Presentation

Founders

Aidan over ten years’ experience in the brewing industry and showcasing his talent in several breweries around Europe and the world. He also holds a master’s degree in Brewing and Distilling

Ronan who is very customer focused driven deals with the marketing and customer relations part of the company

Background• Galway hooker was first set up with the intention that they would create a IPA (Irish pale

ale) that they would sell here in Galway, they first set up and found the brewery just under 10 years ago in 2006.

• They saw the market for a craft beer increasing in Ireland.• The name which people might find odd came as a result of a public competition they ran

through their website by which the public were asked to name their flagship beer. • Out of the thousands of nominations received and mass media involvement, the name

Galway Hooker was eventually selected as the craft beer. • The much loved Galway Hooker was a traditional wooden boat with distinctive red sails,

designed for transporting cargo around Galway Bay and Connemara in strong and shallow seas.

• Since 2006 the company has came leaps and bounds by investing in bigger warehouses and a new brewery located in Oranmore, County Galway.

Target Audience

• Galway Hooker target audience is focused towards people aged mid 20’s category in Ireland that enjoy the taste of elegant craft beer.

• Mostly focused towards the male market who have extra disposable income to spend on high value products. This is not a deliberate marketing strategy to target just the male market it comes due to most people that indulge in craft beer are males.

• This is a wide market as over 7.3 million people visited Ireland in 2014 and approximately €5 billion in revenue is made from economic activities directly related to tourists each year.

Positioning

• Galway Hooker is positioned in forty locations in Galway, over ninety locations in Dublin and over 40 other locations around Ireland.

• When they wish to position themselves in pub/bars they try to seek out craft pubs that sell other craft beers, also they look into targeting well established bars such as; Kings Head, Quays, Connacht Hotel etc. All of these companies have a very busy constant traffic flow coming through their doors on a daily bases.

• The company seeks to stock in pubs and off licences.

The (‘big idea’) where do you drink yours?

• People have been enjoying Galway hooker for years in bars and hotels around Ireland but now we want to see Galway hooker somewhere new somewhere it’s never been before.

• We know people enjoy Galway hooker but we want to see people enjoying it wherever they want, be that be in their bath or a sunny day at Salthill beach you can enjoy Galway hooker everywhere.

USP

• Our USP is that the enjoyment can be wherever you want it to be and there are no limitations to where you can enjoy our award winning beer.

• Our beers have no preservatives and are brewed using only malt, hops yeast and water. We are passionate about producing innovative and exciting beers that are bursting with flavour and character.

• We want you to enjoy these award winning tastes whether that is in the open air along Galway prom or on a crisp winters day at your home.

• Bridgestone Awards: 'Best in Ireland' 2007 – 2012 and 2014 - Winner of Gold (beer category) in the Blas na hÉireann / The Irish Food Awards for Galway Hooker Irish Pale Ale (bottle).

Communications Tools

• Advertising ( Newspapers, billboards, radio stations)

• Online advertising ( Facebook, Twitter, Instagram, Viral campaigns, Galway Hooker online app)

• Competitions (scratch cards, bottle cap collection)

Budget

Projected Time scale

• Our main advertising campaign (our big idea) will start in May 2015.

• We will advertise in the Irelands craft magazine for three months on a trial run basis.

• Billboards are expensive so we will use them for the months of June, July and August.

• A 15 second ad will be played by two local radio stations on Friday evenings for one month ( Galway Bay FM & IRadio).

Projected Time scale continued

• A phone app will be developed in May with the intention of being a long term project.

• A scratch card competition will be ran as a promotion for three months.

• Online campaigns e.g. (Like & Comment and Share) to win a crate of Galway Hooker, free brewery tour will be ran over a six months.

Desired Response

• Consolidate our position as the number one craft beer in Galway within the next 12 months.

• Increase sale by 15% within 6 months, 25% within 12 months and 30% within 18 months.

• Increase the level of our brand/ company awareness.

• By promoting Galway Hooker as a local beer, we hope passing trade would be influenced by people trying out our beer.

Thanks for Listening

If you have any question please feel free to ask us?