RAS Report

local Brewery Culture ETHNOGRAPHIC RESEARCH GROUP PROJECT Team 3 // Professor Siniscarco // IDUS711 // Summer 2013

DESIGN AND PLANNING DOCUMENTS [page #]

05 project overview 05 opportunity statement 05 research questions 06 scope 06 value proposition 07–09 methodology 10 project matrix 11 timeline

FIELDWORK [page #]

Table of contents

13–14 research encounters 15–25 observations 26–38 patron interviews 39–52 brewmaster interviews 53 quantitative interviews 54–57 field guides 58–62 unique method 63–66 working wall

ANALYSIS DOCUMENTS [page #]

68–84 models 85–89 affinity diagram

SYNTHESIS DOCUMENTS [page #]

91–106 insight report 107–111 opportunity map

APPENDIX

[page #]

113–114

group member bios

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

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Team 3 introductions Laura Busche

Colombia, South America

Josh Plotkin

Jacksonville, Florida

Jamie Turpin

Michael Opipari

Kansas City, Missouri

Professor Siniscarco

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IDUS711

Detroit, Michigan

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Team 3

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Summer 2013

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Design & Planning documents

OPPORTUNITY STATEMENT

Design Brief PROJECT OVERVIEW There are an estimated 80 million American beer drinkers, the largest consumer by volume of that product in the world.

Per capita, The U.S. ranks 13th, drinking an average of 81.6 liters/year. [Ellert, 2013] To quench that thirst, there are 2,416 Breweries in the U.S. of that, there are 1,124 brew pubs, and 1,139 microbreweries, [Brewers Association, 2013].

Beer has been brewed since the dawn of civilization, and every culture has its form of the beverage. Beer is consumed worldwide, but in the last few decades there has been a resurgence of hand-crafted brews and more seem to be created each day. This project will delve into modern beer culture, focusing on the local level, who makes it, and how it gets into the hands of the vast and growing number of beer connoisseurs.

There is an opportunity to gain a deeper understanding of why consumers prefer to support local craft, microbreweries opposed to mainstream breweries.

Through this study we plan to use contextual inquiry to gain a deeper understanding of local brewery cultures, by engaging in the brewery process, and product marketing, distribution and purchasing and consumption.

RESEARCH QUESTIONS

1 2 3 4

In The Eyes of the Consumer and Owner, What is the Difference Between MicroBrewed Beer and Large Name Brand Beer?

What Motivates an Individual to Patronize a Micro-Brewery, Rather than Another Social Establishment (Bar, Night Club, Etc.)?

When a Consumer Purchases the Product, Why are they Selecting Craft, Micro Beers Opposed to Mainstream Beers?

What are Consumers who Drink Beer Looking for in that Experience?

Figure 1: Image of Malted Barley

Professor Siniscarco

Figure 2: Image of Brewing Beer, Big Rip Brewery //

IDUS711

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VALUE PROPOSITION

SCOPE

This project comprises the study of microbrewery and brewpub consumers, which are two of the six distinct markets recognized in the beer brewery industry (Brewers Association, 2013). Other markets include contract brewing companies, regional breweries, regional craft breweries, and large breweries. Microbreweries produce less than 15,000 barrels of beer per year, out of which 75% or more are sold off-site. Brewpubs are a combination between a restaurant and a brewery and over 25% of their production is sold on-site. Contract brewing companies hire others to produce their beer, and are therefore beyond the scope of this project. Regional craft breweries produce between 15,000 and 6 million barrels, while large breweries’ production goes beyond that number. A specific kind of regional brewery, the “regional craft brewery”, includes those with at least 50% of their volume in all malt beers.

With respect to research subjects, our goal is to observe patrons in particular because we are interested in the motivations behind beer purchase at the aforementioned locations. We will also look at the operational side of the process, but merely to understand how it relates to the final product that reaches a given patron’s hands.

Our Main Objective is to Study Consumption in Local Microbreweries and Brewpubs.

This project’s research is for individuals who choose to spend their time at local breweries instead of drinking large brand name beers.

Our research is specifically focused on these establishments’ consumers, but will be of great benefit to those that own and operate them.

Figure 3: Interior Image at Boulevard Brewery

Patrons, on one hand, have a preference for craft beer and choose a less refined social atmosphere than a bar or nightclub to enjoy it. Owners and operators, on the other hand, are passionate about the brewing process and the possibility go share it with their patrons.

Our research will delve into the local brewery culture: its operational and patronage motivations and decisions, how and why the beer is made, and how it gets to the consumer.

We will do this by using contextual research, fly on the wall observation, interviewing, surveying, triangulation, and utilizing various social and professional networks both off-line and on-line to find the groups that compose these brewery patrons as well as those that focus on the beer brewing and selling process.

Other organizations and websites focus solely on the creation of craft beer, which is useful for production, but grants little insight into why a beer is made for a consumer.

Furthermore, other studies focus on the economic impact of local breweries and their benefits over large brand name beer makers.

In contrast, our study will add value by focusing on why local brewed beers are made for the consumer, why the consumer wants these options, why he/she prefers the brewery atmosphere, current local brewery production and distribution trends, and the factors behind a local brewery’s success.

Through in-depth study of the various individuals, groups, and companies that compose and patronize local breweries, we will create a full picture of the culture’s inner workings and define the motivations behind the wants to consume, make, and enjoy beer at the place of its creation.

Professor Siniscarco

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IDUS711

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B

PATRON

Methodology

The

OWNER/STAFF

INTERVIEWS Throughout the course of this project, we will interview brewery patrons and workers to answer our research questions. Workers and owners will answer questions that shed light on consumer demographics, knowledge and involvement, as well as their own motivations to engage in brewing. Patrons, on the other hand, will be probed to share insight about their preferences, opinions, definitions, involvement and behavior before, during and after the consumption of craft beer.

Professor Siniscarco

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IDUS711

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Team 3

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OBSERVATIONS

Methodology

We will study this culture by conducting thorough fly-on-the-wall observations, being as unobtrusive as possible with regards to the subjects’ consumption experiences. Each of us will conduct observations blending in with the local brewery environment we select, and dress accordingly to avoid impressing consumers or becoming the subject of their attention. Our field guides will provide a format to record these observation sessions, but we will remain open to emerging data and patterns.

One of the core objectives of using the fly-on-the-wall technique is to look at the product (craft beer) while it is being naturally purchased, consumed and shared. Depending on local culture characteristics, our team members may find it less intrusive to show up on location with someone else, rather than alone.

In some cultures, drinking craft beer involves group dynamics, while in others it is more of a solo activity.

Also, we will partake in participatory observations – brewery tours.

Professor Siniscarco

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IDUS711

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Team 3

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OBSERVATIONS—EMOTIONAL RESPONSE BOARD

Methodology

Based on the course instructor’s suggestions, we will be implementing an original unique method that we call an emotional response board. We will be placing boards up in brewery and brewpub locations that are split down the middle. On one side we will display both the local brewed beer and on the other side, we will display a more generic option such as Budweiser or Miller. There will be a written question posed such as “If I were a car, what type of car would I be?” or “What kind of night am I?”, and the patrons of the brewery or brew pub will be asked to write down an answer. The responses we receive will be anonymous in nature and we believe they will give us an understanding of the emotional responses and difference that patrons have for these products.

Professor Siniscarco

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IDUS711

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Team 3

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TEAM 3 COURSE PROJECT

PROJECT MATRIX

WHAT

do I need to know?

1

In the e yes of the consumer and owner, what is the difference between micro-brewed beer and large name brand beer?

2

What motivates an individual to patronize a micro-brewery, rather than another social establishment (bar, night club, etc.)?

The opinions and thoughts that make an individual choose to visit a brewery. The reasons that owners and staff believe make people choose to visit a brewery and if these opinions they align with those of the patrons.

3

When a consumer purchases the product, why are they selecting craft, microbeers opposed to mainstream beers?

An individual’s decisions that go into the choice of purchasing a craft or micro-brewed beer.

4

What the consumer wants, What are consumers who drink desires, or plans to happen beer looking for in that experience? when the drink a beer.

WHY

do I need to know this?

WHAT

kind of data will answer this question?

Answers to survey and interview questions by consumers, owners, and staff.

WHERE

can I the data?

Breweries, grocery stores, Patrons homes.

Answers to survey and Breweries, night clubs, bars. interview questions by Patrons homes. consumers, owners, and staff. Observation of patron pre-visit activities.

Answers to survey and Breweries, grocery stores. interview questions by consumers, owners, and staff. Observations and Images from cultural probe.

Answers to survey and interview questions by consumers, owners, and staff. Observations and Images from cultural probe.

Breweries, bars, night clubs, house partys, BBQs.

WHAT

type of research methods will I use?

WHO

TIMELINE

do I contact for access?

Qualitative. Interview, Brewery patrons, owners, Fly-on-the-wall observation, and staff.

Interviewee directed cultural probes.

8/29/2013

Brewery patrons, owners, Qualitative. Interview, Fly-on-the-wall observation, and staff.

Interviewee directed cultural probes.

8/29/2013

Qualitative. Interview, Brewery patrons, owners, Fly-on-the-wall observation, and staff.

PATRON directed Interviewee cultural probes.

8/29/2013

Brewery patrons, owners, and staff.

8/29/2013

TEAM 3 COURSE PROJECT

Professor Siniscarco

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IDUS711

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TIMELINE

Revised on: 03 August 13

BRIEF UNIT

»

1

2

3

DEVELOPMENT RESULTS 4

5

6

7

8

9

10

Research Preparation Topic Selection Design Brief 3a Design Brief 3b

July 21, 2013

Final Design Brief

August 4, 2013

Conducting Field Research Blog Blog Blog Blog

2-3 2-3 2-3 2-3

images + Blub images + Blub images + Blub images + Blub

of of of of

Field Field Field Field

Guide Guide Guide Guide

Progress Progress Progress Progress

Working Wall (field work)

Blog images of progress on blog Blog images of progress on blog Blog images of progress on blog

Models with Draft

August 11, 2013 July 28, 2013 August 4, 2013 August 11, 2013 August 18, 2013 July 28, 2013 August 4, 2013 August 11, 2013 August 18, 2013

August 4, 2013

Final Models Insight Report

August 22, 2013 August 18, 2013

Opportunity Map

August 22, 2013

Research–Analysis–Synthesis (RAS) Report

PLEASE NOTE The task visualization indicated above is based on our knowledge today. It might reflect or change as the project progresses.

August 25, 2013

Work In Progress/Developing Worked On Professor Siniscarco

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IDUS711

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Fieldwork

Research encounters josh plotkin // jacksonville , florida

laura busche // colombia , south america

For my field work I decided to observe three different local breweries. There are 7 in the Jacksonville area, but I decided to focus on Bold City Brewery, Intuition Aleworks, and Engine 15. I decided on these three because they share both similarities and differences. Such similarities as local charity work, distribution to local restaurants, and prevalence in local beer festival activity are well balanced by varying ages of the Breweries, varying production sizes, and corresponding distribution sizes.

To study the craft beer consumption environment in Barranquilla, Colombia I went to the city's only two brewpubs: Beer Station (which is a national chain) and Fierabrรกs (which produces beer for local consumption only).

Bold City Brewery

This experience allowed me to draw three important observations: 1. Locals are offered between 3-4 craft beer types, showing little interest in variety and the emerging nature of the market, 2. Most common groups included the "Office Clique", "College Girls", "College Guys" and the "Beer Connoisseur" 3. Watching TV (sports and concerts) was the most common patron activity.

Engine 15

Intuition Aleworks

Beer Station

Professor Siniscarco

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IDUS711

Fierabrรกs //

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Research encounters jamie turpin // kansas city , missouri

michael opipari // detroit , michigan

BREWERY CULTURE I spent a few weeks in the field gathering research and observing two different breweries, participated in a brewery tour, and went to a nanobrew festival. The first brewery I encountered with was Big Rip Brewery; they are a start up brewery and opened their doors in May of 2013. The second brewery I ventured to, was Boulevard Brewery. Boulevard was established in 1989 and as of 2013 they are ranked #13 in craft breweries, #1 domestic brewery in the state of Missouri. (~Yes, Boulevard is ahead of Budweiser in domestic breweries.)

To begin my research, I went to Lily's Seafood, downtown Royal Oak and to Witch's Hat Brewery.

Boulevard Brewery

NanoBrew Fest

Big Rip Brewery

Lily's Seafood

Professor Siniscarco

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IDUS711

Witch's Hat Brewery //

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Observations fly on the wall josh plotkin // jacksonville , florida

Field Guide Notes, Fly-On-The-Wall // Intuition Ale Work

Professor Siniscarco

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Observations fly on the wall josh plotkin // jacksonville , florida

OBSERVATIONS

I began my field work with fly on the wall observations ranging from 3-4 hours at each location. You can see an example of one of my observation field guides below. On the following pages, I have built a layout of the brewery sections I observed and experienced (not to scale by any means) along with corresponding pictures of the breweries.

BREWERY

ADDRESS

Bold City Brewery

Fly-On-The-Wall // Page 17

2670 Rosselle St #7, Jacksonville, Florida

BREWERY

ADDRESS

Engine 15

Fly-On-The-Wall // Page 18

1500 Beach Blvd #217, Jacksonville, FL

BREWERY

ADDRESS

Fly-On-The-Wall // Page 19

Intuition Aleworks

720 King Street, Jacksonville, FL

Professor Siniscarco

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Observations fly on the wall josh plotkin // jacksonville , florida

IMAGES FROM VISIT

BREWERY

ADDRESS

Bold City Brewery

BREWERY SPACE DIAGRAMS

legend

2670 Rosselle St #7, Jacksonville, Florida Professor Siniscarco

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Observations fly on the wall josh plotkin // jacksonville , florida

IMAGES FROM VISIT

BREWERY

ADDRESS

Engine 15

BREWERY SPACE DIAGRAMS

legend

1500 Beach Blvd #217, Jacksonville, FL Professor Siniscarco

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IDUS711

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Observations fly on the wall josh plotkin // jacksonville , florida

IMAGES FROM VISIT

BREWERY SPACE DIAGRAMS

I observed from here

Restroom

BREWERY

ADDRESS

Intuition Aleworks

legend

720 King Street, Jacksonville, FL Professor Siniscarco

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IDUS711

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Team 3

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Observations fly on the wall laura busche // colombia , south america

IMAGES FROM VISIT

BREWPUB

Fierabras

BREWPUB

Beer Station

Professor Siniscarco

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IDUS711

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Observations fly on the wall jamie turpin // kansas city , missouri

RESEARCH METHOD // FLY-ON-THE-WALL

My observational field work range from 3-4 hours at each activity/event. Fly-on-the-wall helps gather qualitative research that entails individuals’ behavioral activity; it is an exploratory approach to collecting observational research.

Single WIde Beer Label Design Process

Boulevard Tour Ticket

Process of Bottling Beer @ Boulevard Brewery

WATCH VIDEO I RECORDED AT: www.facebook.com/photo.php?v=10200925028701049&l=626403870087604817

Professor Siniscarco

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IDUS711

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Observations fly on the wall jamie turpin // kansas city , missouri

OBSERVATIONS:

Early arrival for the Boulevard Brewery Tour on July 24; the brewery tours sell out quickly. When I arrived to the Brewery, I was the tenth person in line. Everyone waited patiently and yet a bit nervously until the brewery doors opened.

After I received my two tour tickets for the day, I walked back to my car filled with excitement. I’m assuming the other patrons felt similar, because not everyone is guaranteed a ticket for the tour.

Boulevard Brewing Company, Brewery Tour

ACTIVITY ADDRESS

2501 Southwest Blvd, Kansas City, MO

DATE

July 24, 2013

TOUR TIME ESTABLISHED

3 p.m.

