Packaging a Craft Beer Brand Bizability Event, Chapman University August 3, 2013

Key Elements of Branding Through Packaging Engage your material supplier early, if not first Saves time and cost in branding Designers will love you Value engineering must be done early Differentiation does not have to cost a fortune Critical in the start up phase Collaboration with creative side is key Be careful how you spend your branding dollars Emotional vs. Impactful

Examples Our Central Beliefs Our CUSTOMERS are the lifeblood of our organization Our hiring will produce ENTHUSIASTIC and passionate people Our SUPPLY CHAIN partners are an extension of our company Our GROWTH is relentless, balanced with conservative management Master Cartons – Great Basin vs. Dustbowl Structural engineering Flexo vs. litho print in the design process Value engineering – board color Keg Collars – Stone vs. Mission Increased flexibility with special releases Distribution cost savings Improved handle usage at retail

Examples Continued Our Central Beliefs Our CUSTOMERS are the lifeblood of our organization Our hiring will produce ENTHUSIASTIC and passionate people Our SUPPLY CHAIN partners are an extension of our company Our GROWTH is relentless, balanced with conservative management Bottle Labeling – Coronado vs. Mission Branding would not translate across technologies Not a lot of cost difference between the two Stone Cellar Carrier vs. Wrapped Delivery Van Emotional vs. Impactful

Color Selection Strategies 1. I have no idea 2. Know your substrates 3. Know your print technologies 4. Make sure your material supplier and your designer/agency are sharing a craft beer together

Optimal Size Selection (bottle size, 4 pack vs. 6 pack, etc) 1. I have no idea 2. Pack price seems to be driving most decisions 3. Protect your profitability 4. Don’t do something because someone else does

And the most important component in branding? Chris Cramer, CEO & Co-Founder Karl Strauss Brewing Company “My biggest fear in the industry today is product quality and the integrity of craft brew. Any new player has a responsibility to bring a quality product to market, which helps everyone succeed and keep the craft brew industry growing”

Thank you & Good Luck!