Craft Industry COVID-19 Update - June 9, 2020
Peter August of Karl Strauss Brewing Company and Mike Singer of Other Half Brewing Co. discuss pivoting craft beer sales strategies in a post-COVID marketplace.
Photo by Rachel Cross
Each week we’re pleased to Zoom chat with craft communicators across the country through our #radcraftindustryrelief efforts. Last week, we talked about shifting beer sales strategies with Peter August of Karl Strauss Brewing Company and Mike Singer of Other Half Brewing Co.
Karl Strauss distributes through multiple companies, including their in-house distribution arm Karl Strauss Distributors for craft brands in Southern California. August leads Northern area sales, and offers the unique perspective of a time-honored (31 year-old!) brand making meaningful impact outside of home turf. August prioritized meaningful engagement with chain stores in the marketplace for larger brands that can accommodate the demand. “Who are the 20 percent of stores doing 80 percent of your volume?” he asked, demonstrating the value of consistent, high-volume accounts.
“More chains is a really good way to reach new audiences,” Singer adds. “Bigger placements get the product out there in front of a lot of people very quickly… or you could rent a truck and throw beer at people as you drive down the road…”
He’s kidding on that last part.
Other Half Brewing self-distributes, and before COVID sold mostly draft beer. The vessel may have shifted but Singer’s approach has not. “I’m still out in the streets and meeting with buyers personally; I’ve been masking,” he explains. “Part of my training is to always have samples to make sure our beer is getting in the right hands of people who understand the product. I use samples as part of the engagement and conversation. It would be really cool to send samples before a Zoom meeting with accounts,” he suggests to craft breweries.
We should note this RadCraft Industry Relief Zoom chat was Singer’s first. He’s oldschool— built his market for the last 14 years on personal relationships. When Coronavirus hit, he was on the phone personally calling everyone.
August was doing a lot of the same, though for transparency was furloughed from Karl Strauss until just recently. Now that he’s back to work he knows one of the biggest challenges will be selling more beer with less people. Getting distributors engaged in beer is valuable, he says. “That can be difficult when they’ve got a large book of brands, so give incentives.”
August also stresses the significance of hosting accounts and distributor reps at your brewery location, albeit difficult at this current time with so many of them operating at reduced hours and socially distanced capacities. If you can, he says, giving them that opportunity is key.
Engage with distributors and all audiences for that matter, Singer echoes, by telling a story about your brand. “People rally around a great products,” he says. “A story always sells, especially if your audience cares about it as much as you care about it.”
Join us on the #radcraftindustryrelief zoom!
Thursdays, 3:00PM Mountain Time
Join this meeting here; Meeting Password: 223518
BYOB and tag #radcraftindustryrelief on social
Ska Brewing Reallocates Distribution Markets, Exits Texas
Brewing near capacity coupled with the challenges of operating a brewery in a remote location led to Ska’s decision to reallocate its markets.
DURANGO, CO— Ska Brewing has ceased beer sales in the great state of Texas, refining its distribution footprint to twelve states. This change will allow the brewery to focus more on its local, regional markets.
Ska might be the largest brewery in the Four Corners; however the Durango-born company still produces a relatively small amount of beer— approximately 34,000 BBL annually. Brewing near capacity coupled with the challenges of operating a brewery in a remote location led to Ska’s decision to reallocate its markets.
“Crafting beer in the mountains makes for some big logistical challenges, and unfortunately Texas has been tough,” Ska Brewing Co-Founder and CEO Dave Thibodeau says. “Quite frankly if we ever want to enter this market again we are going to have to allocate more resources and brew and sell a lot more beer.”
Ska Brewing maintains a great relationship with its Texas distribution company Ben E. Keith Beverages, and is proud to welcome a legion of Texas-based guests to its Durango World Headquarters all year long.
Ska Brewing beers are currently available across Colorado, Arizona, Southern California, Hawaii, Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, New Mexico, and Utah.
For more information about Ska Brewing, contact Emily Hutto at coop@radcraftbeer.com.
ABOUT SKA BREWING
Based in Durango, Colorado, Ska Brewing was founded in 1995 and produces more than a dozen award-winning beers fueled with Ska music, and lots of it. Pioneers in the canned craft beer movement, Ska Brewing is known for an array of styles in 12 oz cans that include Mexican Logger, Modus Hoperandi, and Rue B. Soho. Ska has long been a herald for sustainable brewing practices— its World Headquarters are wind-powered and earlier in 2018 Ska decked out its roof with 223 solar panels. For information, more music, and a good time, visit www.skabrewing.com.
