The Current Chimay Brand Strengths Conversation

8/14/2019 The Current Chimay Brand Strengths Conversation

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Brand StrengthsThe Current Chimay

Conversation

The QualityStandard

If you ever get stranded on a desert island and couldmail- order only one beer, make sure Chimay Blue is

the one you choose

Chimay Beer TrappistBeer Perfection

Drinking Chimay out of a gobletfeels like drinking from a Holy Grail inthe 3rd Indiana Jones film andknowing you chose wisely

TrappistDesignation

If you ever want to sound like a beer snob, simply drop theword Trappist into conversation, and youll beimmediately dubbed a connoisseur by anyone within

earshot.

Of course, this really only works if the persons hearing thatword knows that Trappist beers are often ranked among thebest of the best of the best beers in the world.

Wine-likeComplexity

Unbelievable depth of fruity, pepperycharacterthe taste continues to evolve

and develop with a few years of age

Such a wonderful, complex taste

toasted, toffee, yeast, alcohol, black currant, brown sugar, bubble gum, cola, plum, port,

prune, raisin

The first sip brings immediatenotes of dark plums and ripe

fruits to the mouth


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A Category of ManufacturedAuthenticity

Chasing the New: American Craft Breweries and more Belgianbreweries producing beers just for the U.S. market are eating away atboth shelf space and mind space. American brands (Sam Adams,Dogfish Head, Fat Tire, etc.) now claim Belgian styles and have apricing advantage because of their lack of importing costs.

Beer Geek Defection: These guys believe Chimay is everywhereand that it is a huge brewery. Where is the news? What can they getexcited about again?

How do we define and claim our rightful place in the beer

landscape?

TheBelgium

Glut

Heritage Heavy: Whether true or borrowed, Americana based orOld World in feel the category is filled with imagery that harkens backto a time past anything but modern and, if you squint, very muchthe same.

How can we be authentic without being aged?

Abbeys andAncestry

Bolted On Values: The trend of the day is to claim responsibility eco-friendly and otherwise as ad hoc marketing efforts within companyvision statements and through reporting.

How can we be true to our values without seeming me too?

The Claimingof Good


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Marketing

Marketing WithoutMarketing

The Belief Behind Chimay:

"Doing what is right leads to what isgreat.

(Not the other way around.)This is a brand that doesnt do what it does for profit or for fame.

It is a brand that does what it does because of its deeplyengrained beliefs about the values of work, self-reliance,

community and spirituality.

Its greatness comes from the intent of its makers - because theTrappist monks believe first and foremost in doing what is right,this leads to a very high-quality product - because no corners are

cut.

It is in no way a commercial venture. It is a labor of love and alabor of goodwill and true social responsibility.

And because they are not commercial, they can adhere to theprinciples of quality first. They buy the best grains. They use thenoble part of the cork tree. Everything that goes into Chimay is

first class. They have their own farmers. Their own specific yeastcell. Their own water coming from two wells deep underneaththe monastery in land untainted by pesticides since WWII. 100%

organic, and 90% of profits go to the good of others.

Facilitating

Messaging Conversation

Announcing

Revealing

Positioning Beliefs

AnecdotesTaglines


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SocialResponsibilit

y

Revealing the Stories ofChimay

Slow Food

Movement

Environmental Sensibility

100% organic environmentprotects the two pristine wells.

The yeast is one of a kind.

The beer ages like fine wine.

The cork comes from the noblepart of the tree.

The spent grain is fed to thecows that make the cheese.

All waste water is treated onsite.

Proceeds go to thecommunity.

The abbey gave back to theU.S. after WWII.

Excess yeast is used to makelocal pharmacy tablets.

Trends StoriesNew BrandNeighborho

od


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The most effective wayto communicate is

through storiesourbrains are wired to think in

story form.

Apples Mac vs. PC

turn Intrigue into Interest

In storytellingthere is a oneness

between theteacher, the

learner, and thecontent.

