fiddlehead approach presentation
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Fiddlehead Brewery Presents Approach
Lochlan Dougherty, Sierra Calabresi, Colby Sears
summary
• 4 P’s • Customer Face• Logo & Tagline • Keg Tap & Coaster• New Merchandise
• Competitive Analysis • Event • Press Release • Splash Page • Social Media Plan
The 4 P’s
Price Due to its exclusive seasonal availability Pints will be offered
at $6.50, while Growlers and
Growlettes can be refilled for $11.
PlaceThe Approach is available
exclusively at the Fiddlehead Brewery in
Shelburne, VT. Come on down fill a growler, and meet the people behind
the brew. While you're out give our locally famous IPA
a try at one of over 100 locations.
PromotionThis winters seasonal draft
will promoted through Fiddleheads big skivent, as well as a brand new social
media campaign, and support from local sources. Remember, we rely on you!
So tell your friends about Fiddlehead and come pay us
a visit.
Product
The Approach is a one of a kind brew in the porter style. Artfully crafted by Matty-O himself. Brewed with local
hops, and local feel, it embodies a hardy smoky taste
with faint hints of caramel reminiscent of Fiddleheads
own Brown Porter.
Who’s Drinking Us?
“Take the Right Approach”
Behind the Bar
What’s Under the Cup
Merch for Purch
Expanding Fiddlehead’s Merchandise. Introducing the new Ice Scraper, and Neck Gaiter.
The Playing Field
Switchback Ale
Performance: Switchback offers an award winning craft brew with a sensuous hint of fruit aromas and mild hops. Can be found anywhere from your local pizzeria to an
upscale bar.
Features: Dark amber in color boasting a rich malt flavor with a bite of hops at the
end. Switchback offers a mild beer that can be sessioned by the everyday drinker. ABV
5%
Conformance Quality & Reliability: Switchback offers a consistent high quality
product. Recently breaking into the bottling of their brew, with equally
consistent results.
Style and Design: Switchback is well known for their blue and green color scheme. As
well as their easily distinguishable tap handle. Bottled in 22oz quantities only.
Durability: Switchback can be found at many local bars for around 4-5 dollars a
pint. The bottled brew is offered at around 12 dollars.
Servaceability: Available at local bars, and now in 22oz bottles readily available in
liquor stores and gas stations throughout Vermont.
The Playing Field Performance:
Hill Farmstead offers local craft beer enthusiasts a tasteful and unique
experience. Their exclusivity within Vermont has made them a popular commodity
among local drinkers.
Features:Hill Farmstead presents its fans with a fresh variety of brews, including a few seasonals.
They are known for their local feel and unique take on their specialty brews. This is
a beer that will and has proven to attract "crafties".
Conformance Quality & Reliability: Hill Farmstead has staked its reputation on its quality and consistency.
Because of its small size i is important that they produce a consistently quality product which they have become well known for.
Style & Design: A unique bottle shape and a creative use of
negative space in the logo help Hill Farmstead portray an appealing image.
Durability:Being a smaller brewery in Vermont, their
products are offered at a premium. Tap prices typically range from 6-9 dollars.
Serviceability: This is a true Vermont Beer. Their brew can
be found on tap at a number of Vermont bars across the state. They are only
available on tap unless directly from the brewery. They ship to NY, Boston, and
Philadelphia twice a year.
The Big Skivent!
Hot Off the PressFOR IMMEDIATE RELEASEDecember 7, 2012TAKE THE RIGHT APPROACH THIS WINTER SEASON WITH FIDDLEHEAD BREWERY Shelburne, VT (January 5, 2013) – Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based company will be hosting a series of events during the month of December to introduce their new winter porter, Approach. Fiddlehead extends the invitation to the public to participate in a month long ski and ride event at Vermont’s most exquisite peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and Stowe Mountain Resort. After a day on the slopes Fiddlehead invites attendees back to the barn for local food tastings, beverage pairings and an exclusive preview of “Flow State,” the new ski film by Warren Miller Entertainment. In anticipation of the 2013-winter season Fiddlehead’s event coordinators invite guests to the Fiddlehead Barn at 8:00AM on four consecutive Saturday’s in the month of January (dates include: January 5, 12, 19 and 26). For a small fee $15 guests of the events can take a shuttle from the barn to one of the weekly sponsored mountains. After an exhilarating day on the hill, guests will celebrate winter brew and extreme mountains sports with Warren Miller Entertainment, while enjoying delicious local food from Folino’s Pizzeria and more Vermont favorites! “There will be something for everyone at the launch event! From local treats to thaw an early-start to cabin fever, as well as many outdoor features for the winter enthusiast. This is an event you will not want to miss!” states Sierra Calabresi, one of Fiddlehead’s newest brand representatives.
Take the right approach this winter season, and join in on the festivities starting January 5th at 8:00AM-7:00PM. For samples of the debut of Fiddlehead’s newest porter, and ascend into the craft brew phenomenon that is Fiddlehead Brewery.
Discover more at…Facebook: http://www.facebook.com/FiddleheadBrewTwitter: @Fiddleheadbrew
Making a Splash
The Social Brand
#Quizzlehead
December 31, 2012 #QUIZZLEHEAD
Competition kicks off. 3 easier
questions are asked (Who's the brew
master at Fiddlehead
Brewery?, etc...) First days prize, a free growler of
Fiddlehead's feature winter brew "Approach".
January 1-2, 2012 #QUIZZLEHEAD
Competition continues with
increasingly difficult questions,
including some new prizes such as
neck gaiters, ice scrapers and some
Phineas Gage cd's..
January , 2012 #QUIZZLEHEAD
Competition reaches the final
two days before the skivent kicks off.
These days are all about the man
behind the brew. Questions will be
made by Matt and his three favorite answers will win.
Grand prize winners get to spend the day brewing with
the master.
December 8, 2012 #QUIZZLEHEAD Competition has
reached its end, and the first of the 4 day skivent has finally arrived. Come join us as we celebrate
the release of the winter brew Approach with a
day on the slopes. Afterwards swing by the brewery with family and
friends to sample the Fiddlehead pallet, and
why not grab a slice while your at it. For all
you ski bums in the area we will be premeiring
Flow State to wrap up an exciting few days with
the Fiddlehead family.
Summit up
Have a safe and fun holiday season from all of us at the Fiddlehead Family
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