STOP, SIP and SAVOUR TASMANIAN CRAFT BEER

INTRODUCTION

The Beverage Events Service Team have been delivering successful Craft Beer and Cider Festivals, events and activities throughout Australia for nearly 10 years. With a multitude of experience and knowledge, and working closely with industry experts, our Festivals promote and encourage awareness, appreciation and understanding of craft beer to the general community as well as opening communications channels and strengthening industry relations among Brewers, suppliers, distributors and retailers.

Our growing National series of Craft Beer and Cider Festivals offer an effective branding and sampling forum where brewers and beer lovers gather to experience and share the finest world-class beer and food available throughout Australia.

STATE BY STATE IN NUMBERS (2013 figure in brackets)Victoria – 47 (46)

New South Wales – 23 (24)Western Australia – 14 (11)

South Australia – 9 (9)Queensland – 7 (10)

Tasmania – 0 (0)

BY BEERS PER POPULATION SIZE

VictoriaWestern Australia

South AustraliaNew South Wales

QueenslandTasmania

THE UNDER EXPOSUREAS STATED IN THE BRW, “AUSTRALIA'S love of beer is

seemingly unchanging but the latest brew capturing hearts and people's wallets isn't light or low-calorie - it is boutique craft. Craft beer is about embracing the original principles of brewing beer - making beer in smaller and sometimes single batches using only malt, water, hops, and yeast. An IBISWorld craft beer product on market research report shows the industry has flourished over the past decade, benefiting from changing in consumers tastes with an emphasis on quality over quantity across the liquor retailing landscape. The report shows annual growth in the craft brewing industry has risen 10.5 per cent. However, with more and more Craft Brewers entering the marketplace, the Craft Beer industry is becoming highly competitive and Tasmanian’s are becoming disadvantage by their lack of exposure outside of Tasmania. This also puts Tasmania at a disadvantage in enticing visitors to further explore within the State.

TASMANIAN BREWERS ARE AT A DISTINCT DISADVANTAGE DUE TO LACK OF EXPOSURE AT:• Festivals • Advertising/ marketing campaigns outside

of Tasmania• Lack of activitiy/ sales presence outside of

Tasmania• Little to no social media presence • Lack of opportunity to present product to

target audience • Lack of opportunity

AUSTRALIAS TOP 100 HOTTEST BEERS 2014

 • DELIVER DIRECT SUPPORT TO TASMANIAN

BREWERS

• CALL TO ACTION FOR TASBEERTRAIL WEBSITE

• INTERSTATE EXPOSURE FOR TAS BREWERS AND BRANDS (GOAL OF 4 TAS BEERS ON TOP 100 LIST [CURRENTLY 0] )

• ONGOING LOCAL AND NATIONAL PUSH FOR TAS BREWERS, TAS CRAFT BEER BRAND, TASMANIAN EVENTS, TASBEERTRAIL WEBSITE, TASMANIAN VISITATION

FROM "YEAST TO YIELD"

DATE: Saturday 28 November 2015

VENUE: Catalini Gardens, St. KildaAUDIENCE: 10,000 PAX THE FESTIVALS

DATE: Saturday/Sunday 6-7 February 2016

VENUE: Adelaide Park

AUDIENCE: 10,000 PAX

DATE: Friday/Saturday 26/27 February

VENUE: William Street, Launceston

AUDIENCE: 8000 PAX

DATE: Saturday/Sunday 14/15 November

VENUE: Esplanade Reserve, Fremantle

AUDIENCE: 15,000 PAX

 

THE AUDIENCE

ATTENDANCE: 8-15000 PAX (Depending on State)

THE AUDIENCE IS GENERALLY:

• 55% Male 45% Female• 22-55 • Connoisseurs| converts| uninitiated • 70% metro | 20% Regional | 10% Interstate and beyond

EACH FESTIVAL DELIVERS

• An authentic tasting and appreciation event • Over 200 Local and National craft beers, ciders and

premium craft distilled liquors• Unique gourmet food vendors• A range of interactive and educational seminars • Home brewing exhibits, seminars and competitions hosted

by brewers• Homebrew competition with winner receiving their recipe

brewed professionally• Live music and comedy

THE INVESTMENT/STRATEGIC PARTNERSHIP 2015/2016 CRAFT BEER

FESTIVAL SEASON$15,000

SUBSIDISE 50% OF TASMANIAN CRAFT BREWER FEES, INFRASTRUCTURE, COSTS OF TRAVEL/PRODUCT SHIPMENT FOR THE DEVELOPMENT OF TASMANIAN CRAFT BEER SHOWCASE AT MELBOURNE AND ADELAIDE

$15,000 DIRECT SUPPORT FOR CRAFT BEER STALLHOLDERS (FUNDS WILL BE USED DIRECTLY TO SUBSIDISE FEES AND STALL INFRASTRUCTURE

$10,000

PREFERRED LOGO PRINTED ON 50,000 CUPS IN 4 STATES GIVEN FREE AT ENTRANCE AND USED AT EVERY STALL

$10,000

DEVELOPING BRANDED SIGNAGE, BANNERS AND PAMPHLETS, THEMED INLINE WITH THE TAS BEER TRAIL BRANDING

$45,000 ALL INCLUSIVE OF THE ABOVE OFFERS DIRECT SUPPORT @ ESK

BEERFEST + CUP SPONSOR + BRANDING DEVELOPMENT/SIGNAGE + SUBSIDISE 50% COSTS FOR TAS

CRAFT BREWERS TO ATTEND MELBOURNE & ADELAIDE (VALUED @ $55,000)

DIRECT SUPPORT

LOCALLY

Direct Support for Local Brewers at ESK Beerfest- % from Stallholder Fee (This will be divided evenly amongst Brewers)Brand Alignment/Showcasing through:• Creation of TasBeerWeek in the North

of Tasmania in the lead to the Esk Beerfest (Feb 2016)

NATIONALLY

Complete subsidy for Tasmanian Brewer Fee and full infrastructure and signage display signage for tasbeertrail at Melbourne and Adelaide FestivalsBrand and logo on Festival Merchadnise

THE DETAILS

BRAND EXPOSURE

DIGITALSocial media advertising of all Tasmanian Craft Beer Festivals (4 social media sites with reach of 30,000+ This includes call to action

Website link and full front page banner for Tasbeertrail as well as call to action for festivals

TRADITIONAL/ORGANIC/GRASS ROOTS

• Generic Craft beer Tasmania; www.tasbeertrail; Tasmanian Beer Trail branding for all craft beer festivals

• Promotional material distributed at Esk Beerfest marketing tasbeertrail website etc..

• Tasbeertrail website logo and brand exclusively (along ith beerfest) on 50,000 printed cups distributed (4 festivals)

• ½ Advertisment in each Festival program (4 festivals

• Tasbeertrail / preferred brand included in all advertising.

• RADIO, TV, INDUSTRY PUBLICATIONS,POSTERS

Thank you for your timeFor more information please contact:

Stacy Filestacy@best-australia.com.au

p. 0410 539 991

  beerfestivals.com.au

Thank you for your time