SEPTEMBER 2020 • VOL 4 • ISSUE 7
The Voice of Craft Brands
Family strong Two generations in, Highland Brewing is building a brand that others want to emulate
Leah Wong Ashburn, President & CEO, Highland Brewing Company
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VOL. 4 : ISSUE 7 : SEPTEMBER 2020
FAMILY. COUNTRY. GREAT BEER.
Inside the story (and magic) of Texas’ 12 Fox Beer Co.
IN EVERY ISSUE: 3 EDITOR’S NOTE Craft’s push for racial equity 4 INSIGHTS Industry News
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NEW DAY DAWNING Why Influencer Brand Tribes hold promise post-COVID
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RALLYING THE TROOPS Building your organizational culture in uncertain times
editor’s note
Craft’s push for racial equity
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8 Trill Pils. What’s in a name? If you ask the folks at BrewDog, you will get more than enough of an answer. 8 Trill Pils is part of an initiative (#8TrillsPils) by Scotland-based craft brewer BrewDog to bring more racial equality by selling and promoting beer. The brewer, which has US headquarters in Canal Winchester, Ohio, is partnering with Los Angeles’ first black-owned brewery Crows & Hops on the initiative. Founded by Beny Ashburn and Teo Hunter, Crows & Hops makes the beer that shares the initiative’s namesake. In a time when the nation’s psyche is fractured by social upheaval, Crows & Hops’ mission statement is crystal clear: to preserve culture, expansion of the palate and community building through world class beer. By creating spaces that are community centric with underserved communities of color in mind, Ashburn and Hunter hope to drive diversity, inclusion, economic growth, and ultimately, racial equity. Why not through craft beer? 8trillpils.org is designed to be a craft beer resource that helps connect black-owned craft beer brands with industry leaders and tools, offering development and foundational support in various areas of business. The initiative was inspired by a statistic in a W.K. Kellogg Foundation study that said the US could see an $8 trillion gain in the gross domestic product if the racial equality gap were closed by 2020. On its end, BrewDog will help amplify the 8 Trill Pils initiative by selling beer online and at all its locations in the US, United Kingdom and Germany. One-hundred percent of the proceeds will go to organizations promoting racial equity. In addition, the breweries are supporting a
$100,000 development fund to help start more Black-owned breweries. To help support the movement, interested craft enthusiasts can help in three ways: 1. Buy beer — You can purchase the Crowns & Hops “8 Trill Pils” Pilsner in the US, UK and Berlin.
Michael J. Pallerino
2. Get social — Post about 8 Trill Pils on all your social media platforms to help drive awareness and take action towards racial equity. 3. Push — Push and advocate for taking action toward racial equity in your own space and industries by downloading and sharing the tools from our site. For more information on the initiative, visit 8 Trills Pils (www.8trillpils.org).
One-hundred percent of the proceeds will go to organizations promoting racial equity. In addition, the breweries are supporting a $100,000 development fund to help start more Black-owned breweries. CRAFT BRAND AND MARKETING
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insights
Craft scholars
Langley University introduces first diversity scholarship initiative to support future brewers There is a class for that. A new grassroots initiative dedicated to supporting diversity in the B.C. craft brewing industry has turned into a scholarship award for Kwantlen Polytechnic University brewing students. Kwantlen’s efforts resulted in diversity and inclusion for an industry starving for it. The scholarship is dedicated to supporting Black, Indigenous, people of color (BIPOC) and LGTBQ2S+ community members. The award is a step toward encouraging local breweries to come together, address the issue, and to create change partly through supporting students of KPU’s brewing and brewery operations diploma program who are part of these under-represented communities. The award, to be given out annually to one or more second-year students who self-identify as BIPOC or LGBTQ2S+, already has its first three recipients: Alexander Paul, Nishant Amin and Jasper Bautista. For more information, visit the university website (www.kpu.ca/brew) or the KPU foundation (https://give.kpu.ca/s/1893/match19/home-foundation.aspx?sid=1893&gid=2&…)
A run for the breweries
San Antonio Beer Run aims to help save local breweries from closing A handful of San Antonio have had just about enough of this pandemic thing. That is why they are joining forces to celebrate the first San Antonio Beer Run, which aims to increase sales and create a sense of community. Ahead of COVID-19, breweries across San Antonio had been gearing for bigger production in time for the nation’s largest gathering in their industry—the Craft Brewers Conference, which was to bring an estimated 15,000-plus beer lovers to San Antonio in April. The pandemic had other thoughts. Hence the beer run. And do not be confused—the beer run does not involve any physical activity, unless you count getting in your car and driving. Breweries on board for the run include Cactus Land, Dorcol, Künstler, Freetail, Tusculum and Roadmap. To help celebrate the event more, each can or bottle has a unique design. The event runs until Oct. 31. For more information on SA Beer Run, visit Cactus Land Brewing’s Instagram page at www.instagram.com/cactuslandbrewing.
