Here in Colorado, life is simple. We spend a lot of our time passionately pursuing our sports in the most amazing mountain country on Earth, and many nights we share the stories of our epic adventures over a few beers with our friends. That’s why we created Gravity Chek™. As the world’s first sports recovery beer, Gravity Chek™ is designed specifically for athletes who also know that beer tastes best after earning it. Earning some beer by playing hard at your sports and then sharing the hair raising adventures of the day—well, that’s our life.
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GRAVITY CHEK | 2014 BRAND PROPOSAL
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Gravity Chek™ 1.0 PRODUCT
1.1 Sports Recovery Beer 1.2 Value Proposition
2.0 MARKETING STRATEGY
2.1 The Brand Personality 2.2 How’d You Earn Your Beer Today? 2.3 The Game Plan
3.0 THE MARKET
3.1 Emerging Markets 3.2 The Craft Brewing Market
4.0 THE LIVING BRAND
GRAVITY CHEK | 2014 BRAND PROPOSAL
4.1 The Logo 4.2 The Cans 4.3 Web 4.4 Social Media 4.5 Events 4.6 Lifestyle (apparel)
PRODUCT 1.1
SPORTS RECOVERY BEER
Gravity Chek™ beer is brewed with specific nutrient-rich ingredients that help rebalance electrolytes, facilitate muscle recovery, boost the immune system, provide non-caffeinated energy, and promote overall great health. Electrolytes are basic vitamins, such as potassium and magnesium, that carry an electrical charge and are critical in essential body functions. As electrolyte levels decrease during exercise, replenishing them is essential to recovery. Though electrolytes are commonly found in non-alcoholic sports drinks, bottled waters, teas and energy drinks, Gravity Chek™ is an innovator in the virtually nonexistent field of electrolyte-infused beers. Along with 250mg of natural occurring electrolytes, Gravity Chek™ provides consumers with a natural, non-caffeinated energy boost in the form of Panax Ginseng. Add this to Gravity Chek™’s impressively high potassium levels (three times the amount of a 12 oz. G2 Gatorade), magnesium, and calcium as basic electrolytes, a composition of 70% organic ingredients, 100% GMO free, and its value as an athlete-friendly beer is unparalleled.
Gravity Chek™ | 2014 BRAND PROPOSAL
PRODUCT 1.2
VALUE PROPOSITION
No matter what you put in your body, it’s better for you when it’s GMO-free. Our Belgian White Ale is GMO free and brewed with organic ingredients, making it an ideal choice for our active, health-conscious customers.
Gravity Chek™ | 2014 BRAND PROPOSAL
MARKETING STRATEGY 2.1
THE BRAND PERSONALITY
At Gravity Chek™, we don’t care what kind of car you drive. All we care about is, “How did you earn your beer today™?” Our customers are adventurers at heart who love spending after-hours celebrating with their friends just as much as they love ripping across powder, knifing through whitewater and tearing up sandstone. Just like our target market, the Gravity Chek™ brand personality is adventurous and rugged, yet social and unpretentious. Gravity Chek™ will forever be identified with our passion for sports and lifestyle in the Rocky Mountains. We’ll use our Colorado heritage to appeal to, rather than exclude or intimidate, out-of-state consumers. As Colorado embodies the active, adventurous mountain lifestyle that our customers want to personify, we’ll leverage our home state as a huge selling point. Regardless of whether they’re kicking back with friends after an epic day outside, or just looking to unwind with one of the most health-conscious beers on the market, Gravity Chek™ drinkers will be buying into the feeling of freedom that only living in the mountains can offer.
But most importantly THE BEER TASTES AWESOME !!!
Gravity Chek™ | 2014 BRAND PROPOSAL
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MARKETING STRATEGY 2.2
At Gravity Chek™, we believe in living an amazing life where the adventure never ends. Happy hour feels best when it’s earned after a long day of playing in the mountains, doing what you love. And we believe that no matter whether you’ve spent your day taking powder shots, nailing a multi-pitch, or crushing singletrack, the adventure isn’t complete until you’re re-living it with your friends over some beers at the end of the day.
