Question

Topic: Strategy

New Product Launch (speciality Beer)

Posted by Anonymous on 6/13/2004 at 6:08 AM ET 250 Points
A business friend of mine owns a small family brewery in Bavaria, Germany. It's been in the family for generations and the product is excellent, supported by the extremely strict local beer brewing laws.

They're interested in looking at the export market - possibly the US and UK. But don't really know where to start from a marketing/launch perspective.

They obviously have some money to invest, but there's no way they have the kind of marketing budgets a big brewer has.

The product they're thinking about is a bottled one, with a historical looking bottle and label. A kind of Jack Daniels equivilant, but a beer.

It seems to me that distribution and PR is key. But where would the esteemed experts start?
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RESPONSES

  • Posted by Blaine Wilkerson on 6/13/2004 at 1:01 PM Accepted
    Your are correct in the way you are leaning.

    With any kind of beverage company, especially an "import" brew, one of the first things you need to look into is distribution and local/foreign import/export laws, fees, duties, licensing etc. regarding the distribution of alcohol. No point in making a big PR stir if you can't fulfill orders!

    Speaking of PR...this should be LAST on your list of "things to do". You really should start with a consumer sampling to see if the US and UK beer enthusiast enjoy the tastse and give you as much feedback as possible. There are many ways to do this ranging from getting a license and going on tour yourself in order to gather data, to having the local micro-breweries put the beer on their menu and offer samples to their regulars to get feedback. I know my city (and I assume most other cities as well) has 3-5 different "brew houses" where they host 100's of beers from all over the world. These places are a hit and are a great environment to nail the target market right between the eyes.

    Having all that been said, the results of these tests (which should be measured appropriately by a professional) will dictate whether or not to proceed with aggressive PR, beer contests, ads, distribution, retailing, etc.

    I would be more than happy to explore the options with your friend. We have contacts from all over the globe, i.e. UK, Australia, South Africa, and Canada. Feel free to send me an email (just click on my name) if you would like to take it a step further.

    Good Luck and hope to hear from you!
  • Posted by Blaine Wilkerson on 6/13/2004 at 1:40 PM Member
    Good idea Vevoltuion.

    But can you tell them how to go about it, since in your opinion, they have no chance of doing it on their own?
  • Posted by Blaine Wilkerson on 6/13/2004 at 3:58 PM Accepted
    Russel,

    I agree completely! Turning over your marketing and distribution to mercy of "Bud" or "Coors" (etc.) is not very appealing.

    Now they may be an avenue to take once you are established, but it certainly isn't your only viable option.

    There are SEVERAL US beer afficianado pubs, restaurants and organiztions. I'll try to find some links for you.

  • Posted by SRyan ;] on 6/14/2004 at 2:53 AM Accepted
    Russell, could your friend start by selling it online? For example, look at www.beergeek.biz. Maybe sites like that could carry it and generate some early interest.

    Just a thought!

    - Shelley
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