July 2016 Newsletter

Posted by GFBC Inc. on 2016-06-24

  • Distributor Meeting
  • Marketing Update
  • Chain Update

July 2016 Newsletter

Happy 4th everyone! As we are now in the busiest time of the year, I will keep this (relatively) short.

Year to Date Volume: Nationally our volume is very strong. Thank you for your efforts. As you and your teams are reviewing your plans, I ask that you give the on-premise some focus as it applies to Green Flash and Alpine. National on-premise business has turned into a war zone with the continued increase of new breweries and rotating handles. We have our sales team focused on getting our distribution back. Let us know what you need and where we can help.

Chain Business: As you’ll read in the “chain update” below, we have a number of upcoming initiatives. Rick and his team have been working very hard to secure authorizations/placements. Our expectation is that you will have 100% execution of these placements. Please take the time to make sure that you have enough product and execute these programs as directed by the retailer.

POS: We have a number of new items on the Distributor Portal (see details in the Marketing section below). Please work with your RSM/DM to get these ordered and out to retail.

2016/17 Distributor Meeting: This year’s Distributor Meeting will be held at our new facility in Virginia Beach on November 11th. The following day will be our 2016 Treasure Chest Festival and complimentary tickets will be provided to anyone who wishes to stay and attend the festival. More details coming soon.

Marketing Update

Green Flash & Alpine in the News:
We’ve had some great write ups recently in the press. Hopefully you have seen them, but in case you haven't here are a few highlights:


Tangerine Soul Style in Wine Enthusiast July 2016:

Passion Fruit Kicker/Tangerine Soul Style April 2016:

Dia de Los Serranos:

Cellar 3 Barrelmaster’s Reserve program & Pat Korn, Green Flash Barrelmaster:

Willy Vanilly launches in 6 packs:


Summer POS Available:
The following assets are available for download on the distributor portal:

Seasonal graphics for Pride and Independence Day


Cans: Drink Outside the Bottle

Taste Enlightenment series

New Green Flash beers continue to pick up awards:
We are proud to share the news that three of our new beers picked up awards from the
California State Fair Commercial Beer Competition:

  • Gold - Tangerine Soul Style, Specialty IPA category
  • Silver - Passion Fruit Kicker, Fruit Beer category
  • Bronze - Dia de los Serranos, Chili Beer category

Green Flash website update:
We are in the final stages of optimizing our website for best-in-class consumer mobile user experience. By mid-July you will notice a more user-friendly site when you view on a mobile device (tablet, phone, or other). Stay tuned!

Chain Update

Retail Chain National Accounts:
The summer selling season is upon us.  Let’s work together to build a presence this year! You have seen the national display incentive that we have set up across the country, and now we need to go ask for the business. Spring sets are finishing up and our chain department is already presenting for fall 2016. With the new points of distribution that we received in the spring, we should be able to take advantage of some displays. We are testing an added-value display and engaging text-to-win program in Virginia this summer. Based on this program’s success, this may be a direction we move towards for fall 2016 and 2017 in states where it is legal. You will get a complete review of this initiative in our August update.

On-Premise National Accounts:
In July at Yard House, our Sea to Sea Zwickel Lager will be a featured chalk board beer for the month. You should already have the pre-order by location from your RSM and or DM. In fact, we will have a chalk board beer with Yard House each month for the rest of the year (excluding October).

Old Chicago: You should have been contacted by your RSM and/or DM regarding Alpine Beer Co. Duet IPA being included in their summer 40 year anniversary mini-tour. This is NOT companywide, but in select markets totaling close to 50 locations. This exposure will help build continued excitement for Alpine Beers. 

Please continue to reach out to Rick Laxague from our National Accounts division. He and his team are here to help you sell beer at the chain level. Providing them with organizational charts for your Key Account Managers in your respective distributorships is critical. With the additional headcount we mentioned in last month’s newsletter, we have just under $400k invested into our National Accounts team. Let’s attack the chains!

Thanks again for all you are doing for our brands. I hope you have a successful 4th of July in your market and get some quality time with family and friends.


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