TACTICAL SALES STRATEGIES FOR
CIDER SKEPTICS
NATHAN BOSZA
[email protected]
(949)292-6401
WHAT IS A CIDER SKEPTIC?
“CIDER IS TOO SWEET”
“YOUR CIDERS ARE TOO EXPENSIVE”
“IT’S A SORORITY GIRL DRINK”
“I ONLY DRINK BEER”
“CIDERS DON’T DO WELL HERE”
“STAINS MY DRAFT LINES”
“PEOPLE DON’T ASK FOR CIDER”
“CUSTOMERS ONLY ASK FOR WELL KNOWN CIDERS”
“WE ALREADY HAVE A GLUTEN FREE BEER”
HOW DO YOU OVERCOME THESE
TYPES OF OBJECTIONS?
CRAFT BEER IS THE LENS
TARGET THE CORRECT ACCOUNTS
WHERE DOES YOUR
PRODUCT FIT?
RESOURCES TO TARGET ACCOUNTS
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DISTRIBUTOR
BUILD LISTS BASED ON CRAFT BEER BRANDS
(PRICING)
TOP 100 CRAFT ON & OFF-PREMISE
YELP
SEARCH “CRAFT BEER”
KEY INDICATORS: TAP HANDLES, TAP LIST, SHELF
PICTURES, REVIEWS
OTHER RESOURCES: UNTAPPD, TAPHUNTER, COMPETITORS
Priority #1: Bottle Shops
FOCUSED ON LOCAL, NEW TO MARKET, & CRAFT
TYPE OF BUYER: INDEPENDENT OWNER
DISTRIBUTOR NEEDED: NO
ROTATING SHELF: YES
https://vimeo.com/47115810
BEER RETAIL: $4-$30+
CIDERS ON SHELF: CRAFT & SMALL BATCH
CRAFT 4-PACKS: $8.99-$11.99
CRAFT 22OZ & 500ML SINGLES: $5.99-$9.99
750ML BOTTLES: $8.99-$30+
http://blog.shoppigment.com/topic/tag/local/
Priority #2: Craft Beer Bar
FOCUSED ON LOCAL, NEW TO MARKET, & CRAFT
TYPE OF BUYER: INDEPENDENT OWNER
DISTRIBUTOR NEEDED: NO
ROTATING TAPS: YES
# CIDER HANDLES: 1-3
http://melissagoodtaste.blogspot.com/2012/06/barrelhouse-101-ventura-ca.html
BEER PRICE: $5.00-$12.00+
CIDER PRICE: $5.00-$9.00
POUR: 12OZ-16OZ
http://www.timeout.com/los-angeles/bars/the-surly-goat
Priority #3: C-Store
PRICING IS VERY IMPORTANT
TYPE OF BUYER: CORPORATE & INDEPENDENT OWNER
DISTRIBUTOR NEEDED: NO
RESETS: Yes/No
Priority #4: Gourmet Chains
FOCUSED ON LOCAL, NEW TO MARKET, & “NATURAL”
TYPE OF BUYER: CORPORATE
DISTRIBUTOR NEEDED: NO (BUT PREFERRED)
RESETS: NOT ALWAYS
CIDERS ON SHELF: MACRO & CRAFT
MACRO SIX-PACKS: $7.99-$8.99
CRAFT 4-PACKS: $9.49-$11.99
CRAFT 22OZ & 500ML SINGLES: $5.99-$9.99
Priority #5: Grocery Chain
FOCUSED ON MARGIN, SALES VELOCITY, & MATURITY IN MARKET
TYPE OF BUYER: CORPORATE
DISTRIBUTOR NEEDED: YES
RESETS: 2-3 TIMES PER YEAR
CIDERS ON SHELF: MACRO SIX-PACKS, CAN 4-PACKS, FEW BOMBERS
MACRO SIX-PACK RETAIL: $7.99-$8.99
MACRO CAN FOUR-PACK RETAIL: $6.99-$7.99
BOMBERS: $3.99-$5.99
SELLING INTO ACCOUNTS
ON-PREMISE
(BARS, RESTAURANTS, BREW PUBS, WINE BARS, ETC.)
CIDER SKEPTIC ACCOUNT
EXTERIOR OF ACCOUNT
BIG BEER POS
TABLE TENTS
DRAFT LINES
GLASSWARE “THE PINT”
NON-CIDER SKEPTIC
ACCOUNT
EXTERIOR
OUTDOOR CHALKBOARD SIGN
THE BEER MENU
TAP HANDLES
“ROTATION NATION”
SELLING TO THE BUYER
“A BAR’S CIDER SHOULD REFLECT
THE QUALITY OF ITS BEER”
SKEPTIC
CIDER IS TOO SWEET
ANSWER
MACRO VS. CRAFT
QUALITY
BRAND STORY
LOCAL
INNOVATIVE
SKEPTIC
NO ONE KNOWS YOUR
BRAND
ANSWER
BARS USUALLY ONLY OFFER ONE TYPE OF
CIDER, APPLE OR PEAR.
