1. “Retailers are looking to sell more craft beer in keg”
Crafted Keg Drive
“Retailers are looking to sell more craft beer in keg”

2. The details… Name : FT Crafted Keg Drive Timing : April / May
Beers : Shipyard Pale Ale & Marston’s 61 Deep Supported by Marston’s Pearl Jet; Shipyard Rye Pale Ale; Wychwood King Star
Trade incentive : Install any of the above to get 1 x 30l keg free in wk1
Sell 1 x 30l p/w June - August and get another free 30l  keg.
                                Or Sell 1 x 50l p/w June – August and get a free 50l  keg.
                                Glassware and POS to be offered at BDM’s discretion
Process: Send in jobcard AND copy in who will then arrange for the first
free 30L to be sent and add to tracker.
Cost :                       Brands to fund free stock
                                Trade Marketing to fund initial POS; BDM to fund additional POS
Sell in : Full brief on Bubl
                               RM Meeting March
                                FT sales follow up brief in March & April meetings
Supporting Information : On Trader Crafted Keg Category DPS
Bottle samples for 61 Deep and American Pale Ale (Circadian relabelled)
Printed out brief on incentive; category support; target outlet and brands.
Badges to show the look of the brand

3. Why Pale Ale? Why Craft Keg? The why… Why our brands?
Designed & brewed to appeal to the UK Drinker both through lens design and sessionability.
The No.1 craft Keg beer in the On Trade (Shipyard Pale Ale)
A beer brewed at lower ABV -tailored for the mainstream lager drinking wanting to move into craft (61 Deep)
In their 3 recognised styles (IPA, APA, PA), Pale Ale’s make up 55% of all craft keg ale
4 out of 10 beer drinkers leave the pub/ bar or drink less if their preferred style isn’t available.
57% volume growth and now equating for 41% of all craft beer (up from 15% in 2012)
Driven by brands such as Shipyard Pale Ale, Meantime London Pale Ale & Brooklyn Lager

5. The where…
Target 2
Utilise brand story of both 61 Deep and Shipyard to premiumise what could be a unbalanced range
Target 1
Craft conversation – story telling and detailed beer information. Rotation extremely likely
Premium City Bar
Traditional Tap House
Student Bars
Town Centre/ Circuit Bars
Rural Character
Venue style
Target 3
Modernise their drinks range by targeting smooth flow and/ or over stocked mainstream lagers
Destination food
Community Wet
Community Food
Night Club / Music led
Restaurant
Hotel
Social Club
Venues
Range style

6. The what… Shipyard Rye Pale Ale Shipyard Pale Ale King Star Lager
Lagunitas IPA
Sierra Nevada Pale Ale
Shipyard Rye Pale Ale
Anchor Steam
Shipyard Pale Ale
More consumers are switching from Standard Lager into Craft than any other category
Peroni
Vedett
Meantime Pale Ale
Camden Pale
Warsteiner
King Star Lager
Erdinger Weissbier
Purity Longhorn IPA
Brewdog Punk IPA
Charles Wells DNA
Marston’s 61 Deep
Thornbridge Jaipur
Craft authenticity
Blue Moon
Kaltenberg
Kronenbourg 1664
Fosters
Carlsberg Export
Carling
Carlsberg
Craft cask
Worthington’s
Premium pricing
John Smiths Smooth
Tetley’s Smooth

7. The supporting cast… Format Share of Total Craft Beer (MAT)
Top 10 Craft Ale’s (exc. Craft Lager) & MAT change 1
Shipyard American Pale Ale
131.6% 2
Meantime Pale Ale
96.4% 3
Brewdog Punk IPA
98.8% 4
Devils Backbone American IPA
54.2% 5
Purity Longhorn IPA
63.6% 6
Greene King East Coast IPA
170.2% 7
Meantime Yakima Red
29.1% 8
Goose Island IPA
-44.4% 9
Caledonian Coast to Coast
N/A 10
Williams Brothers Joker IPA
278.4%
Format Share of Total Craft Beer (MAT)
Source: Kantar Alcovision Feb 2016
Craft Share of Total Beer Volume (MAT)

8. The contacts… POS / Sample stock queries – Hayley Cox
Category Insight / Performance – Thom Winter
Brand Specific information & support
61 Deep – Kirsty Polmeer
Shipyard Pale Ale – Alex Harrison
Pearl Jet – Kirsty Polmeer
Shipyard Rye Pale Ale – Alex Harrison
Wychwood King Star – Gordon Keen