Sponsorship Event Recommendation for Brand new craft beer brand, Dishonest Goat

Name

College

Course

Month, Year
 Dishonest Goat
Market Analysis
The beer market is projected to register a CAGR of 5.2% during the forecast period, 2021-
2026.The impact of the COVID-19 pandemic on the beer market can be witnessed with a
spike in prices for products that are either domestically manufactured or are being imported.
The rise in prices is associated with a disrupted supply chain, which has increased both the
raw material costs and end product transportation due to the limited availability of raw
materials due to production halts and labor shortages across developing countries. However,
the market has grown in recent months as consumers have largely preferred in-home
consumption amid the closure of bars, pubs, and restaurants. Similarly, the sales of cans and
pint beer have witnessed an overwhelming demand considering factors such as convenience.

Over the medium term, the changing lifestyles, increasing consumption rate of alcoholic
drinks, rapid urbanization, high disposable incomes, and popularity of beer among the young
population are a few factors driving the global beer market. The introduction of new
ingredients and innovative flavors, combining salty, fruity, and tart flavors, in craft beers has
increased their appeal among the millennial crowd globally. Due to the increasing popularity
of craft beer, the beer market has seen a heightened preference for flavored beers by
consumers, especially millennials.
Audience and potential customers

Analysis Leads to Success

You, “DISHONEST GOAT”, The Brand-New Craft Beer Company is a family-owned

Fort Collins micro-brewery with its foundations in the European beer traditions
and the influence of the Colorado beer culture. You treat your beer-making
mission as a complementary blend of art and science using Colorado mountain
water and fresh ingredients. Our local Colorado craft beer, like the goat, is
adventurous, bold and balanced in its environment; comfortable on the edge.

38% of beer consumers—the largest segment—are Loyalists.

These are the core beer drinkers; they do a lot of their
imbibing on-premise and tend to socialize around beer and
sports
 25% are Experimenters. These are people who have a passion
for beer and are less price sensitive. They’re looking for unique
taste profiles and variety and gravitate toward craft brews
15% are Aspirers. Ethnic groups are more dominant in this
segment and they tend to drink imported beers
12% are Trend Seekers. These consumers are all about creating
memorable events around social occasions. Food/beer
pairings are a popular way for this group to connect
10% are Sippers. There’s a skew toward females in this group,
and beer is usually not their first beverage of choice. Sippers
are spurring the growth of sweeter, fruity beers. 
“The target audience should be people aged between 28 years to 60
years. Ideal target age is between 28 to 50 years.”
 Average beer consumer age or first-time buyers, 2013-2018

Most suitable sponsorship options

1. Content Marketing -Full Sail Brewing’s Session Case Study
Every type of business needs powerful content marketing, one of our
favorite industries to produce creative campaigns for is food and
beverage. Its not stranger to the beer aisle or the tap house and we
know firsthand that it’s a downright rainbow of colors and brands. Our
job—make Session pop.

Steps Taken:

They used 5 traits which benefited them which are as follows:

1. Tell Meaningful, Relatable Stories

To keep content fresh and engaging, they broke the summer narrative
into three month-long ‘sessions.
2. Portray Your Brand Authentically

While it was important to portray the daily giveaway prizes, they

wanted to ensure that not only did they feel interesting and engaging,
but authentically tied to the brand. They used the one of Full Sail’s
most important brand stories, that us their water sources and how
they brew as sustainably as possible and choose to make most of
their story’s water-centric and captured some incredible sights
from just outside of Full Sail’s back door.
3. Use Personalization and Targeting

They chose specific bits of content to boost to carefully crafted

audiences in the hopes that they would see it, like it, and share it.
Additionally, they magnified their social reach and engagement with
content built around seasonal and Full Sail events. This included things
like the Summer X-Games and Independence Day. Their curated
content was supportive of industry influencers, partners and Full Sail
sponsored events like Hood to Coast, Kiteboarding 4 Cancer, and
the Oregon Brewfest.

4. Push for Video/Post only High-Quality Photos

They produced video and imagery that featured six different local,
beloved locations. From the hero dirt of Post Canyon to a chill scene on
the Hood River to a high-energy lakeside gathering, we employed drone
videography and photography that does these sacred local places
justice. These locations are well traveled and well known throughout
our community and beyond

5. Choose the Right Cadence

They created 50+ custom video and image assets, plus over 50 pieces of
curated content. With a regular cadence, They watched their audience
and engagement grow and chose the most engaging content to continue
throughout the entire season.

Results of the Campaign:

They produced about 150,000 barrels that year of campaign and shipped
to the 14 western states and a handful in the Southeast and Northeast.
Their Sales grew 16.6 percent from the last year.

