kbc slide show
TRANSCRIPT
INTRODUCING KENOSHA BREWING COMPANY
Introduction
This document will offer an introduction into Kenosha Brewing Company (KBC), including our
plan, products, growth, facilities, team, & mission.
The Plan
• There is a significant increase in the popularity of craft beers. KBC is in the process of converting an existing, profitable restaurant/tavern into a brewpub in order to take advantage of craft beer popularity. There is not a brewpub within a 40 mile radius of the location. There are two taprooms (brewhouses that do not serve food) in Kenosha that have received mediocre reviews on yelp.com for their beer quality, lack of food, and bad hours. We believe that consumers are more-likely to purchase additional beers the longer they patron a restaurant or bar. KBC will act on this belief by offering a full-service kitchen, top-rated beers, and entertainment that will keep patrons in their seats, ordering more products.
• Once the brand is established, KBC intends on creating a full line of beer and using existing distribution relationships in Wisconsin and other states to expand its footprint.
• Additionally, since national chains are seeking ways to expand their entrance into the craft beer market, KBC will explore providing private labeling for these national chains as well as restaurants, bars, and other entertainment venues.
Long-term Plans
• After the brand and brewpub are established, KBC would evaluate the increased production alternatives: 1. Use an outside contract manufacturer to produce the beer; or 2. Expand the brewing operations into a larger distribution center with a taproom. The difference between a taproom and a brewpub is a taproom does not serve food whereas a brewpub is a full-service restaurant that serves its own beer.
• Develop a craft brew franchise concept, based on the success of the beer and brewpub.
• Create a craft beer incubator for aspiring brewers.
KBC Products
• Regular brews: Lagers, Porter, Saison (farmhouse ale), and IPA’s, Pale Ale or Session beer.
• We expect to produce two limited time offer (LTO) starting within the first six months. This may include seasonal beers, for example an Oktoberfest release or a strawberry brew for the summer.
• Future production may include: Imperial Porter, Imperial Stout, Stout, Rye Ale, Red Ale, Belgium Brune, Tripel, Quadruppal, Black IPA, Double Pale Ale, Double IPA, Pilsner, Ciders, fruit ales, and other lagers and ales.
• We will utilize Gochis-owned restaurants to test our beer against other beers on tap. We will modify recipes based on market feedback so that the product is developed before the launch of KBC.
KBC Marketing & Branding• Kenosha Brewing Company is a
marketing company that produces beer. The most important activity in building a beer brand is sampling our products. We need to create as many touches as possible for prospective consumers to try our beer. The brewpub is the best conduit for creating this first touch experience and where we can sell our beer to the masses for onsite and take-home consumption. Initially consumers will pay to sample our beer and then commit to larger purchases, i.e. growlers, jug-like containers used to transport beer.
• While the national market continues to add more entrants, Wisconsin, which is the fifth-highest beer consuming state in the country (Marketwatch.com, 2013), still has significant opportunity for new craft beers. Since branding and marketing are crucial, KBC has the additional benefit of being in southeast Wisconsin – an untapped region with a population of approximately 400,000 people (sewrpc.org 2013). The Company will appeal to locavores as well as to those out-of-state consumers who believe that quality beer comes from Wisconsin. KBC will exhibit at the two major annual Racine beer festivals. These festivals are well-known in the craft beer community and draw thousands of consumers. Mike Roscioli’s family runs these festivals, which should facilitate beneficial exhibiting. KBC will also exhibit at other local festivals and host private samplings at local trade associations, social clubs, individual homes, and grocery stores. We will have beer dinners, fish fries, cooking classes, and other samplings at our brewpub. We plan to collaborate with other manufacturers, such as Snap-On or Weber Grills, to offer our beer at their showings.
Marketing Focus
• Web Development- CMS, SEO, Email Club, & SMS
• Social Media- Facebook, Twitter, Pinterest, & Instagram
• Promotional Products- For Purchase Online and at the Restaurant store, as well as Consumer Giveaways.
• Promotion At Events- Beer Festivals, Community Activities, On- & Off premise Tastings, Industry Competitions, Trade Shows, & Partner Promotions
• Merchandising Support- Banners, Posters, Taps, Glassware, Wearables, & Coasters
• Traditional Advertising- Organic brand growth through Magazine/Newspaper Ads & Flyers
Market Background
• Craft beer represented approximately 6.5% of beer volume in 2012. In comparison, “The Big Two”, MillerCoors and Anheuser-Busch, combined to represent 74% of the market by volume (Huffington Post, 2013).
