Table Of Contents Integrated Marketing Campaigns 1

Table Of Contents Integrated Marketing Campaigns 1 Industry And Company Background 5 Current Brand Analysis 9 Consumer Analysis 11 Consumer Decision Process 10 Brand Expansion Strategic Vision 15 Brand Expansion Message Design and Execution 18 Research Log 24 Bibliography 31

Integrated Marketing Campaigns Brand identity is the way a company wants the consumer to perceive its products, services or brand. Brand image is the way consumers actually perceive the products, services or brand, and brand equity is the outcome of the company s efforts, particularly in marketing campaigns, to align brand image and brand identity. Brand equity is generally developed over time, similar to a reputation. The planned development of brand equity is usually carried out through an integrated marketing campaign (IMC). Financial Brand Equity Brand Image Strategically, brand identity is extremely important to any company because it unifies all of the company s efforts and provides direction for research, development, marketing and all areas of operation. New Belgium s brand identity is as a homegrown, socially and environmentally responsible company that produces high-quality craft beer. New Belgium communicates its brand identity through its website, sponsorship of a variety of events and clubs, commercials, print ads, philanthropy, social media networking, packaging materials, distribution channels, products and all public communication media. Personality Logo Distribution Channel Selection Style Guides Match Media With Target Market Slogan Brand Equity Product Research & Development Product Name The Product Consistency The Company Brand Awareness Brand Associations Brand Behaviors Brand Community Brand Equity MECCAS Model Consumer & Market Research Advertising Marketing Mix Sponsorships Clubs Symbolic CDP/CBBS Models Press Releases & Press Packages Media Buzz Figure 1: IMC Development model 1

Development And Management Of Integrated Marketing Campaigns That Create Brand Equity. We hold that every advertisement must be a contribution to the complex symbol which is brand image as part of the long term investment in the reputation of the brand [brand equity]. ~ David Ogilvy The goal of the IMC is to build brand associations in the consumer s mind that are strong, unique and positive. Fledgling integrated marketing campaigns begin with marketing research, a determined commitment from the company s executives, and in some cases, a hunch. The campaign is built around core attributes of the product and the business. Figure 1 illustrates the levels involved with building a successful and coherent IMC. The concentric circles represent levels of the campaign. As the campaign develops, it grows outward through levels, and each new level of the IMC builds on the previous level. Every new addition to the campaign begins close to the center of the model and progresses outward through the levels. The brand s reputation spreads as the company elaborates on the foundation of its marketing efforts. The space between each concentric circle represents an opportunity for the company to review the existing campaign and carry out marketing research before proceeding to the next level. Consistency is at the heart of every successful IMC. Consistency guides the campaign to the strongest brand associations, but it also can be difficult for companies to maintain consistency while keeping up with current trends and implementing brand extensions and brand expansions. Esoteric Human Behavior And How It Dictates Influence, Persuasion, And The Effectiveness Of A Communications Campaign. In our every day lives, we are constantly bombarde by stimuli through all of our senses. It is impossible for us to absorb everything, and it is equally difficult to gauge which stimuli we will perceive and even more difficult to predict how an individual might react to that stimulus. Neurologists are just beginning to develop models to map the brain s cognition abilities. Beyond that, each of us has developed a unique perception of our surroundings based on past experiences, stored in both long tern and short term memory. The Amber Ale I Loved Looks Like mental association between a stimulus and a positive feeling is valence. That Bike My Old Bike Craft Beer The stronger the valence, the more direct the association. Other Beers By New Belgium Bike Culture Fat Tire Employee Owned New Belgium Fort Colins New Belgium Logo Wind Powered Figure 2: A Neural Network Map for Fat Tire Associations with positive emotions have valence. Colorado Mountains Red Bike Wind Power Is A Cool Idea I Like The Front Range Outdoor Lifestyle I Like To Hike 2 Each of us also has a unique perception for familiar brands and products. Valences between associations and the strength of those associations can be mapped out in a neural network model, such as the one in Figure 2 for Fat Tire. Associations directly linked to Fat Tire are strongest, while indirect associations such as outdoor lifestyle are weaker, and may not be consistent across a market segment. Models like this one can be developed through focus groups, and their use is invaluable in testing and developing brand extensions, logo modifications, and campaign renewals.

Mood is also a large factor in determining a message s influence, persuasion or effectiveness. If the audience is in a bad mood, they are more likely to participate in source derogation. Being presented with large amounts of information can also trigger negative perceptions of the message. The message s valence can also be influenced by the frequency of an awareness campaign, positively to a point in time and then inversely after that point (Figure 3). New Belgium s advertising campaign uses a number of peripheral cues to maintain the audience s attention and elicit positive associations in the likelihood of elaboration. In print advertisements (A sample of these are collected in Figure 4), the shadow box construction elicits sentimental feelings with a lighthearted overtone, the compositions suggest whimsy. References to surrealism and dadaism are also present, suggesting artistic The Shape Of The Relationship Between Valence And Exposure To An inclinations or refinement. These elements are echoed in New Awareness Campaign (Numbers Vary Between Individuals) Belgium s commercials, which have the look and feel of homemade visual art projects. The content of New Belgium s 10.0 advertising campaign usually focuses on the outdoor lifestyle, as opposed to product features. Peripheral cues are important in an 7.5 IMC because they set the mood for the core message s communication, add consistency across media platforms, and 5.0 suppress message derogation. Methods of measuring a brand s equity include analyzing customer loyalty and the way in which the target market identifies with the company or brand. Loyalty and identity can translate directly to repeat purchases and help to turn users into brand ambassadors who spread awareness and encourage others to try the product, which ultimately leads to the company s financial brand equity. 2.5 0 1 2 3 4 5 N u m b e r s o f E x p o s u r e s Support Arguements Counter Arguements Figure 3 3

