mr.beer® 2015 press kit

AMERICA’S #1

HOME BREWINGCOMPLETE

S Y S T E M

NORTH AMERICAN

EUROPEAN

CRAFT BREWS

HARD CIDER

ROOT BEER

NORTH AMERICAN

EUROPEAN

CRAFT BREWS

HARD CIDER

ROOT BEER

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Mr.Beer® INTRODUCTION

Table ofContents

t’s a well-known fact: craft beers are exploding in popularity. According to the Brewer’s

Association, craft beer sales increased more than 14% in 2013 compared to a -2% decline

for the total beer category.

What’s less well-known is that home brewing is growing at an even more impressive pace. The

Brewer’s Association reports that sales of home brew beginner kits grew +24% last year, nearly

twice as fast as craft beers.

Mr. Beer pioneered the home brewing kit industry more than two decades ago. Today, it continues

as the clear market leader thanks to its complete home brewing kits which set the benchmark

for affordability, ease of use, and reliably consistent quality that is second to none.

Please visit us at Booth #S2877 to learn more about the increasing popularity of homebrewing,

as well as Mr.Beer’s® recent product innovations and how they continue to impact the brewing

world.

1. Company History

2. Meet the Team

3. Product Overview

4. Kit Collections

5. Recent Coverage

6. Press Releases

7. Contact Information

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Mr.Beer® COMPANY HISTORYike Smith founded Mr.Beer® in 1993 with one simple goal in mind: to create the world’s

easiest to use homebrewing systems and supplies. His prototype, the six gallon “Master

Brewer Kit,” forever changed homebrewing.

Mr.Beer® quickly grew to become the #1 brand before being acquired by Mike Bernstein and

Eddie Yueh in November, 1999. The new owners relocated the company from Texas to Tucson,

and invested heavily in product development to ensure that Mr.Beer® would continue to advance

the art of homebrewing. Their first innovation, the “Pilot Brewer,” produced a concentrated malt

that made home brewing quicker, easier and more consistent than ever before. Another major

innovation was the introduction of a smaller two-gallon fermenter which opened up the market

to people with limited space. This product, which evolved into The Mr.Beer® LBK (Little Brown

Keg), remains the industry’s best selling fermenter to this day.

2012 was a banner year for Mr.Beer®. The company achieved 1,000,000 kits sold for the first

time, and was acquired by world-renown Coopers Brewery of Adelaide, Australia. Coopers,

a 150-year old family brewery, is Australia’s leading brand of bottle-fermented beer, and the

world’s largest manufacturer of brewing malts.

Under the stewardship of Coopers DIY, Mr. Beer has continued its tradition of innovation. In 2014,

the company introduced five new homebrewing kits for retail. The North American, European,

and Craft Brews collection, as well as the Barrel of Beer, saw much success their first Holiday

season. All five kits include all that is needed to brew and bottle your home brew, including the

necessary equipment, as well as world-class malts provided by Cooper’s Brewery of Australia.

M


Mr.Beer® MEET THE TEAMRick Zich, President

Formerly the VP of Operations at Mr.Beer®, Rick Zich was promoted to President

July 1, 2014. Under his leadership, Mr.Beer® has already released two new

homebrewing kits as well as added several new members to the Mr.Beer® team.

Rick’s main focuses for Mr.Beer® are innovation and quality. He is continually

looking for new ways to adapt and evolve with the needs of the modern homebrewer while still

ensuring all Mr.Beer® products are held to the highest-quality standards.

Prior to his time at Mr.Beer® he was the CFO at Catalina Products for over 7 years. He holds his

BS in Management from Purdue University as well as an MBA from University of Phoenix.

Dan Hunsinger, Vice President of Sales

Dan joined Mr.Beer® in 2005 as VP Sales and continued in this position upon the

purchase by Coopers Brewery. For the past 10 years Dan has been overseeing all

aspects of the B2B sales division, including sales managers, sales representatives,

and key national accounts. The sales division is continually striving to maintain,

improve, and increase the companies’ products, placement, and position in the market. The

passion has always been to provide our retail accounts with the finest products and programs

to strengthen our position as the #1 selling Home Brewing Systems and accessories.

Prior to becoming part of the Mr.Beer® team, Dan was the VP Sales & Marketing, North America

for a world re-known baseball company. He holds a BS from Cal State University Fullerton.

Rob Desatnick, Vice President of Marketing

The newest member of the team, Rob joined Mr.Beer® in 2015 as the VP of

Marketing. Rob oversees all aspects of Mr.Beer’s® marketing, including the

development and implementation of the overall marketing strategy, public relations,

advertising, web development, and customer service. Before joining Mr.Beer®,

Rob held several executive positions including Executive Vice President, Director of Cadbury

Schweppes’ Global Confectionary Group, Vice President Global Advertising and Promotion at

Campbell Soup Company, and Senior Vice President, Management Representative at Ted Bates

Advertising. He also founded his own marketing agency, The Advisory Partnership, in 2006.


