CAPTAIN REMIX BEER BRAND STRATEGY

NOVEMBER 2014

BRAND PROCESS

> STRATEGIC BRAND ANALYSIS

> BRAND STRATEGY AND ARCHITECTURE

> BRAND EXPRESSION

> INTERNAL BRAND ADOPTION

> LAUNCH AND EXTERNAL BRAND ADOPTION

! BRAND MOMENTUM

Determine how the brand will support the business strategy by fully understanding the current situation.

Articulate the brand vision. Develop clear, strong brand distinction.

Invoke the feeling of the brand shift through copy tone and voice as well as visuals to increase understanding and engagement.

Cultivate buy-in and internal advocates for the change via clear, accessible communication.

Launch strong brand messaging to customers, channel partners, investors and the media.

Ongoing strategy planning, measuring and adjusting for maximum market penetration.

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OUR BRAND PROCESS

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CAPTAIN REMIX CRAFT BEER

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NEVER BORING; ALWAYS EXPLORING

Nothing new comes from normal.

• Captain Remix keep customers, fans and admirers satiated with a new brew every month.

• Beer tours and test lab. Think Willy Wonka’s Chocolate Factory for adults, the Remix tours

allow visitors the unique ability to live the life of a brewer for a few hours, enjoy a tasting

and submit flavor concepts for consideration to be the monthly brew.

• The Captain Remix owners have more than 20 years collectively in the brewing industry

and bring that experience, along with a drive to test boundaries, to Captain Remix

products.

USP 1

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UNEXPECTED BREW; UNEXPECTED EXPERIENCE

You can’t put a label on unique.

• Captain Remix surprises fans and advocates with regular underground launch events to

celebrate new flavors. When and where is all part of the surprise.

• Tours, events, and mobile / location-based applications keep customers involved on a

variety of levels.

• Every beer is named by customers, fans, advocates and even cynics.

• Direct line to the brand; experts are on call to answer questions, provide

recommendations, give you the inside “scoop” on underground and intriguing local

events/activities.

USP 2

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DON’T SETTLE; BE RESTLESS

A beer rooted in progression.

• Captain Remix embraces new technology / platforms; e.g., “Whisper” or iBeacon while

also staying true to the tactile and social nature of the product. The product is on a

constant mission to connect the physical and digital worlds.

• Captain Remix owners teach brewing classes across the country, always looking to

expand their knowledge and improve their craft.

• Fans and customers are the driving force behind the products Captain Remix delivers. As

long as fans engage through tours, brewing sessions, mobile apps, launch events, social

channels, etc., and continue to provide input, the more product and access to Captain

Remix customers will be granted.

USP 3

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BRAND STORY

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CAPTAIN REMIX BRAND STORY

Have you ever heard the saying, “if it ain’t broke, don’t fix it.” Screw that. Captain Remix

Craft Beer is rooted in the idea of breaking the mold to see if a better product can emerge.

With a long and successful history in the craft beer industry, owners Chuck and Ginger set

out to create their own product that was gregarious, unexpected and stood out In a state

that is already known for producing some of the best craft beer brands in the world. Captain

Remix beer was born from the desire to test the boundaries of the industry and bring its

customers and admirers into the secret world of brewing. From funky brews to

underground launch parties, this beer is made for those who are comfortable in their own

skin, adventurous and passionate about craft brews.

BRAND STORY

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BRAND PROMISE

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CAPTAIN REMIX BRAND PROMISE

Whether its brews, appearances or simply rumors, Captain Remix beer will keep you talking.

Beer is meant to be fun, social and and an indulgence; that is the experience Captain Remix

strives to create. Customers will not only have input on the product but the more

engagement the more Captain Remix will give back. With Captain Remix’s brewing prowess

and the customers passion, there are no boundaries.

BRAND PROMISE

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BRAND ESSENCE

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BEER YOU TALK ABOUT.

BRAND ESSENCE

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KEYWORDS

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BRAND KEYWORDS

• Gregarious

• Outgoing

• Passionate

• Quality

• Unexpected

• Underground

• Community

• Engaged

• Steampunk

• Adventurous

• Quirky

• Half-step ahead

KEYWORDS

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• Fueled by customers

• Listening

• Interactive

• Eclectic

• Inclusive

• Independent

• Evolutionary

• Finger on the pulse

• Omnipresent

• Custom

• Agile

• Local