4 Figure 4: A sample of print advertisements Copyright New Belgium Brewery

Industry and Company Background Product/Market Overview Presently, The United States is the world s largest producer of beer (Yenne p.168). American culture has always been strongly influenced by beer, and as testament to this, many of America s early statesmen including Samuel Adams, George Washington and Thomas Jefferson were brewers. By the end of the nineteenth century, there were at least 4000 breweries located in nearly every small town and city neighborhood, each with its own special style of beer. The concept of a town or neighborhood brewer was no more unusual than a town baker or neighborhood butcher (Yenne 1994). The decline of neighborhood breweries is similar to the decline of most small mom and pop businesses in the United States. The continental railroad and other distribution technologies led to the rise of industrial mainstream breweries like Schlitz, Pabst and Anheuser-Busch, which were national brands by World War 1. Pale lagers developed by these brands appealed to large audiences, and thousands of microbreweries that could not compete were driven out of business or were absorbed by the larger corporations. The second event that took a toll on microbreweries was the era of prohibition. When Prohibition ended, home-brewing and its culture that fosters the development of microbreweries remained illegal until 1979. By the early 1950s, there were about 350 brewers left in the country. By 1980, that number had dropped to just 40 (Miller 2008). There was a renaissance of microbreweries and craft breweries during the 1990 s, and presently there are 1,236 Yellow Page listings for brewers and beer or ale brewers in America (ReferenceUSA 2008). Business Profile New Belgium competes against national brands whose marketing and distribution budgets dwarf its own. As a point of differentiation, New Belgium has diversified its offerings into eight main product lines and four seasonal brews. As part of the advertising strategy, New Belgium strives to align itself with the outdoor lifestyle of Colorado s Rocky Mountains. To emphasize this, New Belgium s tap features a red mountain bike, a model referred to as a fat tire in the biking community. New Belgium Brewing Company makes Belgian-style beers using fruit, spices and specialty yeast strains. Its product line includes Fat Tire, Sunshine, Blue Paddle, 1554, Abbey, Trippel. Routinely, New Belgium introduces special releases that experiment with oaken vessels, Polish cherries, Oregon raspberries, kaffir lime leaves, espresso and other exotic ingredients. Additionally, New Belgium recently launched its first organic beer, Mothership Wit, which is a prototype to explore the logistics of shifting all product lines to organic beers. The company s facility features two Steinecker brew houses, four quality assurance labs and a wastewater treatment facility (ReferenceUSA report 2008). In 2007, New Belgium grew to produce more than 485,000 barrels, which led the company to construct a new 55,000-square-foot packaging hall on its 55 acre property in Fort Collins. 5

New Belgium s leading product is the Fat Tire Amber. Sales of this beer have grown more than double digits year over year since it was introduced. Fat Tire sales have grown 34.3 percent, to nearly $10 million, in the convenience store channel for the year ending in June 17, 2007 (Information Resources Inc. 2007). The brand gained 19.5 percent, to more than $25.5 million, in food, beverage and mass merchandisers during the same time period. New Belgium ranked third in the Boulder, Colorado-based Brewers Association's list of top craft brewers based on 2006 sales. The association also ranked the company ninth in overall brewing companies (Information Resources Inc. 2007). Company History (Verbatim From www.newbelgium.com, 2009) 1989. Belgium. Boy on bike. (Ok, make that a young man of 32). As our aspiring young home-brewer rides his mountain bike with "fat tires" through European villages famous for beer, New Belgium Brewing Company was but a glimmer in his eye. Or basement. For Jeff Lebesch would return to Fort Collins with a handful of ingredients and an imagination full of recipes. And then there was beer. Jeff's first two basement-brewed creations? A brown dubbel with earthy undertones named Abbey and a remarkably well-balanced amber he named Fat Tire. To say the rest was history would be to overlook his wife's involvement. Kim Jordan was New Belgium's first bottler, sales rep, distributor, marketer and financial planner. And now, she's our CEO. Electrical engineer meets social worker; ideals flourish The other side of the New Belgium story isn't as romantic as bicycling through Europe, but it gives testament to our dedication and hard work. And it goes like this: Jeff, an electrical engineer by day and tinkerer by nature, builds a home-brewing kit in his basement out of repurposed dairy equipment. His Belgian inspired brews garnered enough praise from friends and neighbors that Jeff and Kim take their basement brewery commercial in 1991. Kim, social worker by day and mother to two always, began the marketing process by knocking on their neighbor's door. Anne Fitch was that neighbor and her watercolors are the artwork we continue to use on our labels today. With labeled bottles and local encouragement, the first Belgian-style beers brewed in the United States were officially for sale. 6

New Belgium Brewing Co. Purpose Statement (Verbatim From www.newbelgium.com, 2009) To operate a profitable brewery which makes our love and talent manifest. Company Core Values and Beliefs (Verbatim From www.newbelgium.com, 2009): 1. Remembering that we are incredibly lucky to create something fine that enhances people's lives while surpassing our consumers' expectations. 2. Producing world-class beers. 3. Promoting beer culture and the responsible enjoyment of beer. 4. Kindling social, environmental and cultural change as a business role model. 5. Environmental stewardship: Honoring nature at every turn of the business. 6. Cultivating potential through learning, high involvement culture, and the pursuit of opportunities. 7. Balancing the myriad needs of the company, our coworkers and their families. 8. Trusting each other and committing to authentic relationships and communications. 9. Continuous, innovative quality and efficiency improvements. 10. Having Fun. 7

Industry And Competitor Analysis Craft-beer dollar sales in supermarkets rose nearly 18% in 2006, according to Information Resources Inc., compared with 2.4% for beer overall. During the four weeks ending July 7, supermarkets were carrying 20% more craft-beer products than a year earlier (Nielsen 2008). List Of Competitors ReferenceUSA 2007 Industrial Mainstream Breweries Anheuser -Busch Inc. Bottled Craft Beers: Local Brew pubs: Aspen Brewing Co, Grand Lake Brewing Co, Left Hand Brewing Co, Odell Brewing CO, Oskar Blues Brewery Brew It Co, Chug s Pub, Coopersmith s Pub & Brewery New Belgium Company Analysis Business and Company Resource Center Report, 2007 Accounting: $10,000 to $25,000 Payroll: over $10 million Rent and Leasing $250,000 to $500,000 Contract Labor: $10,000 to $50,000 Legal: Over $25,000 Management/ Administration: over $100,000 Telecommunications: $50,000 to $100,000 Annual Sales: $111.60 M Sales, Estimate Employees: 210 Sales/Employees: $531,428.00 Year Founded:1990 Fiscal Year: Dec 31, 2007 SMSA Code: 1580 - Cheyenne, WY Features: Private Company 8

