CBC and Chain Update

Posted by GFBC Inc. on 2015-05-15

IMMEDIATE Action Needed

During CBC 2015 in Portland, Green Flash was able to meet one-on-one with some key chain accounts. The following is a brief update including important action items needed to determine next steps with Kroger:


This was the first CBC that retail chain, Kroger had ever attended and we made a great connection. They appeared on a panel moderated by Jeff from the Bump Williams Company, and made one thing very clear – Kroger is currently the #1 Grocery Chain for craft beer and they intend to keep it that way! In order to be successful in business with Kroger, is imperative to maintain an organized approach and to make sure that all paperwork is meticulously and thoroughly complete prior to submission. There is no room for error. In our one-on-one meeting with Jason Milburn (Total Beer Coordinator, Kroger) he had just one big question for us,"Why are we not selling more beer with you?" Ironically, that is the same question we had for him. We will sell close to 100K barrels this year, and have yet to scratch the surface with the country's largest craft beer grocer. Jason invited us to his offices in Cincinnati to meet and create a game plan for 2015 Fall Sets.

This means we are looking to you for information quickly!

We sent you a form which demands your immediate attention. It requires collecting information tailored to each of your markets and banners for Kroger, including details about which stores and which SKUs you want to see in your territory. Please have your Chain Manager compile the information and submit a completed form to your RSM by Monday May 18th 2015.

We look forward to kicking off a great partnership with Kroger in the second half of this year. Will you help us get there and sell our beer through your distributorship? This will impact your business just as much as it will ours, so we appreciate your attention to detail and ask that you complete this task by the deadline.

Total Wine & More:

Total Wine is a huge retail partner for all of us. We are taking the partnership to a new level by participating in their Total Beer Experience 2015 from May 4th through May 18th. We are hosting six "Rock Star Classroom Experiences”- the largest number of in-store events featuring one brewery across the country. Thank you to the wholesalers that are executing events in their market. More news to come from our partnership with Total Wine in the second half of this year. Thank you in advance for support that facilitates this important chain business. The following numbers offer solid insight into the success of our partnership:

2014 total numbers: +49.6% or 4,248 cases

2015 Q1 numbers: +53.8% or +1,466

Please reach out to Rick Laxague directly if you have any questions about our national chain business at rick.laxague@greenflashbrew.com.

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