May 2016 Newsletter

Posted by GFBC Inc. on 2016-05-26

  • It's Summer, Let's Own It
  • National Incentive
  • Chain Update
  • Marketing Update

Memorial Day Newsletter

It’s summer, let’s own it!

As the weather warms up, so does the competition. I can honestly say that we are fired up for this summer. In my last 6 years with Green Flash, I haven’t seen a lineup like the one we have now. A few years ago, we could only compete in the IPA and Belgian categories. Today, we have a style for any consumer and every occasion and our team has busted their butts to get them ready for Memorial Day and summer. My question to our Distributor Partners is…what are you going to do with them? Say it with me: “Own the summer and crush the competition!”


Hmmm…… a Session IPA, an unfiltered Zwickel Lager, and a Passion Fruit Wheat beer? Yes - we did them all! In cans!


IPAs are still the number 1 category in craft and we are crushing it with some of the most recognized brands in the industry.

Looking for something a little different?

Willy Vanilly from Alpine Beer Co. is now available in 6 packs and draft. This is one of the go-to beers in the Alpine Pub and Tasting Room.

Alpine amplifies the flavor profile of Willy, a mildly-hopped American Wheat Ale, through the introduction of fresh vanilla. The added spice complements the nutty character of the beer’s golden wheat base. With a bright aroma and creamy mouthfeel, Willy Vanilly is a subtly sweet, highly quaffable, vibrant beer. Available in 6-pack 12 oz. bottles, 5.2 gal. keg, and 15.5 gal. keg. 5.5% ABV | 5 IBU

Make it Rain, Uncle Jim

National Display Incentive May 20th – July 6th

Payout per Region

  • 1st Place - $750
  • 2nd Place - $500
  • 3rd Place - $250

5 Regions

  • NorCal / PacNW
  • SoCal
  • Central States
  • North East
  • South East


  • Distributor Sales Rep must submit a minimum of 20 displays, 6 cases each
  • Submit picture and proof of delivery to RSM
  • Distributor must hit plan for the month
  • All Green Flash / Alpine Beer Co. packages qualify


  • Will be chosen on a power ranker based on number of displays and number of cases on the floor.

Creative Display Bonus

2 prizes awarded

  • West – NorCal / PacNW & SoCal Regions
  • East – Central, Southeast and Northeast Regions


  • Minimum – 40 cases
  • Submit with picture and proof of delivery to RSM
  • Use of props highly encouraged

Chain Update

I would like to announce that Jordan Arndt - one of our San Diego based District Managers - has been promoted to the National Account department! Jordan has approached 2016 with a mission to win at retail chain business. He’s built great relationships with our local distributor, their sales team and most importantly, grocery chain store managers. Take a look at some of his awesome displays:


Jordan has been with Green Flash for close to three years working in marketing and sales. He will be responsible for assisting on the west coast with chains both off/on-premise to help you and our local Green Flash sales reps sell more beer. He will report to Rick Laxague, Director of National Accounts. Congratulations Jordan!

Meetings and new item paperwork are already being requested for Fall 2016. Rest assured, our team will be assisting and presenting all the new items (cans) we have asked you to stock. We appreciate your commitment and focus to grow chain business. You can help support our efforts with distribution in general market on-premise. This will help with the data, distribution, and dollar sales that Category Managers are now asking for to gauge initial velocity of a brand. Following is some IRI data ranking the Green Flash brand family throughout the total US Food + Convenience in dollar sales.

Green Flash Brewing Co Brand Family | IRI Data – 26 weeks ending 4/17/16
Rank #64


Marketing Update

Can Campaign: Drink Outside the Bottle!

To support the launch of our new cans, we have new retail assets available for download on the distributor portal, both case stackers and 11" x 17” posters. We have included a variety of backgrounds to choose from and 3 versions with each can in the “hero” center spot, so you can tailor it to your region.

New Alpine Packaging Rolling out starting May 2016

Look for new Alpine packaging to roll out in May-June. The first releases featuring the new look are Hop Boxed and Willy Vanilly, but all skus will soon transition over:

New Green Flash Beers Racking up the Awards!

Passion Fruit Kicker
Gold - Los Angeles International Beer Competition 2016
Bronze - San Diego International Beer Competition 2016

Sea to Sea Zwickel Lager
Silver - San Diego International Beer Competition 2016

Dia de los Serranos
Bronze - Los Angeles International Beer Competition 2016

Cosmic Ristretto
Gold - RateBeer - Best Beers by Style 2015

Green Flash POS
Expanded POS available on the Distributor Portal, newest items are the Green Flash A-frame and wooden crate: 


Green Flash Advertising

We have invested in national as well as regional beer publications/media outlets to drive awareness and sell thru, look for our ads with:


  • DRAFT Magazine
  • All About Beer
  • Pallet Magazine
  • Paid social - Facebook & Instagram


  • West Coaster
  • San Diego Magazine
  • CityBeat
  • VEER Magazine
  • HR Growler
  • Northwest Brewing News
  • Ale Street News
  • Philly Beer Scene
  • Thirst
  • The Celebrator
  • Austin Beer Guide

Green Flash partners with Bonnaroo

For the 2nd year in a row, Green Flash will be 1 of 3 craft beer brands poured at concession stands at Bonnaroo—one of the largest music festivals in the U.S. Bonnaroo takes place June 9th-12th with more than 10 stages spread out across 700 acres in Manchester, TN. This year’s lineup includes Pearl Jam, Macklemore & Ryan Lewis, Death Cab for Cutie, and attendees descend from all over the US to camp out and enjoy the scene. If you plan to be there come say hi to the Green Flash crew in the Broo’ers festival, we will be there in full force!

While everyone is busy complaining and worrying about what the other guy is doing, let’s firmly put our flag in the ground and make this summer ours!

So to recap, we have delivered a variety of styles and packages that are perfect for summer. My RSMs and DMs have local incentives in place with you. And now there is a Regional / National display incentive. And we are supporting with a strong marketing campaign. Time to execute!

I’m looking forward to celebrating our successes of summer in Virginia Beach with all of you in November.



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