Current Brand Analysis Consumer Goals Brand Awareness Techniques Distribution in 19 states "Beer Rangers" build the brand at street level. Beer Rangers spread the word about New Belgium's culture and watch the beer's quality in their areas (Fuhrman 2007). These Rangers also create happenings in bars, which are documented on the New Belgium website at: www.newbelgium.com. Participation in beer festivals. Occasional free samples at distribution locations. Tour De Fat sponsorship events that benefit local nonprofits (www.followyourfolley.com). $2 million on print ads in selected magazines 2007 (Beverage Industry 2008). Brand Associations Unique Associations: Environmentalism, labor friendly, innovations in product lines, seasonal beers; freshness and quality. Strong Associations: Environmentalism, labor friendly, outdoor lifestyle, bikes. Favorable Associations: New Belgium s environmental enthusiasm and groundbreaking efforts in closed loop manufacturing, friendly labor practices, craft beer quality, whimsical advertising. Brand Behaviors Habitual: regular introduction of new product lines encourages consumers to look for and try new products in the cooler, sponsorship at numerous local charity events in distribution areas. Community: New Belgium has built a large brand community, as evidenced by double digit growth in existing markets in 2007. "Follow Your Folly" print ad campaign; $2 million in national and regional magazine advertising in 2007 (Information Resources Inc.). Each ad focuses on the brewer's sustainable practices or environmental concerns, such as the Save Our Rivers ad, which features naked people, stripped to keep a dam project on the Cache La River. The print ads suggest not only the story of New Belgium, but they are also designed to invoke an identification with environmentalists. Team Wonderbike club (www.teamwonderbike.com) promotes bike culture, members pledge to ride bikes or take public transportation to work monthly. Loyalty: brand dominance as the only green brewer, high taste and quality standards. Unique Selling Proposition Focus on distribution patterns, mostly in bottles sold in grocery stores and liquor stores (60 % of sales) as opposed to draft distribution (40% of sales) Brand dominance as the green beer. 9

Consumer Analysis Market Segmentation Analysis Currently, the beer industry groups consumers into two broad market segments; those who drink beer and those who do not (either too young, incompatible lifestyle, or taste adverse). Beer drinkers are then divided into several sub-segments based on their type of preferred beer; mainstream domestic beer, import beer or craft/micro brew. These segments are divided further based on various consumer behaviors, lifestyles, demographics, etc., allowing for marketing efforts to appeal to specific consumers at higher and more meaningful levels. By focusing on the company s corporate responsibility practices in most marketing materials, New Belgium has cultivated a strong customer base from beer drinkers who share these values. The company has defined a unique, strong and positive brand image by focusing on the lifestyles and higher values of its core consumer. Because New Belgium s marketing has been very successful, redefining the market into new segments is not necessary. The present model is favorable, however, based on research in this case, New Belgium could benefit from enhancing marketing efforts toward promoting beer culture and values of the craft brew drinker. New Belgium s current media mix focuses very heavily on appealing to beer drinkers who share the company s environmental and social values, but the company does comparatively little to appeal to higher values associated with craft beer consumption. These values are in line with New Belgium s core values and beliefs, therefore market expansion in this area is a logical strategy. At the same time, there is an opportunity in the growing craft beer market for a company to establish brand dominance as the connoisseur's beer. For New Belgium to take advantage of this angle, it would need to be achieved while maintaining the company s current brand identity. Target Market Characteristics Of the target market segments, the craft beer drinker will be the focus of this study. Specifically, the craft beer drinker s motivation in beer selection, and its application to a brand expansion campaign. Search values for this segment include premium ingredients, taste qualities, variety, and innovation (This is discussed further in laddering interviews). 10

Consumer Brand Building Strategy (CBBS) Exposure Attention Cognition Attitude/ Affect Retention/ Retrieval Decision Trial Purchase Repeat Purchase New Belgium sells products in only select states in the U.S., the company uses relatively low levels of advertising, and places its logos on bar taps and packaging and they participate in beer festivals. The company also creates its own events such as the Tour de Fat. For cognition, New Belgium uses quirky advertising to leverage the unique company story and values, and tends to use quieter, artistic advertising that stands out against mainstream beer advertisements. Watercolor artwork and images of outdoor lifestyle make products appear interesting, unique and hand made New Belgium stresses the company s genuine environmentally-friendly approach to business. It also emphasize the having fun company value with the motto Follow Your Folly, Ours Is Beer. presented in many of its messages. New Belgium uses the red bike as a way to make the brand and the company story sticky in the minds of consumers. New Belgium creates whimsical names and artwork for beer products that stand out against the competition. The company creates products and package designs that are unique and appealing. New Belgium also sells products at a premium which signals quality and value. The company participates in beer festivals and conducts free public brewery tours, offering participants free trial samples. It also conducts occasional product sampling at retail establishments. New Belgium encourages repeat consumption through product quality along with frequent product introductions and seasonal product lines. New Belgium s current brand building strategy is strong and should be maintained. It creates strong associations between the brand and the outdoor lifestyle that appeal to green consumers, however, there is room for improved associations with craft brew drinkers values. New Belgium could also focus efforts to persuade existing consumers that New Belgium purchases do not need to be reserved for special occasions, but rather the product is a beer for everyday consumption. The company can also expand its consumer base by persuading mainstream beer consumers to switch to craft beer consumption through New Belgium trial purchases. With these goals, this study recommends two new marketing materials for New Belgium. These tools bring together the concepts of food pairing with quality craft beers. 11 Recently, New Belgium modified the company logo to strengthen the association with the fat tire bike.

Consumer Decision Process (CDP)(See Research Log For Laddering Interview Transcripts) Problem Recognition Information Search Alternative Evaluation This stage is realized when consumers are preparing for a social event: a party, a night out or a special occasion such as a birthday. The consumer is ultimately seeking self-gratification Most interviewees make the purchase decision during the problem recognition stage (before actually going to a store or bar/restaurant), thus shortening the in-store decision making time and reducing the effectiveness of POP displays. This process is the case for interviewees who self-identify as loyal to New Belgium or craft brews as well as for those loyal to industrial mainstream breweries. Occurs at the distribution outlet (liquor store, grocery store, restaurant or bar) when the consumer evaluates the available alcoholic beverage selection. Based on the various types alcoholic beverages available at the distribution outlet, for some craft beer drinkers, new beers in the craft beer category are at the top of the consideration set. Purchase Decision Sometimes the decision is based on value as low price or, packaging quantity (Some consumers weigh the risk of purchasing 6 bottles of an unfamiliar brand of beer as higher than one glass of beer at a bar or restaurant). Food pairing, the time of year, time of day, or the activities planned can be influences. Some purchases are made for special occasions such as for celebrations, as a hostess gift or for a special treat. Post Purchase Evaluation Post purchase evaluation includes aspects of the beer such as quality, value-price associations, taste preferences and for some, positive feelings toward supporting a corporately responsible company. The consumer decision process affects how craft beer drinkers evaluate New Belgium beer product lines. It includes purchase involvement and its implications, along with primary research taken in the form of laddering interviews to determine the driving force behind purchase behavior. When a consumer makes a purchase decision, she or he goes through five stages: problem recognition, information search, alternative evaluation, purchase decision and post purchase evaluation. Depending on the consumer and the product, some of these stages can occur simultaneously. The Involvement Question Purchases that do not require research, alternative evaluation, or time for cognition during the consumer decision process are low involvement purchases. On the other end of the spectrum, products that require extensive research, cognition and evaluation are high involvement purchases. At first glance, beer purchases appear to be low involvement decisions because beer is a relatively inexpensive and disposable product. However, New Belgium is a craft brewery which by definition means that the beer has been carefully crafted, uniquely brewed and sold for a premium price. Therefore, New Belgium products have high involvement qualities. Interviews support the position that New Belgium products are high involvement purchases, and also revealed that mainstream beer products are relatively low involvement purchases. Coupled with information from Consumer Decision Process interviews, this leads to the conclusion that discounts or price promotions will not stimulate trial purchases for New Belgium products among the mainstream beer consumers. Instead, this study recommends that New Belgium should continue to leverage the company s story and values to build its customer base. Room for expansion into mainstream beer consumption and market share in craft beer consumption lies in the company s ability to take advantage of the strong link between beer 12

