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Arch Ale

Caft beer
by

Amy Wright

on 20 February 2014

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Transcript of Arch Ale

What is 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
Draft Beer
Beer Drinkers that want to try something different
Target Market
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.
Consumer Research
Containment
Protection
Communication
Convenience
Minimize costs of products
Primary packaging

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
Secondary
Contains primary packages
Easy Distribution
Easy to store
Product information and labels
Final
Packed with 6-packs, 12-packs, and 24-packs
Corrugated cardboard for stacking strength
Display graphics and labels to catch attention
Secondary packaging &
Final packaging
Packaging
http://www.craftbeer.com/blogs-and-polls/craft-beer-polls
http://anheuser-busch.com/index.php/our-beers/#!BudweiserFamily
http://www.anheuser-busch.com/
http://www.samueladams.com/history
Arch Ale



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.
4 P's
Product
Price
Place
Promotion
References
SWOT
Strengths:
St Louis = Beer Town
Busch Stadium ONLY AB Products
Busch family name
Global Distribution
AB Success in Advertising
Weaknesses:
New Territory for AB
Known for Favorites
INBEV buyout of local company
Smaller Brewers adjusts tastes easier
AB has reputation as a bully
Opportunities:
Gain back Customers
Donate to Causes
Innovation
Consumer Feedback
Food/Beer Pairings
Drinking/Driving Info
New Branch of Business
Threats:
Schlafly
AB Varieties
Caloric Content
American product or Foreign?
Is it too late?
Marketing Mix

6-Pack Bottles
12-Pack Bottles
24-Pack Bottles
Full and Half Kegs
1.Situational analysis ( SWOT analysis)
2.Target market
3.Marketing mix (the 4 Ps)
a.Product
b.Place
c.Promotion
d.Price
Marketing Channels:
Distributors Samples
Consumer feedback
Grocery Store Sampling
Food & Beer pairing from Chefs
Distribution Locations:
Pricing
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?
Bottle Pricing
$1.15
Keg Pricing
$130
Full transcript