As we head into Q4 and the final stretch of 2015, we are vigorously wrapping up our 2016 Go-To-Market strategy. I have challenged my sales team to get with each of you and finalize your plan for next year. My goal is to have all 2016 business plans completed by Oct. 31st so we can move forward and focus on selling the rest of the year. I appreciate your attention in advance.
You should have received your invitation to our November 4th distributor meeting in San Diego. I realize there are many meetings going on this time of year, however, we have a lot of information to pass onto you regarding our 2016 product line-up which consists of some new beers. We will have all of our new beers on tap for the meeting and urge you to send your key craft people, chain account managers, and decision makers. I promise it will be worth your while and we will visit our new Cellar 3 location following the meeting for some treats. I hope to see you here!
Please RSVP by Oct. 15th at https://www.eventbrite.com/e/green-flash-distributor-meeting-tickets-17955816330
We are starting to expand distribution on the Alpine portfolio. We have designated a handful of states in which we are distributing Alpine draft products full-time and the sales have been great.
Alpine Duet and Alpine Hoppy Birthday 22oz. bottles are in the process of being shipped. The orders for these two bombers have been fantastic! We have one chance to launch Alpine right, so let’s target the right accounts, establish the universe and pars, and build from there. Alpine Nelson is very limited and will be allocated by sales region.
2016 Product Line-Up: Early Releases and a Sneak Peek
We have a lot of new beer offerings in 2016 so we have decided to start executing some of the releases beginning in December. I am fully aware that December is a crazy month with the holidays; however, the early launch of products will offer another way for you to get some added sales and margin to close out the year.
In December, we will launch the first product in our 2016 Hop Odyssey series, Pacific Gem Single Hop Pale Ale, which has legendary levels of tropical hop-bittering and rich British malts. Pacific Gem Single Hop Pale Ale will be available in 6-packs and 15.5 gallon kegs. We shortened the window on our final 2015 Hop Odyssey, Segal Ranch, so this will allow us to avoid gaps at retail.
We will also launch Alpine Duet and Hoppy Birthday 6-packs in December in the states that currently carry Alpine full-time.
In January we will have national launches of Tangerine Soul Style India Pale Ale and Passion Fruit Kicker White Ale 6-packs and draft. New 22 oz. bottle offerings will include Cosmic Ristretto Baltic Porter with Espresso and Dia de los Serranos Double Stout with Serrano Chiles.
2016 will also include a lot of exciting new Alpine releases!
As I am sure most of you have heard, Chuck Silva has left Green Flash to pursue his own brewery. I wish Chuck and his wife all the best. Effective immediately, Erik Jensen has been promoted to BrewMaster. Erik has been running the day-to-day brewing operations for the past 4 years and is an incredible brewer. I look forward to working with Erik and drinking plenty of his beers.
November is the Month of Pure Hoppiness
We are so excited to launch Pure Hoppiness for a one-time release nationwide in November. This gem will only be available for one month and then it’s gone until next year. Do yourself a favor and take the time to talk to your accounts about this product as it will offer you a nice fourth quarter volume and margin increase. Your Regional Sales Managers and District Managers have their allocations and will work with you to distribute to the appropriate accounts.
To drive sell-thru and create buzz for this launch, we will be supporting with the following:
- PR mailing to key media
- Digital advertising on ratebeer.com and beeradvocate.com
- A new badge on Untappd
Available on the distributor portal:
- Case stack card artwork is available for download
- Event posters templates are available for download
- ATTN: Each distributor will be shipped an allocation of NECKERS based on your order of Pure Hoppiness. Please get these in the hands of your salespeople immediately so they can execute at retail.
West Coast IPA 6-Packs
This package is poised to deliver profit per point of distribution and higher basket rings in all stores. Rick has submitted all of the paperwork to convert West Coast IPA 4-packs to 6-packs in the chains. Our goal is to have no scanning issues however if an issue should arise, please contact Rick immediately. Let's make sure we execute this transition smoothly.
National Launch of 6-Packs
This is the package that all chains have been wanting! We need to explore all opportunities across all channels. Please contact Rick directly to develop a plan so that we can present, secure distribution, and sell more beer together.
We are still waiting for final confirmations from Kroger and a few other chains to see if we received distribution in this round of sets. Green Flash is committed to growing with Kroger and we already have appointments set for Spring 2016.
New Social Media Contact
Kari Embree is our new Social Media Coordinator. Kari is blowing up social media with our news and events. Please have your Social Media person reach out to Kari at email@example.com and let’s work together to get the message out to consumers.
Segal Ranch Video
We are now releasing our third 2015 Hop Odyssey beer, Segal Ranch, and along with that we have a video available for download that was filmed during last year’s hop harvest. Learn about the farm this beer was named after at: https://www.youtube.com/watch?v=tqnkjqyadtU.
Treasure Chest in Full Swing
It has been fun to see the pictures on social media from the events - keep up the amazing work! The beer is delicious and continues to get mentions in the press and with your help we are raising a glass to find a cure. A few things to keep in mind:
- Please make sure event kits and glassware are delivered to accounts along with their kegs.
- Continue to share pictures by using our hashtags #greenflashbeer and #raiseaglass2015.
- Once the events are completed, donations can be submitted at:https://www.youcanpreventcancer.org/greenflashbrewing
Remember to Visit our Distributor Portal!
New merchandise is added regularly. We have an updated bottle koozie and Soul Style Lip Balm - both are great festival and event items. Soul Style t-shirts, complete with surfer graphic, are also available on the site.
We now have Alpine branded pint glasses for your Alpine events and new Alpine apparel is set to arrive over the next few months. If you have questions about the site, or need a login set up, please contact Gaby Hills at firstname.lastname@example.org.