consumption paired with food consumption. Marketing tools that focus on this connection are favored by findings in this study. As a high involvement purchase, it is also recommended that New Belgium uses the core route to persuasion in its marketing efforts. Laddering Analysis (See research log for complete laddering interview transcripts.) A laddering models shows the direct influence of lesser attributes on greater values that drive consumer behavior. Within a laddering model variations can occur such as several attributes leading to a single value, or divergent ladders, as demonstrated in figures 5 and 6. The order of items across a value level does not necessarily indicate importance in the decision making process. Figure 5: Subject 5 Laddering Diagram According to the laddering model, there are several end states that consumers are constantly striving to achieve. These include social harmony, personal gratification, self-actualization, security, love, and personal contentedness. Instrumental values, which tend to be the highest level with which products can be directly aligned, are subcategories of the end states and include abstract concepts such as independence, pleasure, beauty, wisdom, self esteem, happiness, mature love and friendship. Psychosocial consequences contribute to instrumental values. These elements in the ladder deal with how the consumer interacts with their environment in terms of behavior and social patterns. As consequences, these are slightly more tangible than values, and include concepts such as self esteem, family time, breast cancer awareness, attractiveness, and confidence. 13

Functional consequences are the sum of product attributes. For example, a craft beer has basic attributes such as hops, yeast, water and grain. These lead to abstract attributes such as flavor and quality. Abstract attributes along with concrete attributes lead to functional consequences such as an enjoyable consumption experience. The model is useful in the development of a product strategy because it shows key elements that motivate consumers and what the connections are between the motivators and the more tangible product attributes. Figure 6: Subject 6 Laddering Diagram In general, laddering interviews revealed that purchase decisions for beer are most influenced by terminal values associated with personal gratification. Interviews revealed that New Belgium products are frequently purchased because of high quality and refined taste expectations. It is most often purchased for special occasions or as a gift for others rather than for daily consumption. Some consumers purchase the company's products to support a local company, because of its environmentally-friendly practices and to identify with the outdoor, active lifestyle that New Belgium promotes. 14

Brand Expansion Strategic Vision In order to effectively develop a high level of equity for the proposed New Belgium brand expansion campaign, specific goals are set to direct marketing efforts. These objectives involve brand awareness, association, customer loyalty and identification. Awareness can be broken down into three basic levels of measurement, and it can be measured through direct questions in a general market survey. Brand recognition is measured in the consumer question, Do you recognize this brand? A brand is part of a consumer s recognition set if they can identify it when presented with the name or logo. Brand Recall can be measured by inquiring What brands comes to mind? Broad consumer awareness at this level is usually a result of advertising and promotion. When a consumer can spontaneously recall a brand, then the brand is a part of the consumer s evoke set. The next level of brand awareness is the consideration set; a select group of brands from the consumer s evoke set that are used to make purchase decisions. The highest level of awareness is Brand Dominance in which a consumer has difficulty naming more than one brand in a product or service category. This limited evoked set affects the consumer s purchase decision by removing any other brand considerations. For this study, forty-seven participants of drinking age are invited to take a survey to measure current levels of brand awareness (see Research Log for complete survey results). The survey is conducted through the internet application, SurveyMonkey.com. It consists of three questions that measure awareness and basic consumption habits. The survey is circulated in Colorado, a state with New Belgium distribution and Ohio, a state without New Belgium distribution. Two questions on the survey regard craft beer brands and mainstream brewery brands. The participant s beer drinking habits are also measured. Twenty-one percent of those polled are able to recall the brand New Belgium, with thirty-nine percent brand recognition. Thirty-six percent of respondents to these questions are self-identified as primarily craft beer drinkers, thirty-six percent are primarily mainstream domestic American lager 15

drinkers, and twenty-eight percent never drink beer. Collectively, respondents recall 93 unique brands lending credence to the suggestion that a marketing goal to establish brand dominance as the craft beer is impractical. A number of respondents have difficulty defining craft beer products. This is evident by the inclusion of mainstream breweries and products in the craft beer evoke set. Because these companies are competitive with New Belgium regardless of market classification, the inclusion is valid. It would be helpful to dissect responses further to uncover consumption habits of the confused respondents, however, due to software limitations, it is not possible for this study. The New Belgium brand has demonstrated its strength through craft beer consumer behavior. For example, there are many accounts of New Belgium brand recognition in markets where New Belgium is not currently distributed. This supports secondary research that when New Belgium expands distribution into a new region, it produces media buzz and a high level of anticipation; At 6 a.m. on June 21, a two-block line of consumers waiting to buy New Belgium Brewery s Fat Tire beer on its first day of availability in Minnesota [in 13 years] formed outside Surdyk s liquor store in Minneapolis (Mullman 2007). This offers further rationalization for a goal of high brand recognition and recall in the craft beer consumer segment regardless of geographic location. The goals for New Belgium s brand extension campaign are as follows: Brand Recall Twenty-five percent by craft beer consumers nationally; twenty percent by beer consumers who don t drink craft beer in states with New Belgium distribution. Brand Recognition Fifty-two percent by craft beer consumers nationally and thirty-five percent by beer consumers who don t drink craft beer in states with New Belgium distribution. 16

Brand Loyalty Cultivate a loyal base of twenty-five percent craft beer consumers in states with distribution. Loyal for this campaign is defined as fifty percent of craft beer purchases. Among loyal New Belgium drinkers, this campaign seeks to inspire a majority of craft beer drinkers in distribution areas to self-identify as New Belgium Drinkers. Progress toward goals can be measured through a combination of qualitative and quantitative research. Information from quarterly laddering exercises and focus groups could be used to measure brand associations and identification. Likewise, a quarterly quantitative online tracking study could be conducted to analyze awareness and loyalty. Studies should be held among craft beer consumers as well as the broader market. The set goals are achievable in existing markets within three years. Regions experiencing distribution expansion would be on a five year timeline. These goals were developed based on survey results for New Belgium s current brand recognition and recall. The next step toward building the brand s equity in the expansion campaign involves message design and execution. 17

