Professional Documents
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Products
In the Off-Premise Channel for 2012
2012 YTD by Brand
After this analysis, in
7% 11%
2013 move to keep the top 4 brands year round and and create 1
3%
9%
19%
25%
rotating placement
26%
1552 1318
1617
1000
953
2011
EST. 2012
The Flagship Brand offered in all packages and an option to capture the popularity of an IPA in the Colorado market
The Fastest Growing Brand in all markets and a unique style to integrate into some on premise targets recommended packaging redesign including logo below to align with and drive other product sales. Continued promotion at festivals and events.
Estimated 500 cases sold at each release by averaging 2012 sales of each. Placement will take existing BLND / PSP rotating placement or grow into BRWN placement, survey of accounts reveals most do not have a placement for both. Eliminating BRWN yearround would also open a place for THC.
placement with remaining brands and new products + limited Raspberry Wheat production
2%
6%
27%
0 2009
2010
2011
EST. 2012
The best selling and the most rapidly growing draft product in 2012 The Flagship Brand offered in all packages and an option to capture the popularity of an IPA in the Colorado market
Good transitional product from domestic to craft beer bars; draft representation will drive off-premise Spring sales; This strategy will just call for increase in production for March Popularity among restaurants for pairings; draft representation will drive Fall off-premise package sales; this strategy will just call for increase in production for September
Increase in Blonde taps with a coordinating release in 12 oz. bottle Wit (New Product) to replace Wheat Increase in BRN taps timed with bottle release
Red & Porter previous sales numbers combined equal BLND & BRWN sales for the year
Release dates begin every quarter to create consistency for wholesaler and customer. Estimated 100 kegs for each release to maintain sales numbers Breaks down to additional production of kegs for just Summer and Winter releases
Second Can release should be from the Summer Seasonal Production Release of a new product will grow overall sales rather than take from a current 12oz. bottle. Can release would be a good way to launch a new Twisted Pine product with Draft, bottle and can release all occurring at once. Timing would hit peak can season if planned for late March, early April delivery.