• There are approximately 2,500 craft breweries the United States with more deliverables scheduled (Brewers Association). There are two taprooms and no brewpubs in Kenosha.
• In 2012, craft increased 13.7% to reach 185.2 million 2.25-gallon cases. This is the largest increase for Craft beer in more than a decade (Beverage Information Group, 2013).
• KBC will initially operate as a brewpub, with the ability to grow into a microbrewery. A microbrewery is a brewery that produces less than 15,000 barrels (17,600 hectoliters) of beer per year with 75% or more of its beer sold off-site; whereas, a brewpub is a restaurant-brewery that sells 25% or more of its beer on site. The beer is brewed primarily for sale in the restaurant and bar (brewersassociation.org).
• Ultimately the focus will transition into being a direct competitor of New Glarus Brewing (newglarusbrewing.com) based in New Glarus, WI. New Glarus Brewing markets itself as the Wisconsin beer sold only in Wisconsin. In addition to the opportunity of benefitting from the competitive position, the Company will also promote being the local beer exported from Wisconsin.
Note: competition also includes substitutes, such as all other alcoholic and non-alcoholic beverages, and other restaurants and taverns that compete for the
same clientele.
Kenosha Brewing CompanyHeadquartered in Kenosha, WI, the existing property, located approximately 5 miles east of Interstate 94 off of Highway 50, a major exit on the route between Milwaukee and Chicago. Southeast Wisconsin and Kenosha County hosts several bedroom communities that are underserviced craft beer markets and no existing brewpub.
The building was built in 1902 as a monastery and barn, where it is believed that the monks brewed beer.
The existing property was the site of the first brewpub in the Midwest, then known as Brewmasters. We met with the former owner of Brewmasters, who explained to us that Brewmasters ultimately went under after twenty years due to poor management decisions.
The building was a popular haunt of deceased renowned beer authority, Michael Jackson.
Wisconsin brewing guilds, such as the Kenosha Bidal Society, used to hold meetings and craft beer festivals at what is now our venue. KBC hopes to revive this tradition.
The KBC grounds enable the Company to host many events. i.e. fish fry’s, Oktoberfest, etc.
We are surrounded by large corporate manufacturing and distribution centers with more planned, i.e. Google, Meijer, and Gordon Foods. In addition to gaining new patrons, there is the possibility that we can sell our beer into these corporate prospects
Kenosha Brewing Company Team
Chris GochisCo-Owner/ Operations
• Experienced restaurateurs with successful track records of starting and selling concepts. The Gochis brothers grew-up in the restaurant industry and have owned and operated restaurants and bars for over 15 years.
Nick GochisCo-Owner/ Operations
Mike Roscioli, Sales & Marketing
• Previously a partner at Golden Harvest Distributing, a craft beer, wine and liquor distribution business. Roscioli grew-up in the beverage industry, working for the local Miller and Budweiser distributors.
Meet Our Master Brewer, Art Steinhoff
It all started back in 1982, when my friend Paul introduced me to homebrew.
We would get together on Sundays to watch football and have a few beers.
Neither one of us cared for domestic beer so we would try other beers from
around the world. One Sunday, Paul surprised me with some beer he brewed
himself. It tasted pretty good and I thought, “If he can do it, I can do it.” What
started as a friendly competition between friends led to a life-long passion for
brewing.
As my experience grew and I developed my own style, I wanted to see how
my beers stood up against other homebrewers. I started entering regional,
national and then international competitions and won numerous awards for a
variety of beer styles including Midwest Homebrewer of the Year; three time
Best of Show winner at the Wisconsin State Fair; 1st Place Best of Show: AHA
Bock is Best; two time 1st Place: International Homebrew Competition; 1st
Place: Chicago Real Ale Fest, and over 30 other 1st and 2nd place awards. I
became a recognized beer judge in 1987.
To further my education and satisfy my “thirst” for knowledge, I’ve visited over
70 breweries in the United States, Germany and Belgium. I’ve read and own
over 150 books related to brewing.
While it’s every homebrewer’s dream to brew professionally, very few of us get
to see that dream come true. I was fortunate to be able to take my passion for
brewing to the public as Master Brewer at two brewpubs in Southeast
Wisconsin and Northern Illinois, as well as designing and running a 30 bbl.
craft brewery in Chicago.
Art Steinhoff
Mission
Craft Beer for Craft’s Sake