Brand Expansion Message Design and Execution Strategic Branding This study proposes several brand equity objectives for the expansion campaign: Expand New Belgium s market share without alienating current loyal customers. o Appeal to commercial beer drinkers and wine drinkers o Appeal to craft beer drinkers whose primary search quality is taste o Encourage more frequent consumption in existing customers o Encourage existing customers to sample a wider range of beer products o Use existing channels to distribute new marketing tools where possible Keep the media, layout and feel consistent with New Belgium s current IMC o Use recycled and recyclable materials when possible in manufacturing products o Use existing branding guidelines and maintain brand equity o Reinforce current brand associations Position brand as the connoisseur s beer, while maintaining existing IMC strategies o Foster a reputation for New Belgium as the authority in beer and food pairing Keep marketing campaign budget relatively low and flexible Figure 7: MECCAS model for brand expansion campaign 18

The MECCAS Model The MECCAS model provides a framework that allows marketers to use a feedback loop to conduct consumer research and build a brand strategy simultaneously. In the process, viable alternative marketing positions can be created and tested. The MECCAS model in Figure 7 is based on the Means- End theory. This theory states that consumers have abstract ideals that guide their purchasing decisions (Reynolds et al. p. 164). Higher level values such as happiness and success are end-states, as demonstrated in laddering interviews. Products and their attributes that can help the consumer achieve an endstate are valued as instruments, or means to achieve the desired end-state. Consumers also identify with attributes of the products that help them achieve end-states on several levels. The ways that the consumer identifies with these attributes set the product apart from all others in the same function category in the consumer s mind. The model is useful in the development of a product strategy because it shows key elements that motivate consumers and what the connections are between the motivators and the more tangible product attributes. It is also useful in connecting laddering values to a successful marketing campaign strategy. Elaboration Likelihood Current New Belgium advertisements use central and peripheral routes to persuasion. Print advertisements feature quirky illustrations that convey little about the product, but capture the consumer s attention. These illustrations are generally accompanied by a paragraph (high text content by modern standards) that describes New Belgium s environmental or social initiatives along with positive company attributes such as wind powered and employee owned. Proposed marketing tools would catch the attention of consumers who might otherwise not pay attention to New Belgium advertisements by emphasizing abstract attributes of the product, such as flavor qualities and food pairing. 19

Creative Platform s Consumer Brand Equity Goals Consumer Goals Brand Awareness Brand Associations Brand Behaviors Financial Goals Suggested Techniques The campaign will start off with a highly publicized pairing event. Revered beer critics, influential food and beverage bloggers and reviewers, restaurant owners, selected consumer evangelists, and other influentials would be invited to the event. The Beer Wheel (Figure 8) will be part of the invitation package and press release materials. It will also be available at selected locations at the event. The event would have a charitable support component for an environmental advocacy group. This event is intended to generate contagious word of mouth buzz through recognized craft-beer authorities. After the event, the Find Your Beer advertisement (Figure 9) will begin running in relatively mainstream magazines, outdoor enthusiast magazines along with food and beverage magazines. Preference will be given to magazines circulating in existing market areas (19 states where New Belgium is distributed). The Beer Wheel and Find Your Beer ad will also be added to the New Belgium web site and affiliated Social Media Network pages. Beer Wheels will also be distributed to bartenders and servers at restaurants and bars that distribute New Belgium products. After the kick-off event, the Beer Wheel will be available at all New Belgium sponsored events and kiosks where New Belgium is represented. The Find Your Beer ad will be printed at poster size for display at New Belgium kiosks and events. Underwriting for selected cooking programs on public radio and selected television networks will be sponsored by New Belgium. Copy for these spots will include reference to New Belgium s variety of beer products. Unique associations: Currently, beer pairing models are difficult to find. This tool has not been used as a major leverage by any craft brewery or mainstream brewery in the United States. Strong associations: IMC continuity will be maintained with existing printed materials. Both tools (Figures 8 and 9) also feature customization elements that appeal to consumers on an individual basis. The personal nature of the message is direct and strong. Favorable associations: Elements in the proposed marketing tools make the materials feel like games, without being particularly interesting to children (they will not have bright colors, feature familiar animals or seem cartoony or toy-like), and will not be available in places that attract children. By avoiding these elements, the Beer Wheel and Find Your Beer advertisement will avoid negative associations with irresponsibility. Habitual: The Beer Wheel implies that beer should be a part of every meal. Common meals are selected to pair with beers, with a few distinctive and traditional holiday meals to reinforce that the beers are perfect for special occasions. Community: The Beer Wheel helps consumers select the ideal beer to bring to a social event based on food at the event. For example, bring Skinny Dip to the summer BBQ. The Beer Wheel also encourages connoisseurs to experiment with food pairing. The back of the Beer Wheel will be printed with quirky historical facts about beer to encourage conversation, beer knowledge, and the spread of beer culture (One of New Belgium s core values). Loyalty: The Beer Wheel and Find Your Beer advertisement only feature New Belgium products. The ad is designed to be a passage mechanism for wine or commercial beer drinkers to try craft beer. The chart includes snacks and meals that are commonly consumed with beer, and are familiar to most Americans. The categories are matched according to flavor preferences and lead to a specific, core New Belgium product. The ad reduces risk factors and appeals to curiosity, which increases the likelihood that New Belgium will be the first craft beer that a wine or commercial beer drinker will try. This experience will anchor New Belgium in the consumer s consideration set for future craft beer purchases. The proposed marketing materials are inexpensive, yet would be perceived as useful and memorable to target audiences. Materials can be disseminated through existing channels and word of mouth. By promoting beer culture and reducing risks associated with the switch 20 to craft beer, New Belgium will increase sales without resorting to price penetration strategies, which maintains consumer price and quality associations.

Creative Platform s Consumer Brand Building Strategy (CBBS) Exposure Attention Cognition Includes Kick-off event, word of mouth and viral marketing through reviews, bloggers and influentials, advertising in selected sources, marketing materials availability. Unique materials design, game-like dimension of Beer Wheel, quirky look and feel of marketing materials. Use of familiar meals and direct, personal and unique message to each consumer. Attitude/ Affect Maintains current IMC elements associated with New Belgium. Positive attitude results from helpfulness of marketing materials. Retention/ Retrieval Decision Trial Purchase Repeat Purchase Image of bottle s label is included in marketing materials to help consumer associate the label with the product that best matches their needs. The Find Your Beer chart and Beer Wheel specifically recommend a product line based on the consumer s needs and preferences. Reduces risks associated with product trials and high involvement purchases by providing customers with personalized information. The ad is designed to be a passage mechanism for commercial beer or wine drinkers to try craft beer. This experience will anchor New Belgium in the consumer s consideration set for future craft beer purchases. Creative Platform s Consumer Decision Process Stages Problem Recognition Information Search Alternative Evaluation Purchase Decision Post Purchase Evaluation Consumer has access to the Beer Wheel and Find Your Beer chart during beer outage or in planning a meal. Restaurant servers have access to beer wheels to make pairing recommendations for customers. Critics and bloggers who attended the kick-off event will post articles in magazines and websites (hopefully) extolling the virtues of New Belgium and its products. This is not addressed directly by the Find Your Beer advertisement and Beer Wheel. Product attributes are available as part of New Belgium s existing IMC. Use of product labels in marketing materials is reinforced by packaging and labels at the cooler. Personalized beer selection makes the product more personal and memorable. Pairing beer with food is designed to enhance flavors of both the beer and the food, leading to an enhanced post purchase evaluation. 21