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DOWNLOAD THIS...
Brew Pipeline’s Sales Harvester App gives boost to craft brewers How is this for selling your beer? Brew Pipeline, a turnkey national distribution platform, recently launched its Sales Harvester App. The sales platform is a curated marketplace for retailers to find and order craft brands. Designed as two distinct interfaces, a web-based app for craft brewers and a mobile app for retailers, the goal is to sell more beer. Retailers can access the app on their mobile devices, where orders can be placed with the click of a button. Retailers will be able to filter the marketplace by location, collaborate with their teams, track the status
of orders and promote incoming brands. Filters will be available to view details of packaging, drink styles and award-winning brands. Notifications will alert retailers when new, seasonal and limited-release brands become available, keeping them informed of the latest offerings. The online sales platform is user-friendly and maximizes exposure for brewers and distillers as well with the next update. The app will be available for download on iOS and Android devices on Nov. 15.
For more information, visit www.brewpipeline.com/brew-pipeline-app.
Book Rec
Master Your Mindpower By Stephane Schafeitel & Shalee Schafeitel Okay, who has had enough of this pandemic? Go ahead, raise your hands. If you are ready, Stéphane and Shalee Schafeitel, co-founders of Success Training Co., are offering the mindpower principles and strategies that have helped them to assist thousands of clients thrive through their Mindpower Coaching™ Methodology and Mental Toughness Training™. Designed to be a guide you to take charge of your life and strengthen your inner resilience, Master Your Mindpower will assist you to maximize your clarity, mental toughness and success. The book offers the necessary tools to to resolve mental and emotional barriers, increase
mental and emotional resilience, and implement new strategies for success. See how to: Focus: How to get more of what you want Mental Clarity: How to align your Principles, Passion & Purpose Mental Toughness: Handle the ups and downs of life and business Emotional Resilience: Get through stress and overwhelm with ease If you are ready, you will walk away with an enhanced understanding of the power of your mind and how you can take full advantage of you mindpower to live an impactful and fulfilling life.
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The Voice of Craft Brands
Family strong Two generations in, Highland Brewing is building a brand that others want to emulate
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By Michael J. Pallerino
December 1994. That is when Oscar Wong rolled the first kegs from his Asheville, North Carolina basement to the alley. Built almost entirely from retrofitted dairy equipment, Oscar’s original brewery produced up to 6,500 barrels of beer per year in about 12,000 square feet of space. Twenty five-plus years later, Oscar’s craft beer brand, the Highland Brewing Company, can brew more than 60,000 barrels annually—with room to grow. To solidify the growing prominence of the Highland Brewing brand, Oscar, recently became the 34th recipient of the “Recognition Award,” which is given to individuals whose inspiration, enthusiasm and support have contributed to the craft brewing movement. Wong, a Chinese-Jamaican immigrant, came to the US to study civil engineering. After a successful career in that field, he retired and founded Highland Brewing Company. Today, the Highland Brewing team, led by his daughter, Leah Wong Ashburn, brews four times a day, five days per week on a 50bbl brewhouse. The cellar has 27 fermenters, mostly 200bbls in size, as well as seven brite tanks, and can bottle up to 320 bottles per minute, averaging 800 cases per hour. Our bottling line is a state-of-the-art 2015 KHS 48-valve rotary machine. In 2016, Highland Brewery cut the ribbon on a rooftop bar that accommodates 300 people—which it reserved for private events like weddings, rehearsals and corporate events. The indoor Event Center— complete with stage, mezzanine, two bars, catering kitchen and elevator—can fit (pre-pandemic) more than 700 people. In addition, the first phase of Highland’s all-new hiking trails and volleyball courts on the brewery’s 40-acre campus opened to the public this spring. The trails offer a wooded retreat with sections along a creek and an old railroad just steps outside the brewery’s Taproom. While amenity use is limited during the pandemic, guests can enjoy a walk through the woods. We sat down with Leah, President and CEO, and second-generation family owner, to get her thoughts
Oscar and Leah Cheers to 25 Years.
