Friday, July 28, 2017

BRB Brewing Co. Sampling

BRB Brewing Co. Sampling

Tim, Shane, Liam, Michelle and I decided to venture out to NY Grill (local pub) to attend BRB Brewing Co's "TapTakeOver" 2017. It is an ingenious idea run by this small batch brewery out of Richmond and has taken place in numerous locations throughout the Fraser Valley. I had first heard of their collaboration with KPU Brewing a few weeks back and I was ecstatic to hear they were coming to our neck of the woods.


Upon arriving in the NY Grill, we were immediately greeted by two smiling sales reps for BRB and they were quick to offer four different samples from their mobile keggerator - a blonde ale, english light ale, pale ale and oatmeal stout.

Although I wasn't entirely sold on the blonde ale, it seemed to be a hit with Tim and Liam. It was the English Mild Ale and East Coast Pale Ale that began to win me over, and the Oatmeal Stout that solidified me as a fan of this brewery. As one of the only breweries in Richmond, I am relieved to know that they can brew a mean small batch and I finally have a sanctuary to visit when I am stuck taking classes at the Richmond KPU campus in the Spring.

Thank you, BRB. You have built it, and we will come.

Blonde Ale
English Mild Ale
East Coast Pale Ale
Oatmeal Stout
3.6
4.1
4.2
4.7

The Oatmeal Stout is now the second highest rating ever given out by the Council.

Tim and I are hoping to check out their facility on Wednesday. More updates to come!





Friday, July 7, 2017

To Beer or not to Beer

Week 1 - To Beer or not to Beer


Kyle's Pick - Brewery & Beer #1 - This beer is called the Bucking Sheep (Buckwheat IPA) from Deadfrog Brewing in Aldergrove, B.C. A smart marketing campaign goes along with this product as they pit "light and darkness" together in both of their new products. I do look forward to trying the Bucking Black Sheep IPA, which is the Bucking Sheep's darker equivalent, I just hope it offers more than its lighter counterpart.

Deadfrog describes this beer as, "An attempt to capture the unique attributes of buckwheat and counter the rich flavour with a burst of bright Citra hops. I want a light, airy body with a strong head retention and minimal malt profile to accentuate the buckwheat hops."

I've been a fan of Deadfrog for a while. I had heard of them around the time that they were sued by Sleeman (owned by Sapporo) for their clear glass bottles (which they won) and I loved it when they had a Dragon buy-in for a $500,000 investment. I just hope their next beer we bring in will be something the Council will like. It was given an average score of 3.1/5.

Kyle's opinion on this beer, "I'm okay with being buckwheat free since '83."




Mike's Pick - Brewery & Beer #2  -This beer is called the Fat Tire (Amber Ale) from New Belgium Brewing in Fort Collins, Colorado. One of the most engaging, interesting and innovative websites around, with advertisements that are hilarious. All of us had high hopes going into this one, but unfortunately the Council felt it fell somewhat short of expectations.


New Belgium describes this beer as a amber and bright visual with sweet biscuty and caramel malts, as well as a subtle note of fresh fennel and green aroma. The flavour is quoted as a, "toasty malt, gentle sweetness, flash of fresh hop bitterness. The malt and hops are perfectly balanced." Although our American friends swear by this beer, we were unable to develop the same attachment. It was given an average score of 2.7/5.


Mike's Opinion of this beer, "I opened a full-bodied beer, left it out, went for a swim, started to rain, came back and found this."





Brewery & Beer #3 - Tim's Picks - This beer is called OREgasmic Ale made by Rogue Ales out of New Port, Oregon. I respect that it is made from 100% Oregon ingredients, but this was our lowest rank beer yet. They tout it as, "Orange-amber in color, malty aroma, spicy fruity hop flavor with solid malt background and lingering finish." Let this be our benchmark for Oregon, so breweries can only go upwards from here.