Mr.Beer’s® fermenters are completely reusable, UV resistant, and are made from an industry leading and durable BPA free plastic. Say goodbye to the dangers of breaking those heavy and fragile glass carboys!

All of our brewing malts are created by three World Master Brewers at Coopers Brewery in Australia. They use only the finest brewing ingredients and are 100% natural, GMO-free, and contain no additives or preservatives.

Each kit comes with enough 740 mL plastic (PET) reusable bottles to completely bottle your batch of beer. These FDA approved bottles are specifically designed to hold beer, and come with screw caps and labels. No more digging around in the recycling to find old, dirty beer bottles to reuse!

Underneath the lid of each Brewing Extract you will find a packet of brewing yeast. This little packet is the most important part of your kit, as the yeast breaks down the sugar in your malt and turns it into the good stuff: alcohol!

This No-Rinse Cleanser cleans and disinfects anything that will be coming into contact with you beer, and doesn’t require rinsing when used to disinfect. When used properly, it will not contribute to off flavors in your beer.

These carbonation drops are a convenient, no mess, no fuss alternative to using priming sugar during bottling.

Each Mr.Beer® kit comes with written instructions. Our instructions are thorough, easy to follow, and make sure all of a new brewers questions and concerns are addressed before embarking on their homebrewing adventure. If any other questions arise during the brewing process, our customer service team is always ready to help out via phone, email or live chat.

BOTTLES

YEAST

CLEANSER

CARBONATION DROPS

FERMENTER

INSTRUCTIONS

BREWING EXTRACT

2GALLONSBREWSGREAT TASTIN G BEER

Mr.Beer® PRODUCT OVERVIEW

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MR.BEER® NORTH AMERICAN COLLECTION KIT


Mr.Beer® KIT COLLECTIONSMR.BEER® EUROPEAN COLLECTION KITThe Mr.Beer® European Collection Beer Kit comes with everything needed to brew, and

bottle 2 Gallons of top-quality European Style beer. The Mr.Beer® Kits are designed

to make the brewing process simple, easy, and less time consuming than other beer

kits. The contents of the kit are completely reusable. All of

the plastics in the Mr.Beer® Kit are BPA free, and

FDA approved. The Mr.Beer® malts are all organic,

and GMO free. The Malts are designed by world

famous brewmasters to ensure a top quality beer.

The only item needed to start brewing is water.

MR.BEER® CRAFT BREWS COLLECTION KITThe Mr.Beer® Craft Collection Beer Kit comes with everything needed to brew, and

bottle 2 Gallons of the highly popular Craft Style beer. The Mr.Beer® Kits are designed

to make the brewing process simple, easy, and less time consuming than other beer

kits. The contents of the kit are completely reusable. All of the

plastics in the Mr.Beer® Kit are BPA free, and FDA approved.

The Mr.Beer® malts are all organic, and GMO free. The Malts

are designed by world famous brewmasters to ensure a top

quality beer. The only item needed to start brewing is water.

MR.BEER® HARD CIDER COLLECTION KITThe Mr.Beer® Hard Cider Kit comes with everything needed to brew, and bottle

2 Gallons of crisp refreshing Hard Cider. The Mr.Beer® Kits are designed to make

the brewing process simple, easy, and less time consuming

than other beer kits. The contents of the kit are completely

reusable. All of the plastics in the Mr.Beer® Kit

are BPA free, and FDA approved. The Mr.Beer®

Cider Refills are all natural, and gluten free.

The only item needed to get brewing is water.

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Mr.Beer® RECENT COVERAGE

14 Last-minute Gifts for Everyone on Your List

Top 10 Christmas Gifts for Your Husband

December 2, 2014

November 26, 2014

Link:

Link:

http://www.cosmopolitan.com/style-beauty/

fashion/tips/g4441/last-minute-gifts-for-everyone-

on-your-list/?slide=14

http://heavy.com/social/2014/11/top-best-

christmas-gifts-husband-men-2014/

Heavy


Mr.Beer® Has a Recipe for Success

Ale or Nothing: One Man’s Adventure in First-Time HomeBrewing

September 5, 2014

July 8, 2014

Link:

Link:

http://www.insidetucsonbusiness.com/news/mr-

beer-has-a-recipe-for-success/article_ee92a0f6-

34cc-11e4-bf7e-0019bb2963f4.html

http://www.retailmenot.com/blog/brewing-beer-at-

home.html

A M E R I C A ’ S # 1 S E L L I N G C O M P L E T E H O M E B R E W I N G S Y S T E M


Mr.Beer® PRESS RELEASES

ucson, AZ (July 1, 2014) – Mr.Beer®, Arizona based home-brewing manufacturer, is pleased to

announce the promotion of former VP of Operations, Rick Zich, to President effective July 1,