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Highland Brewing Company
on craft’s new landscape and how her brand is adapting to these unprecedented times.
What are some of the adjustments you made with/to your business model surrounding the recent state of events? The events of this year proved just how resilient and creative our team can be when faced with new challenges. Like many breweries, we shifted our production to cans and bottles rather than kegs, and focused on off-premise and working with our wholesale partners. A Facebook Live video series kept us connected to our fans during the full shutdown. When we reopened onsite, freestanding sinks were available in every public area of the brewery along with quite a few other new health and safety measures.
What kind of conversations are you having with your customers? I am having lots of conversations about gratitude—gratitude for our staff, for the customers who are supporting
CIRCLE NO. 55
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Highland Brewing Company
us through these hard times, and caring enough to share their feedback as we try to do so many new things and adapt to the times.
Highland Brewing Company - Rooftop.
What role should a brand play in being a leader in a distressed market? Highland was built by our community, so community support has always been deeply embedded in our business model, no matter the state of the world around us. So the moment we learned that we would be able to keep brewing and keep our staff employed, we looked externally to see how we could help others. Highland was Asheville’s first craft brewery and we want to lead by example. Right now, we are supporting people, particularly the bar and restaurant workers, with our most comprehensive giving initiative to date. “Give Back with Gaelic” is a program running through the end of the year in which we will donate a portion of the proceeds from sales of our flagship beer, Gaelic Ale, to 12 non-profits supporting hospitality workers across our whole Southeastern distribution footprint. With our brand, we can set a tone in response to our shared experience of the pandemic.
What is the best piece of advice you can offer to other brands in how to deal with the unthinkable like this? My father was born in Jamaica, but his family is Chinese. When I took over the leadership of the business from him, he gave me a scroll with two Chinese characters on it. Together, the symbols mean crisis. Apart, they mean risk and opportunity. He said, “When you are in crisis, you feel the risk. Look for opportunity.”
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Highland Brewing Company
Give us a snapshot of today’s craft beer market from your perspective. We have diversity in styles of beer, but we have work to do when it comes to creating a more diverse craft beer community. We are showing up to start that work, which is a practice and a long-term commitment to awareness. I am energized by the space that a more inclusive craft beer community could create.
What is likely to happen next? I stopped trying to predict the future months ago. But in 2020, we flexed muscles we did not know we had. We are stronger now, so
Highland was built by our community, so community support has always been deeply embedded in our business model, no matter the state of the world around us.
we are better prepared for whatever happens next.
What trends are defining the space? As people spend more time at home, we are seeing traction with 12 packs, 15-packs and higher ABV beers. IPA is still king. Of course, in the larger view, seltzers are taking potential new beer drinkers and are likely to keep them away from beer.
What is your story from a brand perspective? Immigrant-founded and now woman-led; Highland is the pioneer in Asheville craft beer and an iconic brewery. We are committed to being a good business in all senses of the phrase as we elevate and celebrate beer, business, people and place.