We hold hope in Rogue Farms as a credible brewery, so they will definitely get another shot in the near future. Perhaps their American Amber Ale?

Overall the Council gave an average score of 2.5/5 on this beer.

Tim's opinion on this beer, "It was my first OREgasmic experience, and I don't know what all the hype was about. I was able to find the citrus early on, but it was overwhelming and a little too fruity for my liking. I was left with a bitter after-tone and it had me rethinking my choices."




Brewery & Beer #4 - Matt's Pick - This beer is called Sasquatch Stout from the Old Yale Brewing Co. out of Chilliwack, BC. Old Yale describes this beer as a, "Black and robust stout with a lot of body, just like the mysterious animal itself! Brewed with oats and roasted chocolate malts."

It truly is full-bodied and the burnt chocolate taste is quite refreshing, but overall, we're just breaking into the stout scene and this may have been reflected in the rating. Although Matt gave it is a 3.5, the average score ended up at 3.2/5.

Matt's opinion on this beer, "Pairs perfectly with life."




Brewery & Beer #5 - Bonus Beer - Our bonus beer is something we bring in as a unique flavour and surprise to the Council meeting. This beer is called gose-uh from the Driftwood Brewery out of Victoria, BC. Driftwood describes this beer as, "A unique and rare style of wheat beer called Gose, pronounced 'gose-uh'. Our version of Gose is brewed in a very traditional method (without the yeast plug) and presents as dry, tart, effertvesent and citrusy. It is an amazing refresher on a hot summer's day!"

Tim and I (Kyle) agree on this. We absolutely loved this brew and gave it the highest rating the Council has given to-date. Matt and Mike disagreed, but it still received an average score of 3.9/5.
   



Council's Verdict

Beer Name Kyle Tim Mike Matt Average Rating
Bucking Sheep
3.0
3.2
2.9
3.3
3.1
Fat Tire Amber
3.1
2.7
2.7
2.6
2.7
OREgasmic Ale
2.0
2.4
2.8
2.5
2.5
Sasquatch Stout
3.2
3.1
2.8
3.5
3.2
Bonus Beer: Gose-Uh
4.4
4.6
3.3
3.2
3.9
















Sources:

Deadfrog Brewing Company - http://www.deadfrog.ca/
New Belgium Brewing 30-second ad - https://www.youtube.com/watch?v=YRNDHij3wuU
Old Yale Brewing - http://www.oldyalebrewing.com/
Driftwood Brewing - http://driftwoodbeer.com/























Tuesday, April 4, 2017

E-Portfolio

It has been sometime since a post, and I apologize. For my Marketing 4201 class, I was asked to collect ads throughout the semester that have been communicated via five different mediums. Please enjoy.

Print (Magazine)

Goldstar Beer – Thank God You’re a Man (Appendix A) was a magazine ad out of Israel that won 13 awards in total.


Target market

The target market is a broad range of male beer drinkers who seek a sense of community and validation in their decisions.
Geographic
Demographics
Socioeconomic
Psychographics
Target Region:
-Worldwide
Manufactured:
-Israel
Gender:
-Men
Age:
-25 to 49
Income:
-$30k to $40k
Education:
-High School+
Lifestyle:
-Seek a community
-Macho-male
-Impulsive drinker
-Trend follower

Positioning strategy

Through the message “Thank God you’re a man,” it is clear that this brand wishes to position themselves as a community of discerning men who can laugh at the simplicity of their decision-making process.

Message objectives

To target males who can find the humour in the indecisiveness of women and to build a positive rapport with their brand through the message that Goldstar is a man’s beer. (Tempo, 2017)

Appeal technique

The appeal of this message is through the slice of life experiences that many have seen, as well as the humour of how complex decisions are outside the thought process of men.

Execution

This ad flows from top to bottom, ensuring that after a reaction has been elicited from the consumers the message is further reinforced with the slogan, “Thank God you’re a man.”
Clarity
Completeness
Correct
Establishes Goodwill
5
4
4
3



Electronic (TV)

Real Life Pac Man #UpForWhatever was aired during the 2016 Super Bowl and garnered millions of hits on YouTube.


