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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
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
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
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 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
Yes 
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
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.

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Final Offers pages

  • 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 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes 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.