1989

At the 3pm tour, I walked into the Gift Shop area; the space was filled with patrons waiting to begin the tour. I counted 40 people in the room; college students, visitors/travelers, businessmen dressed in pantsuits, and beer nerds. The tour door soon opened and a tattooed tour guide collected our tickets. The tour guide did a superior job story telling; Boulevard Breweries glory days, the brewing process, and yet the opportunities the brewery provides for the community. At the end of the tour, we received 2 beer caps to sample 2 exclusive tasting room beers. The exclusive tasting room beers are only offered at the Brewery, they are not out on the retail shelves. The tasting room soon was filled with conversations of laughter and happiness.

Overall, the tour was about 45 minutes long.

The overall environment of the brewery provides an ambiance of passion and excitement. The new addition of the brewery is environmentally conscious. Every person on the tour was very kind and the staff members were very inviting and welcoming to us into their home.

NORTH

Professor Siniscarco

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IDUS711

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Team 3

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Observations fly on the wall jamie turpin // kansas city , missouri

OBSERVATIONS:

This is the fourth NanoBrew Festival, the past 3 years it has been held in the backyard of Kipp’s house. This year they decided to legalize it. Each tent held about 2-3 different brewers some of the beer was in kegs, others in bottles.

Big Rip Brewery owners are very generous welcoming people into their brew family.

30 different home brews to try out – all vendors extremely generous with the pour and very passionate to discuss their brew.

NanoBrew Fest

ACTIVITY ADDRESS

216 E 9th Avenue, North Kansas City, MO

DATE

July 27, 2013

TOUR TIME ESTABLISHED

4–8 p.m.

2009

Crowd – Beer Nerds + Beer Curious People.

Attire – Simple, plaid shirts, beer t-shirts with khaki cargo shorts, hipster style.

Diverse – some couples brought their youngster with them. Few elderly farmers (60’s age) partaken in the event.

Attitude – friendly, welcoming, positive, happy, generous, relaxed, adventurous, fun.

Observation on other observers – many people sat down at picnic tables/tables & chairs to observe/watch others and their actions.

Environment – vintage, modern, custom; handmade, entrepreneur approach.

Food – BBQ was included in the ticket price.

Very long line for BBQ we waited about 35 minutes.

NORTH

Professor Siniscarco

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IDUS711

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Team 3

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Observations fly on the wall michael opipari // detroit , michigan

ATMOSPHERE

First thing you notice in Lily’s is kind of a mess of things in the vestibule. Local hipster papers, messy bulletin board, trays and pitchers for the outdoor seating. Next set of doors, you notice reception counter, and the mass of aquariums that form a wall between the entrance and the bar/dining area.

Maybe too many aquariums, or maybe too high.

No view as you’re walking in.

BREWERY

Lily’s Seafood

ADDRESS

On Washington Blvd & Fourth Street

in heart of downtown Royal Oak, Michigan

Metal fish sculptures overhead. Layout needs work. Old wood floors. Dark wood fixtures. Too Dark. No focal point.

Great brick wall with what looks like old advertising painted on side. Is it real or done for the restaurant?

Lots of paintings on wall in main dining. Too many paintings, and not good paintings either.

About 75 seats.

Wait staff extremely friendly and helpful.

Scott is the brewer and also the baker. Similar processes, he tells me.

Scott knows his stuff about beer and is anxious to talk about it.

Brewery is way in back. You see it on the way to the restrooms. It needs to draw more attention to itself.

Didn’t try the food, but the beer is the best I’ve had yet.

A little early for dinner, but the bar patrons are really enjoying themselves, lots of laughter, and it’s only Thursday.

Professor Siniscarco

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IDUS711

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Team 3

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Observations fly on the wall michael opipari // detroit , michigan

OBSERVATIONS

In an unassuming strip mall on the outskirts of South Lyon, MI, a sleepy little town about 40 minutes from Detroit, and 20 minutes from Ann Arbor. While looking for it, I totally missed it and had to stop at a nearby coffee shop to verify the address.

ATMOSPHERE

BREWERY

ADDRESS

Witch’s Hat Brewery 22235 Pontiac Trail, South Lyon, Michigan

Standard brewpub concrete floors, copper topped tables, but a very distinct aroma that lets one know that brewing is taking place here; the combination of yeast and hops and the slightly higher humidity than the already high outdoor humidity.

38 seats The emphasis here is on local, local artists, local ingredients where possible. The logo is in reference to the shape of the South Lyon train station, a witch’s hat. See photo.

All of the mugs are hand-blown glass from Glass Academy in Dearborn, MI. Witch’s Hat and Glass Academy frequently hold joint events called Hot Glass, Cold Beer. $55 gets you a hand-blown glass mug, tastes from 5 participating breweries and food samples from area restaurants.

It is 4:30 in the afternoon and already all of the barstools are filled. Mostly guys, some with laptops or iPods, a young couple and their dog are seated outside. There is a family, mom, dad and three boys. The parents are enjoying a pint while the boys are eating burgers from the McDonald's across the parking lot.

No food served here, just beer. There are plans for a new pub. Larger brewing area, more seats and a restaurant.

Professor Siniscarco

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IDUS711

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Team 3

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Patron interview

josh plotkin // jacksonville , florida

DATE

JULY 31ST 2013, 6:20 P.M. @ COURTNEY’S HOUSE

INTERVIEWS

While compiling observations I conducted surveys with 4 brewery patrons and 5 Employees from the different brewery’s I was observing. You can see an example of one of my interview field guides below and the following pages have dictations of the interviewee’s responses.

HOW OFTEN DO YOU VISIT A BREWERY?

66% WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

Taste, I brew it and its fun to make, lots of different variety. And it gives you a reason to travel, to visit other breweries.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

NAME

Courtney Hardy

They’re bland and boring. Mass produced beer is not special. Things are more exciting when they are special.

“I hate hops. I like Malty and Carbonated. Coffee and chocolates are great.” — Courtney Hardy

29 years old

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

ETHNICITY

Caucasian

BEERS?

RESIDES

Jacksonville, Florida

Not brewed in large quantities and probably only have one location.

CAREER

Graphic Designer

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? Brewer or home. A relaxed and

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

not a lot of people.

BREWERY

Bold City

BEER PREFERENCE

Porter & Stout; equally as good in the roasted coffee and chocolate variety.

AGE

Cool labels make me buy beer. Shitty labels do not.

YOUR BEER PURCHASE?

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A

I hate hops. I like Malty and Carbonated.

Coffee and chocolates are great.

BEER?

CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS BREWERY’S BEER? 7. They

taste good. I go there for the people, they are awesome. And the 1901 is delicious (a Red Ale that bold city brews).

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Table top RPGs (role playing games). Horse shoes and corn hole(a game played with bean bags).

Watch sporting events and cook!

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED? 26, First time

was at Bold City. My Fiancé took me there.

Professor Siniscarco

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Patron interview

josh plotkin // jacksonville , florida

DATE

JULY 31ST 2013, 6:40 P.M. @ TOBIA’S HOUSE

HOW OFTEN DO YOU VISIT A BREWERY?

2 to 1 ratio when I go out.

“Ads make me try something once, but not change my habits. I’m less inclined to drink mass marketed beers. Beer ads are dumb.”

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

— Tobias Williams

More accessible drink. Men don’t drink wine. It’s more of a social drink, family practice.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

No taste. No problem with them, but not enjoyable to drink. Drink it if you have no choice.

Its not something I would order.

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

AGE

Tobias Williams 33 years old

It’s more what I like about Bold City. Their beer is off, but the brewery is super welcoming. Been going there for years, it’s like they are family.

BREWERY’S BEER?

Has to be. Low distribution or bought at a specialty store. Not nationwide. Sam Adams isn’t because it’s produced on an industrial scale.

Sam Adams might be the reason that there are so many craft beers, because it’s so good.

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? Family operated atmosphere.

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

BEERS?

NAME

CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS

Ads make me try something once, but not change my habits. I’m less inclined to drink mass marketed beers. Beer ads are dumb.

YOUR BEER PURCHASE?

ETHNICITY

Caucasian

RESIDES

Jacksonville, Florida

CAREER

Theming Specialist

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN

BREWERY

Bold City

A BEER?

BEER PREFERENCE

Stout uses malt and no after taste.

I don’t like Hops (A lot). I like light beer when it’s hot. I like Malt, roasted, chocolate, coffee, more carbonation, and more savory.

Friendly social, like I’m allowed to hang out.

Darts, table top RPGs (role playing games), I’m terrible at everything else.

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

25, in 2005, moving to the U.S. made me look for crafter beer after I had Sam Adams.

Professor Siniscarco

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IDUS711

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Team 3

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Patron interview

josh plotkin // jacksonville , florida

HOW OFTEN DO YOU VISIT A BREWERY? DATE

AUGUST 9th, 2013 @ 6:30 P.M. @ GLENN'S HOUSE

“I find the mass produced beers just taste bad, especially Miller and Bud Light beer. Bland to awful.”

Once a week at least.

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

Carbonation. I don’t like flat beer like Guinness.

It’s kind of like soda from childhood. It’s more manly to be drinking beer instead of wine. Liquor is for getting trashed.

— Glenn Hull CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS

Good atmosphere. I haven’t tasted their actual brews. It’s like a brick warehouse with rafters. Everything is new and nice. It’s attracting a crowd. They do festivals outside, that’s what got me to go there.

BREWERY’S BEER?

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

I find the mass produced beers just taste bad, especially Miller and Bud Light beer. Bland to awful.

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

Small, wide range of ingredients, lots of flavor, local, it’s artistic.

BEERS?

NAME AGE

Glenn Hull

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

33 years old

YOUR BEER PURCHASE?

ETHNICITY

Caucasian

RESIDES

Jacksonville, Florida

CAREER

Unemployed

BREWERY

Aardwolf

BEER PREFERENCE

Brown and Red ale, smooth not sweet

Packaging in the store influences my choices for something new.

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR

I enjoy a variety. I’m interested in discovering notes of tastes. Don’t like blondes and Saisons. Don’t like sweet beers. Basic lager is what I go with. Sometimes I go with Red and Brown ales.

IN A BEER?

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? I prefer at home for having

people over, but it limits my craft beer selection.

Second is breweries. I like sitting in a warehouse, Aardwolf is upscale.

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Billiards, Lots of beer pong, watching T.V. with friends, socializing, listening to bands.

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

22-23. Brewery in Richmond, Virginia. When I moved to Jacksonville about 3 years ago. More like a new circle of friends that got me into it.

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

28

Patron interview

josh plotkin // jacksonville , florida

HOW OFTEN DO YOU VISIT A BREWERY? DATE

JULY 29TH 2013, 5:30 P.M. @ WORK

25%, not always the place you want to go.

Sometimes it’s a liquor outing, sometimes I want beer.

“Beer lasts longer, long enjoyment cycle. It’s a social thing that makes beer better.” — B.J. Brinck

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

Flavor. Beer lasts longer, long enjoyment cycle.

It’s a social thing that makes beer better.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

High volume is pedestrian, boring. Not a bad product, just not interesting or as good as beer can be. They aren’t the worst; just have to be in a mood. It’s very neutral.

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

Micro brewing is lower volume. Regional or local distribution. Craft beer is even lower in volume, possibly higher distribution. Uses specialty ingredients, more carefully brewed.

Higher quality.

BEERS?

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

Major media has no effect.

Bar sign, tap handle or light, something in the bar has a greater effect. If its interesting or a style (of beer) I know I like, I’m more inclined to try it.

YOUR BEER PURCHASE?

NAME AGE

“B.J.” Barton Brinck 31 years old

ETHNICITY

Caucasian

CAREER

Key accounts sales assistant

RESIDES

Jacksonville, Florida Bold City

BREWERY BEER PREFERENCE

Any Belgian Trappiste ale

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR

So many styles. Not bitter, Low IBU (international bitterness units). Complex flavors, interesting to taste, pleasant to finish.

IN A BEER?

CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS

Each (type of beer) is a good and quality example of its style without being standard.

Their “one offs” are always interesting and fun.

BREWERY’S BEER?

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? Not at home. Can’t honestly

answer. Not clubs. Not loud bars. Prefer quiet places because it’s social. Brew pubs are good for social gatherings, more of a social experience.

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Gaming (cards, video games, table top), because of the social aspects.

WHEN DID YOU START CONSUMING CRAFT OR MICROBREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED? 19. It was out of curiosity. La fin du

Monde (a beer by Uni-bru of Canada) at fuel (a now closed bar).

(European monk made beer).

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

29

Patron interview

laura busche // colombia , south america

Patron // Field Guide

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

30

Patron interview

laura busche // colombia , south america

HOW OFTEN DO YOU VISIT A BREWERY?

Every now and then. Maybe once a month… or when it’s a friend’s birthday.

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

I actually don’t have a preference for the drinks.

I come here because I like the place and they also sell spirits and wine.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

I feel that “non-mainstream” beers are made more carefully. Ingredients seem high quality.

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED BEERS?

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

NAME AGE

Made in small quantities (?- she doubts)

I first came here because some friends recommended the place.

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY?

Both at home and in bars.

YOUR BEER PURCHASE?

Rocío Senior 24

RESIDES

South America

CAREER

Graduate Student

BEER PREFERENCE

Pale (She points out it is blonde)

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN

Light. I look for and prefer light beers because they have less calories.

A BEER?

(She is confused with the names I mention.)

CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS

They have a lot of varieties and good food to pair them with.

BREWERY’S BEER?

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Just talking to friends and watch a game on TV if there is one.

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

18

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

31

Patron interview

laura busche // colombia , south america

Patron // Field Guide

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

32

Patron interview

laura busche // colombia , south america

HOW OFTEN DO YOU VISIT A BREWERY?

Every week on Thursdays or Fridays. When there’s a big soccer game or championship I come here more frequently.

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

I don’t feel as drunk, it makes me more conversational and I avoid hangovers.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

I like them too, but I don’t think they are as special as craft beers. Flavors are too generic.

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

NAME AGE

RESIDES CAREER BEER PREFERENCE

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? Pubs are number 1. Home is

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

good, but lately I’ve been so stressed I’d rather go out.

I’ll see a happy hour and I’ll jump right in. Sometimes I come right after work with colleagues, so happy hours are great.

YOUR BEER PURCHASE?

Jorge Consuegra

33 South America

BEERS? Gourmet beers.

Consultant for Gov't Agencies I usually have a black ale.

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A BEER?

Strong flavor, high alcohol content.

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Conversation. TV. Maybe some drinking game depending on who I’m here with.

(He doesn’t recognize the difference between types)

CURIOUS, WHAT DO YOU SPECIFICALLY LIKE ABOUT THIS

They’ve got a good variety to choose from. They sell pitchers which helps when I come with friends.

BREWERY’S BEER?

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

14 (Don’t tell anyone)

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

33

Patron interview

jamie turpin // kansas city , missouri

07/24/2013, Friday, 1pm

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

34

Patron interview

DATE

JULY 24 @ 3PM, BOULEVARD BREWERY TOUR

jamie turpin // kansas city , missouri

HOW OFTEN DO YOU VISIT A BREWERY?

Not very often since she became a new mom.

Prior to this stage in her life, she probably visited a brewery a couple times a month.

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

Wine mostly, but some activities and food just taste better with beer.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

“Eh, buy them since we know how they taste.”

Lindsey and her husband prefer a beer they can’t buy in their local area. She wishes there’s a service where we can order local beers from other parts of the US to our home.

PERSONA

Visitor/Traveler

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

NAME

Lindsey Piant

Well thought out...

AGE

33 years old

BEERS?

RESIDES

Orlando, Florida

HOW DOES MARKETING OR ADVERTISEMENTS INUENCE

CAREER

Architect & Adjunct Professor

YOUR BEER PURCHASE?

BEER PREFERENCE

IPA, Pale Ale

TYPE OF DRINKER

Couple of Drinks a Week

Lindsey and her husband are influenced by the design, especially if they have never tried the beer before.

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A BEER?

“No aftertaste is the main quality.” Lindsey doesn’t like the bitter after taste.

“My husband and I are influenced by the design, especially if we have never tried the beer before.”

— Lindsey Piant WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY?

“All the above...with people is the key!” Lindsey doesn’t like drinking by myself WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Watching sporting events. Socializing at a bar...

