This document outlines the services provided by a craft beer specialist to help farm breweries and wineries gain market exposure and grow successfully. The specialist provides sales, marketing, and event services including managing accounts and relationships, analyzing sales data, designing marketing materials, representing clients at tastings and festivals, and more. Pricing is based on a commission structure that is flexible based on sales volume. The specialist has experience working with distributors and aims to help clients expand slowly and sustainably until they are ready to partner with a distributor.
1. Gaining market exposure, expanding capacity, and growing success
for Farm Breweries and Farm Wineries (and other local foods too)
The Craft Beer Specialist
Expertise
Account Management and Sales Exposure and Marketing
Open Acct
ST120s and Credit Lines
Manage relationship
CRM
Determine high or low touch
Respond to requests
Visit once or twice per month
Report on relationships Monthly
Sample to DM
Provide samples
Walk through product
Schedule Brewer visits
Deliver Glassware and Brandware
Educate staff and management
on the beer and brewery
Suggest Price/Special
Help manage brand perception
Help increase flow of liquid
Analyze Data/Provide Periodic Reports
Kegs Sold
Pricing
Advertising/Specials
Flow Frequency
Qualitative Feedback
Customer Feedback
Reporting
Design Dinners
Plan Events
Tap and Runs
Bar Hopping
Release Parties
Holiday Events
Pub Nights
Craft Beer 101 Promos
Represent at Tastings
In On-Premise Accts
In Off-Premise Accts
Tap Takeovers
Beer Dinners
Private Events
Other Events with beer/wine
Represent at Festivals
Ithaca Fest
Oktoberfests
FLX Beer Trail Events
Wine Fests
Etc.
Marketing Materials
Schedule a monthly check-in
Account for future developments
Manage inventory and product flow
Design Posters, other items
Distribute Materials
Send out monthly newsletter
featuring at least one of your
products, events, or news
Social Media promotion
Event Advertising through my
various Media Channels
Talia Watson * blanklabelbrewing@gmail.com 607.252.6510
@BlankLabelBrew Tumblr/ & Fb/ CraftBeerSpecialist
2. Gaining market exposure, expanding capacity, and growing success
for Farm Breweries and Farm Wineries (and other local foods too)
The Craft Beer Specialist
What Are My Business Needs?
"I just need a little bit of help managing my current market."
Okay, so you're selling 80% to 90% out of the taproom and you'd love some help
getting rid of extra product, managing your accounts, and maintaining market
presence so you always have customers coming in for their growler fill-- Fantastic!
Sounds like you could use an occasional sales representative to handle account
affairs and hands-on help with staying connected in the local scene.
"I want to slowly expand my presence in the market."
Awesome. The new equipment is broken in, recipes are solid, and you're super
excited to grow your exposure and pay off those loans. There are so many
directions to go in and everything seems like it could be a good idea- or nothing is
a good idea- but nothing seems to be catered to maintaining slow and steady
growth. The first thing to do is define your target market, marketing channels,
effective strategies- and then have someone lead the charge!
"My product rocks and everyone wants it."
Lucky you! That's probably also tied in with "Everyone wants me- my time, opinion,
help, and direction." It's hard to manage, and it's unnecessary. You're a rockstar in
your business and in making the absolute best product, so focus on that because
that's where you're needed most. No one else will assure quality like you will
because your life may depend on it. Fortunately, sales and marketing can be
headed up by someone who knows the market inside and out and is in your key
accounts every week managing relationships and precise product flow. Oh yeah,
and that tasting or festival you almost forgot about? No sweat, it's taken care of.
"Houston, We're going to the moon!"
You're hellbound to make history- and for good reason. No one is doing what you're
doing or has such an amazing vision. You're wildest dreams could succeed. The
goal is to get picked up by a distributor, but they're not interested until you've
reached a key size and have a dedicated market rep. You won't have curated
adequate demand or be able to pay for a qualified market rep until you have wider
distribution and can pay a full-time rep!!! Catch-22 Sheesh. Guess what? Mission is
already half in the bag. Oh, and shopping the right distributor? You've got a guy.
Talia Watson * blanklabelbrewing@gmail.com 607.252.6510
@BlankLabelBrew Tumblr/ & Fb/ CraftBeerSpecialist
3. Gaining market exposure, expanding capacity, and growing success
for Farm Breweries and Farm Wineries (and other local foods too)
The Craft Beer Specialist
Going the Extra Mile
"Okay, so having a dedicated Sales Rep is obviously great, but why is
marketing a separate line item?"