“HOW DID YOU EARN YOUR BEER TODAY?”tm Our goal is to reach consumers who are looking for a beer after a day for skiing, climbing and kayaking. Many good days in Colorado end with a some friends at a bar, in a backyard or around a campfire, sharing stories of the day over some hard-earned beers. By playing up our beer’s Colorado heritage along with its designed-for-athletes, health-conscious identity, we’ll make Gravity Chek™ the obvious choice for the active people who have spent the day playing hard to earn their beer.
Gravity Chek™ | 2014 BRAND PROPOSAL
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Our active and health-conscious market knows that endurance is the key to any activity, whether it be skiing, climbing, backpacking or even sharing beers with your friends. That’s why we designed Gravity Chek™ as a “happy hour” beer at 4.6% ABV. With state governments continually lowering the legal blood alcohol levels (down to .04 for a DWAI and .06 for a DUI) and enforcing a strict zero tolerance policy for any repeat offenders, Gravity Chek™ will be at the forefront of an emerging market for great-tasting, lower-alcohol beer. So after our customers have spent all day exhausting themselves in the mountains, they’ll be able to drink a few and still be able to drive home, spend time with their family or even take care of the work they put off to go play outside. And if happy hour ends up spilling later into the night? Gravity Chek™, unlike craft brews with higher ABVs, will leave our drinkers in much better shape to get up and do it all again the next day.
MARKETING STRATEGY 2.3
THE GAME PLAN
Our game plan will be a combination of push and pull strategies. We’ll engage consumers during mountain sporting events and other well-attended venues, using a professionally-designed beer booth that clearly tells our story with art and design, crowd-pleasing music, and bartenders that embody the Gravity Chek™ lifestyle (see more on page 26). Our “How’d you earn your beer today™?” motto provides huge opportunities for promotion and customer engagement through guerrilla marketing. We’ll create contests based on our motto, with Gravity Chek™ consumers sending in their best photos or GoPro videos of the adventures that helped them “earn their beer.” Social media will also be a huge factor in our equation, and we’ll be able to promote and showcase these contests -- along with the general Gravity Chek™ lifestyle -- through Facebook, Instagram and Twitter. We’ll also give customers the chance to interact directly with the brand by sending in photos of their outdoor exploits. If their photo makes it on our beer labels, t-shirts or any other marketing materials, we’ll offer them something awesome along the lines of free Gravity Chek™ for a month, a Gravity Chek™-sponsored post-adventure BBQ and beer party, etc.
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Ski resorts are a natural fit for Gravity Chek™, and will be one of our most important markets. Since “How did you earn your beer today™?” is one of the biggest questions around town after last chair, the Gravity Chek™ story will resonate strongly at ski resorts such as Vail, Breckenridge, Keystone, Winter Park, Steamboat Springs, Telluride and Crested Butte. In addition, these ski towns attract national and international clientele that will allow us to expand into a larger market, all while growing the brand from home. If we do it well, we’ll be distributed nationally, and ultimately internationally.
THE MARKET 3.1
EMERGING MARKETS
The only thing Colorado consumers are more passionate about than the outdoors is craft beer. Colorado ranks second in the nation in craft beer consumption and fourth in number of breweries, despite being only the 22nd most populated state. The number of breweries in Colorado has been steadily rising every year since the early 2000s, and Colorado boasts the highest ratio of craft breweries per capita of any state in the nation. As Colorado’s craft beer market is booming, it is quickly becoming tied to the state’s rapidly growing mountain lifestyle identity. Nowhere is the craft brew culture stronger than in mountain towns where the lifestyle is defined by getting outside, playing hard and enjoying life. That lifestyle is quickly becoming a brand itself. Because of the youthful, active energy and amazing quality of life in Colorado’s mountain towns, both locals and outsiders are looking for every way possible to personify and embody their affiliation with Colorado. Gravity Chek™, which is not only born and brewed in Colorado, but designed specifically for our state’s incredible outdoor lifestyle, will have huge appeal to customers who want to be a part of both Colorado’s craft brew and mountain lifestyles.