Walk us through your branding strategy. Highland is a 26-year-old brand, so we balance our history of quality and consistency with the innovation that made us a trailblazer in the Southeast. We love where we live and share with pride the independent spirit and creative culture of our small city. We reach deeper into our story as a brewer, leader, community builder, versus reaching far out to less relatable brand expressions.
What is the biggest issue today related to the marketing/sales side of the craft beer business today? Product differentiation is an issue for many breweries right now. When there are six hazy IPAs on the store shelf, how do you get your product to stand out? When my father founded Highland, he started from a place of quality and consistency in the product we put out in the market. That reputation has built over time and I think it has helped us stand out. People trust Highland to create a quality example of new trends. We also face competition from big multi-national breweries buying up craft breweries. We can never compete with these conglomerates
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on price, so instead, we must tell a compelling brand story that is authentic and relevant to our consumer in a way that big beer cannot duplicate.
Connect with Highland Brewing Company 12 Old Charlotte Highway, Suite 200 Asheville, North Carolina 28803
What is the secret to creating a branding story that consumers can buy into?
www.highlandbrewing.com 828-299-3370
While I am not sure I know any secrets to create relevant brand stories, I can say that telling stories that are genuine to our people, relevant to the needs of our consumer, and consistent across all platforms from social media to the liquid in the glass. Decide who you are. Deliver on your brand promises.
Facebook: HighlandBrewingCompany Twitter: HighlandBrews Instagram: highlandbrewing
What is the one thing that every craft beer brand should be doing in the way of marketing? Use your platforms to make your audience feel like insiders. Share the stories that make your brand unique and authentic with your consumers. Ask them to participate and for goodness sake, respond.
What do you see as some of your biggest opportunities moving ahead? We are excited to expand our offerings in 2021 to include an elevated tier of beers that are higher ABV, and have a
different look and feel from our core lineup. And, in 2021, we have a second taproom opening in downtown Asheville in a historic building that will be a micro food hall.
What is the biggest item on your to-do list right now? Cold Mountain is coming—our seasonal spiced brown ale is a cult favorite in Western North Carolina. I am so honored that this beer is the sign that the holiday season has arrived for so many fans. We are already getting calls from families who traditionally line up at 7 a.m. to be first to get their allocation. This year, in the midst of the pandemic, our celebration will spread out from three days to 10, to accommodate all our guests.
Sitting down with … Leah Wong Ashburn, President & CEO, Highland Brewing Company What is the most rewarding part of your job? Seeing the daily efforts of our team. What they put into their jobs lets me know Highland is more than a brewery.
What was the best advice you ever received? Surround yourself with people who want you to succeed.
What is the best thing a customer ever said to you? A local mom stopped me to say that Highland is part of their
life. They come here every Friday to meet with friends and are so grateful for the place and space we share.
What is your favorite brand story? In 2017, I told my father we would look at an evolutionary step in refreshing our brand. A John Deere or Starbucks approach—recognizable, but updated. Months later, I showed him a revolutionary new look. He asked if I liked it. I said yes, and gave him solid reasons why. He simply said, “Okay,” and we went full bore into a new era. I love that he trusted me.
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business
By Stacy DeBroff
New day dawning Why Influencer Brand Tribes hold promise post-COVID
As marketers re-evaluate post-pandemic marketing, forming an Influencer “Brand Tribe” has proven to deliver dramatic results in driving consumer marketing, passionate advocacy and increased organic reach. At Influence Central, we ran a year-long Brand Tribe program for a national brand that offered an amalgam of grocery staples. In respect to our client’s privacy, without going into details, we want share with you the powerful results.
How the Brand Tribe functioned Influence Central engaged a curated, thoughtfully selected group of influential content creators over the course of a calendar year in an influencer marketing program on behalf of a national grocery brand. This Tribe consisted of influencers in the target demographic for the brand, with traits and audiences who map closely to the brand’s targeted consumer persona and who would be organically interested in the diverse array of grocery products offered. The Influencers selected mapped to the brand’s targeted consumer persona and naturally provide access an audience of like-minded consumers. Each influencer joined agreeing to complete multiple posts and social shares for this brands’ portfolio of grocery products, each
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with its own focus, deliverables, and deadlines throughout the year. The year-long engagement gives them the time to establish themselves with their audiences as loyalists for brand.