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

Early 20s – Lindsey converted when she came back from Germany. “Mainstream beers do not compare to beers you can find in Germany.”

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

35

Patron interview

DATE

AUGUST 3 @ 5:30PM, FLYING SAUCER

jamie turpin // kansas city , missouri

HOW OFTEN DO YOU VISIT A BREWERY?

"Almost Never."

WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

He actually prefers vodka.

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

“They're shit. Beers like Bud and Coors just don't compare to imports or specialty beers.

They taste watered down and weak.”

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED BEERS?

PERSONA

Local

NAME

Brandon Tietz

AGE

31 years old

RESIDES

Kansas City, Missouri

CAREER

Author

BEER PREFERENCE

Wheat

TYPE OF DRINKER

3-4 times/week

A beer that is made in limited supply.

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE YOUR BEER PURCHASE?

“It doesn't. The beers with the most marketing like Bud and Coors are shit. And I don't care about new labels or bottle design.”

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A BEER?

“Bold, Flavorful, Complex.”

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? Clubs or Bars

“They're shit. Beers like Bud and Coors just don't compare to imports or specialty beers. They taste watered down and weak.” — Brandon Tietz WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

Games & Socializing WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED FROM MAINSTREAM TO MICROBREWED?

“Mid-twenties, I think.”

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

36

Patron interview

michael opipari // detroit , michigan

DATE

JULY 29 @ 2:30PM, BLACK LOTUS BREWERY

HOW OFTEN DO YOU VISIT A BREWERY?

Two or three times a month WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

“Because I’m Irish. I grew up drinking beer and I like the taste.”

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

“They’re called ‘yard beers’ because you drink them in your back yard. I’ll drink them if there’s nothing else in the fridge. Currently I’m drinking Hamm’s for my everyday beer.”

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

“Smaller, local and distributed only in the state or community or city where they’re brewed. Also, they can’t be more than 24% owned by another alcohol producing company that isn’t a craft brewery.”

BEERS?

NAME AGE

Richard Doyle 61 years old

RESIDES

Royal Oak, Michigan

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE

BEER PREFERENCE

Pilsner

YOUR BEER PURCHASE?

TYPE OF DRINKER

Couple of beers a day

They don’t. “I go by word-of-mouth. I won’t drink a Heineken just because James Bond does...My son give me a lot of information on new beers.”

WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A

“All of the ingredients coming together...depends on the situation. My taste and choice change depending on the weather...consistency...sometimes a little on the bitter side.”

BEER?

“I won’t drink a Heineken just because James Bond does.”

— Richard Doyle WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? “Anywhere without my wife...as

long as I don’t get caught” WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

“Usually none. I will play darts if they’re available.”

WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED

“When a local brew-pub opened in the mid 90’s.

Before that I depended on friends who traveled to bring new beers back, like Henry Weinhard.”

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

37

Patron interview

michael opipari // detroit , michigan

HOW OFTEN DO YOU VISIT A BREWERY?

Two or three times a week WHY DO YOU PREFER BEER TO WINE OR A SPIRIT?

“I like the taste, and it’s cheap. I don’t like the other stuff like scotch or vodka.”

WHAT IS YOUR OPINION OF MAINSTREAM BEERS? − WHY?

“I used to go to school in a city with lots of breweries, so I got spoiled. I learned a lot about beer from my dad. There are some good mainstreams, I like Sam Adams.”

HOW WOULD YOU DEFINE CRAFT OR MICRO-BREWED

“Low quantity, high quality...more artisanal.”

BEERS?

NAME AGE

Sam Doyle 23 years old

RESIDES

Chicago, Illinois

BEER PREFERENCE

IPA, Porter

TYPE OF DRINKER

Couple of beers a week

“People talk more with a few beers in them.”

— SamDoyle

HOW DOES MARKETING OR ADVERTISEMENTS INFLUENCE YOUR BEER PURCHASE?

“It doesn’t. I don’t watch much TV.” WHAT ARE A FEW OF THE QUALITIES YOU LOOK FOR IN A BEER?

“Taste...and alcohol content (laughs).”

WHAT TYPE OF ENVIRONMENT DO YOU PREFER WHEN CONSUMING BEVERAGES – BARS, BREWERIES, PUBS, CLUBS, OR AT HOME? – WHY? “Anywhere it’s social,

conversational...People talk more with a few beers in them”

WHAT TYPE OF ACTIVITIES DO YOU PARTICIPATE IN WHILE DRINKING BEER? (I.E. BILLIARDS, DARTS, CARDS, ETC.)

“Pool (billiards)” WHEN DID YOU START CONSUMING CRAFT OR MICRO-BREWED BEERS? (ROUGHLY, WHAT AGE) – DO YOU RECALL A SPECIFIC MOMENT YOU CONVERTED

“I’d sip my dad’s beer when my mom wasn’t looking. When I was a kid, we’d go to brewpubs for dinner so they’re really not a big deal.

I started drinking at them when I turned 21..of course.”

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

38

Brewmaster interview josh plotkin // jacksonville , florida

Field Guide // Owner Interview + Consent Form

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

39

Brewmaster interview josh plotkin // jacksonville , florida

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE,

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER

No. There are some similarities, but not consistent. The majority of women don’t drink dark beer, and men do.

FROM A STORE?

ETC.?

DATE

AUGUST 6, 2013 @ 6:15 P.M., WILL'S HOUSE

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON

Non-beer enthusiasts come in and think that everything craft is super hoppy. Some people that come in are trying to learn. At least one in a group knows what’s going on.

HOLDS?

WHAT AVORS DO YOU PREFER TO SENSE OR TASTE IN A

Malt, Chocolate stouts, not a huge fan of IPA(India Pale Ale).

e accept everyone, and it’s a family friendly environment. It makes people feel like they are part of the family. People bring us gifts. People can bring in gifts and play games. Not a rowdy atmosphere. People realize that we work hard for the job.

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER

The love.

Recipe. Luck, quality is enjoyed by everyone.

We try to put out something that we would drink ourselves. We take people’s wants into consideration. A special beer is always coming.

BREWERIES’ AND/OR BRAND NAME BEERS?

BREW?

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A

We use North Florida Sales as our distributor. We try to find a similar relationship that we have with our current distribution. We want to make sure that all of Jacksonville (FL) is covered first before we expand to other areas.

PARTICULAR DISTRIBUTORSHIP?

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

NAME AGE

ETHNICITY CAREER BREWERY

Will Frazier 32 years old African American Beertender/Warehouse Assoc.

Bold City

It’s a family business. They are like my family and they are a good company to work for. It can be stressful, but I’ve known the owner since middle school.

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES

Mix of trying to provide something for everyone and experimenting for the fun of it. And it’s what we can fit within our brewing schedule.

OF BEER THAT ARE CURRENTLY BREWED?

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.) Expand the size of

production. More green technology. Just bought a new silo for our grain to save money. Maybe expanding distribution out of state.

WHAT’S THE MEANING BEHIND YOUR BRAND?

Bold City was the owner’s fathers name idea.

Jacksonville (FL) is the “Bold new city of the south”, it’s written on cop cars. We are sure of ourselves, but humble as well and treat everyone well. Hard work. Keep customers happy.

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE,

Lots of pictures are posted. Digital picture frames of special events. Blueprints on walls of original plans for the brewery. Lots of beer or Jacksonville or riverside (the area of town Bold City is located in) imagery.

TIMELINES, ETC.)

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

40

Brewmaster interview josh plotkin // jacksonville , florida

DATE

AUGUST 1st, 2013 @ 1:15 P.M., Starbuck's

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.? Statistically, women tend towards lighter

beers. If women drink beer, they branch out more. Men branch out more, and order almost anything. Younger women are more likely to branch out.

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A

We have the most craft beer options. 15-20 of our own beers on tap. 10 of the options are only available in the tap room. Chill atmosphere, hang out atmosphere.

STORE?

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS?

Siebel institute in Chicago is where the brewmaster studied. The brewmaster has a background in wine. So the brewmaster is very knowledgeable and skilled. Good palette.

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A BREW? Hoppy beers, any beer that is done well

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.) We are looking to get a bigger

A little higher than average. A lot of extremes. There has been an increase in knowledge over the last few years.

will work. Dark beers have more flavors and more alcohol content.

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A PARTICULAR DISTRIBUTORSHIP? There’s a three tier

system. Intuition sells to a distributor named champion brands, and the distributor decides who they try and sell the beer to.

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

NAME AGE

ETHNICITY CAREER BREWERY

Riley Leuthold 25 years old Caucasian Bartender intuition Aleworks

BREWERIES’ AND/OR BRAND NAME BEERS?

It’s autonomous and in a field I’m passionate about. It’s hard to call it work.

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF

location. Space is limited and its running 24/7.

More space for production. Distribute outside of Jacksonville.

WHAT’S THE MEANING BEHIND YOUR BRAND?

Mainly build the community through charity. The brewmaster had an intuition to leave the wine industry for beer.

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE,

All charity events are held at the brewery, but noise complaints have put a pause to that.

TIMELINES, ETC.)

Certain styles are brewed at certain times of the year. Up to the brew master really.

BEER THAT ARE CURRENTLY BREWED?

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

41

Brewmaster interview josh plotkin // jacksonville , florida

DATE

AUGUST 2nd, 2013 @ 5:20 P.M., ENGINE 15 BREWERY

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.? I used to say yes. Not true anymore. That’s

just a stereotype, it’s marketed to men, but everyone drinks.

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER

Pretty good. Median of a bell curve. Some have no knowledge but they know what they want.

It’s the brewer’s style that makes things unique.

Too many variables that make the difference.

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A BREW? I don’t like sours and Belgian beers. IPAs

(India Pale Ales) are my favorite, but I like to experiment and the act of brewing beer.

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A

A broad appeal to the product line. Just cater to the market. You look for where your product is wanted. 90% of our sales are one site.

PARTICULAR DISTRIBUTORSHIP?

AGE

ETHNICITY CAREER BREWERY

Luciano Scremin 43 years old Hispanic Brewmaster/ Owner Engine 15 Brewery

Unique aspect of being at the brews creation. It’s a place for a unique beer, not just our beer. It’s a more civil place, different focus on enjoying the product rather than its effects.

FROM A STORE?

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS?

NAME

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

I’ve always been entrepreneurial. Home brewer since college. Always liked the hospitality industry but I really have a passion for the creation of the product. I like the business side of it; it’s not just a necessary evil.

BREWERIES’ AND/OR BRAND NAME BEERS?

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.) Distribution, bigger

facility, Automate record keeping, recipe tracking, batch tracking. Combine everything together with Information Technology. We’ll be able to just analyze and make things more efficient.

WHAT’S THE MEANING BEHIND YOUR BRAND?

Engine 15 is the name of the volunteer fire engine I bought and used to tailgate with. It became a meaning of camaraderie and good times. The old truck is the “glue”.

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE,

Pictures of the engine. We keep things rough around the edges visually. Vintage looking, the build out of the bar is unique.

TIMELINES, ETC.)

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF

Home brewed recipes that people like. A lot of experimenting.

Now it’s just what the market wants.

BEER THAT ARE CURRENTLY BREWED?

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

42

Brewmaster interview josh plotkin // jacksonville , florida

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.?Stereotypes are not standard.

DATE

AUGUST 13th, 2013 @ 9:00 P.M., ENGINE 15 BREWERY

NAME AGE

ETHNICITY CAREER BREWERY

Meagan O’Conner 34 years old Caucasian Beertender/Manager Engine 15 Brewery

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON

Varies quite a bit. Some people know nothing, others have a vast knowledge. 25% know what they are talking about.

HOLDS?

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A

Belgian beers, I like a good stout or brown ale. Strong tastes, distinct taste.

BREW?

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A PARTICULAR DISTRIBUTORSHIP?

No Comment.

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

Good environment. People are friendly and inquisitive. People don’t come in here to just act crazy, they want to learn.

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF BEER THAT ARE CURRENTLY BREWED?

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM

The product, our product and selection is better. People can be educated here. It’s a quieter and more social “bar”. We’ve had very few incidents. The people want to have a good time, not just get “shit faced”.

A STORE?

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER BREWERIES’ AND/OR BRAND NAME BEERS?

It’s really an individual experience. It’s like art, so every brewer is different. And we care what people want.

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.)

N/A

WHAT’S THE MEANING BEHIND YOUR BRAND?

The fire truck out front.

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE, TIMELINES, ETC.) Just the old memorabilia we

have everywhere.

Seasonal and what people want.

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Brewmaster interview josh plotkin // jacksonville , florida

DATE

AUGUST 2nd, 2013 @ 5:50 P.M., ENGINE 15 BREWERY

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE,

Women and fruity beers. Other than that, stereotypes don’t work. Younger people are more adventurous.

ETC.?

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS? 4 or 5 out of 10, 10 being a brewer. A lot

are brewers themselves.

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A

I like bitterness, Barrel (old whiskey) aged flavor is good.

BREW?

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A PARTICULAR DISTRIBUTORSHIP? Telephone calls from NAME AGE

ETHNICITY CAREER BREWERY

Sean Bielman 28 years old Caucasian Brewmaster/ Owner Engine 15 Brewery

bar owners begging for our beer.

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

Previous knowledge of other jobs, layoffs. Being your own boss.

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF BEER THAT ARE CURRENTLY BREWED? Consumer

demand is one practice. Some is just personal likes or the creative spirit to try new things.

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A STORE? The ambiance and the trend to drink at the

source. We also have a lot of selection and variety.

Music selection and the quality of clientele (not rowdy) and are responsible.

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER BREWERIES’ AND/OR BRAND NAME BEERS?

It’s ours. It’s our creations, nobody else can copy us. We try to be different.

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS

Time, space, and money.

Need lots more space. Money for customization of supplies.

WITH OTHER BREWERIES, ETC.)

WHAT’S THE MEANING BEHIND YOUR BRAND?

It’s after the truck that we used for tailgating out front. Was a volunteer fire truck from Virginia.

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE, TIMELINES, ETC.) Organic look and feel. We move

organically and our style shows it. A lot of our interests are everywhere. The brand is really us.

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Brewmaster interview laura busche // colombia , south america

Field Guide // Owner Interview + Consent Form

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Brewmaster interview jamie turpin // kansas city , missouri

Field Guide // Owner Interview + Consent Form

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Brewmaster interview jamie turpin // kansas city , missouri

DATE

July, 22nd 2013 @ 7 P.M., BIG RIP BREWERY

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS? “I think it might depend on the age. The

younger crowd that is getting into craft beers seems to want to experiment and still trying to figure out what they like. People in there late twenties to late thirties seem to know much more and are looking for specific styles and tastes. The older crowd are sometimes set with 1 type of beer they like and don't stray to far.

We get a lot of home brewers and they tend to ‘know’ the most.”

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A BREW? “I'm a big malt fan so I tend to go

towards the malty styles (brown's, stouts, porters, english styles). When it comes to high hops I like the floral/grapefruit tastes and aroma. I also love sours and fruity beers. Seems like I have a different go to beer every day.”

NAME AGE

ETHNICITY CAREER BREWERY

Kipp Feldt 37 years old “Not Very Tan” Head Brewmaster/Owner Big Rip

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.? It seems all over the

board. “I would say more men shy away from fruity beers and more women shy away from hoppy beers. That being said I've met many that are the exact opposite. Most all 'summer' light beers are enjoyed by all and pretty equally.”

WHAT ARE THE QUALITIES OR THE CONSUMER DEMANDS YOU LOOK FOR WHEN MOVING FORWARD WITH A PARTICULAR DISTRIBUTORSHIP? “I'm not really sure.

We are hoping to self distribute. I might be misunderstanding this question so I'll try another answer. When we do distribute we want a very recognized brand on the shelf and very similar so you know that is a "big rip" beer. We hope that the beers we do offer aren't just "I can only have one" type beers.”

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

“I have to :) I love beer and brewing. Nothing is more satisfying that producing something that others are enjoying and they go out of the way to let you know! The beer community is great and the other breweries in the industry are great as well.”

