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Transcript of Arch Ale
Our Arch Ale is a smooth, balanced,
crafted beer with mildly spiced flavor
and aroma from the East Kent Goldings hops.
Purpose of Packaging
By Kelly Knight, Greg DeGreeff, Kelley Toenjes, and Amy Wright
Adults 21 years and older
Craft Beer Drinkers
Beer Drinkers that want to try something different
Color & Clarity
Color is measured by the absorbency of light at a wavelength.
The European Brewery Convention (EBC) defines units for the color of beer.
Minimize costs of products
Major protective barrier ( chemical and biological)
Glass bottle is resistant to all gases and moisture
Glass bottle has UV protection to the product
Odor resistant from external sources
Contain large quantities of product in kegs
Easy for handling and distribution
Front and back labels and expire date
Contains primary packages
Easy to store
Product information and labels
Packed with 6-packs, 12-packs, and 24-packs
Corrugated cardboard for stacking strength
Display graphics and labels to catch attention
Secondary packaging &
Rooted in Budweiser’s rich heritage and authenticity, it delivers a smooth and distinct flavor you have come to expect from the King of Beers. Brewed with a variety of American Hops, this
drinkable golden ale is finished over
beechwood chips for a smooth
and distinctive flavor.
Anheuser Busch InBev
2012 Craft Beer Industry
Growth of the craft brewing industry in 2012 was 13% by volume and 15% by retail dollars.
St Louis = Beer Town
Busch Stadium ONLY AB Products
Busch family name
AB Success in Advertising
New Territory for AB
Known for Favorites
INBEV buyout of local company
Smaller Brewers adjusts tastes easier
AB has reputation as a bully
Gain back Customers
Donate to Causes
New Branch of Business
American product or Foreign?
Is it too late?
Full and Half Kegs
1.Situational analysis ( SWOT analysis)
3.Marketing mix (the 4 Ps)
Grocery Store Sampling
Food & Beer pairing from Chefs
Bottle Pricing of Competitors
Shock Top - $.98
New Castle - $1.12
Sam Adams - $1.12
Stella - $1.20
Keg Pricing of Competitors
Schlafly - $105.95
Sam Adams - $124*
Stella - $148
Where do we fit?