Steam Whistle

Konval | Kelsie | Kelly | Patricia | Michelle

Steam Whistle

Steam Whistle• Incorporated in 1998 – "Three Fired Guys Brewing Company”

• Signaling the end of the work day• Located in Toronto, Ontario

COMPANY | MARKET OVERVIEW | SENSORY BRANDING | STEAM WHISTLE SENSORY BRANDING | RECOMMENDATIONS

Steam Whistle• Available in:– Ontario: Beer Store & LCBO – Alberta & British Columbia: retailers, bars &

restaurants


• Direct competitors:– Corona, Alexander Keith’s, Coors

(Light) & Heineken

• Indirect competitors:– Other alcohol beverages such as

wine, ciders and coolers

Steam Whistle


Premium Pilsner Lager

• Only 1 product• Natural ingredients


Market Overview• Target Segment– Males & females– 18-24 years old– Students

– Lower income level• under $15,000 annually

– Higher levels of alcohol consumption


Market Overview• Psychographics of Target Segment– Large amount of beer consumption monthly

Never 1-4 times

5-10 times

11-20 times

Daily02468

1012141618

0%

50%

29%

15%6%


Market Overview• Drink socially with friends and family

71%

18%

9%

2%

SocialBusinessIntoxicationRelaxationOther


Market OverviewWhat beer are you most likely to buy?

Steam

Whist

le

Budweiser

Molson

Guinness

Heinek

en

Coors(lig

ht)

Alexan

der Keit

h's

Corona

0

2

4

6

8

10

12

14

16

18

5 5

7 7

11 11

1516

47%

53%

YesNo

Are you brand loyal?


Market Overview• Consumer attitude towards the brand:– 85% of recipients had heard of Steam Whistle– Overall attitude: 55% positive & 41% neutral– Overall impression: 7.5 on a scale from 1-10– 100% would consume Steam Whistle in the future


Market Overview• Consumers like:– Cool, clean & green look– Taste– Locally brewed

• Consumers dislike:– Relatively high price


Market Overview Are you aware of Steam Whistle’s green

initiatives?

Yes, 10%

No, 90%


Taste• Sampling is expensive & time consuming• Product tests must be realistic & have

adequate sample sizes• Impacted by order – “throwaway item”

• Product testing techniques:– judging by trained experts– observations over an extended amount of time


Taste• Four natural ingredients

• Extensive use of Hops• The “fresh” taste• Premium quality taste


Sight• Visual art exudes culture, luxury & prestige • Package design as an extrinsic for quality • Functional & sensory social colours• Conflicting visual & verbal information an

advantage for unattractive products


Sight• The Green Initiatives are demonstrated

through their packaging

• Vintage style and quality is portrayed through- packaging- delivery fleet- marketing strategy / commercials

• Clean, fresh design and packaging

• Golden Pilsner “look” to the beer


Sound• Right sound for the right product• Target consumer properly and create the ideal

mood for purchase• Sonic branding– brand recall


Sound• Traditional steam whistle

trademark sound• Use in commercials &

during sponsored events to create brand recall

• Non-twist caps, sound of locked in, fresh beer


Smell• Most prominent & influential for emotional

memory processing• Effective & performance enhancing technique• Congruency is key for success• Ethical issues → choice to opt in• Potential competitive advantage


Smell• One of Steam Whistle Pilsners four

natural ingredients is Hops

• Hops are flavourful, but also are aided by “aroma hops” which add sensory appeal

• Smell is most closely linked with emotional ties and memories, which can create brand recall for Steam Whistle


Touch• Packaging & promotion details the way a

product is held, handled & touched • Often not consciously recognized• Assists in overall branding strategy• Far more engaging• Helps identify “what is real”


Touch• The non-twist cap provides tactile

proof of locked in freshness

• Steam Whistle Pilsners’ sleek vintage bottle

• The antiquated painted on label provides tactile branding


Recommendations• Increase awareness– Television Commercials• How to pour the beer (visual)

– Radio advertisements• Increase brand recall (auditory)

– Trials:• Events, Roundhouse, Music Tours, Unsigned (taste &

olfactory)


Recommendations• Hipster’s Beer– Vintage graphic & bottle design– Indie music, art shows at the round house– Away from mainstream


• Status symbol– Higher price– Limited availability– Award winning– Better quality

• Promote Green Initiatives– Local, organic, fresh

Recommendations


Questions?

Documents

Steam Whistle