A. Figure 8: Mock-ups For Proposed Marketing Tool 1: The Beer Wheel Complementary Promotional Material A. Exploded View B. Front View 22

23 Figure 9: Mock-up For Proposed Marketing Tool 2: Find Your Beer Print Advertisement

Research Log Transcripts of Interviews CDP Interview 1 Interviewer: How do you decide which beer to choose when making your purchasing decision? Subject 1: I usually know what I m going to buy before I get to the store. Price usually has something to do with my decision. If one of the beers I usually drink is on sale, I ll purchase that one. But usually I don t try a different beer that I ve never had because of price. CDP Interview 2 Interviewer: How do you decide which beer to choose when making your purchasing decision? Subject 2: It depends on what my plans are for that night. If I m going out to eat a big dinner, I ll stick to something lighter, like Bud Light. Also, if I m buying beer to drink in the afternoon, I ll stick to something light as well. If I ve already eaten and am only planning on having a couple of drinks, I may get a darker/heavier beer like Guinness. Laddering Interview 1 Subject 1 by Interviewer 1 Interviewer: What types of beer do you drink? Subject 1: Bud, PBR, anything like that Interviewer: Why do you drink that type of beer? Subject 1: Because it tastes good and doesn t leave an aftertaste and it s cheap Interviewer: What about Bud and PBR taste good to you? Subject 1: It s refreshing, and again, doesn t leave an aftertaste Interviewer: Why do you drink beer? Subject 1: It helps me relax Interviewer: Any other reason? Subject 1: To have a good time. To get drunk if that s what the goal is for the evening. Interviewer: Do you drink beer with food? Subject 1: Bar food mostly... and pizza. Interviewer: When you go out for a nice meal would you ever order beer with dinner? Subject 1: If I m in the mood for a beer, probably. If I m eating a nice meal and want a PBR with it, I ll order it. But usually I ll drink wine with dinner. Interviewer: Have you ever had a Fat Tire Subject 1: Of course Interviewer: Why don t you choose to drink it? Subject 1: Because it s too heavy and leaves an aftertaste. It makes me feel sick. Interviewer: What about with a meal would you ever order a Fat Tire? Subject 1: No I d never drink that beer with a meal. The aftertaste would ruin the taste of the meal. And it would fill me up before I could eat my meal. Laddering Interview 2 Subject 2 by Interviewer 1 Interviewer: What types of beer do you drink? Subject 2: Bud usually Interviewer: What is it about that beer that you enjoy? Subject 2: It tastes good and is refreshing and it s really cheap Interviewer: What about it makes it taste good? Subject 2: It s relatively light and doesn t fill you up like some of the other beers. It s refreshing to drink. Interviewer: What other beers? Subject 2: Like the heavier beers the dark beers. Interviewer: Why is not getting filled up so important? Subject 2: Can t drink as many beers if you re filled up Interviewer: And your goal is to drink as many beers as you can? 24

Subject 2: Most of the time... I drink beer to enjoy myself and have fun Interviewer: Have you tried Fat Tire or any of the other New Belgium Beers? Subject 2: Yes Interviewer: How do you feel about their taste? Subject 2: I like the wheat beers like Sunshine Wheat. I m not crazy about Fat Tire. Interviewer: When you re purchasing beer, would you ever choose to purchase Sunshine Wheat? Subject 2: Probably not. It s something I d have when I was out getting dinner maybe have one or two Sunshine Wheat s and then move onto Bud or something like that. Interviewer: When you re out to eat, are there any foods that taste better with Sunshine Wheat? Subject 2: No, nothing in particular. I can t think of any type of food that tastes better when I eat it with that beer. It s just a good beer to have now and then. Laddering Interview 3 Subject 3 by Interviewer 2 We are going to talk about buying New Belgium beer. Interviewer: Do you buy New Belgium beer? Subject 3: Yes, I do. Interviewer: How often do you buy New Belgium beer? Subject 3: Really not very often- every two months. Usually for a special occasion. Interviewer: Why do you purchase New Belgium for special occasions? Subject 3: Cause I think it is a high quality product and it is nice to share with family and friends. Interviewer: Why don t you buy it more often? Subject 3: Cause my husband buys the beer- I don t buy beer that often. If I am going to buy something it will be wine. I don t come home and have a beer- it will be a glass of wine. Interviewer: Are you more likely to buy another type of beer? Is New Belgium your preferred beer? Subject 3: It is my preferred beer because they have a lot of variety. I don t like Budweiser but I do like Corona. Interviewer: Is having a lot options important? Subject 3: Yes. I like their seasonal beers, Fat Tire of course. I like supporting the company. Interviewer: Why do you like supporting the company? Subject 3: I have been on the tour- environmentally conscious and they give back to the community. Interviewer: Do you not choose other beers because they don t have those traits? Subject 3: No. Interviewer: What is your favorite New Belgium beer? Subject 3: Sunshine Wheat- that is my favorite- with a lemon. Interviewer: What does the New Belgium brand mean to you? Subject 3: A local company which is a nice feeling, run by young people and they have different ideas- Interviewer: Meaning what? Subject 3: Worrying about the environment, their impact on the environment. Interviewer: Let s go back to the wine topic. What do you like about wine that is different from beer? Subject 3: If I want to have a drink before dinner, after work, it doesn t fill me up like beer does- something light. I think I would rather have beer with dinner. Interviewer: What kind of food do you like having with beer? 25