In-N-Out

Regular Menu

The universe is madeof stories, not of

atoms.

Secret Menu

Interesting sidenote about these

beers is

somehow I thinkthe newfound

knowledge mayenhance the flavor

of the beer.

When I asked thebartender, his eyes

lit up

The distributortold me a greatstory about this

beer.

The Power of Storytelling

Stories areSticky

Stories areShared

Stories createValue

J. Peterman Catalogue Zappos

I didntknow

Did youknow

Around the neck,there are words

and a symbolembossedbut

what do they say?


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StrengthsDriven

BehaviorsDriven

Storyseekers35MM

Premium BeerEnthusiasts

11.2MM

Food and WineEnthusiasts

12.9MM

I like to learn aboutart, culture and history Im interested in howthings work and where

they come from Im willing to spendmore on products madeby a company I trust

My sole, primary orsecondary beer ofchoice is Anchor Steam,Blue Moon, PetesWicked, Red Hook,

Shiner Bock or SierraNevada I am a moderateconsumer of wines I recommend foodproducts to peers I enjoy trying differentfoods People ask my adviceabout food

Year 1 20%growth

= 5,000 venues or 600,000 bottles

Target demography

Source: MRI Doublebase 2009 * Channel/Usage = Quintiles 1-2 (Heavy)

Preimium Beer Enthusiast Food & Wine EnthusiastDemographic Core Target Story Seeker and/not Story Seekers and/notQualifier Story Seeker Food/Wine Enthusiasts Preimium Beer Enthusiasts Story Seekers

Median Age 45 38 49 45

Media Age Demo Age 25-54 Age 25/49 Age 25-54 Age 25-54

Gender (M/F) 72/28 74/26 58/42 65/35

Education College Educated College Educated College Educated College Educated

Household Income $75,000+ $75,000+ $100,000+ $100,000+

Target Segment

ChimayOpportunity

Palate

Pleasers

How High Is Up?

1.9MM

400M

2.2MM

Total Opportunity = 4.6MM

1

2

3

78,000 people 780,000 bottles

15 Converts pernew venue

Turn 5% ofOccasional

drinkersto Converts

325,000

+ 50M

+ 75M

+ 90M

Year 0 Year 1 Year 2 Year 3

Note: Accounts plot noton same y-axis interval.

Storytelling and Success

The good news: Storytellinghas exponential growth

potential that matchesChimays growth

objectives.

Storyseekers Palate Pleasers

Or, put another way,15 great

conversations

Occasionals = 80%@2bottles/yrConverts = 20%@12 bottles/yr

SALES

ACCOUNTS


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A Growth Path

Leveraging All Types of Media

Where to Engage: Channel Opportunities

* Channel/Usage = Quintiles 1-2(Heavy)

Paid Earned Owned Created

Traditional

Media Channels

Conversations &

Commentary

Surfaces,

Spaces, People

& Experiences

New Spaces,

Objects &

Experiences

Print, OOH, DM Bloggers,

Bartenders,

Sommeliers, Chefs,

Caterers,

Columnists,

Advocates

Bottles, Cases,Sales force,

Website

Digital Utilities,

Sales Kits, Films,

Beer Dinners,

Event Environments,

(Farmers Markets,

Food Events)

Phase 3

Create

Portfolio Distinctions

Broaden Storybank:

Portfolio Distinctions

Increase Individual Style

Support

Create Digital Utility

(Finders, Food Pairings)

Develop Grocery-SpecificInitiatives

Reward Acolytes

Phase 1

Transform

Owned into Earned

Define your Storybank

Develop an Iconic visual

connectivity

Arm your Influencer

Storytellers

Create a Content

feedback loop

Identify Acolytes

(Consumer Storytellers)

Phase 2

Broaden

Cultural Impact

Move into more paid

media outlets

Increase Site-Based Utility

Leverage Endorser

Relationships (chefs,

bloggers, etc.)

Expand Event Strategy

Activate Acolytes

Documents

The Current Chimay Brand Strengths Conversation