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Transcript

What we already know about

Herzog?

the name

consumption preferences

Herzog Von Bavaria

Bavarian recipe

European routes

European/foreign routes beer market:

German technology/quality

Filter 1: true?

Filter 2: competition

Kaiser

23%

?

Herzog

19%

Imported

35%

Konig Pilsner

23%

Competition:

Herzog

Herzog =

15%

draft beer market

Kasri

Natakhtari

Kazbegi

Zedazeni

20%

80%

That it has decent background and product truth to become

PURPOSE

TARGET AUDIENCE

CHARACTER

ESSENCE

Beer lovers

Herzog gives true beer lovers an opportunity to enjoy genuine draft taste and experience

Herzog is the guard and master of true draft beer

Real beer can only be draft

Beer for them is not drinking-problems-away product. Neither they drink to get wasted.

They appreciate beers for the taste and prefer it to any other alco-drinks. They are quality seekers. They don't pretend to be snobbish and picky, but what they are sensitive for is beer, its their expert territory and they prefer draft as it's the best tasting one.

Beer is also a social fuel for friends gatherings - it inspires interesting conversations and lets escape from the routine

Herzog will be the first brand in Georgia who knows how to serve draft beers right: temperature, pouring, glasses...

Herzog will make it all to let people enjoy beer as it should, providing them not just great taste qualities but also an experience and culture

It's already in people's mind that true, living, freshest and best tasting beer is draft.

But there is not a single Georgian beer brand which owns the category.

Herzog is not trying to pretend for any kind of product uniqueness or premium positioning

Herzog claims his expertise in drafts and offers the real draft experience to people

Herzog

Expert of

DRAFT

Strategy

We may also expand the category consumption culture:

i.e. take-away draft beer in bars/pubs

DO:

Before to start communication we need to strengthen our positions in HoReCa

*at least spots popular among our TA

Herzog as a master of draft should own a branded bar and/or a big flagship store

as well as develop and communicate Herzog draft beer drinking rites

SAY:

As we own the positioning of draft expert we may start growing the category itself:

Real beer can only be draft

As Herzog had no clear brand equity and people don't know what is it about we should establish the brand first:

Herzog - is an expert of draft beers

Precious

consumer

World best tasting draft beers

Chalice

World draft masters competition

9 step pouring ritual

Art house festivals

Owned bars and certified draft masters

Made of more

TREND

Draft beer

is not only taste

but also

aesthetics of serving and consumption

Consistency

Taste

Color

For those who are ready to wait

For those who know

Owned worldwide bar chain

In the society today consumer are more and more used to get not only product qualities and services but also experience

The market is expanding, more craft beers appear, competition is growing

In comparison with wide choice of inexpensive beers in plastic bottles

Draft is becoming synonym of quality and taste

Herzog?

TOM awareness:

4%

Spontaneous awareness:

17%

Market share:

3%