Lost Industry and Steel City Peach Melba Yogurt Sour - 5.7% hazy copper ale, sour peach smell, very fruity, zingy sour taste, really juicy and sweet (like a fruit juice rather than sugary). Finish is a gentle fading one.
Live beer blogging: Thornbridge Eldon
Thornbridge Eldon - 8% bourbon oak imperial stout, black beer with a dark creamy head. Massive bourbon plummy smell, big rich roasted malt & vanilla taste, boozy warming finish with an edge of toffee.
Email Marketing by Neil Walker
Four key areas
* build an audience
* what's the aim
* distributing your message
* measure, improve, measure, improve
* build an audience
* what's the aim
* distributing your message
* measure, improve, measure, improve
Build and audience
The emails are people, not just an address. Make sure your email list contains people who will be interested in what you have to say. Add a simple signup form to your website, request a few basic details, not just the email address. Use Facebook and customise the page to fit your product or event.
Work with your existing busines contacts to build collective audiences, collaborate with pubs, suppliers, etc.
What's the aim?
* Buy something
* What do you think of us
* News
* Follow us on Twitter
* Come to our event
* What do you think of us
* News
* Follow us on Twitter
* Come to our event
Who are you talking to?
Examples:
CAMRA - very large consumer audience, mixed knowledge levels & interests
SIBA - trade audience, highly knowledgeable brewers, commercially minded
Give before you take - offer value to customers through engaging, original content or a genuinely special offer
Distributing your message
Deliver great content, easily - use existing platforms: MailChimp, GetResponse, ConstantContact, SparkPost, ActiveCampaign
Visual, bitesize content driving at clear aims. SIBA sends a focused newsletter several times of year.
Measure, improve, measure, improve
Measuring is key here to see what is clicked and what's not, follow the numbers, let them guide the content. Move content around until it starts to follow the click patterns.
Perform A/B testing using alternative subject lines, try content in different places, try rewording various phrases to see which ones hit the audience. Measure the response rate when you send emails at different times of day.
Beer Tourism - a case study - BELGIUM
Belgium & Beer
199 breweries in Belgium, nearly 8 million hectolitres consumed per year, with a per capita consumption of 71 litres, but 20 million are produced, most of which are exported. 66% of production is exported.
Belgium has more than 1,500 beers, producing 1% of the world beer production, but brews 10x it's demographic weight - small country but great beer.
New Reality & Economy
"Drink less, taste more" - the speciality market has really taken off in Belgium and therefore as an exported product, around the world.
Not only deepen the understanding about beer but also broaden the availablity and accessibility of the beer. It's not just about drinking a great beer, but about the moment of that experience of trying the beer.
"We now live in an experience economy where people have shifted from passive consumption to active participation."
Beer Tourism
Beer as the primary motivation (old school):
* beer routes
* beer weekends
* beer themed lunch
* beer tasting
* other
Place as a primary motivation (old school):
* Festivals, events
* Beer museum
* Visiting breweries, brew houses
* Obtaining beer related items
* Visiting brasseries
* Other
Beer Tourism Logic (modern way)
* Must live
* Must see
* Must taste
* Must understand
Beer as an enabler, brewery as a facilitator.
BeerNow Conference 2017
I'm here in Sheffield for the Beer Blogger Conference, now rebranded "BeerNow". It's in IceSheffield, the same place as the SIBA BeerX exhibition, plus next door is the Beer Alive beer festival. So far we've collected our conference badges and wandered around BeerX, mostly catching up with people that we know from the beery world: Colin Stronge from Buxton, Dave & Ann Bailey from Hardknott, Matt from Hawkshead, Charlie from Farams and Sophie from Muntons.
Really looking forward to the start of the conference sessions...
Valencia Saison
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| Not bottle conditioned |
Valencia Saison [baron rating /5] - 7% cloudy gold ale,solventy smell,creamy sweet taste,powdery rose-like finish
Looking forward to baron rating Edinburgh Beer Factory's Paolozzi
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An amazing gift pack arrived a couple of weeks ago, a beautifully branded blue box, with design on all sides of it.The box was sent through from R & R Teamwork who are the PR agency for Edinburgh Beer Factory's recently launched Paolozzi lager
A very pleasant looking gift pack indeed!
 |
| A very smart looking bottle |
- Paolozzi - 5.2% full-bodied, unpasteurised 'Helles' lager, lusciously malty with a low bitterness. Brewed with Lager Pils & Caramalt barley malts and subtly hopped with Saaz & Hallertau
Buxton King Maker
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| Bottle conditioned with perfect carbonation |
Buxton King Maker [baron rating /5] - 10.5% copper ale,sugary peachy smell,thick syrupy fruity peppery taste,long hot peppery finish
Buy Buxton ales from Holborn Ales
Hillside Pinnacle
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| Bottle conditioned with perfect carbonation |
Hillside Pinnacle [baron rating /5] - 3.8% gold ale,oaty cereal smell,tangy citrus mineral bitter taste,big bitter mineral finish
Thank you to Paul (@Hillsidebrewery) from Hillside Brewery for sending this through for a baron rating!
Buy Hillside ales direct
Buy Hillside ales direct
Flying Dog K-9
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| Not bottle conditioned |
Flying Dog K-9 [baron rating /5] - 7.4% dark amber ale,bready dark brown sugar smell,sweet fruitcake toffee taste,earthy finish
Exeter Avocet
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| Bottle conditioned with perfect carbonation |
Exeter Avocet [baron rating /5] - 3.9% pale gold ale,mild satsuma smell,biscuit orange squash taste,refreshing slight peppery finish
Thank you to @bob_beer from Best of British Beer for sending this through for a 'baron rating'!
Buy Exeter ales from Best Of British Beer
Buy Exeter ales from Best Of British Beer
Harviestoun IPA
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| Not bottle conditioned |
Harviestoun IPA [baron rating /5] - 5.8% gold ale,savoury herbal smell,pepper savoury herbal bitter taste,sweet caramel finish
Magic Rock Salty Kiss
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| Can conditioned with perfect carbonation |
Magic Rock Salty Kiss [baron rating /5] - 4.1% hazy gold ale,soapy sour smell,rounded tart gooseberry taste,long smooth mild tart finish
Thank you to Paul Kruzycki from Ales By Mail for sending this through for a baron rating!
Buy Magic Rock ales from Ales By Mail
Buy Magic Rock ales from Ales By Mail
Hillside Legless Cow
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| Not bottle conditioned |
Hillside Legless Cow [baron rating /5] - 4.2% amber ale,candied fruit smell,juicy fruity bittersweet taste,sweetish long candied finish
Thank you to Paul (@Hillsidebrewery) from Hillside Brewery for sending this through for a baron rating!
Buy Hillside ales direct
Buy Hillside ales direct
La Virgen Jamonera
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| Not bottle conditioned |
La Virgen Jamonera [baron rating /5] - 5% copper ale,mild sweetish smell,earthy plum mild caramel taste,clean refreshing finish
Thank you to @BascoFineFoods from BASCO for sending this through for a baron rating!
Buy La Virgen ales from BASCO
Buy La Virgen ales from BASCO
Crate Pale
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| Not bottle conditioned |
Crate Pale [baron rating /5] - 4.5% gold ale,pineapple smell,frothy bittersweet fruity bite taste,sticky long bitter finish
Thank you to @bob_beer from Best of British Beer for sending this through for a 'baron rating'!
Buy Crate ales from Best Of British Beer
Buy Crate ales from Best Of British Beer
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