Brand Tribe members loved the experience Post-modern studies about consumer psychology have revealed the importance of brands building relationships with consumers. By building goodwill with loyal customers, brands tacitly ingratiate themselves as an integral part of that buyer’s lifestyle. We recently surveyed the 50 Influencers who participated in the yearlong Tribe, to get their retrospective on how being a part of a Brand Tribe
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impacted them, and findings corroborate this marketing strategy: > 100% of the Tribe members surveyed reported that the stability of a yearlong commitment proved the most valuable part of their tribe experience, in direct contrast to the one-off campaigns they usually get asked by brands to do. > 96% of Brand Tribe influencers shared that their personal investment in creating a cascade of original content for the brand across its portfolio of products significantly deepened as the yearlong program moved forward. They felt more attached to the brand overall, which ultimately resulted in better, more authentic content to present to their followers. > 96% said they continued to share information and recommend the
brand products, both online and offline, to their friends, families and social communities even after the Tribe program concluded. > 90% of influencers shared that having exclusive access to opportunities with these brands for an entire year was a key determinant in prioritizing their Tribe work above other projects. > 89% found themselves now buying more of the brand products on a regular basis. > 70% created more content than their contracts required, showing how brand loyalty pays dividends over time. They shared with us how this campaign impacted them as Tribe members as well as their audiences: It builds more trust with my audience when they see that I am sharing a specific brand's products regularly because they can see that I genuinely trust and use the brand. By creating multiple posts promoting the various brand’s products, my content resonated very well with my audience and they engaged with these posts at above-average levels. I found myself really enjoying being part of a group. It felt much more personal than the usual one-off apply-and-finish-it campaigns. It felt like the brand cared more about us, as content creators, by sticking with us over the long-term. As seen by these results, along with KPIs exceeding expectations, long-term relationships dramatically amplify the successes of influencer engagement. Participating influencers strengthen and sustain a brand loyalty, which in turn inspires purchasing confidence in their consumers audience. A Tribe delivers for brands passionate authenticity, building up organically over time.
Why this matters during and post COVID-19 Based on the results of our tribe survey, brands that have this base influencer tribe will in the best position to quickly, and smartly, execute redirected marketing efforts during times of crisis. When Influence Central compiled, activated and surveyed this Tribe across the course of pre-Coronavirus, the every-day landscape of consumerism and shopper behavior proved predictable and in a state of relative normalcy. We had no indication of a pending pandemic wreaking havoc across brands, manufacturers, consumers and retailers alike. Marketing plans were
quickly execute an unplanned campaign during times of market disruption through its trusted tribe. Tribes are known for sticking together and working as a unit to reach common goals. Marketing tribes can do the same thing for brands if they are curated, informed and empowered. In this new, stay-home economy we are facing, brand fear having their positive, proactive message or campaign turned into a crisis of its own with misinformation or negative perception. With a Brand Tribe, influencers can be quickly activated who have proven trustworthy and loyal to their message and direction over multiple prior campaigns.
In this new, stay-home economy we are facing, brand fear having their positive, proactive message or campaign turned into a crisis of its own with misinformation or negative perception. created with optimism and secured budgets, with the increasing value of exceptional content creators to drive retail sales catching on with more and more companies. Fast forward to 2020, where our entire landscape has changed, yet Tribe results become more needed by brands than ever before. As consumers adapt to new methods of shopping, scarcities of products, and story after story of brands doing things right—or, in turn, wrong— consumers lean on authentic, trusted voices for direction and accurate product or shopping information. Moreover, pre-vetted and at the standby, Tribes allow brands to
Now more than ever, we find ourselves seeking stability. Consumers look for the brands they love to toe the fine line between sensitivity and normalcy. Brands look for effective and proven avenues to continue operations during a time of overwhelming uncertainty. As consumers adapt to new methods of shopping, and scarcities of products, Brand Tribes deliver authentic, trusted voices for shoppers. Long-term relationships take the successes of the influencer marketing model a leap further and create a sustained brand loyalty that inspires purchasing confidence in the consumers.