Target market

The target market for this advertisement are men between the ages of 25 to 34, with a high focus on immaturity. Knowing that 45% of men within this age range prefer beer over any other alcohol, this message is meant to encompass all North American men of all ethnicities (Saad, 2017).

Positioning strategy

Through the campaign “Up For Whatever” Bud Light has positioned themselves as the product that people associate with a good times and unexpected experiences. By utilizing a symbol that all ages are aware of such as Pac Man, they are able to capture the attention of multiple demographics and ensure they combat the negative connotation of macro brewers. They are perpetuating that men are girl-chasing, party-loving man-children, but fun is their ultimate position.

Message objectives

To target millennial's who value unique experiences and build a rapport with them by watching a childhood fantasy fulfilled that could only be dreamt of before.

Appeal technique

Millennials value experience more than tangible products. Bud Light starts with a slice of life appeal at the bar with friends, followed by surprise, fantasy, humour and nostalgia to keep the audience engaged throughout the entire 60-second “story” ad. 

Execution

This advertisement was able to execute effectively along a timeline that needed to communicate authenticity and retain a genuine feel for surprise and excitement throughout.
Clarity
Completeness
Correct
Establishes Goodwill
4
5
5
4



Internet (Website)

Brewed the Right Way - Peach of Resistance (Appendix B).


Target market

Young, discerning male followers of the craft beer industry who prides themselves upon home brewing.
Geographic
Demographics
Socioeconomic
Psychographics
Target Region:
-United States
Manufactured:
-St. Paul, Minnesota
Gender:
-Men
Age:
-25 to 34
Income:
-$30k to $40k
Education:
-High School+
Lifestyle:
-Epicureans
-Beer snobs/geeks
-Trend followers

Positioning strategy

To position themselves as someone who stands strongly beside the micro and craft brewers and rally this group to fight back against the massive budgets of Budweiser and other macro beers. They want to be seen as an industry influencer who can fulfill the needs of consumers and will not sacrifice their integrity.

Message objectives

To target males who want to stand behind a community of like-minded individuals, fight back against the "big guys" and brew superior beer.

Appeal technique

Northern Brewer is using a counter-slogan as a Personality Symbol appeal in which consumers identify themselves with a brand and community.

Execution

Drawing consumer’s eyes to the "Brewed the Right Way", they are then able to recognize the font and correlation between Budweiser's "Brewed the Hard Way" immediately. It then further reinforces this by stating that they offer everything that a discerning craft beer enthusiast would want to use to fight back against Budweiser and their mockery of those who might drink a Pumpkin Peach Ale.
Clarity
Completeness
Correct
Establishes Goodwill
4
5
3
5



Outdoor (Signage)

Heineken DON’T DRINK AND DRIVE (Appendix C).
This was one of the most compelling campaigns ever crafted for the outdoor market, where consumers through Europe were confronted with massive dented cans in the middle of intersections, and at drinking events.


Target market

Millenial males who understand the power of this imagery and what it represents.
Geographic
Demographics
Psychographics
Target Region:
-Europe
(Switzerland)
Gender:
-Males
Age:
-25 to 34
Lifestyle:
-Seek social attraction
-Binge drinkers
-Party animals
-Hedonists

Positioning strategy

The strategy for this campaign is to position Heineken as a socially responsible brand and generate a substantial amount of Goodwill for their consumers.

Message objectives

To reinforce the message for millennial consumers to drink responsibly while also pushing traffic to their website at www.enjoyheinekenresponsibly.com.

Appeal technique

A can that has been visibly dented by an automobile speaks to the problem instantly through fear, unstated assumption and shockvertising appeals.