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF BEER THAT ARE CURRENTLY BREWED? “We brew what we like

and don't try to cater to a specific crowd but to all. We will brew some beers that aren't what you might say is our favorites styles, but we won't release unless we like it 100%. The hoppy beers have been a challenge and a lot of research has gone in to make sure we back the style and not just brewing for set people.”

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A STORE? “I think the atmosphere is fun, laid back and

a bit different every time. We like to have fun and hope to offer events and variety each time someone comes in. The crowd is different every time. Young, old, whatever and should never feel the place is a certain "crowd" but for all.”

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER BREWERIES’ AND/OR BRAND NAME BEERS? WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.) New

equipment, wine license, collaboration (probably homebrewers) and self distribution.

The Big Rip is the reverse of The Big Bang. So the theory is the universe is slowly tearing itself apart. “We are laid back and carefree guys so the meaning is a bit ‘tongue n cheek’ in that we think people should relax and enjoy themselves because they only have 22 million years left.”

WHAT’S THE MEANING BEHIND YOUR BRAND?

HOW DO YOU TELL YOUR BRAND’S STORY THROUGHOUT THE BREWERY? (VIA DESIGNATED IMAGERY, ICONS, SIGNAGE, TIMELINES, ETC.)“We are huge horror, sci-fi and all movie

fans so we have tried to show our love for that and then also but pics of the brew process around the area.

Also, we don't think our brand sells without us actually being there. If we were up front and there serving and working I don't think people would care as much.”

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Brewmaster interview jamie turpin // kansas city , missouri

DATE

July, 24th 2013 @ 5 P.M., BOULEVARD BREWERY

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.?

Yes, our Unfiltered Wheat beer, is drank by the average consumer. Our geeky, nerdy beers such as Mid Coast IPA is consumed by the younger crowd or beer nerds. Each one of our beers reaches out to a specific demographic. We provide a beer for every demographic.

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS?

Pretty Savvy. Our tours and environments provide an exquisite amount of beer knowledge for a patron/consumer to gain.

WHAT FAVORS DO YOU PREFER TO SENSE OR TASTE IN A BREW?

Full flavor, distinctive character, and unsurpassed quality.

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

It's John's passion. He mentioned he wouldn't be where he is today if he didn't follow his dream.

NAME ETHNICITY CAREER BREWERY

John McDonald Caucasian Founder/Owner Boulevard Brewery

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A STORE?

he beer tastes much better in the environment it was developed in. The environment, staff and atmosphere sell the beer. You have a different experience in the different environments you consume the beer in.

WHAT MAKES YOUR BEER DIFFERENT FROM OTHER BREWERIES’ AND/OR BRAND NAME BEERS? Boulevard

Brewing Company has grown to become one of the largest specialty brewers in the Midwest, dedicated to the craft of producing fresh, flavorful beers using traditional ingredients and the best of both old and new brewing techniques.

“I still believe that beer is not suited to be a mass-produced consumer good, that it should be something worth drinking, and that brewing should ideally be a local or regional activity.”

— JohnMcDonald

WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.) Rest assured we haven't

finished expanding in the US. While we don't have any current new markets on the horizon, we're always researching cities throughout the US that could be the next addition to the Boulevard distribution region.

Boulevard is excited to see the growth of American craft beer overseas.

WHAT’S THE MEANING BEHIND YOUR BRAND?

“Local, classic, quality”

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Brewmaster interview michael opipari // detroit , michigan

Field Guide // Owner Interview + Consent Form

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Brewmaster interview michael opipari // detroit , michigan

Field Guide // Owner Interview + Consent Form

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Brewmaster interview michael opipari // detroit , michigan

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.? “Yes, women tend to like the lighter beers,

DATE JULY 29 @ 4:30PM, WITCH’S HAT BREWING CO.

younger beer drinkers that come in like our darker beers. It’s definitely seasonal though.

We go through a lot of the lighter beers like our wheat beer when it’s hot outside.”

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS? “We’re halfway between Ann Arbor and

Detroit. There really wasn’t anything like us in the area, so we’re kind of introducing the whole concept to the area.”

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

NAME AGE

Aaron Rzeznik 30 years old

ETHNICITY

Caucasian

RESIDES

Wixom, Michigan

CAREER

Brewer

BEER PREFERENCE

Wheat Beer

“I love the process, even the cleaning. In a fairly short time you can see the results of your labor and watch people enjoy it.”

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF BEER THAT ARE CURRENTLY BREWED? “It’s based on

popularity. We don’t have a restaurant, we don’t serve food, it’s just beer, so we have to serve what people want to buy. Some of our recipes evolve, some are set.”

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A STORE? “As I said, we’re kind of a

new concept in the area so people come in to experience the atmosphere and to socialize.

We’re presenting a fresh product and a broad variety.”outside of the restaurant. The only thing we offer for take-home is a growler. Why they come here is for the quality and consistency,”

“We’re presenting a fresh product and a broad variety” — Aaron Rzeznik WHAT MAKES YOUR BEER DIFFERENT THAN ANOTHER BREWERY? “Water and methods. No one has the

same

process or the same equipment.”

WHAT’S THE MEANING BEHIND YOUR BRAND?

“Our name and logo come from the witch’s hat train station down the road. The names of the beer have a train connection, like Train Hopper, or Rumble Under The Red. Some of it is Detroit sports related, like Voice Of The Turtle IPA (Interviewers Note: You’d have to be a Detroit Tigers fan to understand the reference). We actually push the local image more than the train image. The art on the wall is all by local artists, the mugs are hand-blown by local glass artists and we support a lot of local causes.”

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Brewmaster interview

DATE

AUGUST 1, 2013 @ 4:00 P.M., LILY'S SEAFOOD

michael opipari // detroit , michigan

DO YOU NOTICE THAT A SPECIFIC DEMOGRAPHIC DRINKS A PARTICULAR TYPE OF BEER, I.E.. WOMEN, YOUNG PEOPLE, ETC.? “No, not gender, but seasonal. Lighter beers

when it’s hot, darker beers in the fall and winter.”

AMONGST THE DIFFERENT PATRONS THAT EXPERIENCE THIS BREWERY’S ATMOSPHERE, WHAT IS THE COMMON LEVEL OF BEER KNOWLEDGE THE “TYPICAL” PATRON HOLDS? “It’s all over the board. We love to

educate people, regardless of their knowledge or taste in beer. We have some really fine product examples of the craft.”

AT THE END OF THE DAY, WHY DO YOU DO WHAT YOU DO?

“It’s not work. I’d do it for free. I’ve been brewing and baking for a long time. There’s a relationship between bread and beer. I love it.”

HOW DID YOU DECIDE UPON THE DIFFERENT TYPES OF BEER THAT ARE CURRENTLY BREWED? “I brew for my NAME AGE

Scott Morton 46 years old

ETHNICITY

Caucasian

RESIDES

Royal Oak, Michigan

CAREER

Brewer, Baker

BEER PREFERENCE

All

self first, then the marketplace. We always have 5 house beers and 2 seasonals. We mix them up. Sometimes it depends on the quality of the ingredients that are available.”

WHY DO YOU BELIEVE YOUR PATRONS PREFER TO COME HERE RATHER THAN A BAR OR PURCHASING YOUR BEER FROM A STORE? “First of all, they can’t buy our beer

outside of the restaurant. The only thing we offer for take-home is a growler. Why they come here is for the quality and consistency,”

“What we make is very personal, it’s not just a product.” — Scott Morton WHAT MAKES YOUR BEER DIFFERENT FROM OTHER BREWERIES’ AND/OR BRAND NAME BEERS? WHAT ARE THE NEXT STEPS TO GROW YOUR BREWERY? (I.E TO EXPAND, NEW TECHNOLOGY, COLLABORATION BEERS WITH OTHER BREWERIES, ETC.)

“You can’t brew the same exact beer twice. It’s impossible. Each brewery’s equipment is different, so even if they used the same recipe is going to taste different. Beyond that, it’s experience and knowledge.”

WHAT’S THE MEANING BEHIND YOUR BRAND?

“Lily was the name of my grandmother who was a Scottish immigrant. From her, I learned the love of food, drink laughter love and conversation. All of the names of our beer come either from childhood memories, like Whitefish Bay Wheat or Reggie’s French River Red, or from funny incidents during our careers in the restaurant business (Wood Butchers Ale or Sven & Ollies I.P.A.). What we make is very personal, it’s not just a product.”

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Survey monkey

Results noted on August 14, 2013 // 27 Respondents

WHEN PURCHASING CRAFT BEER, WHICH OF THE FOLLOWING SPACES DO YOU MOST FREQUENTLY FIND YOURSELF IN: A. A Brewpub

48% 52% 59% 59%

(I.E. Restaurant + Brewery Within A Pub Ambiance)

52%

B. A Supermarket C. Directly On Premises At The Brewery D. At Some Type Of Fair/Festival

WHEN CONSUMING CRAFT BEER, AROUND HOW MANY PEOPLE DO YOU FEEL MOST COMFORTABLE? A. Small Crowd: 2-5 Tables B. Medium Crowd: 6-15 Tables C. Large Crowd: 16+ Tables HOW MANY PEOPLE ARE USUALLY IN YOUR PARTY WHEN YOU GO OUT FOR A CRAFT BEER? A. 1-2 B. 3-5 C. 5+ WHAT DAY/TIME ARE YOU MOST LIKELY TO VISIT A CRAFT BEER ESTABLISHMENT? A. Sun-Wed Afternoon (Before 7pm) B. Sun-Wed Night (After 7pm) C. Thurs-Sat Afternoon (Before 7pm) D. Thurs-Sat Night (After 7pm) HOW OLD WERE YOU WHEN YOU HAD YOUR FIRST BEER? ...IF YOU RECALL THE BRAND, WHAT WAS IT? see models, page 81

30%

63% 48%

19%

WHEN PURCHASING A BEER PRODUCT THAT YOU HAVE NEVER TRIED, WHAT INFLUENCES YOUR PURCHASE THE MOST? A. Sampling (On-Premise Retail Or Event) B. Product And Packaging Imagery/Graphics C. Ability To Recognize The Beer Brand

WHAT STYLE OF BEER IS YOUR FAVORITE? Lagers………………………………11.11% Pilsners……………………………..0% Ales…………………………………18.52% Porters ……………………………..07.41% Stout……………………………..…14.81% “Light”……………………………...14.81% Trappist……………………………..0% IPA ……………………………..…..11.11% Hefeweizen(Wheat Beer)………….11.11% Lambics…………………………….03.70% Saisons…………………………….03.70% Other………………………………..03.70%

WHEN TRAVELING, DOES KNOWING WHAT REGION OR STATE A BEER IS BREWED AT INFLUENCE YOUR PURCHASE? A. Yes – I Like To Try Beers That I Typically Can’t Purchase Locally B. Yes – I Like To Expand My Beer Palette C. No – I Only Consume Beers That I Am Familiar With BESIDES QUALITY AND PRICE, WHY DO YOU PURCHASE A SPECIFIC BEER PRODUCT? A. Brand Ownership – Had A Good Experience With The Beer At A Brewery, Vacation, Or Event.

B. The Beer Being Local – It Feels Community Oriented.

C. Product Placement Within The Store.

70%

DO YOU ASSUME THAT CRAFT BEER IS BETTER THAN MAIN STREAM BEER? Yes No

74%

BRAND NAME BEER HAS MANY DIFFERENCES FROM LOCAL AND CRAFT BEER, ONE THAT DIRECTLY EFFECTS THE CONSUMER IS ITS LOWER COST. DOES THIS LOWER COST AFFECT WHICH BEER YOU PICK TO DRINK? Yes No

WHEN DID YOU TRY YOUR FIRST CRAFT OR MICRO-BREWED BEER? ...WAS IT A POSITIVE OR NEGATIVE EXPERIENCE? see models, page 80 IS THERE A BREWPUB OR MICROBREWERY THAT YOU FREQUENT? see models, page 82

WHAT IS IT ABOUT THAT FAVORITE PLACE THAT YOU MOST LIKE? A. Atmosphere B. Price C. Food D. Quality Of Beer E. Variety Of Beer

KEY Highest Selection Amongst the Respondents

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Field guides PATRON INTERVIEW GUIDE

PATRON INTERVIEW GUIDE

Patron Interview - Field Guide, Continued

Brewery Culture Patron - Field Guide

Observer:

Location:

Date, Day & Time:

Interviewee Information Job Title: Name:

Age:

Ethnicity:

Sex:

6. What are a few of the qualities you look for in a beer?

1. How often do you visit a brewery?

2. Why do you prefer beer to wine or a spirit?

8. What’s your favorite brewing style – i.e. IPA, Wheat, Stout, Ale, etc.?

3. What is your opinion of mainstream beers? – Why? 9. What type of environment do you prefer when consuming beverages – bars, breweries, pubs, clubs, or at home? – Why?

4. How would you define craft or micro-brewed beers?

10. What type of activities do you participate in while drinking beer? (i.e. billiards, darts, cards, etc.)

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Field guides PATRON INTERVIEW GUIDE

Patron Interview - Field Guide, Continued 11.. When did you start consuming craft or micro-brewed beers? (Roughly, what age)

OWNER/STAFF INTERVIEW GUIDE

Brewery Culture Owner/ Worker Interview - Field Guide Location:

Observer:

Date, Day & Time:

Interviewee Information Job Title: Additional Notes

Name:

Age:

Ethnicity:

Sex:

1. Do you notice that a specific demographic drinks a particular type of beer, i.e. women, young people, etc?

2. Amongst the different patrons that experience this breweries atmosphere, what is the common level of beer knowledge the “typical� patron withholds?

3. What flavors do you prefer to sense or taste in a brew?

4. What are the qualities or the consumer demands you look for when moving forward with a particular distributorship?

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Field guides OWNER/STAFF INTERVIEW GUIDE

OWNER/STAFF INTERVIEW GUIDE

Owner/ Worker Interview - Field Guide, Continued

Owner/ Worker Interview - Field Guide, Continued

5. At the end of the day, why do you prefer working at this brewery?

11. How do you tell your brand’s story throughout the brewery? (Via designated imagery, icons, signage, timelines, etc.)

6. How did you or the brewery decide upon making the different types of beer that are currently brewed?

Additional Notes

7. Why do believe your patrons prefer to come here, rather than a bar or purchasing the brewery’s beer from a store?

8. What makes your beer different from other breweries’ and/or brand name beers?

9. What are the next steps to grow your brewery? (i.e to expand, new technology, collaboration beers with other breweries, etc.)

10. What’s the meaning behind your brand? (The brand’s story)

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Field guides survey monkey

WHEN PURCHASING CRAFT BEER, WHICH OF THE FOLLOWING SPACES DO YOU MOST FREQUENTLY FIND YOURSELF IN: A. A Brewpub (I.E. Restaurant + Brewery Within A Pub Ambiance)

B. A Supermarket C. Directly On Premises At The Brewery D. At Some Type Of Fair/Festival

WHEN CONSUMING CRAFT BEER, AROUND HOW MANY PEOPLE DO YOU FEEL MOST COMFORTABLE? A. Small Crowd: 2-5 Tables B. Medium Crowd: 6-15 Tables C. Large Crowd: 16+ Tables HOW MANY PEOPLE ARE USUALLY IN YOUR PARTY WHEN YOU GO OUT FOR A CRAFT BEER? A. 1-2 B. 3-5 C. 5+ WHAT DAY/TIME ARE YOU MOST LIKELY TO VISIT A CRAFT BEER ESTABLISHMENT? A. Sun-Wed Afternoon (Before 7pm) B. Sun-Wed Night (After 7pm) C. Thurs-Sat Afternoon (Before 7pm) D. Thurs-Sat Night (After 7pm) HOW OLD WERE YOU WHEN YOU HAD YOUR FIRST BEER? ...IF YOU RECALL THE BRAND, WHAT WAS IT? (open question)

Beer Difference, Establishment, Product Purchase, Beer Experience TOPICS

WHEN DID YOU TRY YOUR FIRST CRAFT OR MICRO-BREWED BEER? ...WAS IT A POSITIVE OR NEGATIVE EXPERIENCE? (open question) IS THERE A BREWPUB OR MICROBREWERY THAT YOU FREQUENT? (open question)

WHAT IS IT ABOUT THAT FAVORITE PLACE THAT YOU MOST LIKE? A. Atmosphere B. Price C. Food D. Quality Of Beer E. Variety Of Beer WHEN PURCHASING A BEER PRODUCT THAT YOU HAVE NEVER TRIED, WHAT INFLUENCES YOUR PURCHASE THE MOST? A. Sampling (On-Premise Retail Or Event) B. Product And Packaging Imagery/Graphics C. Ability To Recognize The Beer Brand WHEN TRAVELING, DOES KNOWING WHAT REGION OR STATE A BEER IS BREWED AT INFLUENCE YOUR PURCHASE? A. Yes – I Like To Try Beers That I Typically Can’t Purchase Locally B. Yes – I Like To Expand My Beer Palette C. No – I Only Consume Beers That I Am Familiar With BESIDES QUALITY AND PRICE, WHY DO YOU PURCHASE A SPECIFIC BEER PRODUCT? A. Brand Ownership – Had A Good Experience With The Beer At A Brewery, Vacation, Or Event.

