December 2016 Communication

Posted by GFBC Inc. on 2016-12-21

  • GFB
  • Alpine Windows Up
  • 2017 Pricing
  • Distributor Portal
  • National Accounts Update
  • Marketing Update

December 2016 Newsletter

Distributor Partners,
First, we want to thank everyone who made the journey to Virginia Beach for our 2016 / 17 Distributor Meeting and the Official Grand Opening of our new brewery. We have batches in the tanks, and fresh beer from Virginia Beach will begin shipping very soon. Thank you for all of your feedback during the meeting. We have taken your valuable insight back to San Diego where we have made some adjustments to our 2017 plan, which you will see as you continue reading.

Kegs of our newest release, GFB Blonde Ale, are shipping now! First, we are focusing on getting the beer on draft to the on-premise through Q1. In Q2, we will move forward, as most of you recommended, with can selections which will be available for spring and summer. We will consider the launch date for glass once we feel we have achieved our goals on cans. Take a look at the suggested flows in the outlined schematics below. You will also see the updated GFB graphics, which will be hitting the distributor portal very soon to support your efforts at retail.



Alpine Windows Up
Our newest front line 12oz bottle release from Alpine is “Windows Up” (formerly known as “Hop Boxed”), and it starts shipping this week. This is a badass IPA from the crew in Alpine. If you were lucky enough to try it in Virginia Beach, or at one of our recent Alpine events, you will definitely agree. It is now available to order in 6-packs and kegs.

2017 Pricing
Just a reminder that 2017 pricing goes into effect on Jan. 2nd. Please adjust your PTR’s to reflect these adjustments, and if you have any questions, please contact your DM / RSM ASAP.

New Gear on the Distributor Portal
We have added a number of new items to the distributor portal, and it’s probably the best selection we’ve ever offered. New golf shirts, long sleeve button down shirts, Carhartt jackets, work shirts, backpacks, and a lot more. Check it out and gear up!

National Accounts:
Our National Accounts team would like to thank all of those that attended the Distributor Meeting and Virginia Beach Grand Opening. It is crucial to our businesses that your chain department in each respective distributorship communicates and works closely with our chain team. Together we can attack the chains, develop programing and the right assortment for your market. As we enter 2017, this cooperative effort is needed more than ever. We must leverage both of our relationships with buyers and chain accounts. If we approach them with one voice, message, and direction, we have better odds versus approaching them separately.
We will have a Southwest National Accounts Manager (NAM) based in Dallas, TX by the end of February 2017. This will be the third NAM on Rick Laxague’s team, and he or she will focus on making an immediate impact in Texas chain business
We are investing to support the chains, and we need you to do the same.  Together we can sell a lot of beer!

2017 Growth Performance Identifiers:

  • Execution:  ZERO exceptions - we cannot afford any gaps
  • Communication:  Partnership with distributor NAMs
  • Equal to or better than competition
  • Days of inventory to support chain POD’s
  • Price to Retail
  • Proper channel partners

Marketing Update:

To support the national launch of GFB on draft, we have developed interactive coasters and posters for on-premise accounts. GFB stands for many things, but we encourage imbibers to make it their own! To that end, bar patrons can get creative and write in what it means to them, and share it on social using the hashtag #drinkGFB.  
Availability - the poster artwork is available now on the distributor portal, stay tuned for coaster availability in the coming weeks.


In January we will be sending out a national trade press release to announce the news of the GFB launch, along with news about the entire Green Flash 2017 product lineup. We plan to roll out additional GFB support items in the coming months, and will update you in the January communication.
In closing, we want to wish all of you a fantastic holiday season. This year has been a m0^%r F#@%!&r, and we all appreciate everything each and every one of you has done for the Green Flash / Alpine brands. We look forward to working with you in 2017 as we head into the trenches of what is sure to be another crazy year in craft.

HUNGWAH and Cheers!

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