Gravity Chek™ | 2014 BRAND PROPOSAL
It drowns out the noise in my life — and I get to tell my story at beertime.
#EARNYOURBEER
Life can be simple. Myself, my boat, the water.
THE MARKET 3.2
THE CRAFT BREWING MARKET
Gravity Chek™ | 2014 BRAND PROPOSAL
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THE LIVING BRAND 4.1
THE LOGO
BELGIAN WHITE
COLOR PALETTE
Gravity Chek™ | 2014 BRAND PROPOSAL
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THE LIVING BRAND 4.2
WINTER CANS
Still riding an adrenaline high from that huge cliff you hucked while skiing today? The raging whitewater you kayaked? The insane downhill you mountain biked? At Gravity Chek™, all we care about is, “How did you earn your beer today™?” Born and brewed in the Colorado high country, Gravity Chek™ consists of 70% organic ingredients and is infused with 250mg of natural occuring electrolytes and Panax ginseng as a natural energy booster.
Gravity Chek™ | 2014 BRAND PROPOSAL
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THE LIVING BRAND 4.2
SUMMER CANS
As the world’s first sports recovery beer, Gravity Chek™ is designed specifically for athletes who know that the only thing as good as the adventure itself is re-living it with your friends over some beers at the end of the day. Because what’s the point of having an epic day in the mountains if you don’t have the energy to share the stories with your friends over some beers afterward?
Gravity Chek™ | 2014 BRAND PROPOSAL
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THE LIVING BRAND 4.3
WEB
Gravity Chek™ | 2014 BRAND PROPOSAL
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4.4
SOCIAL MEDIA
THE LIVING BRAND 4.5
EVENTS
As Gravity Chek™’s personality is as wild and huge as the mountains we love to play in, mountain town events will give us an awesome opportunity to showcase our unique character. Our modus operandi here will be a ‘tiny house’-designed beer booth that criss-crosses ski towns and our favorite mountain playgrounds, traveling to organized athletic events like moto endurance races, mountain bike races, climbing spots, kayaking competitions and outdoor gear showcases. The Gravity Chek™ booth will also serve as a place to have meetings with owners and managers of local bars, restaurants and liquor stores, as well as a place to bring competition athletes by for a beer and promotional opportunities during events. With mountain towns being home to the exact kind of active, adventurous people that Gravity Chek™ is designed for, our presence at events in these towns will not only help us reach our target market, but also help associate our brand with the youthful, energetic lifestyles that these towns embody.
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THE LIVING BRAND 4.6
LIFESTYLE | APPAREL
People who buy into Gravity Chek™ will be buying into not just a beer, but an entire cultural identity based upon our amazing lifestyle here in the mountains. The growing interesting in this rapidly emerging lifestyle brand will give us the opportunity to market that identity through apparel. We’ll design all Gravity Chek™ apparel in the same way we design our beer -- by Colorado athletes, for Colorado athletes. The functionality of our apparel -- which will include fitted hats, t-shirts, beanies, hoodies, koozies, sports-specific performance outerwear and more -- will all be created with performance and the active athlete in mind. In terms of aesthetics, our apparel will embody the intense, adrenalineinfused energy found in all the mountain sports that we live. Showcasing our beer’s wild personality through apparel will not only give us another channel with which to promote the Gravity Chek™ brand, but will give our customers the opportunity to live and personify the Gravity Chek™ lifestyle in all aspects of their life.
Gravity Chek™ | 2014 BRAND PROPOSAL
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THANK YOU FOR LIVING AN AMAZING LIFE AND CHOOSING GRAVITY CHEK.
GRAVITY CHEK | 2014 BRAND PROPOSAL
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GRAVITY CHEK | 2014 BRAND PROPOSAL