Jay Cunningham

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Here's To Beer - USA Hops

JayCunninghamSenior ManagerGlobal Industry Development

Why an Industry Campaign?Fall 2005

Share of Total Alcohol – U.S.70%60%51.5%Beer61.3%56.3%50%40%30%40.2%Spirits26.9%29.4%20%10%8.3%Wine11.8%14.3%0%1970 1976 1982 1988 1994 2000 2006Source: ImpactServingDecemberSize:2004Beer=12oz., Spirits=1.5oz., Wine=5.0oz.

Casefor beer

Beer is most PopularBeer56%Share of Total AlcoholWine14%92 Million Beer Consumers$82 Billion Annual SalesSpirits29%

Here’s To BeerSince Super Bowl 2006…How have we helped reinvigorate the imageof beer?Changed erroneous press reports that “beer is dead”Provided the industry with a voice that touts beer’s benefits…sociability, moderation, and multiple use occasionsWe’ve used A-B’s leadership strength to build the industry“Brand”…”Here’s to Beer”Provided a web-based program for both consumers (Herestobeer.com)and industry (HTBMarketing.com) that educates, informs and activatesUsed multiple platforms to drive people to ourwebsites …

PulpitBeer & FoodPublicityFilmTVPrintPOS

PulpitBeer & FoodPublicityFilmTVPrintPOS

Local ActivationConsumerWeb Volume 3HTBMarketing.comHerestobeer.com

Local ActivationConsumerWeb Volume 3HTBMarketing.comHerestobeer.com

Customized Print AdsN.H. Scheppers Dist. Co.Columbia, MissouriThree-Tier impact2,000 employed, contribute$320 million to state econ.Promote MBWASales team appreciation

Customized Print AdsKing Beverage Inc.,Spokane, WashingtonProviding a varietyof fresh beers tomarketSales teamappreciation

Elevating the Beer Aisle

“Pick 6” Mixer Rack ProgramOrder on Htbmarketing.com2,000+ in marketEncourages portfolio samplingGraphics educate consumers onstyles and ingredientsUPC codedRack ships with 135 carriersSmall foot print allows fornon-traditional displays

Success MetricsHere’s To BeerBeer recognized as “coming back” and validatedby Gallup the past two yearsOver 350 distributors, retailers, and brewery personnel outside of A-Bare using HTB selling and training materials (500 downloads/month)Thousands of retail accounts merchandised with beer romancedisplays from our websiteNoticeable shift to favorable press coverage of beer industryinnovations and trends

2008 GoalsDrive Beer Category GrowthContinue to generate positive publicity for theindustryEncourage consumers to choose beer for moreoccasionsSpecifically challenge Wine and Hard Liquor

Beer vs. WineConsumer Assumption:Wine pairs perfectlywith FoodBeer pairs perfectlywith Food and Dining

Local ActivationConsumerWeb Volume 3HTBMarketing.comHerestobeer.com

The Beer ConnoisseurOn-line training that uses cutting-edgelearning technologyShowcase positive attributes of beer:The Brew House•Ingredients•Brewing Process•Styles and Varieties•Proper Glassware•Handling and ServingPerfect Pairings•Pairings Overview•Rich and Creamy Food•Hearty and Savory Food•Hot and Spicy FoodCurriculum designed for consumers or retailers

The Curriculum

Brew House Learning Exercisecorrect

Ingredients - Hops

Perfect Pairing Learning Exercisecorrect

Certificate of AchievementLapel PinBrad HaudanPocketGuideCertificate

Customize ReportingBEER CONNOISSEUR STORE STATUS REPORTYard House-Long Beach #2345401 Shoreline Village DrLong Beach, CA 90802The Brew HousePerfect Food PBrewing Beer Pairings Rich & Tart, Citrusy, Grilled, SearedLast Name First Name Login IDConnoisseur Ingredients Process Styles Overview Creamy Light & Fresh & BlackenedAlexander Nate nalexander@yardhouse.com X X X X XAnderson Lauren landerson@gmail.com X X X X X X XBringston David dbringston@yahoo.com X X X X X X X XBrown Lucy lbrown@yahoo.com X X X X X X X XCarter Don dcarter@gmail.com X X XDevin Jerry jdevin@yahoo.com XEckert Charlie ceckert@gmail.com X X X X X X X XHunter Liz lhunter@yardhouse.com X X X X X X XKarson Wil wilkarson@gmail.com X XLatrelle Mike mlatrelle@yahoo.com XMarshall Frank fmarshall@gmail.com X X X X X X X XNix Mark marknix@gmail.com X X X X X XPreesey Jill jpreesey@yahoo.com X X X X X X X XSmith John jsmith@yahoo.com X X X X X X XTempleton Andrea atempleton@yahoo.com X X X X X X X XWaters Vic vwaters@gmail.com X XWilliams Susan swilliams@yahoo.com X X X X XWilson Pat pwilson@gmail.com X X

St. Louis Brewers Heritage festivalEducation on styles vs. competition was the focusFeatured 7 local brewersHighlighted over 60 different styles of beer and pairedthem with a wide variety of cuisineSOLD OUT the first year – 15,000 attendeesFour - 4 hour sessions over one weekend

Opening Night at History MuseumMayor SlayThe EventLocal BrewersIndustry Press

Advertising and MerchandisingPrint AdOutdoorWebsiteTicketsRetail PosterEvent Guide

Event Layout

What we learnedIdeal format for introducing styles and varieties to marketFocus on camaraderie and collaboration lead to a uniqueevent unlike any other beer festivalFocusing on styles of beer and food pairings elevated theimage of all brewers that participated

Beer Festival Kit

Beer vs. Hard LiquorConsumer Assumption:Accelerate theCelebration withHard Liquor ShotsStick with Beerand ExtendYour Night

75 th Anniversary of RepealUSAToday Print AdShowcase the fact that beer cameback before hard liquorCullen-Harrison Act (Beer Revenue Act) onMarch 22, 1933Re-defined "intoxicating liquors" toexclude beer.Action effectively removed low-alcoholbeer from coverage by the 18thAmendmentTwenty states plus the District ofColumbia thus permitted the sale of beeron that date

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