August 2016 Newsletter

Posted by Aaron Grossman on 2016-12-06

  • Distributor Meeting
  • 2017 Pricins
  • Chain Update
  • Marketing Update

August 2016 Newsletter

Save the Date – 2016/17 Distributor Meeting
As I mentioned in my last communication, we are holding this year’s National Distributor Meeting in our new facility in Virginia Beach, VA. We will walk you through the 2017 portfolio, review pricing and strategy, and offer insight on how we are taking Green Flash and Alpine to the next level.
Distributor Meeting - November 11th – 9:00 a.m.
Treasure Chest Fest - November 12th –You are all invited to join us on Saturday at our 3rd annual Treasure Chest Festival.
In the coming weeks, you will receive the official invitation which will include details about the meeting, suggested hotels with special rates, and anything else you will need to know about planning for your stay in Virginia Beach. This will also be the last National Distributor Meeting as next year I plan on holding separate western and eastern meetings.

2017 Pricing -
We will be implementing our 2017 pricing effective January 2nd. The Virginia Beach brewery will be up and running giving us the opportunity to incorporate a national strategy. I will be sending the 2017 pricing to you in September.

Chains -
We are consistently asked to improve our presence in the chains. This year, we have added to our Chain Department and they have done a great job adding new points of distribution and creating and collaborating on promotions. What baffles me is the amount of gaps from Target to Yard House. We need to make sure that these authorizations are filled and maintained.
Rick does a great job communicating. We ask that you and your chain team review his communications in your weekly chain meetings and maximize efforts to have zero gaps. The chain segment is going to get ugly in 2017 and our (yours and mine) execution on existing programs and authorizations will determine our future with these retailers.

Chain Update

Off-Premise Chain programming:
Spotlight:  Kroger in Virginia & Specialty Beverage
Rick Laxague has been working very hard to build a relationship with Kroger. This relationship continues to be a work in progress, but they have recently collaborated with our distributor network to create some great programming.
Rick and Adam Grayberg (Specialty Beverage, VA) developed a text-to-win program utilizing the opening of the Virginia Beach brewery as the grand prize and presented it to the Regional Category Manager for Kroger in Virginia. The idea is that consumers can text the word “FLASH” to be entered to win a grand prize which includes a Brewmaster/Head Brewer guided brewery tour with catered dinner for 8 guests, and a gift card to use at the Virginia Beach brewery. There were also two other prizes awarded with smaller amounts, but along the same lines. Here are some pictures of displays in the stores.

The program was a 4-week-long initiative, and concluded on July 16th and has resulted in a huge increase of brand awareness as well as a lift in sales and distribution. We encourage you to reach out to Rick and his team to help come up with ideas to help sell more beer!

On-premise programming:
Yard House Restaurant: The August chalk board beer is Alpine Beer Co. Mandarin Nectar 15.5 kegs.
Taco Mac: The Q3 beer of the month is Beach House Ale, with 100 kegs between all locations!
BJ’s Restaurant & Brewhouse: BJ’s has asked Green Flash to be their annual collaboration brewery this year, which also happens to be their 20th Anniversary. Green Flash Brewmaster, Erik Jensen, collaborated with BJ’s Senior V.P. of Brewing, Alex Puchner, to create a beer called “Hop Pact IPA”. This Rye IPA will be featured along with 7 other Green Flash beers in a series of 163 exclusive beer dinners that will take place around the county on August 15, 16, 22, and 23. Our entire sales staff and others from the brewery will be out hosting 40% of them. If you have a key brand manager or craft beer sales representative that would like to cover a dinner in your footprint, please reach out to so he can advise BJ’s home office.
In addition to our collaboration brew, the Green Flash beers that will be featured at these dinner are: Sea to Sea Zwickel Lager, Soul Style IPA, West Coast IPA, Jibe Session IPA, Imperial IPA, Le Freak and Dia De Los Serranos Double Stout with Serrano Chiles.
Please make sure that your purchasing agent has the inventory to support each of these dinners, as we need 100% execution. This has been communicated to your brand managers. Please reach out to Rick if you have any questions or concerns.

Marketing Update

Soul Style IPA in 12-Pack Cans
Introducing our new Soul Style IPA 12oz 12 pack cans! This is a welcome addition to our existing can lineup providing a new convenient package for consumers. Soul Style IPA 12-pack cans as well as 6-pack cans of Sea to Sea Zwickel Lager, Jibe Session IPA, and Passion Fruit Kicker are now available year round.


Soul Style IPA will continue to be available in 12oz bottles as well as on draft. Reach out to your Green Flash sales rep for more details.

Treasure Chest 2016
We are excited to kick off this year’s annual Treasure Chest program in September, raising money for breast cancer research through 2 festivals (one on each coast), Treasure Chest on-premise events at participating accounts, and the bottle release of our highly rated Treasure Chest IPA. This initiative is near and dear to our hearts, as Green Flash Co-Founder, Lisa Hinkley, is a breast cancer survivor who is passionate about helping other families who are affected by breast cancer. If your accounts have agreed to participate in this year’s keg program, your kegs and kits will be shipped beginning in August. Please utilize the event kit to help make each on-premise event an engaging and fun time for all attendees! Please ensure Treasure Chest kegs and kits are delivered to participating accounts in a timely manner so they can be used at their scheduled events.
For off-premise accounts receiving bottles, POS support can be found on the distributor portal.
In addition to helping with keg/event kit/bottle delivery, many of our distributors have asked how they can participate. This year, we have partnered with Prevent Cancer as the national charity beneficiary, and we welcome your support. Donations can be made directly to the organization and are tax-deductible.
Check out our recently updated video about this program, to learn more: 2016 Treasure Chest by Green Flash Brewing Co.
Watch the Video
>70 views Green Flash and Alpine in the News:
We are excited to share some recent PR featuring Green Flash and Alpine in the news!

Thank You
Thank you for everything you do. 2016 is turning out to be fantastic. We are growing at strong double digits and outpacing Craft nationally. I look forward to seeing each of you in Virginia and tipping a few beers with you.


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