B. The Beer Being Local – It Feels Community Oriented.

C. Product Placement Within The Store.

DO YOU ASSUME THAT CRAFT BEER IS BETTER THAN MAIN STREAM BEER? Yes Or No. BRAND NAME BEER HAS MANY DIFFERENCES FROM LOCAL AND CRAFT BEER, ONE THAT DIRECTLY EFFECTS THE CONSUMER IS ITS LOWER COST. DOES THIS LOWER COST AFFECT WHICH BEER YOU PICK TO DRINK? Yes Or No. WHAT STYLE OF BEER IS YOUR FAVORITE? Lagers, Pilsners, Ales, Porters, Stout, "Light", Trappist, IPA, Hefeweizen(Wheat Beer), Lambics, Saisons, Other.

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Unique method

josh plotkin // jacksonville , florida

To round off my observations, I conducted the unique method: the emotional response board for one week at Engine 15 brewing company. I posed the question “if I were a car, what kind would I be?” with an image of a name brand beer next to an image of the brewery’s beer. There was an area for people to write their answers with provided markets below the images. The following pictures show the board up and running and the final collected responses.

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Unique method

josh plotkin // jacksonville , florida

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Unique method

jamie turpin // kansas city , missouri

For the Unique Method, I conducted an emotional response board amongst a couple of my friends at Flying Saucer, a brewpub. The following images provide the patrons’ response to the boards.

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Unique method

jamie turpin // kansas city , missouri

Ray Leatherwood

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Unique method

jamie turpin // kansas city , missouri

Brandon Tietz

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Working wall

josh plotkin // jacksonville , florida initial setup

The concept of a working wall is to immerse the researcher or designer (depending on the project) in the topic(s) of the project. It is a visual attempt at solving wicked problems and understanding the entirety of a project’s many aspects and how these aspects interact and affect each other.

For the beginning of this project’s working wall I created 4 topics separated into 6 sections: The local breweries being observed in this project (Bold City Brewery, Intuition Ale Works and Engine 15 brewing company), general knowledge of beer, local brewery beer distribution, and project questions.

For breweries being observed, I placed images of the breweries, Images of their website (branding), and my personal sensory perceptions of the locations.

I did this in an attempt to. See comparisons and differences between the locations and the outward “message” that their brand is trying to project to the brewery patron.

In the center of the wall I have information and info graphics that detail the basics of beer, such as key ingredients, brewing process, and national craft brewery statistics.

There is a small section on the local breweries’ beer distribution to compare locations where the beer is sold with the living locations of the patrons that I am able to interview. I intended this section to give me an understanding of the various ways that the beer is brought to the consumer, and if the current distribution is where the local breweries “want” to be Lastly, I have the project’s four main research questions, along with the project’s interview questions posted to the wall. I hoped to compare collected data to these questions to see if the information really matters to the project, and how the information answer’s the project questions. second week

Here you can see as I added more data as it was collected.

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Working wall

laura busche // colombia , south america

Given my marketing background, I decided to classify artifacts according to three traditional categories of the discipline: product, place, promotion; plus two additional ones: customer and brief.

Organizing findings in these different “buckets” comes naturally to me as this is how us marketers learn to look at reality and strategize around it. In the product category I included photos and ideas about craft beer brands and features. In the

place column, I pinned the photographs I took during my observations and point of purchase (POP) ideas. Promotion includes advertising pieces and photographs related to each brewpub’s marketing activities.

Finally, the customer column features my findings related to customer profiles and interviews.

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Working wall

jamie turpin // kansas city , missouri

development of working wall

I collected vast amounts of data from the field – notes, interview transcripts, photographs, maps, newspaper clippings, branding material, and other artifacts. By establishing the working wall, I was able to visualize my data due to sorting it into logical categories.

Reading the gathered data, from left to right, I posted my Boulevard Brewery Tour and Interview Data on the wall. Located in the center of the wall, I posted a map of Kansas City that calls out the locations of the breweries I visited. Below the map, is my team's design brief, timeline and project matrix. To the far right of the wall, is the gathered data from Big Rip Brewery and the NanoBrew Fest. Also posted on the wall are images from the event and brewery, interview data, and few post-it notes.

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Working wall

michael opipari // detroit , michigan

development of working wall

My discoveries in the Michigan area.

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Analysis documents

Models

josh plotkin // jacksonville , florida

PRIOR TO MODELS

Directly prior to my model construction I compiled all of my observations, interviews and unique method data and added it to my wall. I then took the information and separated it into six sections: Patron Demographics, Brewery Visual Message, What Patrons Think of the Breweries, What the Employees Think about the Brewery and Brewery’s Beer, Beer Type Preferences, and What Consumers think of Craft Beer and Large Beer Brands.

I then went through the sections and labeled various breakdowns and synopsizes that I believed the data formed.

MODELS // ROUGH

After I reconstructed my working wall, and broke down the data, I was able to bring into greater detail all of the information I had developed and collected. I used what was visually available and combined it with less physical information from my observations, unique method and general knowledge gained from the whole research experience to create four physical models: User Personas, Positioning Map, Mind Map, and a SWOT Analysis. I then created a final affinity diagram using all of my final findings and discoveries from the models and research.

MODELS // FINALS

The next step was to take the physical models and see what sections worked, and what sections didn’t. I added or removed data as needed and then constructed digital finals. In doing so I was able to further define the purpose and structure the information of each model and end with some final discoveries about each model’s information. I took these discoveries and placed them in the voice of the patron and the beer brewer to show how they make an impact on a consumer’s choice to visit a brewery.

MODEL // DISCOVERIES The following pages provide the models, listed below are their discoveries.

MIND MAP [page 69] [1] Brewer: I want to not work in an environment that matches my desires.

[2] Patron: I want a place where I socialization takes precedence over “getting drunk”.

[3] Patron: I want to be able to try, and really experience (taste, smell, enjoy) different types of beer.

[4] Brewer: The success of my business relates directly to my breweries goal and the happiness of my patrons.

[5] Patron: To go to a brewery, I need to feel welcome, almost like I’m family.

POSITIONING MAP [page 70] [1] Patron: As a world traveling brewery patron my beer must have exquisite hoppy aromas and bitter tastes, such as an IPA (Indian Pale Ale) or a Belgian beer.

[2] Patron: As a practiced beer drinker, if it’s not a light beer I’m drinking, it needs to be dark, very dark and smooth, like a Porter or Stout.

[3] Patron: I’m really not a fan of beer in general, but there are some that I do enjoy, fruity beers like Lambics and maybe even a Hefeweizen.

[4] Brewer: While I like to challenge myself and be inventive with my brewing practices, I will make and offer a large variety of beer to satisfy every patron’s tastes.

SWOT ANALYSIS [page 71] [1] Brewer I know that it will be tough in the beginning, I’ll be working off the initial business loan for a good while, but I have professional brewing training and extensive business experience that combined with my love for making great beer, will make this brewery successful.

[2] Brewer There are definitely other options for patrons wanting a brewery or brewpub atmosphere in this city, but if I choose the right location, I can bring in people simply because I’m closer than other options and of course, my product is great.

[3] Brewer More people every day learn the ins and outs of beer and what brewing involves. This works well for me because it makes them want the great beer I have, however, they may become competition in the future.

[4] Brewer Setup of the brewery is going to be hard until I can find the right employees to run the brew process work the bottling and man the Taproom counter. There are plenty of people that want the jobs, just not all the right people with the correct know how.

USER PERSONAS [page 72] [1] Patron Because we are not so old as to not want to be out of the house when we socialize, a brewery is the perfect place to be because I can enjoy an alcoholic beverage of quality and still manage have a conversation.

[2] Patron I love beer, I know a lot about it, and this brewery makes fantastic beer. It is well worth the trip here to taste the artistry and to enjoy a great local environment.

[3] Patron This place never disappoints me, I come to this brewery often because they treat me well, have great beer, and I know that I’m not going to have to deal with overly loud drunk people. The beer is fairly priced too.

[4] Patron I don’t have a lot of time to socialize so when I do make plans I want to make sure that they will work out. That is why I love this brewery, they know my name and treat me like I belong, I never feel threatened while I’m here.

[5] Brewer I have tried to develop a business and atmosphere that makes me feel like I’m home and I hope that my patrons feel the same way. Brewing beer is my passion and I like to think that my beer speaks to that with its quality.

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Models

josh plotkin // jacksonville , florida

Mind Map - The Ideal Brew Pub/ Brewery*

*Data extrapolated from patron and brewer interviews, observations and survey answers Professor Siniscarco

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josh plotkin // jacksonville , florida

Positioning Map- What craft beer consumers are drinking by taste

“Beer snobs love it”

Bitter

“Practiced Drinkers”

Intuition’s I-10 West Coast IPA

Intuition’s People’s Revolutionary!

Pale Ale

Light

Engine 15’s Old Battle Axe IPA

Bold City’s European Street Lamp Post Ale

Intuition’s Jon Boat Coastal Ale

Dark

Bold City’s Cold Nose Brown Ale

Bold City’s Killer Whale’ Engine 15’s (904) Weiss Guy Cream Ale

“I don’t really like beer”

Engine 15’s Nut Sack Imperial Brown Ale

Sweet

“Beers don’t live here”

*Data extrapolated from patron and brewer interviews, survey responses and cross-referenced data from bendbrewfest.com and ratebeer.com Professor Siniscarco

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josh plotkin // jacksonville , florida

SWOT- Starting a Micro-Brewery Business*

• • • • •

• • • • • •

Love, Passion, and Originality for beer making Willingness to share product and knowledge Business knowledge and know how A product (craft beer) that people want Professional beer brewing training

• Local population wants new experiences and social outlets • Population wants a quality/unique product • Brewing ingredients are easy to procure • Product is growing in popularity • Knowledge of beer is becoming more common • Majority of population fits consumer target market

• • • •

Difficult to expand Costly to start up properly Long work hours Great losses for small errors in production Difficulty finding quality employees Flaws in brewing knowledge

Existing local breweries and brew pubs Existing local bars and night clubs Local package stores and groceries that sell beer Knowledge of beer is becoming more common

*Data extrapolated from patron and brewer interviews, brewersassociation.org, and survey questions 1-12 Professor Siniscarco

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josh plotkin // jacksonville , florida

User Personas - types of brewery patrons

Name: Robert Algeirs

Age: 39

Name: Oneil Barton

Age: 28

Name: Jessica Serra

Age: 23

Ethnicity: Caucasian Occupation: Verizon Sales Representative Hobbies: Poker, Fantasy Football, Home Brewing Children: 1, Stacy, girl, Three yrs old Pets: Chauncy, Irish Setter, Seven yrs old Relationship: Married for 5 years to Alexandra Favorite Type of Beer: Chocolate Stout

Ethnicity: Caucasian Occupation: Waiter at Whiskey River Hobbies: Surfing, Drinking Children: N/A Pets: Steve, lab/pit mix, 2 years old Relationship: In a relationship for 7months Favorite Type of Beer: India Pale Ale

Ethnicity: Hispanic Occupation: Student, Senior at FSCJ Hobbies: Running, Shopping, Cheerleading Children: N/A Pets: Trix, Tabby Cat, 9 years old Relationship: Single Favorite Type of Beer: Hefeweizen

Biography: Robert works very hard and is a successful sales representative for Verizon Wirelesses business accounts division. In a normal week, he takes turns with his wife Alexandra, taking his daughter Stacy to day care. Being married with a child does not leave a lot of free time for relaxation and drinking with “the guys”, so Robert spends whatever time he has at home brewing small batches of beer. Every Friday, Robert goes to a local brewery after work with his co-workers to enjoy a beer and un-wind. He states “It’s just the perfect environment to forget about the office and have a great brew.”

Biography: Oneil works about 6 days a week just to make ends meet as a waiter at Whiskey River, a local bar and grill. Luckily, he works nights, which allows him ample time during the day to go surfing and just relax at the beach with his friends, girl friend and dog Steve before he has to go into work. After he gets off work, he usually stops by a local brew pub on his way home for 1-2 beers. He states “I really like how quiet it is compared to work . I can just sit and talk with my friends, the beertender or whoever wants to meet me.”

Biography: Jessica is finishing up her Bachelor’s degree in nursing through the Florida State college of Jacksonville and her time is rather tight between school, exercise and keeping her friendships healthy. When she does have a free moment to see her friends, she heads to the local brewery.

She states “I can talk with my friends and just have fun without the rowdy nature of a normal bar, or the sexual vibe of a night club. Also, the brewery’s wide selection of beers lets me find something that isn’t hard to drink, but doesn’t taste like water.”

*Data extrapolated from patron and brewer interviews, observations and survey responses Professor Siniscarco

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laura busche // colombia , south america

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laura busche // colombia , south america

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Models

laura busche // colombia , south america

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jamie turpin // kansas city , missouri

HOMEBREWERS MINDMAP

RELATIONSHIPS DEFINED BY THE AEIOU METHOD The (craft) brewery culture is structured by the homebrewers’passion, which transforms into the different environments or activities of brewpub, festival, brewery and tours.

The interview had RELATIONSHIPS DEFINED

BY THEI AEIOU METHOD with Kipp Feldt, I discovered he was a homebrewer for 8 years before starting up his brewery, Big Rip. BREW Insight: The entrepreneurship of the homebrewer RELATIONSHIPS DEFINED

BY THE AEIOU METHOD PUB forms the American Dream of Craftbrewers and thrives the (craft) brewery industry of today.