MOST CONSUMERS ARE ORDERING AN
APPLE OR PEAR, NOT BY BRAND.
SKEPTIC
YOUR CIDER IS TOO
EXPENSIVE
ANSWER
HANDCRAFTED PRODUCT FROM 100% APPLE JUICE
CRAFT CIDER HAS A HIGH MARGIN = MORE PROFITABLE
CHARGE MORE FOR HIGHER ABV
CAN BE POURED IN 12OZ GLASS
POUR COST ANALYSIS
CRAFT CIDER IS MORE PROFITABLE!
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MACRO-CIDER: 1/2 BBL PTR $152
ABV 5%
COST PER OUNCE: $.076
POUR COST (16OZ): $1.22
PRICE TO CONSUMER (16OZ): $5.00
MARGIN (16OZ): $3.78
PROFIT PER KEG (16OZ): $468.72
(1,984OZ DIVIDEND BY 16OZ)
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CRAFT CIDER: 1/2 BBL PTR $180
ABV 6.9%
COST PER OUNCE: $.09
POUR COST (12OZ): $1.08
PRICE TO CONSUMER (12OZ): $5.00
MARGIN (12OZ): $3.92
PROFIT PER KEG (12OZ): $638.96
POUR COST (16OZ) $1.44
PRICE TO CONSUMER (16OZ): $6.00
MARGIN (16OZ): $4.56
PROFIT PER KEG: $565.44
SKEPTIC
WE DON’T HAVE ANY
ROOM ON TAP
ANSWER
“WHAT IS YOUR SLOWEST SELLING
BEER?”
BOTTLE PLACEMENT
SKEPTIC
WHAT CAN YOU DO FOR ME?
ANSWER
SUPPORT, SUPPORT, SUPPORT!
TAP TAKEOVERS
PINT NIGHT
MEET THE BREWER/CIDER MAKER
STAFF EDUCATION
CRAFT CIDER COCKTAILS
CIDER DINNERS
CHEESE PAIRINGS
OFF-PREMISE
(BOTTLE SHOPS, C-STORE, GOURMET, CHAINS)
CIDER SKEPTIC ACCOUNT
EXTERIOR
INTERIOR
http://kiestermn.org/?page_id=15
NON-CIDER SKEPTIC
ACCOUNT
EXTERIOR
BEER SHELF
BEER SHELF - PRICING
CIDER SHELF
SELLING TO THE BUYER
SKEPTIC
YOUR CIDER IS TOO
EXPENSIVE
ANSWER
IF YOU’RE IN THE RIGHT ACCOUNT LESS OBJECTIONS
COMPARE PRICING OF CRAFT BEER
HANDCRAFTED PRODUCT FROM 100% APPLE JUICE
CRAFT CIDER HAS A HIGH MARGIN = MORE PROFITABLE
CHARGE MORE FOR HIGHER ABV
PACKAGE COST ANALYSIS
CRAFT CIDER IS HIGHER MARGIN!
MACRO-CIDER
PACKAGE: 6-PACK
COST PER PKG: $6.50
RETAIL PRICE: $7.99
MARGIN: $1.49
SPACING: 2 FACINGS
CATER TO CRAFT & MACRO
CRAFT CIDER
PACKAGE: 500ML
COST PER BTL: $4.20
RETAIL PRICE: $5.99
MARGIN: $1.79
SPACING: 1 FACING
PACKAGE: 6-PACK
COST PER PKG: $10.50
RETAIL PRICE: $14.99
MARGIN: $4.50
SPACING: 2 FACINGS
SKEPTIC
WE HAVE NO ROOM
ANSWER
LOOK FOR DOUBLE FACINGS
WHAT IS THE SLOWEST SELLING SKU ON SHELF?
AND MOST IMPORTANTLY……
SAMPLE YOUR BUYERS IN-PERSON
CANNIBALIZING CRAFT CIDER
TAP HANDLES
OUR FOCUS NEEDS TO BE SELLING IN THE
SECOND OR 3RD TAP HANDLE!
KEYS TO A SUCCESSFUL PITCH
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LOOK AT KEY ACCOUNT INDICATORS
ASK OPINION ON CIDER
EXPLAIN THE CURRENT MARKET
YOUR BRAND STORY
SAMPLE THE BUYER
EXPLAIN COST OF CIDER
KNOW YOUR COMPETITORS
SELL SHEETS
NATHAN BOSZA
[email protected]
(949)292-6401