A lot of the marketing services go hand in hand with sales and managing a
relationship with an account. Everything a distributor would do in the marketing
realm is considered "Sales" work- designing signage, table tents, sell sheets, etc.,
and that's expected to be included. What distributors won't do is what I feel
comfortable charging for: Representing your brands at a festival and pouring for
you (you can sleep in), Writing product reviews and getting them published in
tourism periodicals. Managing a beer (or wine) finder website/ app so your fans
always know where you're being poured. Negotiating better deals or contracts on
your behalf if you do go with a distributor. Setting up pairing dinners, making sure
you're always represented at local events, running Craft Beer 101 classes and
promotions featuring your products, and partnering with regional media channels,
just to name a few.
"If we did all of that, I wouldn't be able to keep up with demand."
You're right about that! Which is why honing in on target market, the channels you
can support, and the strategy that best fits your needs is the first thing that should
be considered. Catering to your needs and growth rate is my priority. Why would
you purchase advertising on the NYC Subway line when you're not distributing
there? (Extreme example, but you're on the same page).
In essence, The Craft Beer Specialist is the proper title for a consultant in all things
out-of-house (Sales and Marketing being the leading examples). Distributors do one
thing- coordinate what's going where. My expertise is in consulting for small
businesses, operationalizing strategic marketing plans, analyzing their progress,
and implementing changes where needed- as well as basic sales.
"That sounds fantastic, but I doubt I can afford all that."
I'm probably crazy, but I'm charging the same as a distributor, and in addition,
providing individualized marketing plans and managing your growth rate so your
accounts never end up dry. Once your business can handle advanced marketing to
increase exposure, we'll talk more then. Parting advice from my business coach:
"If you can't afford to grow your business, you've already closed your doors."
Talia Watson * blanklabelbrewing@gmail.com 607.252.6510
@BlankLabelBrew Tumblr/ & Fb/ CraftBeerSpecialist
4. Gaining market exposure, expanding capacity, and growing success
for Farm Breweries and Farm Wineries (and other local foods too)
The Craft Beer Specialist
Example Pricing Structures
Successful Sales Fee:
%30.00 %37.50 %42.00
Open Acct
Manage relationship
Sample to DM
Invoice
Manage Brand and
Product Flow
Marketing Materials
Feature in Newsletter
Analyze Data
Data Reporting
Inventory Management
Social media promo
Represent at Tastings
On and Off Premise
Represent at Festivals
Media Channels Promotion
Design Dinners
Plan Specialty Events
Feature in Agri-Tourism
Publications
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Price Flex Structure
Commission pricing can
flex from month to month
automatically, in
proportion to sales volume
and seasonal marketing
needs.
*Commission also determined by volume sales since
responsibilities proportionally increase.
**Solely marketing services also available.
***Price structure for market representation and marketing
services in tandem with a distributor is negotiable upon inquiry.
Talia Watson * blanklabelbrewing@gmail.com 607.252.6510
@BlankLabelBrew Tumblr/ & Fb/ CraftBeerSpecialist
5. Gaining market exposure, expanding capacity, and growing success
for Farm Breweries and Farm Wineries (and other local foods too)
The Craft Beer Specialist
ABOUT ME AND MY OPERATIONS
My Background
For the past 2 years, I have been cultivating relationships with Craft wine and beer accounts
all over the FLX and So. Tier. I have been involved in planning small and large events, mostly
local, for 5 years. I have relationships with amazing Agri-Tourism initiatives and companies,
who are working to promote the FLX. I am lucky enough to have had some great graphic
design mentors, and I have been educating clients and consumers on craft beer for 2 years
as well. And for the past 6 years I have been growing my knowledge of sustainable business
practices (both ecologically and materially). I want to gain more experience in an advising
role: I am versed in the business of breweries and am always happy to advise Next Step and
Promotional Brand strategies that appeal to the market and to distributors all over NYS. --I.E.,
Take advantage and be the first to supply the craft market's very vocal demands.
My experience working with distributors has taught me: 1) Distributors demand fixed pricing
so they can control their overhead. My price moves with your price. 2) Distributors only offer
a third of these marketing strategies and bill you with a 50/50 co-op pricing strategy that is
often a surprise at the end of the year. 3) Distributors often don't care to promote your beers,
much less represent your brewery, when there are bigger breweries bringing in the margins.
4) Most distributors won't even look at you until you have a guaranteed production capacity
they can rely on, impressive brand exposure, and a dedicated market rep. My job is to get
you there.
Talia Watson * blanklabelbrewing@gmail.com 607.252.6510
@BlankLabelBrew Tumblr/ & Fb/ CraftBeerSpecialist
Lessons Learned
My Mission
My priorities are simple: Match the beverage to the customer. Build my client's brands to
reflect their ideals. And make lasting connections between locals and their businesses. My
methods first work to maximize word-of-mouth, local buzz, and other marketing strategies
that build craft brand reputations through education and generosity. I don't sell beer. I
provide an experience of quality through hands-on education and story-telling. The
message is in the glass, my craft is bringing it to the market and making that story real.