Support Local

HOMEBREWERS MINDMAP

HOMEBREWERS BREWERY CULTURE

HOMEBREWERS MINDMAP Place for All

Place for All

beer nerds

old

beer curious

young

enjoyment

KEY

enjoyment

ACTIVITY

ENVIRONMENT

OBJECT

USER

beer curious

INTERACTION Beer Community

Beer Community

KEY ACTIVITY OBJECT

ENVIRONMENT

KEY

flavor + quality brand ownership inviting + welcoming

Fun, Laid Back

young enthusiastic

FESTIVAL

BREWERY Beer, Brewing Local Products & Community BREWERY& Support CULTURE

depth of flavor

beer nerds

brand ownership

Beer Tastings

depthCreate of flavor Unique Beers

100% Recyclable

beer nerds

BREWERY

professionals

Enthusiastic, Local Products History, & & Support Fun/Inviting

Beer, Brewing & Community

Beer Beer, Brewing enjoy good time Tastings & Community

brewmaster

BREWERY

Enthusiastic, BREWERY History, & TOURFun/Inviting

diverse crowd

Support Local aromatic quality Community brewmaster

Fun, Laid Back Different Crowdflavor + quality Every Time

enthusiastic

Local Impact

FESTIVAL

Create Unique Beers

Sustainable Practices

TOUR

enjoy good time

Support Local BREW PUBCommunity

old Different Crowd Every Time inviting + welcoming

beer nerds

Beer Tastings

Create Unique Beers

Place for All

Enthusiastic, History, & Fun/Inviting

HOMEBREWERS

brewmaster

enthusiastic

BREWERY

BREWERY CULTURE

Community

The hierarchy of the homebrewers’ mindmap is beer nerds old functional due to the structure of the system inviting + welcoming BREW enjoyment being clearly visible, the audience recognizes PUB beer curious young Fun, Laid Back where to look first and the model defines a clear Different Crowd Every Time path from point A to point B. Beer Community

BREWERY TOUR HOMEBREWERS

FESTIVAL

diverse crowd

Sustainable Practices

Local ImpactLocal100% RecyclableSustainable Products & Support Practices

professionals enjoy good time

Local Impact

100% Recyclable

aromatic quality

flavor + quality

depth of flavor

brand ownership

aromatic quality

beer nerds

diverse crowd

professionals

INTERACTION

USER

ACTIVITY OBJECT

ENVIRONMENT USER

INTERACTION

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Models

ENVIRONMENT

jamie turpin // kansas city , missouri

VENN DIAGRAM

simple, minimal interiors

INTERMIXED WITH AEIOU METHOD & SURVEY MONKEY RESULTS The craft, microbrew culture prefers consuming craft beers in a brewpub that offers a medium size diverse crowd and wants to enjoy a positive experience.

food

Brewery

BREW PUB

quality of beer

Fun & Laid Back

quality of life

Tasting Room

modern facility

SuperMarket GROWTH

– Kipp Feldt

welcoming

passion

Enthusiasm

DIVERSITY

visitors

support

local impact

Small Crowd

beer curious entrepreneurs

quality

shareful

Enjoy Good Time enjoyment

brew festival sustainable practices

inviting

Relationships fermenting

MEDIUM CROWD

CRAFT MICROBREW CULTURE

brand ownership

local

GRAPHICS & IMAGERY

beer sampling & tastings

Support Local Community

recognizable

local / regional brewery

– Brandon Tietz

Full Flavor hops

ENVIRONMENT

INTERACTIONS

seasonal beers

CRAFT BEERS

Varierty ipa

Depth of Flavor Aromatic wheat Quality

custom recipes

seasonal beers “better business practices” –john mcdonald

OBJECTS

ales

“Distincitve Character, Unsurpassed Quality”

local

price

Product Sampling

flavor & quality

professionals

lagers

local products local support

KEY

PATRON

girl next door beer nerds homebrewers

EXPERIENCE

storytelling

party size 3-5 people

history

“New Equipment, Wine License, Collaboration”

EXPERIENCE

The contrast of the model is clearly defines what is important within each theme by the typeface size (or scale.)

INTERACTIONS

Atmosphere

OBJECTS

Create Unique Beers

year round beers

PRODUCT PURCHASE

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jamie turpin // kansas city , missouri

PATRON ECOSYSTEM

RESULTS FROM SURVEY MONKEY & INSIGHTS FROM KIPP FELDT MAINSTREAM beer water mass produced mass marketed

RECIPE ATTEMPT:

“We brew what we like and don't try to cater to a specific crowd but to all.”

MAINSTREAM

— Kipp Feldt, Brewmaster at Big Rip

beer water mass produced

ED

TO

R PA

M

CO

BREWMASTER

“Beers like Bud + Coors just entrepreneur don’t compare to imports enthusiasm or specialty beer. They taste watered down + weak.” local support

BREW

SHIP ATIO N

distinctive character complex taste local beer SE HA C UR

— Lindsey Piant

E AT

PATRON

BEER PURCHASE INFLUENCE:

“My husband and I are influenced by the design, especially if we have never tried the beer before.”

— Lindsey Piant

CON SUM

“My husband and I are influenced by the design, especially if we have never tried the beer before.”

— Brandon Tietz

recognizable

P BEER PURCHASE INFLUENCE:

CO

bold, full flavor

CROWD OPINION:

— Kipp Feldt, Brewmaster at Big Rip

TO

MAINSTREAM OPINION:

“Beers like Bud + Coors just don’t compare to imports or specialty beer. They taste watered down + weak.”

small production

— Brandon Tietz

er

r

CRAFT & MICROBREW

MAINSTREAM OPINION:live their passion

“The younger crowd that is getting into craft beers seems to want to experiment and still trying to figure out what they like.”

RE PA

uncomparable weak

M

create beer recipes

mass marketed uncomparable weak

D

REL

& REW

Models

visitors / travelers professionals beer nerds business PREFER

the locals

inviting

diverse crowd college students

KEY MAINSTREAM

ENVIRONMENT

CRAFT BEER

PATRON

ENVIRONMENT

brew pub

BREWMASTER

relationships laid back atmosphere

The data from Survey Monkey and brewmaster, Kipp Feldt contribute to the broad spectrum and preference of the patron. Insight: Patrons bridge their environment experience and beer preference, which in return supports the KEY entrepreneur approach of the craft brewmaster.

MAINSTREAM ENVIRONMENT Patterns defined in theBREWMASTER model: RELATIONSHIPS the brewmaster and the patron, the CRAFTamongst BEER PATRON patrons relationship with preferred environments, the relationship the patron has formed with their beer style.

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jamie turpin // kansas city , missouri

ENVIRONMENT ANALYSIS ENVIRONMENT ANALYSIS SURVEY MONKEY RESULTS SURVEY MONKEY RESULTS ATMOSPHERE

source: survey monkey, respondents 28 of 28

QUALITY OF BEER

54%

BREWPUB

MEDIUM CROWD 6 – 15 Tables

3–5 People

source: survey monkey, respondents 28 of 28

VARIETY OF BEER 53%

The patrons’ preference on the environment type, crowd size, and time of day they prefer to visit the establishment.

SUPERMARKET Insight: Patrons enjoy the atmosphere 54% 53% of the brewpub with a medium sized crowd on a Thursday, Friday or Saturday evening. Patterns SMALL CROWD defined in the model 2 – 5 Tables are based 54% around the EXPERIENCE a 39% patron has in a provided environment.

The atmosphere, number of CRAFT BEER establishment patrons, and day contribute to the 1–2 experience the patron will have at People 61% 35% a provided Brewpub.

46%

ENJOYMENT OF ENVIRONMENT

BREWERY+/or VENUE EVENT

53%

VARIETY OF BEER

53%

VARIETY OF BEER 46%

46%

07% TYPE OF ENVIRONMENT

BREWPUB

BREWPUB

SUPERMARKET BREWERY+/or VENUE EVENT

54%

SUPERMARKET 54%

53%

BREWERY+/or VENUE EVENT

53%

07%

07%

07%

CRAFT BEER

COMFORTABLEestablishment WITH CROWDS IN ENVIRONMENT

COMFORTABLE WITH CROWDS IN ENVIRONMENT

MEDIUM CROWD 6 – 15 Tables

5+ People

MEDIUM CROWD 6 – 15 Tables

SMALL CROWD 2 – 5 Tables

54%

SMALL CROWD 2 – 5 Tables

LARGE CROWD

54%

16 + Tables

39%

LARGE CROWD 16 + Tables

39%

07%

07%

04% PATRONS WITH YOU IN ENVIRONMENT

PATRONS WITH YOU IN ENVIRONMENT

THURS-SAT AFTERNOON

SUN-WED NIGHT

After 7pm

Before 7pm

After 7pm

29%

QUALITY OF BEER 54%

QUALITY OF BEER 54%

LARGE CROWD 16 + Tables

ATMOSPHERE

ATMOSPHERE

TYPE OF ENVIRONMENT

THURS-SAT NIGHT 61%

ENJOYMENT OF ENVIRONMENT

3–5

3–5

People

1–2 People

61%

People

61%

5+

1–2

5+

People

People

People

35%

35%

04%

04%

07%

DAY/TIME VISIT ENVIRONMENT

DAY/TIME VISIT ENVIRONMENT

THURS-SAT NIGHT

THURS-SAT AFTERNOON

SUN-WED NIGHT

After 7pm

Before 7pm

After 7pm

THURS-SAT NIGHT

THURS-SAT AFTERNOON

After 7pm

Before 7pm

61%

61%

SUN-WED NIGHT After 7pm

29%

29%

07%

07%

KEY ESTABLISHMENT

CATEGORY

1ST CHOICE

2ND CHOICE

3RD CHOICE

KEY

KEY ESTABLISHMENT

ESTABLISHMENT CATEGORY

1ST CHOICE

2ND CHOICE

CATEGORY

1ST CHOICE

2ND CHOICE

3RD CHOICE

3RD CHOICE

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jamie turpin // kansas city , missouri

PATRONS’ FIRST CRAFT OR MICROBREWED BEER DEFINED BY AGE & POSITIVE OR NEGATIVE EXPERIENCE

AGE +

+ + +

+

+

21 22 23 24 25 26 27 28 29

AGE +

+

+

++ – –

+ –

+

+ ++ ++

+

+

+

++ ++ –

+

+

30 31

AGE

+

+

++

+

+ +

+

+

+ +

+

+

COLLEGE ? ? ? ?

KEY + POSITIVE

EXPERIENCE

– NEGATIVE

EXPERIENCE

? CAN’T

REMEMBER

source: survey monkey, respondents 28 of 28

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jamie turpin // kansas city , missouri

PATRONS’ FIRST BEER DEFINED BY AGE & BRAND

AGE

8 9

AGE

10 11 12 13 14 15 16 17 18 19 +

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

+

20 21

AGE

KEY NATURAL LIGHT

BUSCH LIGHT

BUD LIGHT

BUDWEISER

RAINIER

MOLSON RED

PABST BLUE RIBBON

SCHLITZ

COORS LIGHT

MILLER LIGHT

STROH’S

OTHER/ UNKNOWN source: survey monkey, respondents 28 of 28

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jamie turpin // kansas city , missouri

FLYERS RESTAURANT + BREWERY OAK HARBOR, WA

75th STREET BREWERY KANSAS CITY, MO

SWAGGERS KANSAS CITY, MO

ARCADIA

BATTLECREEK, MI

BOULEVARD BREWERY KANSAS CITY, MO

WALDROFF

ROYAL OAK BREWERY

HASTINGS, MI

ROYAL OAK, MI

PHILADELPHIA BARS

THAT SERVE YARDS, VICTORY, YUENGLING

PORT CITY BREWING CO ALEXANDRIA, VA

URBAN CHESTNUT, 4 HANDS BREWERY ST. LOUIS, MO

THE BEER GROWLER AVONDALE, GA

BOLD CITY BREWERY JACKSONVILLE, FL

BREWERS PIZZA ORANGE PARK, FL

SWAMPHEAD GAINESVILLE, FL

KC PUBS

THAT SERVE FAT TIRE, BOULEVARD

FREE STATE LAWRENCE, KS

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michael opipari // detroit , michigan

patron 1

beer

Why do patrons visit your brewery/pub?

Why do you visit this brewery/pub?

taste, variety, freshness taste

taste taste taste brewer 1

taste

patron 2

taste

fresh fresh

patron 3

variety brewer 2

variety variety

brewer 3

brewers

stronger feeling

patron 4 fresh variety

taste

variety

stronger feeling

what the

patrons think

stronger feeling

socialize experience

Our patrons were asked why they came to a brew-pub, and the brewers were asked why they thought people came to their brew-pub. Respondents were give the key words, socialize, food, taste, variety, experience and freshness. They were asked to place the words that appealed to them in a rating position where the stronger the feeling, the closer to the ends of the line.

BREWERS ANALYSIS: The majority of brewers’ responses focused on the qualities of the beer, freshness, variety, taste, etc. and felt very strongly about those qualities. Lesser so about the social aspects of what their establishments represented. In fact, some didn’t feel the social experience had much importance at all.

PATRONS ANALYSIS: Patron responses on the other hand were a lot more evenly distributed in their placement, with equal importance on beer qualities and social experience, DISCOVERY: Brewers are perhaps misplacing the emphasis on their product. Beer is only one of the elements, albeit an important one, that patrons are expecting during their visit.

Brewers are missing opportunities to connect to their patrons social experience expectations and create an atmosphere that might ensure repeat and continued business.

stronger feeling

think

fresh fresh

variety

brewer 4

what the

fresh

fresh

experience

socialize

experience experience socialize experience

atmosphere

socialize

socialize

atmosphere

socialize

experience, socialization, ambience

Reasons for visiting a brew pub Professor Siniscarco

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michael opipari // detroit , michigan

Spide�Diagram model wheat persona 1 persona 2 persona 3 stout

lager

dark ale

pilsner

This diagram represents the combination of responses that went into the creation of my personas.

ANALYSIS: Each of the persona had very definite preferences regarding their choice of beer, with little overlap onto the other side. They were preferences were either dark , light or something in between. None expressed a preference for all.

DISCOVERY: The sweet spot of this diagram is weighted towards dark beer. Now, this may be only a regional preference, so it is recommended that the client conduct internal research, if not already done, of the preferences of their particular clientele.

i.p.a.

Beer Preference Diagram Professor Siniscarco

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Affinity diagram

josh plotkin // jacksonville , florida

affinity diagram

With the models constructed and the discoveries defined, I developed the following affinity map from key data points, descriptive words, interview quotes, and observation points that found themselves to be important from analyzing the models.

Development of Affinity Diagram

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Affinity diagram

josh plotkin // jacksonville , florida

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Affinity diagram

laura busche // colombia , south america

A

Laura Busche –

nity Diagram Process

Professor

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– IDUS 711

Development of Affinity Diagram

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Affinity diagram

jamie turpin // kansas city , missouri

affinity diagram

Utilizing the AEIOU method to exemplify my data sorted into groups, based on their natural relationships allowed me to discover patterns and themes within the gathered data that I had represented on my working wall. [Affinitizing is a way to categorize, organize and arrange information to find patterns in the data.]

From the Affinitizing through the use of the AEIOU method, I was able to form four different categories: Beer Preference, Beer Establishment, Product Purchase, and Beer Experience

Development of Affinity Diagram

Key Data Points, Organized by AEIOU Method

Further Development of Affinity Diagram

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Affinity diagram

michael opipari // detroit , michigan

affinity diagram

The purpose of the insight report is to share guiding principles or universal truths about the research into the brewery culture that were uncovered. These discoveries are supported by the data gathered in conversations with the brewers and their patrons. overview

We had the opportunity to interview a number of brewers as well as their patrons and found that the answers to their questions were surprisingly similar, and a commonality to a number of them.

There was not a lot of divergence or contradictory testimony between the goals of the brewers or to the preferences of their patrons, beyond their preferences in beer type, i.e. porter, IPA, pilsner, etc., The affinity diagram pictured at right, shows the brewer’s insights on the two left columns, the patron’s insights on the right column with the common points in the center.

Development of Affinity Diagram

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Synthesis documents

Insight #1

josh plotkin // jacksonville , florida

Any patron who goes to a brewery expects to be able to purchase “high quality” beer.

Opportunity Statements:

Description and References:

1. There is an opportunity to market the high quality beers more effectively to the patron, so they can ”know” its quality rather than just expecting quality.

I feel this is rather self explanatory, but my research showed me a significant trend in a shared belief across my interviewees: they know that going to a brewery means that they will be getting finely crafted and great tasting beer.

2. There is an opportunity to create a greater emotional investment in the consumer

Employee interview: Will

3. There is an opportunity to create higher profit margins

Q2. Amongst the different patrons that experience this breweries atmosphere, what is the common level of beer knowledge the “typical” patron withholds?

4. There is an opportunity to use this assumption to pull in more patrons

A. Non-beer enthusiasts come in and think that everything craft is super hoppy. People that come in are trying to learn. At least one in a group knows what’s going on.

Hypothetical Statements: 1. How might we display this quality to non-existing patrons?

2. How might we transfer this assumption to other products besides beer?

Patron interview: BJ Q7. Curious, what do you specifically like about this brewery’s (Bold City) beer.

A. Each is a good quality example of its style, without being standard. Their “one-offs” are always interesting and fun.

3. How might we reward the patron for this belief?

Design Ideas and Scenarios 1. Could a brand be created that leverages off of this assumption of quality?

