Winning with Beer

Oregon Restaurant and Lodging AssociationSeptember 19, 2010

Kurt Krasneski – Craft Brewers Alliance

OBJECTIVE Define the key elements to create a

successful beer program that will increase sales and profitability, while delivering the brands that are relevant to your costumers.

AGENDA State of Beer in Oregon Marketplace

Current Market Trends

Menu and Promotional Development VIBE Case Study 504 Top On Premise Chains

Fundamentals for Success What you can control

BEER IN OREGON 0regon is TOP 5 in the United States

Number of BreweriesBreweries per capitaCraft Beer ProductionCraft Beer ConsumptionDraft Beer Consumption per capita

Current Market Trends - IRI GroceryCraft Beer is the only segment that is growing – up 6.75%Overall Beer is off -6.5% Imports and Premiums are down double digits

MENU DEVELOPMENT Stand Alone Beverage Menu #1 influencer of consumers and are read 90% of

the time Brand is the most important factor for beer consumers Beer consumers are more visual and prefer to order from menus that feature

actual photo shots of each beer Consumers rank how well a beer goes with the food they are having as the 4th

most important order influencer Price is very important to the beer consumer - willing to trade up Consumer wants to see more draft beer, local and regional items

PROMOTIONAL PROGRAMS Drink and food menu inserts are the most effective promotional items Happy hour and late night programs are important to offer value - not

cheapness Promotional programs must tie in both food and beer to maximize the

promotion Great selection of beer is the #2 element to drive customer visits on promotions What is your competition doing with their promotional program? Play to your strengths

. The Beer/Drink Menu continues to be the number one influence on consumers

drink purchases.

f Key Elements for a Successful Beer Program

Understanding the Trends and Your MarketplaceUse of Category Management for item selection

National, Regional, LocalEffective Menu and Promotional Programs

Food Pairings, Timing, Drive Business, Play to StrengthsEducated StaffProduct Presentation and Glassware

Clean your beer lines Train your Staff in Bar Fundamentals

Clean Glass, Fresh Product, Correct Pour, Temperature Review Beer Program on Quarterly Basis

. The Beer/Drink Menu continues to be the number one influence on consumers

drink purchases.

SUCCESS

THANK YOU!