Recommendations based on case study

 Keep content fresh and engaging, instead of a long marketing
campaign, use small episodic seasonal content.
 Instead of using fancy hypothetical marketing, use authentic facts
and use them as marketing tools.
 Use holidays and targeted marketing by using thematic limited
editions like above mentioned.
  Videos always work better than stills and texts, engage audience
with more and more brand stories by uploading videos on social
media pages, blog and websites.
 Experiment with different parameters and audience niches and
select the best performing strategy which uses all of above
recommendations.
2. Drink It Up: Three Sponsorship Trends in The Craft
Beer Category - Case Study
Beer companies place more focus on nonexclusive deals, unique
experiences and proprietary events. Industry consolidation, changing
consumer preferences and the continued popularity of craft beer have
resulted in a seismic shift in how beer companies use sponsorship.

Below, are the three sponsorship trends in the beer category:

Goodbye category exclusivity

With consumers increasingly expecting a mix of beverage options at
sports and entertainment events, a growing number of rightsholders
are forgoing exclusive deals in favour of partnerships with multiple
brands.

“The San Francisco Giants work with a mix of mass-market beer

companies, local breweries (Anchor Steam, Lagunitas, etc.) and other
segments of the beer category.

“Fans want variety and choice. We have three-

and-a-half million people come to AT&T Park
every year, and we want to make sure we have the
right offerings for everyone,”
said Brenden Mallette, San Francisco Giants’ director of sponsorship
sales.

The length of the MLB season also plays into the team’s decision to
move away from exclusive deals, said Mallette, noting that it would be
difficult for a sponsor to fully activate a partnership across 81 regular
season home games.

“It would be hard to do all the things that are important to

us as an organization. That led us down the road of
multiple brands in the stadium.”
While most beer companies are comfortable with nonexclusive deals,
there is one notable exception: Anheuser-Busch InBev. The beverage
giant wants to be the only beer in town when it comes to sports and
entertainment events.

“Properties can insist on a shared deal, but if they do, we’re out. And all
of a sudden, their $2 million rights fee becomes $300,000 or $400,000
based on what the other brands are paying. We’re after exclusive deals:
we want to get married, we don’t want to have affairs, and we want
rightsholders—teams in particular— to be realistic about the value of the
deals,” Eelco van der Noll, Anheuser-Busch InBev vice president of
experiential marketing, told attendees at IEG 2016.

Go Big or Go Home
With craft breweries continuing to pop out of the woodwork, mass-
market beer companies are increasingly using sponsorship to access
unique, one-of-a-kind consumer experiences.

Anheuser-Busch InBev will leverage next month’s Stagecoach music

festival with push notifications dangling access to special
performances, fast-pass lanes and other perks centered on Budweiser’s
on-site footprint.

“It’s all centralized around the experience that Budweiser wants to

create onsite,” said Russell Silvers, AEG Global Partnerships senior vice
president.

Anheuser-Busch sponsors Stagecoach as part of a long-term partnership

with AEG that includes upwards of 30 properties across multiple
continents.

More companies go it alone

Craft Beer companies large and small are increasingly adding
proprietary marketing platforms to their sponsorship portfolios.

The reason: the opportunity to promote a brand ethos in a 360-degree

marketing environment.

The Pabst Brewing Co. is one company that has opted for proprietary
events. The company in 2016 expanded the Project Pabst music festival
in Portland, Oregon to three new markets: Atlanta, Denver and
Philadelphia.

“When you sponsor another event, you’re beholden to other people.

You can collaborate on an idea, but you don’t get to book bands and set
concession prices. We sell PBR for $3—you won’t find another festival in
the world with $3 beer,” said Matt Slessler, PBR national brand
ambassador.

Recommendations based on Case Study

 Pay more focus on nonexclusive deals, unique experiences and
proprietary events.
 Consumers expect a mix of beverage options at sports and
entertainment events, therefore sports events like soccer leagues
would be a best option for introducing the wide range of products
  Approach Non-exclusive Sponsorships as long as a good exclusive
sponsor approaches with appropriate deals.
 Add proprietary marketing platform to promote a brand ethos in a
360-degree marketing environment.
 Access unique, one-of-a-kind consumer experience by using
personalized marketing targeting specific niches and categories.

References

2ndKitchen. (2020). 11 Creative Craft Brewery Marketing Tips (+5 Examples).

[online] Available at: https://2ndkitchen.com/breweries/brewery-
marketing/.

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information given being complete or correct D. to varying update and Text,
S.C.D.M. up-to-Date D.T.R. in the (n.d.). Topic: Beer industry in the UK.
[online] Statista. Available at: https://www.statista.com/topics/6851/beer-
industry-in-the-uk/.

Gilded Goat Brewing Co. (n.d.). Fort Collins Brewhouse & Craft Beer Brewery |
Gilded Goat Brewing. [online] Available at:
https://www.gildedgoatbrewing.com/brewhouse [Accessed 20 Aug. 2021].

ltd, R. and M. (n.d.). Beer Market - Growth, Trends, COVID-19 Impact, and
Forecasts (2021 - 2026). [online] www.researchandmarkets.com. Available at:
https://www.researchandmarkets.com/reports/4536278/beer-market-
growth-trends-covid-19-impact.

Restaurant Business (2012). Who are your beer customers and what do they want?
[online] Restaurant Business. Available at:
https://www.restaurantbusinessonline.com/consumer-trends/who-are-your-
beer-customers-what-do-they-want.