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What do you mean there's no alcohol?! w/ Scott Kolbe (Market Your Craft)

Craft Beer Professionals

Craft Beer Professionals

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105 views Streamed 2 years ago

105 views • Streamed live on Oct 18, 2022

Sales and Marketing strategies for your non-alcoholic beer Non-alcoholic beer is here to stay. Are you leaning in, or running away? It’s estimated that the non-alcoholic beer segment will reach $5.87B in the United States in 20221. Craft beer is hovering around $27B out of a $100B US beer market2. So, 1 out of every 4 beer drinkers is choosing craft, and 1 out of every 20 is reaching for a non-alcoholic. Walk through your average liquor or grocery store and you’ll see this ratio play out at shelf. But what about your tasting room? Out of 20 taps, is at least one non-alcoholic? Many breweries equate soda or water with a non-alcoholic option for guests. Some may have tried bringing in six packs of a popular brand of non-alcoholic beer, kombucha or hop water. Others may have even experimented with recipes, only to be scared off by the PERCEPTION of non-alcoholic beer, the COMPARISON with full-strength beer or the INVESTMENT necessary to commit.  …...more

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Key moments

Size of NA Beer market

1:48

The Usual Suspects

5:49

Non-Alcoholic Beer defined

7:29

Understanding ABV

9:35

Considerations

15:55

Packaging (kegs vs. cans)

19:16

How are you different

32:37

Brand Story Framework

34:01

Brewery Brand Story

34:36

Sampling is critical

40:31

Equip your team

42:12

Learn, evolve, grow

43:07

Sync to video time

Description

What do you mean there's no alcohol?! w/ Scott Kolbe (Market Your Craft)

Sales and Marketing strategies for your non-alcoholic beer Non-alcoholic beer is here to stay. Are you leaning in, or running away? It’s estimated that the non-alcoholic beer segment will reach $5.87B in the United States in 20221. Craft beer is hovering around $27B out of a $100B US beer market2. So, 1 out of every 4 beer drinkers is choosing craft, and 1 out of every 20 is reaching for a non-alcoholic. Walk through your average liquor or grocery store and you’ll see this ratio play out at shelf. But what about your tasting room? Out of 20 taps, is at least one non-alcoholic? Many breweries equate soda or water with a non-alcoholic option for guests. Some may have tried bringing in six packs of a popular brand of non-alcoholic beer, kombucha or hop water. Others may have even experimented with recipes, only to be scared off by the PERCEPTION of non-alcoholic beer, the COMPARISON with full-strength beer or the INVESTMENT necessary to commit. More aggressive breweries are figuring it out, adding flavorful, on-trend, non-alcoholic options to their lineup and leapfrogging their way past their peer group in the process. We’ll learn from their early mistakes and wins to craft a sales and marketing strategy for your brand: • Sell the non-alcoholic category AND brand • Create occasions for non-alcoholic beer • Know your audience • Decide whether to Brand your offering • Sample, sample, sample Once you’ve identified what makes marketing and selling your non-alcoholic beer different, it’s time to apply the same storytelling principles that have helped regional brands expand and national brands reinvent to maintain or grow market share. Together we’ll review the fundamentals of an effective non-alcoholic promotional strategy with examples across social, digital, public relations, ecommerce and email. Presentation attendees will receive a complimentary copy of the 15-page guide, “Non-Alcoholic: What’s the Buzz About?” 1. “Non-Alcoholic Beer | United States,” Statista, July 2022, https://www.statista.com/outlook/cmo/.... 2. Watson Bart, “Stats and Data: National Beer Sales & Production Data,” Brewers Association, August 2022, https://www.brewersassociation.org/st.... Market Your Craft is a virtual team of experts in storytelling your craft beer brand. We've worked with some of the most iconic brands in the beverage industry, including Sierra Nevada, BJ's Brewhouse, Jim Beam, Maker's Mark and others. Led by Scott Kolbe, industry veteran of 20 years, our goal is to help you become more discoverable in today's crowded market. We measure success by how quickly we provide your internal team with the tools needed to drive traffic, build engagement and capture sales. To learn more or to schedule an hour free of charge with one of our storytelling experts, visit marketyourcraft.com. Join us in-person for CBP Connects in 2023 Half workshop, half networking Milwaukee, WI | June 19-21, 2023 Learn more at www.CBPConnects.com

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Craft Beer Professionals

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From Grain to Package

Craft Beer Professionals

Craft Beer Professionals

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56 views Streamed 2 years ago