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BREW-CYCLE BREWHOUSE
“SAVOR THE ABUNDANT FLAVOR”
GOOD MARKETING
RE-INTRODUCE
New company Name / New Mission / New Objectives
“We take local water sources, and repurpose them into a delicious, savory past time for those of age to enjoy. We clean and process various water sources, and incorporate them into our beer processing system. By using desalination and decontamination methods, we are able to purify water from virtually anywhere to use in our beer.”
BARLEY | HOPS | WATER | YEAST
Normal production = 7 barrels water one barrel of beer
BENEFITS | ATTRIBUTES | FEATURES
Micro brew process :
3 barrels of water = 1 barrel of beer
one barrel = 31.5 gallons
yield about 331 bottles of beer
64 ounces of local source water per one gallon in a barrel
• ½ a gallon per 31.5 gallons
• enough to advertise using local sources
• replenish minerals lost in purification process
NO WASTE Normal waste in brewing process = “Trub” “Mash”
essentially protein and hops left in the kettle that separated from grains in the boiling process
IF suspended solids can be removed….
NO WASTE
Providing our “mash” to:
local farmers for livestock feed
Local organic farmers for soil amendments
*Secondary filtering process
PRICELooking at beers that our TM would drink and ball park our price to reciprocate what it is we want to represent in the market.
24pk of 12oz bottles:
Bud Light: $16.99
Coors Light: $17.99
Harpoon IPA (MA): $24.99
Sam Adams (MA): $26.99
Brewcycle Brewhouse: $20.99, a happy median between the “cheap party beers” and the local tastes.
BENEFITS ATTRIBUTES FEATURES
Benefits:
Peace of mind drinking a recycled drink
Boosting the local economy
Social component
Attributes of the brand:
Young
Eco friendly
Socially conscious
Similar to Gen Y’s demographic
Features of our products:
We give back to the county with our “waste” going to local farmers
Eco friendly and green product
STRENGTH | WEAKNESS
Strengths- Local company, green consuming is “in”, increasing market (see economic), high income area, unique/innovative idea, alcohol consumption in Ma higher than most
Weaknesses- No brand equity, many well known local brews/breweries (Sam Adams, Harpoon, Buzzards Bay), initial promotion/start up expense
OPPORTUNITIES | THREATS
Opportunities- other alcohols (wines, spirits), bottled water, exclusive rights to Umass, other market locations
Threats- dependant on suppliers for product (bad weather, drought), change in consumer attitude/taste
PESTPolitical- liquor license, Alcohol and Tobacco Trade and Tax Bureau permit, taxes, copyright, taking water from local waterways
Economic- 10% annual increase in craft beer sales over past 5 years, Beer currently an $83 billion industry
Social- accepted into local community and craft beer community, Mass is 16th on the list for most beer consumption nation wide
Technology- increasing = better beer and easier production, can/bottle drinkability advancements (punch top, vortex bottle)
PROMOTION
We hope to have a deal with UMASS Dartmouth to host a kick-off bash for our product
Something like Bud Light did with “Whatever, USA”
Have local bands play, give away t-shirts, hats, and coozies, play corn hole and beer pong
PROMOTION
Create a hashtag for social media
#BrewCycleAtUMD
Taste-testing
Buy a six-pack, get a free bottle opener (while supplies last)
PROMOTION - BREWERY
Brewery tours:
See the hands-on facets of the brewing process
Free samples at the end of the tour
Ability to purchase a home-brewing kit
THANK YOU