island Success Story•Both instances of Success Stories would have to be at Coles and Blue Monk. Both accounts had a couple different styles of Goose Island and people were giving positive feedback in both wanting to try samples and spreading it word of mouth. It became a topic of discussion among the bars and the activation went very smoothly. If we had more giveaways, that would have been a an additional perk.

Photos from Goose Island Events

BRAND: Bud LightAccounts: Thirsty Buffalo, Goodbar, Coles

Bud Light RecapDemographics:

Male: 50%Female: 50%Age: 21 - 30

Bud Light Pros and ConsPro’s:

Super Bowl "Unlock the Box" giveaway – This one went extremely well. The entire bar was filled with Bud Light giveaways and people were expressing a sense of interaction with what could be in the box, as well as the opportunity to have a well known commonly drank beer.

I managed to give away some really great prizes which in turn helped with the activations. It got peoples attention, sparked there interest and inevitably to drink Bud Light and enter the contest.

My activations consisted of educating consumers, attracting people to try and sample, sign-ups on Splash, and provide giveaways.

Bud Light Pros and Cons•Con’s: ▫At one account, it was hard to go against competitor specials considering it was super bowl Sunday and they were everywhere.

▫Brand loyalty with some consumers is hard to overcome, and there is also the factor that it such a mainstream beer that many people in the younger demographic do not always want it.

Bud Light Take-AwayI have only had a few Bud Light activations but I noticed that the hardest part was getting people to switch over from there loyal brand as well as people who did not want to support such a large beer. Possible do a big giveaway to get people involved or some type of promo that coincides with a special holiday or event.

Bud Light Success StoryMy Bud Light activation at Coles could not have gone better. Since it was on a Tuesday night which is ladies night, the bar was packed up. It was an easy giveaway with shirts, coozies, and other various trinkets. I am pretty familiar with many that go into Coles so everyone was getting other people to come and try Bud Light, even people who don’t normally drink it. It was a great turnout for a beer that is so common.

Photos from Bud Light Events

BRAND: Rolling RockAccounts: Lewiston Event Center, Papa Jakes

Rolling Rock RecapDemographics:

Male: 70%Female: 30%Age: 35-60

Rolling Rock Pros and ConsPro’s:

Unfortunately I only have had a couple activations with Rolling Rock, however they both went reasonably well.

It is a less expensive beer, so pitchers and buckets were easier to hand out and get a majority of the bar consuming Rolling Rock

Giving out the mason jars really was an ice breaker as people tend to see something they can drink out of and give it a go.

My activations consisted of educating consumers, attracting people to try and sample, sign-ups on Splash, and provide giveaways

Rolling Rock Pros and Cons•Con’s: ▫I did not have many games to go with these activations, it can sometimes be hard to get people invested in the Rolling Rock promo

▫Brand loyalty with some consumers is hard to overcome, and there is also the factor that it such a mainstream beer that many people in the younger demographic do not always want it.

Rolling Rock Take-AwayDue to the nature of Rolling Rock and its presence, it tends to be a cheaper beer for big events or special promos. Thursdays at Goodbar have pitchers of Rolling Rock for less which get people to grab them for large groups. There might be other significant times where we can utilize an offer with a bar to gain attention of the consumers to want to come and sample Rolling Rock. Many consumers at Papa Jakes very much enjoyed the mason jars so glassware played a role in what they wanted to drink.

Rolling Rock Success StoryThe Lewiston Event Center had a huge crowd since there was bowling there that night with a league playing as well. This enabled many to come right up to the bar before I could even announce I was doing a Rolling Rock activation. I educated people and and had some giveaways for people. The activation was executed in a fine manner since Rolling Rock pitchers were inexpensive and there was a large number of consumers.

BRAND: Shock TopAccounts: Noir, Say Cheese, Average Joes, Falafel Bar, Adams Mark Hotel

Shock Top Recap•Demographics:▫Male: 50%▫Female: 50%▫Age: 21-35

Shock Top Pros and ConsPro’s:

With Shock Top, the majority of consumers already know of its presence, and puts the mentality of a summer beer into consumers minds.

With the different flavors and variations, consumers are being introduced and exposed to them which in turn have made them realize to keep an eye out for the beer at other bars and stores.

There is a large amount of giveaways to the accounts that pertain to Shock Top that consumers are excited about, with glassware, visors, shirts, coolers, etc.

My activations consisted of educating consumers, attracting people to try and sample, sign-ups on Splash, and provide giveaways

Shock Top Pros and ConsCon’s:

Consumers who do not want a fruity beer tend to distance themselves from my activations or having a sample

Some people prefer the Blue Moon instead, so possible events or games may suffice to get them to steer toward Shock Top

Shock Top Take-AwayI have had some great turnouts at my Shock Top activations. Whether it be giving out samples of the different flavors at a a bar with a dart league or poker playing which enables many people to try it in a small condensed group. I had one promo at a nightclub, which if there were some bigger prize giveaways, then that may have enabled a better sampling, but of course due to the nature of the account it can be more difficult.

Shock Top Success StoryI had an activation recently at Average Joes, which happened to be a beach theme party. This correlated well with the drinkability of Shock Top. Consumers were drinking mixed drinks at first, but with the implementation and execution of the giveaways I had and the Shock Top flavors, it enabled me to switch many people over and still have that theme of a beach going throughout the bar.

BRAND: Stella Artois Accounts: The Library, Blue Monk, Coles

Stella Artois RecapDemographics:

Male: 55%Female: 45%Age: 20 - 60

Stella Artois Pros and ConsPro’s:

Stella Artois and the Cidre had positive feedback and was well received by many consumers for its drinkability and high quality.

Consumers have knowledge of its presence, enjoy the exclusive glassware, and were fond of the Cidre over the other competitors in that area

There was hard reason for people to say no to sampling, many were open to having a Stella or at least giving the Cidre a taste.

My activations consisted of educating consumers, attracting people to try and sample, sign-ups on Splash, and provide giveaways.

Stella Artois Pros and ConsCon’s:

I do not have many giveaways for Stella. With that being said, some accounts were at a displease because they thought there would be handouts to consumers for coming in and trying it.

The demographic was sometimes hard to persuade, ranging from what people prefer in a cider to the age group and what they prefer to drink at certain accounts

Stella Artois Take-AwayStella Artois is popular, but with the lack of giveaways and appropriate audience it can be difficult to execute. The Library had an older crowd which were turned off on trying the Cider so a possible event or game may have sufficed. Blue Monk had a better turnout for the Cidre as people were eager to try a different cider.

Stella Artois Success StoryBlue Monk was my best account and activation for Stella Artois. Even though it was just the Cidre that was on tap, consumers both friends and strangers alike had a better profound taste and willingness to try Stella. It could have been that it was a younger crowd and the atmosphere of the account, but many consumers said it was there favorite. Even with the lack of giveaways, I was thoroughly impressed by the turnout.