Bring Your Brewery Sticker To CBC 2018; Enter To Win Promote The Brew Marketing Resource Lounge Sweepstakes
Bring your brewery sticker to stick to our life-sized cooler door for your chance to win a suite of brewery marketing services, valued at $3,635.00.
photo by Colin Bridge
Don’t miss The Promote The Brew Marketing Resource Lounge at this year’s Craft Brewers Conference! Located on the first floor lobby (Lounge 1A) across from the breakout session rooms, this lounge is your one-stop hub for all of your craft brewery marketing needs.
The Promote The Brew Marketing Resource Lounge brings together industry leading resources such as Isaac Arthur and Cody Fague from CODO Design with Hands-on Branding, Emily Huto from RadCraft on Marketing Communications, Amy Oeding from Oeding Consulting to discuss retail merchandising profitably and Scott & Steve Schmidt from Promote The Brew with Promotional Marketing and The Market The Brew Podcast all in one location.
THE BUSINESSES
It's an honor to work with this world bunch of craft marketing colleagues. Click on each logo to learn more.
THE SWEEPSTAKES
The Promote The Brew Marketing Resource Lounge is excited to raffle off a full suite of our partners’ products and services during this year’s conference. Bring your brewery sticker to stick to our life-sized cooler door for your chance to win this exceptional suite, valued at $3,635.00.
Find us at 2018 Craft Brewers Conference at the Music City Center on the first floor (street level) lobby (Lounge 1A) across from the breakout session rooms. The closest intersection is Korean Veteran's Boulevard and 5th Avenue S.
Stop in with your sticker for a chance to win, and to find out how we can help improve your business.
SEE Y'ALL IN MUSIC CITY!
Former Great Divide Brewing Director of Sales Joins ‘The MBM Group’
The MBM Group is proud to announce that Anna Nadasdy has joined the organization as the first operating partner.
Photo by Colin Bridge
PITTSBURGH, PA – The MBM Group is proud to announce that Anna Nadasdy has joined the organization as the first operating partner. This strategic addition to the group comes at a time of unprecedented growth in the craft beer, spirits and wine industries. Nadasdy will work with new and existing clients to expand the already-robust service offerings and develop customized consultative solutions.
Nadasdy joins The MBM Group from Great Divide Brewing Company where, as Director of Sales & Marketing, she was a member of the Executive Leadership Team providing measured and analytical perspective on all facets of the brewery operations. In addition, she was responsible for building and motivating the sales & marketing teams to deliver profitable, brand building results through their national distributor network.
“Anna is exactly the partner I anticipated adding to our team as we continue to get calls from prospective clients in need of strategic consulting, training and direction,” said CEO & Founder of The MBM Group, Michele Meloy Burchfield.
With an extensive sales and management background gained over the course of the last 15 years from lengthy turns for other well-respected breweries including Odell Brewing Co. and Sierra Nevada Brewing Company, Nadasdy brings a wealth of experience and skill to The MBM Group.
Burchfield said, “She embodies the knowledge, expertise and passion of the next generation of the beverage alcohol business and I believe that she will deliver on The MBM Group’s commitment to transforming sales organizations.”
In 2010, Nadasdy’s palate and passion for craft beer led her to pursue and achieve Certified Cicerone — among the first of industry sales professionals to be awarded the level. Additionally, she has been very active on both the Government Affairs Committee for the Colorado Brewers’ Guild and the Brewers’ Association’s Market Development Committee, having authored and co-authored several popular articles.
Ms. Nadasdy holds a Bachelor of Science in Industrial Engineering from Purdue University and resides in Northwest Denver with her husband, John, and daughter, Evelyn.
ABOUT THE MBM GROUP
The MBM Group is a Training & Consulting company specializing in the Beverage Category. The services include Strategic Sales & Marketing Consulting, Organizational Analysis, Sales, Negotiating, Managing & Developing People and Effective Wholesaler Partnership Training. Clients include Sierra Nevada Brewing Company, Firestone Walker Brewing Company, Rogue Ales & Spirits, D.G. Yuengling & Son, New Belgium Brewing Company, Founders Brewing Co., FIJI Water, Wonderful Brands, Golden Road Brewing Company, Origlio Distributing, Tenth & Blake, Ste. Michelle Wine Estates & Vermont Hard Cider Company.