GASTOWN PREMIUM BREWING

Callum NgTop Grads 2009

The Gritty. The Market

The Market 24 years old, growth, beginning kick outs Trusted brands, with strong positioning and

a loyal customer base

The Players

OKANAGAN Spring (Sleeman Brewing) Granville Island Brewing (Kelowna) Russell R and B

The Gritty. The Market

The Market 24 years old, mid-maturity, beginning kick outs Trusted brands, with strong positioning and a

loyal customer base

Significant Observations Premium beers, better taste, higher quality Local flair Growing. To 6% in 2008 Why? Established bigger labels

Granville Island

Granville Island

Price-Quality

Price Low

Quality Low

Quality High

Price High

$172.50

$163.68$158.8

7

$188.00

Making The Brand

History and Tradition

TIMELESS

Gastown Premium

Brewing Cool, hip brand with

classic taste and

undeniably quality.

Meet the Brand

Capturing the soul of Gastown. Refined. Classic. Cool.

Meet the Drinkers

The rising star.Astrid, the HIP confident young professional

The intellectual. Tom, the REFINED marketing professor

The buddies. Mark and friends, 20 something guys, who love to have a good time. TIMELESS beer.

Meet ASTRID

Astrid finished her law degree two years ago. She lives in Yaletown, still renting but looking to buy. She’s 28, single and while she works hard, maintains a fun social life. Balance is important to Astrid. So is good beer. It’s her choice. Her choice is

Profile: the rising stars

Men and WomenSolid income Good education,

usually post-secondary

City DwellerDrinks beer more

often than spiritsDrinks imports or

local microbrews

Their story… Their beer…

Water Street Pale Ale• light• clean and refreshing• easy to drink

Meet Tom

Tom has been drinking beer for years. Now in his 50s, Tom plans to retire soon, but enjoys teaching marketing at UBC. He has had an enriched life, full of wonderful experiences. For Tom, carefully brewed local beer is the

best, and he prefers stouts to lager. He has refined tastes in beer, and his choice is

Profile: The intellectual

Mostly maleAged 45+High income Well educatedResides in city or

suburbsPrefers darker beersDrinks imports or

local microbrews

Their story… Their beer…

Midnight Extra Stout• dark• smooth and heavy• for relaxed evenings

Meet Mark and the Boys

It’s game night, and Mark has been thinking about puck drop all day. He’s a foreman on the new Canada Line project. After work, it’s off to the local pub where he and his buddies will watch the game, drink plenty. For Mark, beer isn’t a tough choice, it just has to taste great and be the right price. For Mark, it’s always been

Profile: the buddies

Mostly maleAged 25-35Lower to middle income Educated or notResides in city or

suburbsPrefers lager beersDrinks domestic draft

during the day and at night. Drinks plenty.

Their story… Their beer…

The Standard

• classic lager beer• smooth and refreshing• for anytime

The gT line up

• displays sophistication and refined taste• for the refined drinker, who can handle a

stout• poured into a regular pint glass and

available in the signature black bottles• label should include the Steam Clock Tower,

black and white, etched out

• displays confidence and sophistication• caters to the selective • poured into a clear, rounded pint glass and available in clear bottles• label should include a snap shot of a classic Water St. road sign

Midnight Extra Stout

The Standard• the everyman’s beer• great taste but affordable • poured into a clear, regular pint glass and available in dark brown bottles• label should include the Europe Hotel corner

Water Street Pale Ale

The Plan.

Initial channel: licensees Pubs, bars and restaurants Industry owners, managers and staff

Exposure. Exposure. Exposure. Event sponsorship Signage and patios

Operation POW Print, Online, Word of Mouth

The beginning

Last Night 2009

Where? At the home Gastown BrewingWhen? 10 PM. December 31st, 2009Who? Industry owners, managers and staffWhy? Low cost. Convenient. Great times.

showcase Gastown Premium Brewing exposure to 400 trigger pullers

Total Cost $29,440.00

POW! PRINT

A new approach to entertainment news Featuring restaurant reviews, pub/bar and club

listings concert and movie listings Lifestyle pieces covering the arts, culture and

world that is Gastown, Vancouver

Cost Per 2 month Cycle [3 cycles total] Creation = $10,000 Printing = $20,000 Circulation = $2,560

Total = $32,560

The Gastown Globe

POW! online

Tells the Gastown Brewing story Steeped in history and rich with tall tales Profiles of each beer, detailed and precise Online ordering portal for licensees

Cost Web design (one time) = $10,000 Monthly Maintenance = $500

Annual Total = $16,000

GT Premium Brewing Online

POW! Word of mouth

Facebook party promotion Customer created buzz Event template provided 100+ party and location choice

6 brand movers Twitter | Facebook | Blog

Beer Blitz Fridays Offices with targeted consumers Giveaways, t-shirts, beer, fun

Cost Party Promotion kegs = $19,440 [36 weeks x 3 days a wk x $180 ] Brand Mover scholarships = $60,000 [tuition scholarship $10,000 x 6] Beer Blitz budget = $20,000

Annual Total = $99,440

Summoning the Social Networks

Initial Channel: Licensees

What they offer Brand exposure and promotion Customer base Revenue source Brand Identification and categorization

What we offer Feature in The Gastown Globe Industry discount on restaurant parties Competitive pricing Signage

Exposure. Exposure. Exposure.

Sponsor two major events for each target segment Harry’s Spring Run Off or the Run for the

Cure Beer Hunter – the legal version Golf Tournament Urban Rec

Provide signage and patio umbrellas Restaurants and bars Onsite giveaways of branded merchandise Season specific signage

Advertising

Campaign One: Gastown Gentlemen Featuring: Trevor Linden, Jim Pattison, Michael Bublé Donation to charity on behalf of icon Business publications and magazines Transit and newspapers

Campaign Two: Introducing… An expose campaign, introducing each of the 4 beers Designed to reveal brand differentiation To run on billboards and transit

“My Choice. My Beer.” What’s in your fridge?

Schedule

Dec 2009 Last Night 2009 Segment: All

Jan/Feb Licensee recruitment Target: 20 Website development Segment: All Hiring Brand Movers Segment: Mark Beer Blitz begins Segment: Tom|Astrid Introducing… spots launch Segment: All

Mar/Apr The Gastown Globe launches Segment: Tom|Astrid Hockey themed signage Segment: All Licensee recruitment Target: 20

Schedule

May-Aug Facebook Party Promotion kicks off Segment: Mark|

Astrid Segment based sponsored eventsTarget: 6 Channel focus: liquor stores/distributors Target: BCLC Licensee recruitment Target: 20

Sept-Oct Licensee recruitment Target: 20 Gastown Gentleman’s campaign runs Segment: Tom

Nov/Dec Licensee recruitment Target: 20 Last Night 2010 Segment: All

Success.

In 12 months Gastown Premium Brewing will… Run 2 full scale advertising campaigns Sponsor 6 events across the lower mainland Influence 6 blogs and twitter pages Blitz 100 workplaces Develop a strong website Throw 2 fantastic New Year’s Eve parties Recruit 100 licensees Launch 4 different beers Circulate The Gastown Globe to 60,000 homes Penetrate the off license market, BCLC

This refined, hip and timeless brand will enter the microbrewery market and provide a mid-range cost, high quality line up of beers that will appeal to three distinct segments and Gastown Brewing will become an icon in itself.