2. What if a patron were to be rewarded for trying beers that they didn’t assume were quality?

Unique method: Emotional response board While the response was more limited than I had hoped, when you review them it’s easy to see a positive patron feeling for craft beer. When compared to a car, craft beer is not only seen as superior to mainstream beer, but warranted responses such as “64’ corvette” and “1970 Plymouth super bird 426 Hemi” which shows a relationship to craft beer being believed as the highest quality, and classic.

3. Can this assumption be combined with an experience that can be sold or given to the patron separately from the beer? Similar to why a person goes to Dave & Busters, it’s not for the food, it’s not for the games, but it’s for the experience.

4. Can this “quality” be defined in order to create a superior product in the future?

Additional Information Because ethnography and this research project are mainly qualitative in nature, it allows for insights such as this one, where normally you wouldn’t be able to use a statement such as “high quality” because of its connection to personal opinion and definition. It’s important to note that for this insight to become actionable, we would first need to define what “high quality” means for the whole craft brewery patron population.

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Insight #2

josh plotkin // jacksonville , florida

Brewers and brewery/brew pub owners and employees have a passion for quality beer, in its production and consumption Description and References: All brewers and employees, from beer tender to warehouse employee to assistant brewer all care a great deal about beer and the making of great beer.

Employee interview: Luciano Q5. At the end of the day, why do you prefer working at the brewery (Engine 15)?

A. I’ve always been entrepreneurial. Home brewer sense college, always like the hospitality industry but I really have a passion for the creation of the product. I also like the business side of things; it’s not just a necessary evil.

Opportunity Statements: 1. There is an opportunity to impart on a greater scale this passion to beer consumers as well.

2. There is an opportunity to improve a brewery’s product by utilizing the employees’ passion and taste to a greater degree.

3. There is an opportunity to better connect to consumers through the employees by actively increasing employees knowledge of the brewery’s beer production.

4. There is an opportunity to leverage opposing (work for or own) brewers’ passion to create a superior product.

Hypothetical Statements: 1.How might we reward this fashion?

2.How might we use this passion to a greater degree of effectiveness?

3.How might we encourage those with this passion to utilize it for the brewery’s benefit?

4.How might we greater impart this passion and love to the consumer?

Design Ideas and Scenarios

Employee interview: Will Q8. What makes your beer different from other breweries’ and/or brand name beers?

A. The love. The recipe and a good amount of luck. Quality is enjoyed by everyone.

We try to put out something that we would drink ourselves.

Employee interview: Riley Q5. At the end of the day, why do you prefer working at the brewery (Intuition Aleworks)?

A. Its autonomous and a field I’m passionate about. It’s hard to call it work.

1. What if the employees’ were on a schedule where they have to actively enter the “world” to spread their love of beer and the associated brewery’s expertise in beer production?

2. In their free time, could employees gain use of the brewing facilities in order to educate themselves and reward themselves for their own hard work?

3. A brewers’ passion is already portrayed in the quality of their product. Essentially this means that the brewer is the brand of the beer, could this actually be more well-defined so that maybe someday someone could refer to a beer by it’s brewer rather than its brand?

Additional Information Much like insight number one, insight number two is qualitative in nature because a brewer’s passion for quality beer is opinion based. Unlike insight number one, this definition of quality is better defined because there is already a population of people (brewery patrons) that agree on what this high quality means, and so this insight is more actionable.

Something that must be noted, however, is that the definition of quality beer as defined by the brewer and employees does change depending on the brewery. Because of this fact, a complete blanket definition cannot be. One could, in effect, survey each brewery’s patrons to develop this definition.

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Insight #3

josh plotkin // jacksonville , florida

Patrons are looking for a safe, inviting, and socially beneficial environment when they visit a brewery or brew pub.

This shows how both features are important, but also that the Atmosphere does come into play with regards to a patrons decision. Combined with the interviews and observations, this insight has a strong defense.

Description and References:

1. There is an opportunity to market the breweries off of these features.

When a patron enters a brewery, they are not expecting a threatening, aroused, rowdy or sexually charged atmosphere like a bar or night club, they are expecting a place that they can have fun and talk to their friends.

2. There is an opportunity to create an even greater environment for better socialization.

Opportunity Statements:

Employee interview: Meagan (No picture)

3. There is an opportunity to increase sales both at the brewery and at distribution by branding these aspects.

Q7. Why do you believe your patrons prefer to come here (Engine 15), rather than a bar or purchasing the brewery’s beer from a store?

4. There is opportunity for non-breweries to start focusing on these aspects in order to turn the craft brewery patron into a club or bar patron.

A. The product, our product and selection is better. People can be educated here. It’s a quieter and more social “bar”. We’ve had very few incidents. The people want to have a good time, not just get “shit faced”.

Patron interview: Courtney hardy Q7. Curious, what do you specifically like about this brewery’s (Bold City) beer?

A. They taste good. I go there for the people, they are awesome. And the 1901 is delicious (red Ale).

Hypothetical Statements: 1. How might we increase these aspects to a greater degree at a brewery?

2. How might we encourage people with similar wants in an environment to seek out a brewery?

3. How might we show these aspects through visual branding?

4. How might we maintain these aspects while making a brewery a more attractive answer to a bar or nightclub patron?

Design Ideas and Scenarios

Observations: I feel that my observations support this insight from the fact that I did not observe any uneasiness or negativity in any patron, and that I could confidently say that I observed lots of positivity. For the vast majority, the people I observed were socializing in groups. For the people that were by themselves, they usually ended up socializing with other groups of people or the brewery employees. No one was rowdy or crass.

Survey question: Q. What Is It About That Favorite Place That You Most Like?

A. Atmosphere and quality of beer tied for the strongest reasons.

1. A brewery could open their own restaurant or club, model it after the existing brewery in order to initially draw the same crowd, while giving newer patrons other options, such as food, liquor, or wine.

2. One would have to further define what makes a brewery have these socially encouraging aspects, but once completed one could use them to make a brewery’s existing charity events even more attractive and lucrative.

3. A brewery could create a smart phone application that encourages meet-ups by existing friends at the brewery by offering special deals and free product. This would reinforce the concepts of friendly, welcoming, and safe environment.

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Insight #4

josh plotkin // jacksonville , florida

To those educated to how beer is made, Craft beer is viewed as art: special and unique.

Description and References: Everyone I spoke to about craft or microbrews made mention of the craft requiring skill and it being akin to artistry. Many people also mentioned that craft and micro brewed beers are defined by uniqueness, which is contrary to mainstream beer brewers like Budweiser or Miller.

Employee interview: Riley Q8. What makes your beer (Intuition Aleworks) different from other breweries’ and/or brand name beers?

A.Siebel institute in Chicago is where the brewmaster studied. The brewmaster has a background in wine. So the brewmaster is very knowledgeable and skilled. Good pallet.

Patron interview: BJ Q3. What is your opinion of mainstream beers? - Why? A. High volume is pedestrian, boring. Not a bad product, just not interesting or as good as beer can be. They aren’t the worst, just have to be in a mood. It’s very neutral.

Q4. How would you define craft of micro-brewed beers?

A. Micro-brewed beers are lower volume, regional or local distribution. Craft is even lower volume, possibly higher distribution. Uses specialty ingredients, more Patron interview: Glenn Q3. What is your opinion of mainstream beers? - Why? A. I find that mass produced beers just taste bad, especially Miller and Bud. Bland and awful.

Q4. How would you define craft of micro-brewed beers?

A. Small, wide range of ingredients, lots of flavor, local, It’s artistic.

Survey question: Q. Do You Assume That Craft Beer Is Better Than Main Stream Beer?

A. 71.43% answered in the affirmative. While this isn’t a strong defense for this insight, it gives a base support for the superiority and higher level of expertise associated with craft beer.

Opportunity Statements: 1. There is an opportunity to increase profits by having a brewery try more unique and harder to produce recipes that could warrant a more expensive price tag.

2. There is an opportunity to teach the patron community the artistic ways of a brewer through free classes and seminars.

3. There is an opportunity to increase the education level of the average consumer to grow their appreciation of craft beer which makes them more likely to buy the brewery’s beer.

Hypothetical Statements: 1. How might we better educate the common beer consumer?

2. How might we further define craft beer as being a legitimate are?

3. How might we better display this art of craft beer to the community?

4. How might we progress this art form past the simple brewing of craft beer?

5. How might we develop advertising for a brewery based off this belief whereas no advertising currently exists?

Design Ideas and Scenarios 1. Consumers already define a good beer by how inventive its bottle wrapper is. Instead of just cartoons and entertaining illustrations, what if the wrapper of these craft beer bottles connected to the ingredients in and the brewing process of the craft beer?

2, What if the packaging of the beer was educational? This would then bring a better appreciation for the beer while also selling it.

3. Breweries could commission local artists to produce work to be displayed in the brewery which would reinforce the artistic tone of craft beer.

4. While unique bottles are used by large beer brands to sell their beer it’s usually because they can’t sell the beer off of taste or quality. What if a brewery also designed their beer bottles? They would then be able to sell their beer as art and their beer bottles as well.

Additional Information This insight can almost exist without the input from a patron. As defined by the size of the brewery and the expanse of the distribution, when one takes those numbers and compares them to a mass beer producer, they define themselves as unique and “special” because of how limited they are. I find it intriguing when it comes to consumables, and it in this case, it is craft beer, because it is so small, it is a benefit to itself because it imparts a sense of being special onto the person that is consuming it. Whereas if one mirrors the situation in technology (Zune versus Ipod anyone?) or other product sections, it has the complete opposite effect.

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Insight #1

laura busche // colombia , south america

F IN D IN G 1: Most patrons c an only di erentiate between P ale and D ark beers .

T hey w ill take w hat the s erver/ bartend er s ug g ests .

REFERENCES prefer light beers because Female interviewee

Brewpub consumers demonstrated how

Male interviewee

Jorge Consuegra

OPPORTUNITY STATEMENTS There is an opportunity to:

Servers, brewers and bartenders can take advantage of this situation to recommend

2.

premium craft beers and upsell.

3.

4.

5.

Siniscarco

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Results

1.

Professor

craft beer type .

Over 35% of survey respondents said that their purchase was influenced by factors other than sampling, packaging and awareness, and went on to describe how important recommendations and word-of-mouth were to them.

important others’ recommendations were to their ultimate purchase decision.

Laura Busche –

Senior when asked about preferred

always ask the server what beer he/ she recommends I never come with a set plan of what I will order

IN S IG H T 1: S erver/ bartend er/ brewer know - how is valued by c ustom ers and infl uenc es their purc has e.

INSIGHT DESCRIPTION

they have less calories

Extend the server’s interaction with the customer, positioning him/her as a true connoisseur.

O er the brewer’s expertise via online channels to position the brand’s premium priced craft beers.

Influence the customer’s purchase decision by using other customers’ feedback on the venue’s best-selling products Guide customers into expanding their beer taste with explanatory graphics in menus.

Include brief details about the beer the customer is about to drink in beer mugs, to take advantage of “dead time” and reduce cognitive dissonance (i.e. the chance that he/she regrets the purchase)

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Insight #2

laura busche // colombia , south america

F IN D IN G 2 : C ons um ers ass oc iate c raft beer brands w ith their c ities of orig in and brew eries often ad vertis e them ac c ord ing ly.

REFERENCES Brands like Beer Company and Beer Station name their craft beers after local neighborhoods and indigenous cultures, respectively .

Beer uses the tagline Forged to advertise its brand .

IN S IG H T 2 : C raft beer brands refl ec t and repres ent the values of the loc ations w here they are brew ed .

Results

INSIGHT DESCRIPTION Craft beers are often created honoring their birth location, and this is an idea that consumers perceive and come to understand. When asked about their consumption choices, survey respondents pointed out that they would rather buy beers that they couldn’t purchase locally, revealing a touristic dimension in craft

OPPORTUNITY STATEMENTS There is an opportunity to: 1.

2.

3.

4.

5.

Position a given location’s craft beer as a must-have for tourists Stimulate a sense of belonging by associating craft beer brands with their city’s signature events to engage locals Take advantage of each craft beer’s brand story as a purchase trigger Name craft beer varieties after local neighborhoods Reinforce scarcity (and thus, desire) by showing where in the country each craft beer variety is available (if at all).

beer that remains to be explored and exploited in business.

Laura Busche –

Professor

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Insight #3

laura busche // colombia , south america

F IN D IN G 3 : B rew pub c ustom ers report to be interested in c onvers ations , rather than other ac tiv ities like play ing and fl irting .

REFERENCES think never played any of those games inside a brewpub . just here to have a conversation with my close friends Male interviewee

Jorge Consuegra, when asked whether he played darts or billiards .

FLY ON THE WALL OBSERVATION:

IN S IG H T 3 : B rew pubs are plac es w here fem ale and m ale g roups of friend s g o to look ing to have c onvers ations .

None of the brewpubs

I visited offered any table games .

FLY ON THE WALL OBSERVATION: Brewpub crowds are mostly all-female or all-male, with couples and mixed groups making just a small part of table types.

INSIGHT DESCRIPTION Brewpub consumers weren’t as interested in playing darts or billiards, but rather saw

OPPORTUNITY STATEMENTS There is an opportunity to:

these venues as ideal places for conversations with friends. Although I did find couples and mixed-gender groups, a large majority of crowds inside brewpubs were all-female or all-male groups. This indicates that there is value in catering to ering gender-specific them by o conversation starters and ice-breakers

1.

2.

3.

4.

5.

Cater to all-female groups with gender-specific activities Cater to all-male groups with gender-specific activities Trigger longer conversations that result in larger purchases Connect all-female groups with all-male groups within the brewpub in some sort of opt-in system Cater to all-female groups with truly lighter craft beer variety options, low in sugar and calories.

that add to their experience and keeps them coming back.

Laura Busche –

Professor

Siniscarco

– IDUS 711

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Insight #4

laura busche // colombia , south america

F IN D IN G 4 : C ons um ers s ay they are interested in a stim ulating atm os phere, and enjoy s ig nag e that enc ourag es beer c ulture/d rink ing .

REFERENCES 75% of the 130 photos I looked at in Social Media platforms Foursquare , Facebook, Twitter and Instagram ( from my brewpubs patrons ) featured people , rather than the craft beer itself .

FLY ON THE WALL OBSERVATION: Every single brewpub I visited features posters and decor that invite patrons to embrace beer culture and drink more.

IN S IG H T 4 : B rew ery points of purc has e ( furnis hing s , s ig nag e, m us ic & sta ) m ake a v ital part of the c raft beer c ons um ption ex perienc e.

INSIGHT DESCRIPTION In reality, most patrons seek for an ideal

OPPORTUNITY STATEMENTS There is an opportunity to:

ambience when selecting a brewery, beer festival or brewpub to visit. The

1.

environment, therefore, becomes a vital

2.

focus area for design managers because it weighs so heavily in outlet selection and purchase decision.

3.

4.

5.

Laura Busche –

Professor

Siniscarco

Influence the craft beer experience by modifying a venue’s musical ambiance Educate patrons with respect to available beer types (Insight 1) using POP signage.

Create signature spaces and messages that customers feel attracted to photograph to influence word-of-mouth and reach new potential customers Optimize the brewpub’s environment to reduce the distance between the brewer or bartender and patrons and fuel conversations that lead to an upsale (Insight 1) Show context (i.e. venue ambiance) when advertising the actual product to create a real culture around the craft beer brand

– IDUS 711

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Insight #1

BEER PREFERENCE

jamie turpin // kansas city , missouri

insight

PATRONS PREFERENCE AND Diagram OPINION ON Insight: BEERPatrons STYLE. preference and opinion on beer style. opportunity statement There

is an Opportunity There opportunity to study theStatements: personas ofis an opportunity to study the personas specific patrons and learn which type of of beer style they prefer. There is an of beer style they prefer. There is an opportunity to learn which state prefers opportunity to learn which state prefers which type of beer styles the most. There which type of beer styles the most. There is an opportunity to do a beer test taste is an opportunity to do a beer test taste on on the different personas of specific the different personas of patrons patrons and record their experience as and record their experience as positive or positive or negative amongst different negative amongst different styles of beers. styles of beers.

