Strangford Lough Brewing Company

Coming to America!

Company Profile

Company Profile

Established: May 2004

Owners: Bob Little and Tony Davies

Headquarters: Bradleigh Lodge

22 Shore Road

Killyleagh, County Down, Ireland

North American Office: 15282 Long Street

Overland Park, KS 66221

John O’Keeffe (VP of North America

Brands: St. Patrick’s Ale Barelegs

St . Patrick’s Best Legbiter

St. Patrick’s Gold

In a perfectly placed location

An Innovative Business Model

Promote Genuine Irish Authenticity Irish Wort produced in plant in County Down Increase level of County Down produce “From Field to Glass”

Export wort to USA, not bottles of beer Authenticity remains Transport costs reduced by 95% Hedge against currency fluctuation in local currency Avoids alcohol taxation

Work with entrepreneurial partners to sell beer Exclusivity in geographic areas to build networks, not competition Spread across the USA quickly Breaking the traditional mould

“From field to glass”

Our Products

Brand: Legbiter

Brewers Notes: A golden ale with fresh fruit and malt fragrance. Full drinking with a subtle hoppy finish. Refreshing for a beer of this strength.

Alcohol Content: 4.8%

Brand: Barelegs Brew

Brewers Notes: A golden ale with fresh fruit and malt fragrance. Full drinking with a subtle hoppy finish.

Alcohol Content: 4.5%

Our Products

Brand: St. Patrick’s Best

Brewers Notes: Light and refreshing on the palate our session best bitter has a classic Irish malt and hop aroma. Light amber in colour this smooth beer has hints of caramel and shamrocks.

Alcohol Content: 4%

Brand: St. Patrick’s Ale

Brewers Notes: A deep sopper traditional Irish Ale with highly developed and complex flavours. A multi-brew with a fresh aroma of golden hops.

Alcohol Content: 6%

Brand: St. Patrick’s Gold

Brewers Notes: Our smooth yet powerful wheat beer is unusually refreshing on the pallet. Golden in colour St. Patrick’s Gold has a citrus flavour provided by the zest of real oranges and lemons.

Alcohol Content: 4.8%

Our Products

Marketing Premise

Marketing PremiseHow was it done in the past?

Television, radio and newspapers were traditionally used to inform the public about the product

Big beer companies spent millions promoting their ‘product’

Public Relations firms focused on getting column inches in newspapers

Drawbacks of the ‘old’ approach

Rapid growth of digital media has resulted in difficulties reaching your audience

Fewer people read print advertisements in newspapers or magazines

Traditional methods are becoming a less cost effective means of targeting your audience

Today the approach is different – Into the New

Increasingly people are using the Internet – over 73% of US population

People want authenticity, participation and interaction

The internet allows companies with an interesting story to reach people and companies worldwide

Internet allows the opportunity to create and strengthens a community feeling

Today there are new rules for Marketing and PR

Marketing is more than just advertising

PR is for more than a mainstream media audience

You are what you publish

Delivering relevant content at the precise moment our audience needs or wants it

Develop content that will reach the vast numbers of underserved audiences via the web

What key messages will SLBC bring to the market?

Strong imagery linking us to County Down Our Irishness is key - ‘the Irish Beer’

Uses unique exporting methods which will change traditional thinking about beer imports - ‘the Real Irish Beer’

Uses local County Down products – it will set the standard for others to reach - ‘the Authentic Irish Beer’

Our beers are superior in taste to both American domestic and craft beers – ‘the Quality Irish beer’

Marketing Imagery

Labelling

Based on the Strangford Droplet – possibly the water that Saint Patrick and Magnus Barelegs sailed on

Anchored to the area by local history

American labels stress the differences in the approaches used by SLBC

SLBC Company Website

One website for the whole business

Global yet local

Interesting and different

Packed with information

Educational

Interactive

Marketing Packs

Strong, consistent imagery reproduced in;

Posters for display at POS

Cards to mail to bars about the beer coming via distributors

Drip mats

Possible local advertising campaigns in select literature

Marketing Posters and Promotions

Marketing Campaigns changed regularly

Viral Marketing- Getting to our publics

How will we bring our messages to the public?

The key is to combine some traditional forms of promotion with the new methods of marketing and PR

We will use our company website alongside a number of social networking sites

www.slbc.ie

How will we draw people to our site and encourage them to return?

Worst Bar Song

Beer Appreciation videos and articles

Food and Beer Pairing

I’m Irish

In the Most Unusual Place

Blogging

What is the competition? A competition for US and Irish bands who play ‘Irish’ music Bands enter by sending a video of what they regard as their

best song – videos loaded onto YouTube YouTube visitors vote for their favourite band Winners get a trip to Las Vegas to play at a well-known Casino

Why will it be successful? The prize will draw a number of bands to the competition and

as importantly their supporters Bands will promote their participation and market themselves

and SLBC Opportunities to contact Irish American sites to inform them of

the competition 40 – 60 Music Videos on YouTube will draw the public and will

see the link back to SLBC Voting and visits will make these videos some of the most

popular on YouTube and both the bands and SLBC will gain exposure

Battle of the Bands Competition

Conclusion

Conclusion

SLBC are using new marketing techniques to promote our beers in the USA, Ireland and worldwide.

We want to promote our unique exporting technique, historical brews and Irish heritage throughout our campaigns.

Exciting competitions, blogs and articles on the SLBC and social networking sites will keep consumers updated on our progress.

For further information on Strangford Lough Brewing Company visit www.slbc.ie

www.slbc.ie