Nothing to be Embeerrassed About

Craft Breweries and Modern Technology

Recognizing that beer is something people associate with a social environment, craft beer companies have hand tailored their digital and social media marketing strategies, and employed them in a way that connects with local communities and regions.

In using these modern strategies, the difficulty that continues to arise is garnering the following and support of influential and credible people. These people in turn become figureheads for those interested in your brewery and product, and inadvertently become ambassadors for your brand. The potential that these ambassadors hold as a benefit to your company could have a positive or negative impact. Especially when a craft brewery is new and has yet to establish a strong following, even a single negative review can be detrimental.  It only takes a few bad reviews for that to become a company’s entire online presence, and in turn, could irrecusably be damaging their brand.

The key of every campaign and social platform communication should be to involve yourself in conversation with your local community. As a society, our support is typically swayed towards our own community bases, therefore as Taylor McQuiston said in his highly influential blog, it is understandable that “Craft Brewers with a strong presence in their home market are both more profitable and more easily able to expand into adjoining markets.”

So without further adieu, I give you this week's ratings.

WEEK 3 - NOTHING TO BE EMBEERRASSED ABOUT

Kyle's Pick - Brewery & Beer #1 - This beer is called the Angry Scotch Ale from Russell Brewing in Surrey, B.C. In 2010, Angry Scotch won a bronze at the World Beer Cup awards and later in 2014, it took the gold medal at the Canadian Brewing Awards. Russell describes this beer as a "19th Century Shilling Scotch Ale". And yes, it does taste exactly like a scotch ale! They go on to say, "We use an extended boil time that intensifies the roasted malt flavours of dark fruit and toffee." I'm afraid this is where there's a minor miscommunication, as there's nothing overly intense about the flavour at all. It is smooth and delicious with a hint of toffee in its aftertaste, which makes the brew something that you could handle drinking more than one, unlike other scotch ales.

Russell Brewing Company had a very promising start for the Council and we look forward to expanding our Tasting Map so close to home. Perhaps our first brewing tour?

The Council gave Angry Scotch Ale an average score of 3.5/5.

Kyle's opinion on this beer, "Smooth, drinkable, enjoyable, but only gets the silver medal from me."



Tyrone's Pick - Brewery & Beer #2  -This beer is called the Big Bock from Hoyne Brewing in Victoria, BC. This is the Council's second attempt from Hoyne Brewing and we were blown away. Hoyne describes this beer with some humour by saying, "The Majestic Rooster, unafraid to strut his colours. Proud. His voice clear and strong (maybe a bit annoying if you were hoping to sleep in). When he boldly proclaims his dominion, his entire flock listens, or pretends not to listen. Here is to standing proud, admiring your flock, and proclaiming "cock-a-doodle-do!"

It's a gorgeous red amber ale with aroma of sweet malt and floral hops. These floral hints are incredible from beginning-to-end and as you taste it, you notice this light fruit and smooth earthy combination. We do not believe it to be what you'd expect from a traditional bock, but it is incredible either way. It was given an average score of 4/5, which is our highest score yet.

Tyrone's Opinion of this beer, "It's like a 5 x 4 buck and a good wife, more than effort is needed to find it. You don't find it unless you put in the effort."




Brewery & Beer #3 - Tim's Picks - This beer is called The One That Got Away made by Longwood Brewpub out of Nanaimo, BC. Definitely a unique flavour to it, but not overpowering; it has a slight red hue, a subtle sour and bitter aftertaste. I sensed a hint of banana in the palette, which makes the bitter flavour not so aggressive in the end.

Longwood describes this beer as, "A red wheat ale inspired by the BC Tough's annual West Coast Tuna Shootout, a fishing derby that takes place in the wild waters of Bamfield, BC. This ease drinking, unfiltered ale is made with 50% wheat, barley and a health dose of crystal malt to create a slight sweet, burnt copper coloured beer. Ideal for pairing with any west coast seafood... Don't let this be the one that got away!" 

Overall, we quite enjoyed this brew and all agreed to we could handle a night of drinking it. It received an above average score of 3.7.

Tim's opinion on this beer, "Everyone has "the one that got away" and this is a bit of a heffer. This one is full of colour, doesn't give too much head, is a little yeasty, but just ever so sweet. Tasty, but I'm not too phased it got away in the first place."




Brewery & Beer #4 - Our Bonus Beer this week is a homebrew named Jack-o-Heed and it was made by Greg Clark of Langley, B.C. He was aiming for a chocolate pumpkin porter and hit the nail on the head. We were honoured to try his homebrew after hearing from friends how seriously he takes his personal craft. The body looked as thick as Guinness, but certainly didn't taste like it and we were all pleasantly surprised by how smooth it was. 

We would describe it as, "Thick, dark and robust with a foam that never settles. Brewed with care and the taste to prove it. It has subtle pumpkin flavour throughout and a wonderful roasted chocolate aftertaste. Superb!"

Greg is entering Barley's Homebrewing Supplies contest for the best homebrew; if he doesn't take home the win, we'll be surprised.






   

Council's Verdict

Beer Name	Kyle	Tim	Tyrone		Average Rating
Angry Scotch Ale	3.9	3.5	3.2		3.5
Big Buck	4.0	3.9	4.0		4.0
The One That Got Away	3.6	3.7	3.8		3.7
Bonus Beer: Jack-o-Heed Porter	-	-	-		-

Sources:

Canadian Brewing Awards - http://www.canadianbrewingawards.com/winners/years/2014/
Russell Brewing - http://www.russellbeer.com/
Hoyne Brewing - http://hoynebrewing.ca/#beers
Longwood Brewpup - http://www.longwoodbrewpub.com/
Barley's Homebrewing Supplies - http://www.barleyshomebrewing.com/

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!

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/ BeerMeBC - http://beermebc.com/2014/09/13/two-bucking-sheep-new-beer-from-dead-frog-brewery/ New Belgium Brewing - http://www.newbelgium.com/beer/detail.aspx?id=7c5b394b-d7b7-486a-ac9a-316256a7b0ee New Belgium Brewing 30-second ad - https://www.youtube.com/watch?v=YRNDHij3wuU Rogue Brewing - http://www.rogue.com/roguebeers/ Old Yale Brewing - http://www.oldyalebrewing.com/ Driftwood Brewing - http://driftwoodbeer.com/

What's Hopping in the BC Craft Brew Scene

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.”

Evaluation

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.

Evaluation

Clarity	Completeness	Correct	Establishes Goodwill
4	5	5	4

Internet (Website)

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

The brilliance and timing of this ad was that it was done to fight back against the Budweiser 2016 Super Bowl "Brewed the Hard Way" ad.

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.

Evaluation

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.

Evaluation

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.

Evaluation

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:

Source: http://adsoftheworld.com/media/print/goldstar_beer_flow_chart_3

Source: http://i.imgur.com/DILXi3z.jpg

Source: https://s-media-cache-ak0.pinimg.com/736x/32/42/28/324228a33f3e50819d664033a1099ab7.jpg

Source: http://inagorillacostume.com/wp-content/uploads/2011/10/Beer-Bus-Handles-Guerrilla-Marketing.jpg