Subject 3: Not really, anything. I like getting New Belgium on tap with either lunch or dinner- I think that is good. Interviewer: Do you drink more beer when you are out or at home? Subject 3: Probably out. Interviewer: So, you drink less wine when you are out? Subject 3: Maybe, yeah. Interviewer: So, would you say that you like to pair beer with food rather wine with food? Subject 3: I probably do both. If I have wine, it will depend on what I am eating. The same with beer. Like Mexican food- although I would order Cornona. If I was having a chicken sandwich I would order New Belgium. Or, pizza and beer-yeah. Interviewer: What would you eat with wine? Subject 3: Anything- Italian food. Probably not sandwiches. Although, I wouldn t have wine with lunch. I would have beer with lunch. Interviewer: So, would you say that you feel more fancy with drinking wine? Sounds like you when eat everyday, comfort food, you want beer, right? Subject 3: Yes, I think beer is more casual. Interviewer: Would you say beer fits your personality or just your mood? Subject 3: More my mood. Interviewer: Is New Belgium casual beer or fancier to you? Subject 3: A little fancier. I feel that way about micro brews in general. It is more upscale, not snobby. Better quality. Interviewer: Is quality important or the other things we discussed earlier more important? Subject 3: They are all important. Interviewer: Do you drink other Micro brew beers? Subject 3: Yes. Can t think of any. Some of the local Boulder beers I guess. Interviewer: So, New Belgium is the only micro beer can think of off the top of your head? Subject 3: Yes, that is first one that I would think of. Interviewer: Do you like the taste of New Belgium over all other beers? Subject 3: Not over all others, no. Interviewer: You mentioned Bud earlier, you like New Belgium more than Bud? Subject 3: Yes, but I haven t had one in a long time. Interviewer: Would you recommend New Belgium to someone? Subject 3: Absolutely. Interviewer: What would you tell them to describe the beer? Subject 3: Unique flavor. Lots of choices. Good seasonal beers. Interviewer: Would you tell them about the brewery itself? Subject 3: Yes, go for a tasting, It is a blast. Interviewer: Would you tell them about the environmentally friendly company? Subject 3: Yes, I would. Interviewer: Have you ever noticed an ad for New Belgium? Subject 3: Um, no. Not on TV. Interviewer: Do you feel like you know a lot about New Belgium beer? Subject 3: Yeah, mostly from doing the tour and talking to people. I think living in Boulder makes me unique and being so close to Ft. Collins. And my kids went to CSU and they introduced me to it. It is in all of the restaurants. Laddering Interview 4 Subject 4 by Interviewer 2 So, we are going to be discussing New Belgium Beer. Interviewer: Do you purchase New Belgium beer? Subject 4: Yes. Interviewer: Do you purchase both in liquor stores and in restaurants and bars? Subject 4: Yes. Interviewer: Why do you buy New Belgium beer? 26

Subject 4: I like the taste- that is the main reason. Interviewer: Do you like the taste of New Belgium beers better than other beers available? Subject 4: On average, yes. Interviewer: What are the reasons that you wouldn t buy New Belgium beer? Subject 4: Not in the mood for it- want to drink something else. Don t want to drink it all the time. Interviewer: What do you purchase/consume rather than New Belgium beer? (alcohol) Subject 4: Other types of beer, wine, mixed drinks Interviewer: When do you purchase these other types of beverages? Subject 4: When I feel like it. Interviewer: Are there certain times when you would prefer wine or mixed drinks? Subject 4: Yes. Interviewer: Can you elaborate? Subject 4: At a nice dinner, I would prefer wine. Sometimes on a nice night out I would prefer a beer. Interviewer: Do you consider beer more suited for casual occasions? Subject 4: Yes. Interviewer: Is New Belgium beer more suited for these times or is it all beer? Subject 4: All beer. Interviewer: Do you differentiate between New Belgium and other beer? Subject 4: Yes. Interviewer: How/Why? Subject 4: There is taste. There is the branding, the company. I like that New Belgium is wind powered, quirky advertising, environmentally friendly company. Interviewer: Do you feel good about buying beer from this type of company? Subject 4: Yes. Interviewer: Do you feel bad about not buying from this company or from another that might not be as earth-friendly? Subject 4: No Interviewer: Would you say that the company and what is stands for is more important than the taste or quality of the product? Subject 4: No, but I think the things that the company does makes me want to drink it more, but the fact that they produce good beer is a must. Interviewer: How would you compare the experience/taste of New Belgium compared to other drinks, because it is a micro brew, does it taste or feel different when purchased compared to a larger beer company? Subject 4: Yes. Interviewer: In what way? Subject 4: Every beer tastes different. I like the way the company runs things- better than the way that a company like Coors runs its business. Interviewer: So would you say that you like New Belgium products better than Coors products? Subject 4: Yes, but it all about the taste. Interviewer: Are there certain things that are appealing about larger breweries such as Coors? Subject 4: It is all about the taste on those guys- cost. Sometime you just want something cheap. Interviewer: Are there certain times that you feel like a larger brewery beer is the better choice for you? Subject 4: Yeah, basing it on price or just want that type of beer. I don t always buy New Belgium. Interviewer: Since you seem to like variety, do you try different types of New Belgium beer? Subject 4: Yes. Interviewer: Frequently, or do you have a favorite? 27

Subject 4: Fat Tire is my favorite. I like their seasonal beers, I have tried the Cherry beer- I also like the Beer de Mars, that is seasonal. Interviewer: Since Fat Tire is your favorite, do you think that is because it is the most established beer in their line? Subject 4: That could factor into it- there is some nostalgia to it. Interviewer: Are you more likely to experiment with different types of New Belgium beer rather than another brand? Subject 4: Yeah. Interviewer: Why is that? Subject 4: Cause I generally like most of the stuff that they make. Interviewer: Do you like other micro brew beer? Subject 4: Yes. Interviewer: Can you name any other micro brews? Subject 4: I like ODell's and I like the Boulder Brewery. I also like Mack n Jack s. Interviewer: When you think of New Belgium the brand, what do you think of? Subject 4: I think of the beer, I think of their advertising, I think of Ft. Collins, their wind powered plant, their tour where you get free beer, their t-shirts and hat. Interviewer: Do you think favorably towards the brand? Subject 4: Yes. Interviewer: Would you recommend the product? Subject 4: Yes. Interviewer: What would you say about it? Subject 4: It is good beer. Interviewer: Would you just stick to discussing the beer? Subject 4: I would talk about the company as well. Interviewer: Have you ever recommended the beer? Subject 4: Yes. Interviewer: Do you enjoy educating people about it who don t have any previous knowledge? Subject 4: Sure. 28 Laddering Interview 5 (See Figure 5 For Laddering Diagram) Subject 5 by Interviewer 3 Interviewer: Do you prefer wine or beer? Subject 5: I prefer wine. Actually, white wine. My favorite is Chateau St. Michelle s Riesling (Name). Interviewer: Why is that one your favorite? Subject 5: It is sweet and rather inexpensive. Also, it is from where I grew up. Interviewer: Does it remind you of home when you drink it? Subject 5: No, we [herself and her brother]never really went around there growing up. Its just kinda cool because its local to me. Interviewer: Why do you like white whine in general over red? Subject 5: It s more that I don t like peppery wine, which is most reds, although I ll sometimes drink semi-sweet red. Interviewer: If you went to the store and they were out of Chateau St. Michelle s Riesling, what would you do? Subject 5: I would try another riesling. Interviewer: What search qualities would you look for in making your selection; things that you could find out about right there at the store that make different wines unique? Subject 5: I would have to look at the price and the label. More expensive wines usually have a better taste, but I have to stay in my budget (selfcontrol). Also, I would have to judge the book by the cover. Interviewer: What kinds of things on the label are cues that the wine will taste better? Subject 5: The color and fancy letters help make it look pretty and classy. It should also have a grape vine or vineyard (wine imagery) on it, which makes it look professional, like this bottle is serious about wine. Interviewer: Other than taste, are there any reasons that you prefer wine over beer? Subject 5: Wine is less fattening than beer, and I heard that two glasses of wine a day is good for your heart.

