BEER BRANDS: THE TOP 10 LOCATIONS FOR SAMPLING, SALES & BUSINESS DEVELOPMENT 2018-04-12T12:10:48+00:00

Project Description

BEER BRANDS: THE TOP 10 LOCATIONS FOR SAMPLING, SALES & BUSINESS DEVELOPMENT

If you are hopping mad about hops; check out this quick top 10 guide
to inspire you with ideas on how and 
where you can rapidly accelerate
your brand’s growth using a mix of high impact sampling, 
sales
and social media – at a hand crafted selection of relevant locations.

10. BEER FESTIVALS

  • STRENGTHS:  Sell wet draft sales and multiple purchase take home bottle sales, in carry cases
  • WEAKNESS: Some regional events have slightly lower audience reach than more mainstream festivals
  • OPPORTUNITIES: Find and secure new stockists, within the on and off trade in
  • THREATS: Lots of high quality beer brands on show, so will have to look and taste good to stand out

EXAMPLE: London Craft Beer Festival Hoxton, 3/4/5th August www.londoncraftbeerfestival.co.uk/

9. WHOLESALERS / CASH & CARRY

  • STRENGTHS:  Builds networks of new independent stockists in both on and off trade
  • WEAKNESS: Limited audience reach (eg: 150 to 350 trade buyers per venue)
  • OPPORTUNITIES: Sell in special offer bulk buy deals on cases, ideal for listing multiple variants
  • THREATS: Variability in audience reach numbers; best on Mondays or trade event days

EXAMPLE: Bestway & Batleys, Weekly on Mondays and special event ‘trade days’ www.bestway.co.uk/

8. MUSIC & CULTURE FESTIVALS

  • STRENGTHS: Sell large volumes of stock, far exceeding tour costs to a demographically aligned audience
  • WEAKNESS: Will require site fees and negotiation with event organisers due to short lead time
  • OPPORTUNITIES: Perfect for social media content creation opportunities and building long term brand loyalty
  • THREATS: Event space on some June/July events may now be limited due to short lead time

EXAMPLE: Bingley Music Live, Sept www.bingleymusiclive.com/

7. ON TRADE STOCKISTS / PUBS

  • STRENGTHS: Strong, immediate & measurable sales yield, no site fees – and locally based staff           
  • WEAKNESS: Limited audience reach (eg: often varies between 30 to 200 customers per venue)
  • OPPORTUNITIES: Plan out routes to enable coverage in multiple venues each evening & sell across range
  • THREATS: Variability in audience reach numbers; best at end of the month

EXAMPLE: JD Wetherspoons – Friday and Saturday night, on trade sampling www.jdwetherspoon.com/

6. FOOD FESTIVALS

  • STRENGTHS: Great for take home and wet sales, lots of festivals to pick from for an ideal brand match
  • WEAKNESS: Some midweek days are less busy (but staffing can be reduced to suit)
  • OPPORTUNITIES: Sell gift box deals, branded glasses; and use the events for on trade sales support too
  • THREATS: May be hard to accurately record the long term sales uplift generated

EXAMPLE: York Food & Drink Festival, 21-30th September www.yorkfoodfestival.com/

5. OFF TRADE STOCKISTS / SPECIALIST RETAILERS

  • STRENGTHS: Immediate, measurable & repeat sales yield, no site fees and low cost locally based staff
  • WEAKNESS: Limited audience reach (eg: 200 to 500 customers per venue per day)
  • OPPORTUNITIES: Quick ROI through dry sales / builds long term loyalty with customers and trade
  • THREATS: Variability in audience reach numbers / select busiest stores in each area

EXAMPLE: Beermoth, Manchester, Friday and Saturday daytimes, off trade sampling www.beermoth.co.uk/shop/

4. FARMERS’ MARKETS

  • STRENGTHS:  Affluent ABC1 audience reach, minimal site fees, plus low touring costs
  • WEAKNESS: One day markets have to bear the touring costs to get there and back
  • OPPORTUNITIES: On trade sales support, informing people of local pubs which stock ales
  • THREATS: One day events are influenced by weather, so better in summer months

EXAMPLE: Harrogate Farmers’ Market, Monthly Thursdays, Harrogate www.yorkshirefarmersmarkets.co.uk/harrogate-farmers-market/

3. LONDON MARKETS

  •  STRENGTHS: Young and affluent ABC1s, receptive for quality, not scared by premium pricing
  • WEAKNESS: Slightly higher touring and travel costs than the smaller, provincial markets
  • OPPORTUNITIES: Add in social media and data capture for long term audience retention
  • THREATS: One day events are influenced by weather, so better in summer months

EXAMPLE: Pop – Night Market, Brixton, London www.popbrixton.org/events/

2. TRADE SHOWS

  • STRENGTHS: Ideal to attain new lucrative listings in restaurants, pubs & bars
  • WEAKNESS: Higher site fees and touring costs than smaller scale consumer events
  • OPPORTUNITIES: Massive trade sales growth potential / add data capture for long term lead nurturing
  • THREATS: Requires data capture and long term lead nurturing to develop new trade opportunities

EXAMPLE: The Restaurant Show, Olympia London, 1-3rd October www.therestaurantshow.co.uk/

1    FLAGSHIP SUPERMARKETS

  • STRENGTHS: Strong, immediate & long term measurable sales yield, with affordable site fees
  • WEAKNESS: Only permitted in Tesco, Waitrose, Booths and some other supermarket chains
  • OPPORTUNITIES: Present your brand to all shoppers on arrival, create huge sales uplifts using FSDUs in foyer
  • THREATS: Getting your first listing is only a ticket on to the battle field; then you have to start fighting!

EXAMPLE: In front of Tesco Extras on Friday and Saturday daytimes: www.tesco.com/groceries/

  

Interested to find out more and chat some ideas through?

To be honest, we do love a good beer at Link Communication –
and want to use our 20 years of sampling experience to help ambitious beer brands like yours grow.

If you’re open to some refined ideas which are tailor made
to suit your own brand’s growth goals and budgets;
pick up the phone or get in touch for a chat.
No hard sell – just expert advice and a scalable campaign plan for your review.
Maybe over a beer!?

GET IN TOUCH

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