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Old 01-02-2014, 08:20 AM   #1
zabrak999
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Default Checkout my ambitious plan for America’s microbrewing culture

A massive campaign that’ll promote America’s microbrew industry across the country, and throughout the world. It’ll educate the planet on how acclaimed and influential the industry is, and will expand the availability of American microbrew throughout the world.

Goals:
make points on how the popularity is growing year by year

make regional microbrew accessible to everybody

promote is a beverage you drink for the taste, not to get drunk. Promote it as something you drink with your meal.

note how acclaimed it is, worldwide

promote how influential it is, worldwide

create a system that will easily show people what is good and what isn’t good, which regions are the best, etc

remove the pretentious stigma

educate people on the average alcohol content

make it cheaper for Europeans to obtain it - start by only promoting the best.

Get Europeans to be familiar with regions of beer, and which ones make the better beer

make it so Europeans can buy microbrew at local stores. Have it be more prevalent than other european outside their country

make point on how it won’t be a problem that microbrew is exported. Make comparisons to local music, and how the local music still represents that region, no matter who listens to it.

PLEASE offer any constructive criticism you can. You know, give me your guys' classic pessimistic, elitist input. But you know, something that's constructive .
Thanks!

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Old 01-02-2014, 02:40 PM   #2
Arrheinous
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This is a list of points you want to get across rather than a plan of how and where you want to say those points. Delivery is as big a part of your plan as the points are.

You'd need the chance to promote your message through media, dialogues, proposing supportive legislation, local events, festivals, and partnerships/sponsorships with businesses.

There's also the matter of who will help you or is this a lone effort. Are you going to need funding or any material/technical support?

Microbreweries already have an interest in expanding the awareness of their existence. What are you contributing to this that they haven't? And I'm sure there is more that could be done. There are many places around here in OH that I wish I'd heard of sooner - very little advertising keeps these places too off the radar, for instance.

I'd start with looking at how anyone goes about promoting local businesses. BeerAdvocate / RateBeer could be useful as well as social sites like Untapped or Pintley (only familiar with the latter which seems to have some self-promotion tools for breweries in the works).

But the fundamental point to look into is if microbreweries have the resources available to distribute across their home state let alone overseas. If you wind back the scope of your campaign to just getting local small scale operations to distribute state-wide and helping to accelerate the growth of craft beer sales around those hubs then you've probably got a lot on your plate already.

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Old 01-02-2014, 03:24 PM   #3
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Advertising costs money and for the global audience you seek it will be a lot of money. Sometimes ideas go "viral" with no real financial input but I don't think you can count on that to carry the message.

You could take the same approach as the "Beef, it's what's for dinner", "Pork, the other white meat", and "Milk, it does a body good" campaigns. Ideally this would be supported by contributions from all microbrewers since they all benefit. Getting enough to agree to shell out the money may be tough. You're vision may need to be flexible in order to appeal to enough micros to reach critical mass. Sell the micros on the idea that the biggest gains will be made by taking market share from BMC (rather than from each other), as well as sparking interest in those who prefer wine or spirits and current non-drinkers.

There are polls & statistics out there to help quantify current trends and to help define reasonable expectations for the campaign. It'd be a good thing to have a robust market for a wide variety of beer and demand for the smaller local breweries, kinda like things were before prohibition.

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Old 01-02-2014, 03:50 PM   #4
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Sounds like a good idea??? Almost a post saying, "I'm going to invent a car that runs on water." Anybody can say it but . . .

Are you European? I was surprised when talking to a German friend of a friend, to find the lack of microbrews/craft brews in Germany (and Europe). I know there's some legal issues associated, but I was still surprised to hear how much better he thought the beer scene was in the US.

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Old 01-02-2014, 05:07 PM   #5
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Quote:
Originally Posted by Hamaki View Post
Sell the micros on the idea that the biggest gains will be made by taking market share from BMC (rather than from each other), as well as sparking interest in those who prefer wine or spirits and current non-drinkers.
As far as recruiting wine drinkers it may be valuable to push wine-like styles (maybe high gravity Belgians in particular) that could bridge the gap. Barleywines could certainly fall in with some of the sweeter wines. Lambics would be another good entry point as they're kind of on the very edge of what beer is perceived as.

I've mentioned this before to some people who favor wine but they quote the higher alcohol, larger volume, and low price of wine (supermarket wines, really) as determining factors. My argument was that a six pack has about two liters versus a 750 mL of wine and you can get a good six pack for the price of a decent wine. And a great four pack will still give you more volume for the same price. But then it comes down to the difference in ABV and folks may feel like they're getting more from that 12-16% in wine than the typical range of beer.

So if people are choosing wine over beer for purely cost vs ABV between wine and beer this could be complicated by two extreme types of buyers:

1) People looking to get drunk/party want to spend less for more ABV which implies wine even though you can get more volume of beer than wine. They still assume they are getting more value from the wine even though a six pack of 5% beer contains as much alcohol as 750 mL of 14% wine. The price of beer would have to go down to compensate for this perception.

2) People looking to drink maturely. In which case the 'higher price as a sign of quality' strategy that folks like Rogue use may suggest the price of beer needs to go up to garner the sort of respect/sophistication one assumes with wine.
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Old 01-02-2014, 05:26 PM   #6
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Originally Posted by Arrheinous View Post
But the fundamental point to look into is if microbreweries have the resources available to distribute across their home state let alone overseas. If you wind back the scope of your campaign to just getting local small scale operations to distribute state-wide and helping to accelerate the growth of craft beer sales around those hubs then you've probably got a lot on your plate already.
This is the pinch point. The majority of craft breweries in America don't distribute outside their state, let alone worldwide. If you want better beer in Europe it would probably be best to try to start a craft movement there first.
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Old 01-02-2014, 05:30 PM   #7
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You could take the same approach as the "Beef, it's what's for dinner", "Pork, the other white meat", and "Milk, it does a body good" campaigns.
"Beer, it's not just for breakfast anymore."

....... or was that orange juice?
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