2014. Mr. Zich has been with the company since 2004.

“Mr.Beer® has been the leading provider in complete home brewing kits for

the past two decades, and I am excited to step into this leadership role as

the company continues to grow and adapt to the needs of today’s home

brewer,” said Mr. Zich. “After partnering with Coopers Brewery in 2012, we

had a drastic improvement to the quality of our malts and extracts. Over the

next year, Mr.Beer® will continue to progress with the addition of several staff

members, as well as the release of two new brewing kits.”

These new kits, the 8Lx and the 24Lx, will be new additions to the Coopers DIY LLC dba. Mr.Beer®

home brewing line. Adapted from Coopers Brewery’s home brewing kits, which have been wildly

successful in Australia, these new kits will offer consumers larger kegs, more advanced brewing

equipment, and an increased variety of world-class refills and recipes to choose from. The 8Lx

will be released in late 3rd Quarter, while the 24Lx kit will hit shelves early 4th Quarter, just in time

for the holidays.

Mr.Beer® has also appointed several new staff positions to accommodate their brewing kit’s

growing demand. Since March, the company has added Matthew McCollom as Graphic Designer,

Tammie Cornitius as Controller to absorb Rick’s previous CFO responsibilities, and Sarah Scott as

Marketing Assistant.

Coopers DIY LLC Coopers DIY, producer of Mr.Beer® homebrewing kits, joined forces with Coopers Brewery in 2012, resulting in the first DIY

brewing kits to be backed by a world-renowned brewery. Mr. Beer® pioneered the home brewing kit industry more than

two decades ago. Today, it continues as the clear market leader thanks to its complete home brewing kits which set the

benchmark for affordability, ease of use, and reliably consistent quality that is second to none.

TRick Zich, Former VP of Operations, Promoted to President of Mr.Beer®

FOR IMMEDIATE RELEASE


A M E R I C A ’ S # 1 S E L L I N G C O M P L E T E H O M E B R E W I N G S Y S T E M

ucson, AZ (July 22, 2014) – Mr.Beer® announces the release of five new home brewing kits just in time for the Holiday season. The North American, European, and Craft Brews collections give beer lovers looking to start home brewing convenient, consistent, and high quality home brewing options. All five kits include all that is needed to brew and bottle your home

brew, including the necessary equipment, as well as world-class malts provided by Cooper’s Brewery of Australia.

Every Mr.Beer® kit will include a fermenter, tap, reusable bottles and caps, No-Rinse Cleanser, yeast, malt, carb drops, and an instructional DVD.

The North American Kits celebrate famous beer styles from Canada, Mexico, and the United States. The standard North American Kit features the Classic American Light brewing malt, while the North American Bonus Edition Kit includes two malts to brew: Classic American Light and Mexican Cerveza.

Don’t have the time to go on a European beer tour? Mr.Beer’s® European Collection allows home brewers to enjoy famous beer styles from Czechoslovakia, Germany, Ireland and beyond from the comfort of their own homes. The standard European Kit features our Czech Pilsner malt, while the Bonus Edition includes the Czech Pilsner and Oktoberfest Lager.

Our Craft Brews Collection offers the true beer enthusiast an at-home micro-brewery experience. The Craft Brews Kit features one of our most popular malts: the Diablo IPA.

After your have brewed the malts in your kit, The North American, European, and Craft Brew lines offer a variety of refills to choose from. The Mr.Beer® equipment provided in all kits are reusable for future batches of home brew.

TMr.Beer® Releases All New Line of Home Brewing Kits

FOR IMMEDIATE RELEASE


Mr.Beer® CONTACT INFORMATIONFOR PRESS INQUIRIES

PLEASE CONTACT:

SARAH SCOTTMarketing Assistant

520-529-0839 EXT. 7625

[email protected]

FOR SALES INQUIRIESPLEASE CONTACT:

DAN HUNSINGERVice President

520-232-1913

[email protected]

3366 N Dodge Blvd Tucson, AZ 85716

FIND US ONLINE AT:

WWW.MRBEER.COM

FOR QUESTIONS OR COMMENTS:

TOLL FREE 800-852-4263

All rights reserved. MR.BEER is a trademark of Coopers DIY, LLC

FIND US ONLINE AT:

WWW.MRBEER.COM

FOR QUESTIONS OR COMMENTS:

TOLL FREE 800-852-4263

3366 N Dodge Blvd Tucson, AZ 85716

All rights reserved. MR.BEER is a trademark of Coopers DIY, LLC

mr.beer® 2015 press kit

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