Execution

Deployment of this item was throughout pedestrian crosswalks, traffic lights and parking areas of outside concerts. Each location selected was to ensure communication with the right target market and where they may pass through frequently or congregate.
Clarity
Completeness
Correct
Establishes Goodwill
4
3
4
5

The dented can pillar made an immediate impression not only with the public but with the press nationwide and the strongest was through the automotive press (Toxel, 2009).




Alternative (Guerilla)

Guerrilla Indus Pride Beer (Appendix D) chose to run a campaign through India's massively underutilized transit system. The overhead handles that are used to stabilize a traveler on a train were converted into plastic beers handles to advertise Indus Pride Beer.

Target market

Millenial males who find the humour in this style of guerilla advertising and want to indulge in gripping the overhead handles in different ways.
Geographic
Demographics
Psychographics
Target Region:
-India
Gender:
-Males
Age:
-25 to 34
Lifestyle:
-Seek social attraction
-Transit commuters
-Party animals
-Hedonists

Positioning strategy

The goal for this campaign is to position Indus as a trendy brand that can be engaged with by any commuter in India and to be a source of buzz.

Message objectives

To deliver a message of fun and humour that all others can enjoy throughout their public transit commuting experience in the hope they wish to replicate the faux drinking experience in real life.

Appeal technique

The fantasy of drinking out of the mug, even if done in jest, has an appeal of humour and a slice of life. This represents a conflict in our lives, where we'd rather be somewhere else than where we are right now. It works well because it is unique and eye-catching, involving some laughs if used in the right context.

Execution

It was executed well throughout all of the transit system in India as a massive production, which was eye-catching, unique and engaging. Although there's no way of communicating only with the male demographic through it, men are most likely to appreciate the humour and resonate with the desire to have a beer.
Clarity
Completeness
Correct
Establishes Goodwill
4
3
4
3



Conclusion

People do not watch ads, they watch what interests them the most and remain engaged until this illusion is broken. This ad was able to able to effectively communicate to their core audience without directly selling to them and because of this, it was the best advertisement from this report. The ad selected as the best was the Real Life Pac Man #UpForWhatever.
The counter-argument can always be made that majority of beer ads focus on men who are sex crazed partiers with the maturity of a teenager, but it is this side of men that we can laugh at and enjoy. Even if men do not relate at this exact moment in time, the message still resonates with the experience seeking side of them and the simplicity of fantasies.
  

References

Farley, C. (2017). Good Beer is Your Right. Retrieved from NorthernBrewer.com: http://www.northernbrewer.com/about/history/goodbeer/
Saad, L. (2017). Majority in U.S. Drink Alcohol, Averaging Four Drinks a Week. Retrieved from Gallup.com: http://www.gallup.com/poll/156770/majority-drink-alcohol-averaging-four-drinks-week.aspx
Tempo. (2017). About Tempo. Retrieved from TempoBeverages.com: http://tempobeverages.com/about.html
Toxel. (2009). Creative Advertising on Columns. Retrieved from Toxel.com: http://www.toxel.com/inspiration/2009/11/24/creative-advertising-on-columns/




Image Sources:


Saturday, February 18, 2017

Logo Selection

BC (Craft) Beer Council Logo Selection

As we begin the arduous task of branding ourselves, the first step was our domain and now we're onto the logo.

We worked on three prototype styles, selected one and made our revisions. Here were the first three attempts:
Option #1



Option #2


Option #3


We had an even split between Option #1 and #2.

Argument for #1: This option offers simplicity, lack of gradient and a generally flat concept, which made for easy placement onto promotional materials.

Argument for #2: It had more of a fun and professional feel to it, along with nice placement of the green, but the "BC" was too crammed together and looked more like "DC" when polling others for opinions, but it was our selection in the end. The only caveat for this selection was that we needed to separate the B and C somewhat. So, without further adieu, I give you our final logo for the BC Beer Council:


We're proud to see what the future holds for us as we move into 2015 and we hope you'll keep following along with us on our adventures through craft beer.

-BC Beer Council Team