- Marketing Buckets
- Pure Hoppiness
- Chain Update
- Marketing Update
October 2016 Newsletter
There is a lot of chatter on craft as we head into the final stretch of 2016. Is it slowing? What is the future? OMG - the Stone layoffs!
Green Flash is entering the fourth quarter with strong double digit growth due to everyone’s hard work. Our growth is not attributed to new territory volume which is something everyone that is reading this should be proud of! As we all know, it’s not going to get any easier. I need everyone to be more focused than ever to sustain our growth.
Distribution is the key! As your Green Flash RSM/DM are executing ABPs, please take the time to dive into your distribution. Green Flash brands versus prior year and Green Flash versus other brands. Green Flash products need to be in any account that has Stone, Ballast, Founder’s, Bell’s or Lagunitas.
Expand your effective distribution! 2016 has been all about gaining full shelves of Green Flash, and as you will hear in Virginia Beach, we are now going to ask you to do the same for Alpine. I know you all are battling out there, so get behind our brands that have growth and great margin.
We request that all ABPs are signed and submitted by 12/15/16. If you need any assistance, don’t hesitate to call your RSM.
We will be sending out invoices to distributors in January for any unused 2016 Marketing Fund dollars. Please touch base with your RSM/DM and put these funds to good use.
I love this beer! It’s that time of year again. We were able to secure some of the hops at a much better price this year, which means you will be able to retail 6-packs for less. Target PTC is going to be $16.99. If you haven’t submitted your orders please do so ASAP.
Green Flash is excited to share the details of two upcoming collaborations with key-retailers! Thank you in advance for your support in the execution of these initiatives.
On-Premise: Yard House Restaurants
Yard House will celebrate their 20th year in business on December 7th, 2016. They asked us to brew a beer in honor of this milestone. Greg Howard, Director of Beverage for Yard House, asked Green Flash Brewmaster, Erik Jensen, and Alpine Head Brewer, Shawn McIlhenney, to collaborate with them to come up with a “Triple IPA that would strip enamel of your teeth.” Greg recognizes Green Flash and Alpine as the IPA experts so this was a no-brainer in his eyes. The final result of their collaboration is a Triple IPA called 3 Degrees of Celebration coming in at 10.2% ABV. Look for this beer to arrive into your warehouses shortly. Yard House also asked us to bottle this beer so they can have stores purchase cases specifically for management and staff to take home (if 21 yrs. of age) and celebrate with their families. Due to some state regulatory issues, not all stores will receive bottles, and some states will have a secondary tap handle sticker. On December 7th, we will host a coast-to-coast “Cheers to 20 years” toast in every Yard House location closest to our sales representatives. Where legal, we will hand out pint glasses to consumers at this keg tapping. We encourage our distributor partners to visit a Yard House and join us as we raise a glass! Contact Rick Laxague our Director of National Accounts or your Green Flash RSM/DM if you have any questions.
Off-Premise: Trader Joe’s
Trader Joe’s will turn 50 years old in 2017. Fifty years of business is a monumental milestone, and the “Golden Anniversary.” This marks the first time Trader Joe’s has released a co-branded beer with a brewery, and they wanted to offer their customers a very special beer from one of the best breweries in America. “The beer is really for the Trader Joe’s customer,” says Ryan Scholz, Category Manager of Beer. “They are the ones we celebrate. They have supported us for 50 years which has allowed us to reach the mark in such a competitive landscape.”
The beer is named Fearless Fifty and it is a Belgian-style saison that is brewed with key ingredients selected by Trader Joes, including Rose Hips, to honor their Pasadena roots, and California orange blossom, again paying homage to their home state. This beer will come in 22oz bottles and will be shipping to you in December. There will be an end cap/display program in all stores beginning the first week of January 2017. Together we will also secure new points of distribution in every Trader Joe’s across the country. If you have not yet received the program deck from your Green Flash RSM/DM, reach out to them or Rick Laxague and we will provide you with all the details on this program.
PURE HOPPINESS LAUNCH- Let’s sell thru this release together!
MEDIA BUY- We will be driving consumer demand for the Alpine Pure Hoppiness release with paid media buys in the following media outlets:
- Beer Advocate Magazine – full page print ad, November issue
- Beeradvocate.com – digital ad placements
- Ratebeer.com- digital ad placements
WE NEED YOUR HELP! Pure Hoppiness bottle neck hangers were produced touting our 100 ratebeer.com score. These will be mailed directly to distributors the week of 10/31. Please open immediately and provide to the distributor reps managing the Alpine brands in your respective markets.
ASSETS AVAILABLE- Take advantage! We have an event template, sell sheet, case stacker, and bottle image assets available for download, as well as coasters and pints for order on the distributor portal.
ALPINE TAP HANDLES ARE COMING!
You asked, we listened! New Alpine tap handles are currently in production, below is a sneak peak of the prototype. Estimated arrival is December 2016 or sooner…check back for updates on the distributor portal.
DOMINATE THE SLOPES WITH ALPINE & GREEN FLASH SNOWBOARDS
In addition to Alpine tap handles on their way, we also have a limited number of Green Flash AND Alpine Snowboards currently in production, available late November/early December, just in time for the start of mountain resort season. The boards are all-mountain snowboard decks that can be used as giveaways in markets; where legal. We are currently taking pre-orders, contact your RSM/DM if you have accounts that would like to offer these sweet rides to their guests! (Note: bindings not included)
Thanks again for all you do. I am looking forward to seeing you in Virginia Beach in a couple of weeks. I look forward to going over 2017, handing out some green jackets, and of course tipping a few pints with you.