Interviewer: How often do you drink wine? Subject 5: Usually with a special meal (indulgence). Wine brings out the flavors of different foods, and the flavor of the wine can change with different foods, too. Laddering Interview 6 (See Figure 6 For Laddering Diagram) Subject 6 by Interviewer 3 Interviewer: What kind of beer do you usually drink? Subject 6: Usually, I like a homebrew that I made myself. If I m out of homebrews, I ll buy a craftbrew or a microbrew. Interviewer: When you buy a craft brew, what kinds of things do you look for? Subject 6: The biggest thing is grain-vs- rice. Beers made from grain taste much better than rice beers, and they re better for you because there are many vitamins in grain beers. I also look for the location of the brewery; I m interested in local flavor, so living in Colorado, I like to drink Colorado beers. I also look for how unique the beer is, a lot of times I pick-up seasonal brews to go with the weather. For example, I tend to prefer wheats and lighter beers in the summer and stouts and darker beers in the winter. Some times, I ll pickup a beer to go with a meal, If its hamburgers I ll get an American pale ale. If it s salmon, I ll take a blonde ale. Interviewer: Ok, so you re going to have hamburgers and you go to the store and there are five different brands of American pale ale. How do you decide which one to get? Subject 6: First, I ll look for something new. If I can t find anything, I ll probably get Dale s Pale Ale or Tommyknocker s Pick Axe Pale Ale if I want something lighter (less alcoholic). Interviewer: What if they re all new, and you have not heard of any of them. How would you decide? Subject 6: Probably the name of the beer, something that sounds fun. Then the label art, usually if that looks authentic then I ll give it a try. I ll also look at the alcohol content. Interviewer: Tell me more about the taste of the beer. How do you tell if a beer tastes good? Subject 6: It should have a good full bodied mouth feel. If it is overcarbonated, it will feel too much like pop. You should be able to savor the flavor in all parts of your mouth, and it should have a pleasant taste. The flavor should be well balanced, and well aged. Fresh beers are usually too bitter and the flavors have not blended, yet. Some beers are too floral for my taste. Interviewer: Are there any reasons, besides taste, why you drink beer? Subject 6: To relax, sometimes to get a buzz. Especially after skiing. I also drink it at parties, and I like to go to beer events, especially at the Brew Hut (a local homebrew supply store that holds monthly tasting events). Interviewer: Do you bring your own beer to social events like parties? Subject 6: Yes. I like to share my beer. Interviewer: Why? Subject 6: I like the feeling that I m helping them to widen their horizons, that I can teach them about beer (social recognition). 29

Survey Results 1. Please list all the craft beer companies/brands that you can think of. Budweiser 32% Samuel Adams 29% Great Lakes Brewery 21% New Belgium 21% Sierra Nevada 21% Coors 18% None/ Don t know 17% Guinness 16% Miller 16% Pyramid 16% Boulder 11% Dogfish Head Beer 11% Flying Dog Brewery 11% Great Divide 11% Rogue Brewery 11% Willoughby Brewery 11% Alaskan 8% Bells Brewery 8% Breckenridge Brewery 8% Chimay 8% Fort Collins Brewery 8% Harpoon Brewery 8% Left Hand Brewing Co. 8% Mountain Sun 8% Odell Brewing Co. 8% Pabst Blue Ribbon 8% Stone 8% Tommyknocker Brewery 8% Yuengling 8% Abita Brewing Co. 5% Anchor Steam Beer 5% Avery Brewing Co. 5% Blue Moon Brewing Co. 5% Brooklyn Beer 5% Corona 5% Goose Island Beer Co. 5% Heineken 5% Labatt Blue Beer 5% Michelob 5% Natural Light 5% New Castle Brown Ale 5% Percentages reflect 47 respondents with 93 unique mentions. Only companies with more than one mention are recorded. 2. Which of the following craft beer companies/brands do you recognize? Dogfish Head Beer 68% Flying Dog Brewery 68% Redhook Ale Brewing Co. 64% Rogue Brewery 58% New Belgium Brewery 39% Odell Brewing Co. 36% Alaskan Brewing Co. 31% Abita Brewing Co. 28% Stone Brewing Co. 25% Great Divide Brewing Co. 22% Bluegrass Brewing Co. 19% Full Sail Brewing Co. 19% Victory Brewing Co. 14% Widmer Brothers Brewery 11% Confused Dwarf 3% Percentages reflect 36 respondents. All options were supplied. 3. Which of the following statements most closely matches your beer consumption habits? I primarily drink craft beers like the ones from companies listed on the previous page. 36% I primarily drink mainstream American lagers from national breweries (like Budweiser). 36% I never drink beer. 28% Percentages reflect 47 respondents. 30

Bibliography Beverage Industry (0148-6187) 1 Sep 2008. Vol. 99,Issue 9;p.10. Fuhrman, Elizabeth. "Crafting beers for conscientious consumers.(new Belgium Brewing Co.)." Beverage Industry Vol. 98.7, July 2007. Information Resources Inc. Data sheet. http://usa.infores.com/insights/resources/datasheets/tabid/147/default.aspx. Miller, Steven. Steward of Family Beer Brand Reinvented Product as a Craft Brew to Take On Competition. Wall Street Journal, September 27, 2008. Mullman, Jeremy. Craft Brews Draw Crowds As They Expand Distribution. Advertising Age 30, July 2007: 4-32. A. C. Nielsen. 2008. http://us.nielsen.com/site/index.shtml. Our Story. http://www.newbelgium.com. Tour De Fat. www.followyourfolley.com. Reference USA 2007 Report. http://0-www.referenceusa.com.skyline.cudenver.edu:08/bd/. Reynolds, Thomas and Olson, Jerry. Understanding Consumer Decision Making; The Means-End Approach to Marketing and Advertising Strategy Lawrence Erlbaum Associates, 2001. Yenne, Bill. Beers Of The World. Chartwell Books, Inc. Greenwich, CT 1994. P. 168. 31

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