Stacy DeBroff, founder and CEO of Influence Central, is a social media strategist, attorney, and best-selling author. A frequent national and international speaker, she consults with brands on consumer and social media trends.
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culture
By Dr. Cindy McGovern
Rallying the troops Building your organizational culture in uncertain times The past several months have seen many changes in the business world, and no doubt many changes in your business. But there is one change that may end up being a change for the better, and it may be happening right under your nose: Your organizational culture may be improving. The culture of an organization, as you well know, is not something you can easily control. It is more a result of doing things the right way, treating your employees in a fair and positive fashion, communicating effectively, and sharing your successes with the entire team.
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Doing all of those things results in enhanced employee engagement and the continued evolution of your business into one that everyone wants to work for. And that is what establishes a winning organizational culture. So how are the restrictions and challenges that we are currently facing working toward that?
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You have had to change many, many aspects of your operation to meet the rules and needs of the “New Normal.” But if you have met these in a proactive fashion and kept your employees in a steady, two-way communication loop, chances are your workplace culture has held steady—and possibly improved.
Clarity Now is not the time for elaborate and convoluted game plans and murky re-writes of your vision and goals. Your team is counting on you for leadership in a straightforward and readily accessible style. If you do not know the answer, do not try to dazzle your employees with jargon and tap dancing. It is not that you don’t know; it is that you do not know yet. So tell them so.
Relatability Make sure your words and ideas can be understood and easily visualized throughout your entire organization. If an oceanside walk along the shore at your beach house calms you in times of stress, that is great; but it may not be the right solution to share with members of your crew trying to make rent. You all need to be on the same page, with a shared understanding of the problems you’re facing, and how to solve them.
Empathy
You all need to be on the same page, with a shared understanding of the problems you’re facing, and how to solve them. Your response to the frightened, angry and confused world of today can have a dramatic effect on those around you. Remember a few key attributes that will keep things moving forward:
Honesty More than anything, you need to maintain a presence rooted
in honesty and authenticity. The answers you need to provide to the new questions that arise every day are not always easy or pretty. But if you continue to come from a core of integrity and truth, you and your organization will be better prepared to meet the challenges we are facing in a way that continues to move us all forward.
And that shared understanding stems from empathy, truly working to understand the many components of our current situation at a human level. Some of us are natural empaths, but for some, it comes harder. It is okay if you have to work at it, and you may have some stumbles along the way. But it is critically important to continue to put yourself in the shoes of those you are leading, and use that experience to guide your efforts. An approach to management and leadership in times of crisis that is rooted in those fundamentals can indeed lift your organizational culture to new heights. Tough times do not last, but smart leaders do.
Ashlee Brayfield is a Customer Support Specialist at crowdspring, one of the world’s leading marketplaces for crowdsourced logo design, web design, graphic design, product design, and company naming services. She helps entrepreneurs, small businesses and agencies with branding, design, and naming, and regularly writes about entrepreneurship, small business, and design on crowdspring’s award-winning small business blog.
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It’s easier to sell during a pandemic if everyone on your staff is selling Every one of your employees, from the brewmaster to the cellar workers, can and should be selling for your craft brewery. Does your team know how to spot an opportunity to sell? Do they know what to say when the opportunity presents itself? In the Wall Street Journal best-selling business book Every Job Is a Sales Job, Dr. Cindy—also known as the First Lady of Sales—motivates your entire team, even non-sales employees, to bring in new business and nurture the customers you already have.
Visit www.DrCindy.com and get Every Job Is a Sales Job for your employees today. Use promo code CRAFT to get a special bonus with purchase. To contact Dr. Cindy for a personal consultation, visit www.OrangeLeafConsulting.com.
Dr. Cindy McGovern