Hypothetical statements: How might we form a brand mapmight of preferred hypothetical statements How we beer style?

form a brand map of preferred beer style? preference on beer style? How might we do How might we define different age groups a blind taste test on whether the beer is preference on beer style? How might we craft or mainstream? do a blind taste test on whether the beer is craft or mainstream?

Design ideas or scenarios: Form a brand map of the beer style patrons prefer amongst theForm different design ideas or scenarios aregions brandand/or

map of the beer style patrons prefer patrons ageregions and beer style they prefer, age amongst the different and/or should range from 20’s-60’s. states. Create of a patron survey that defines the Form a blind taste test at a local brewpub, patrons age and beer style they prefer, age of patron should range from 20’s-60’s. is the local beer or a common mainstream Form a blind taste test at a local brewpub, beer. (Local Beer, Boulevard Wheat vs. have the patrons define whether the beer Miller Light) is the local beer or a common mainstream beer. (Local Beer, Boulevard Wheat vs.

Miller Light) Color Code

Beer Preference

FAVORITE STYLE OF BEER

19% 15% 11% 07% 04%

ales stout & light lagers, ipa, wheat porters lambics, saisons, other

source: survey monkey, respondents 28 of 28

CRAFT BEER IS BETTER THAN MAINSTREAM

70% 30% [yes]

“Bold, Flavorful, Complex” – BRANDON TIETZ

CRAFT BREW STYLE

crowd, but to all.”

– KIPP FELDT,

Brewmaster At Big Rip

REGION OR STATE A BEER IS BREWED AT INFLUENCES PATRONS’ PURCHASE like to try beers that can’t purchase locally

CRAFT BREW STYLE

ingredients and the best of both old + new brewing techniques.”

– JOHN MCDONALD,

Age & Positive Or Negative Experience

“Beers like Bud + Bud Light, just don’t compare to imports or specialty beers. They taste watered down + weak.”

– BRANDON TIETZ

AGE

like to expand beer palette

source: survey monkey, respondents 28 of 28

CRAFT BEER FINDINGS Boulevard Beer Known For – Full Flavor Distinctive Character Unsurpassed Quality

AGE

1 POSITIVE

22

1 POSITIVE 1 NEGATIVE

27

1 POSITIVE

18

3 POSITIVE

23

2 POSITIVE

28

1 POSITIVE

24

20

1 POSITIVE

25

21

1 POSITIVE 2 NEGATIVE

26

Brewmaster At Big Rip

29 2 POSITIVE 1 NEGATIVE

30

1 POSITIVE

31

in COLLEGE

OPINION OF MAINSTREAM

4 DON’T REMEMBER

source: survey monkey, respondents 28 of 28

“Eh, buy them since we know how they taste. We prefer a beer we can't buy in our local area.”

– LINDSEY PIANT

FIRST BEER Age & Brand

AGE

MAINSTREAM BEER Mass – Marketed Produced

AGE

AGE

2 NATURAL LIGHT 1 PABST BLUE RIBBON 1 BUDWEISER

08

1 STROH’S

13

1 MOLSON RED 1 PABST BLUE RIBBON

18

09

1 UNKNOWN

14

1 RAINER

19

10

15

1 COORS LIGHT 1 UNKNOWN

20

1 UNKNOWN

11

16

1 NATURAL LIGHT 1 COORS LIGHT 1 SCHLITZ

21

1 BUD LIGHT 1 MILLER LIGHT 2 BUDWEISER

17

1 MILLER LIGHT 1 PABST BLUE RIBBON

12

1 BUSCH LIGHT

TOP BRAND PREFERENCE: BUDWEISER, PBR, NATURAL LIGHT SECOND BRAND PREFERENCEMILLER : LIGHT, LIGHT

PRODUCT PREFERENCE “Seems like I have a different go to beer every day.”

– KIPP FELDT,

AGE

17 19

Owner Of Boulevard Brewery

32%

FIRST CRAFT OR MICROBREWED BEER

OPINION OF MAINSTREAM

“We brew what we like and

[ no ]

source: survey monkey, respondents 28 of 28

61%

OPINION OF CRAFT BEER

source: survey monkey, respondents 28 of 28

PRODUCT PREFERENCE Lindsey prefers ”wine mostly, but some activities and food just taste better with beer” – LINDSEY PIANT

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Insight #2

BEER EXPERIENCE

jamie turpin // kansas city , missouri

insight

Diagram

THE BEER EXPERIENCE A PATRON Insight: The beer experience a patron has HAS DEPENDS ON THE CROWD SIZE depends on the crowd size and activity AND ACTIVITY ENGAGEMENT. engagement. an opportunity to study sizeand of crowd opportunity to study the size the of crowd and activity whichthey activity they prefer the most which prefer the most depending theinnumber people in odepending the number ofon people the group.of There the group. There an on opportunity to do is an opportunity to do aisstudy beer a study on beer preference while doing a specific activity. boating, (Like boating, playing pool,(Like texting, picnicking,playing pool, texting, picnicking, etc.)

There etc.)

There is an opportunity to learn which is an opportunity to learn which age age group enjoys what type of activity while group enjoys what type of activity while consuming a beer. consuming a beer.

NUMBER OF PEOPLE IN GROUP/PARTY WHEN OUT FOR CRAFT BEER

PEOPLE

PEOPLE

PEOPLE

MEDIUM 6–5 TABLES

[59%]

[37%]

[4%]

SMALL 2–5 TABLES

3–5 1–2

5+

opportunity statements There Opportunity Statements: There is an is

Hypothetical statements: How might we learn hypothetical might which age groupstatements prefers whichHow beer style

we learn which age group prefers which beer style which in a specific activity? How might we partaking learn the experience a patron has might we learn experience with a provided activitythe while consuming a a patron has with a provided activity while consuming a specific beer experience different group sizes havestyle? while How might we experience engaging in anlearn activitythe which consuming a different group have while engaging in an craft beersizes and a mainstream beer? activity which consuming a craft beer and Design ideas or scenarios: a mainstream beer?Form a diagram

source: survey monkey, respondents 28 of 28

BEER ACTIVITIES “Watching sporting events.

Socializing at a bar....”

– LINDSEY PIANT

BEER ACTIVITIES “…bocce ball. My friends and I enjoy a great game of bocce ball during the nice summer months.” – RAY LEATHERWOOD BEER ACTIVITIES “…games and socializing…”

– BRANDON TIETZ

preference and or activity engagedForm in. Match up design ideas scenarios a diagram

that is defined around age group, beer preference and activity record the experience the patronengaged has. Form 3in. Match up suggest beer style with specific groups (small, medium, and large) to a engage activity and record theaexperience in an activity while consuming craft beer and the patron Form 3beer. groups (small, for round 2has. a mainstream medium, and large) to engage in an activity while consuming a craft beer and for round Color Code 2 a mainstream beer.

Beer Experience

CROWD SIZE PREFERENCE WHEN CONSUMING BEER

BREWING BEER “I love beer and brewing.

Nothing is more satisfying than producing something that others are enjoying + they go out of their way to let you know.”

– KIPP FELDT,

Brewmaster At Big Rip

LARGE 16+ TABLES source: survey monkey, respondents 28 of 28

BRAND’S STORY “We don't think our brand sells without us actually being there.”

– KIPP FELDT, Brewmaster At Big Rip

BEER EXPERIENCE “Seems like I have a different go to beer every day.”

– KIPP FELDT, Brewmaster At Big Rip

ENJOYABLE BEER QUALITIES “Bold, Flavorful, Complex” – BRANDON TIETZ

BEER KNOWLEDGE “People in there late twenties to late thirties seem to know much more and are looking for

BREWERY ACTIVITIES Local Brewery Tours Happy Hour Monthly Brew Days American Craft Beer Week Collaboration Beer Dinners

– KIPP FELDT,

Brewmaster At Big Rip

PATRON PATTERNS ENJOY A GOOD TIME

BREWING BEER EXPERIENCE HOMEBREWERS – STRIVE FOR BETTER TASTE

PATTERNS THE CROWD IS DIFFERENT EVERY TIME

IMPROVE ON CONSISTENCY DISCOVER WAYS TO MAKE THE EXPERIENCE MORE FUN

Professor Siniscarco

Professor Siniscarco

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IDUS711

IDUS711

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Team 3

Team 3 //

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13

Summer 2013

Summer 2013

100

Insight #3

BEER ESTABLISHMENT

jamie turpin // kansas city , missouri

insight

THE ENVIRONMENT TYPE A PATRON Diagram PREFERS. Insight: The environment type a patron prefers.

There is an Opportunity Statements: There is an opportunity to study the different crowd to study the different crowd sizes sizesopportunity amongst a brewpub or brewery on a amongst a brewpub or brewery on a Thursday, Thursday, Friday or Saturday evening. There or Saturdayto evening.

There is anFriday opportunity record theis an number of opportunity to record the number of in people in an establishment on people a specific day and time. There is an opportunity to is antype opportunity to learn which a type of learnThere which of environment specific patron type (personas) prefers. opportunity statements

prefers.

How might we learn which crowd size prefers a specific establishment on a designated day? How establishment on a designated day? How might might we learn the experience crowd sizes the experience crowd sizes have on havewe onlearn different days and times at an different days and times at an establishment? establishment? How might we learn how How might we learn how the atmosphere of an the atmosphere of an environment, quality environment, quality beer reflects or variety ofon beer of beer or variety of ofbeer different crowd sizes? hypothetical statements

Hypothetical statements: How might we

ENVIRONMENTS THAT CONSUMERS PURCHASE BEER IN

48% 37% 07% 07%

Form a diagram of different establishments (brewpubs, supermarket, brewery, festival) and record supermarket, brewery, festival) and record the crowd size, and the date & time. Form 3 the crowd size, and the date & time. Form groups (small, medium, and large) and record 3 groups (small, medium, and large) and their experience of different days and times at record their experience of different days provided establishments. Designate different and times at provided establishments.

Designate different crowds to experience preference and record whether they preferred a specific environment preference the atmosphere, quality andpreferred variety of thethe beer and record whether they the most. quality and variety of the beer atmosphere, of different establishments (brewpubs,

Color Code Beer Establishment

BREWPUB OR MICROBREWERY THAT PATRON VISITS OFTEN

brewpubs

FLORIDA

MICHIGAN

GEORGIA

KANSAS

BOLD CITY BREWERY

ARCADIA

THE BEER GROWLER

FREE STATE

BREWERS PIZZA

ROYAL OAK BREWERY

SWAMPHEAD

WALDROFF

PENNSYLVANIA

VIRGINIA

WASHINGTON

PHILADELPHIA BARS

PORT CITY BREWING CO

FLYERS RESTAURANT + BREWERY

JACKSONVILLE, FL

[restaurant + brewery w/pub]

supermarket brewery event/festival

LAWRENCE, KS

ROYAL OAK, MI

GAINESVILLE, FL

HASTINGS, MI

MISSOURI

75th STREET BREWERY

ALEXANDRIA, VA

THAT SERVE YARDS, VICTORY,

KANSAS CITY, MO

source: survey monkey, respondents 28 of 28

AVONDALE, GA

BATTLECREEK, MI

ORANGE PARK, FL

& YUENGLING

OAK HARBOR, WA

BOULEVARD BREWERY KANSAS CITY, MO

NUMBER OF PEOPLE IN GROUP/PARTY

KC PUBS source: survey monkey, respondents 28 of 28

FINDINGS

THAT SERVE FAT TIRE, BOULEVARD

BOULEVARD BREWERY HAD

PEOPLE

PEOPLE

3–5 1–2

PEOPLE

5+

CROWD PREFERENCE WHEN CONSUMING BEER

[4%]

MEDIUM 6–5 TABLES

source: survey monkey, respondents 28 of 28

SMALL 2–5 TABLES

[59%]

[37%]

VISIT: DAY/TIME CRAFT BEER ESTABLISHMENT

NOTED, JUST HAD

Sun – Wed

07%

Sun – Wed

03%

The workers are very excited and enthusiastic about what they do. [their profession]

Thurs – Sat [BEFORE 7PM]

[AFTER 7PM]

[BEFORE 7PM]

URBAN CHESTNUT, 4 HANDS BREWERY ST. LOUIS, MO

source: survey monkey, respondents 28 of 28

source: survey monkey, respondents 28 of 28

OBSERVATION

[AFTER 7PM]

1 MENTION.

LARGE 16+ TABLES

61% 29%

Thurs – Sat

2 MENTIONS,

ALL OTHER BREW PUBS OR MICROBREWERIES

SWAGGERS

KANSAS CITY, MO

Design ideas or scenarios: Form a diagram

design ideas or scenarios

ENVIRONMENT PREFERENCES

BOULEVARD BREWERY

source: survey monkey, respondents 28 of 28

Professor Siniscarco

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IDUS711

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Professor Siniscarco

Team 3

//

//

IDUS711

Summer 2013

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Team 3

//

101

Summer 2013

14

Insight #4

PRODUCT PURCHASE

jamie turpin // kansas city , missouri

PURCHASING BEER

Diagram insight

DIFFERENT INFLUENCES A PATRON WHEN PURCHASING ncorporates when purchasingINCORPORATES beer product BEER PRODUCT

Opportunity Statements: There is an

pportunity to study different O beer tastings pportunity

Statements There is an n a craft or mainstream beeropportunity and how the to study different beer tastings on a craft or mainstream beer and how the n opportunity to do a purchase study at a the patrons purchase. There is influences upermarket based on beer being local, brand an opportunity to do a purchase study at a supermarket wnership and product placement.

There is an based on beer being local, brand aownership and product placement. pportunity to do a study on whether patron There is origin. an opportunity to do a study on ecognizes the brand of the beer and its whether a patron recognizes the brand of Hypothetical statements: Howthe might we and its origin. beer

urchase the beer product? How might we statements How might hypothetical earn how different age groupshow purchase the the environments influence

we a patron eer product? How might we learn whether to purchase the beer product? How he beer tasting, graphics/imagery of we the learn how different age groups might ackaging, or their ability to recognize the the beer product? How might we purchase learn whether the beer tasting, graphics/ urchase the beer product? imagery of the packaging, or their ability to recognize the brand influences different Design ideas or scenarios: Form different patron groups to purchase the beer cenarios at a brewpub, supermarket, and product?

rewery for a patron to purchase beer. Form

diagram on different patronsdesign age groups ideas or scenarios Form different nd whether the purchase thescenarios beer productat a brewpub, supermarket,

ased on the tasting, graphics/imagery brewery offor

and

a patron to purchase beer. he packaging, or their ability Form to recognize a diagram on different patrons age he brand. Form 3 different groups – local groups and whether the purchase the beer eer, brand ownership or product placement product based on the tasting, graphics/ nd record the response of the different imagery age of the packaging, or their ability roups. to recognize the brand. Form 3 different groups – local beer, brand ownership Color Code or product placement and record the Product Purchase response of the different age groups.

30% + 07%

PURCHASING BASED ON Quality, Price and…

SAMPLING IMAGERY/GRAPHICS

ABILITY TO RECOGNIZE BEER BRAND

COMMUNITY ORIENTED

46% Brand Ownership

HAD A GOOD EXPERIENCE

other

05% 03% 01% 01%

50% Beer Being Local

RECOMMENDATIONS TYPE OF BEER

04% Product Placement WITHIN STORE

FUNNY NAME source: survey monkey, respondents 28 of 28

PRE EXISTING REPUTATION

PATTERNS

source: survey monkey, respondents 28 of 28

Good Times = Brand Ownership BEER PURCHASE INFLUENCE “My husband and I are especially if we have never tried the beer before.”

– LINDSEY PIANT

PRODUCT CHOICE “We hope that the beers we do offer aren't just ‘I Can Only Have One’ type of beers.”

– KIPP FELDT,

Brewmaster At Big Rip

PATRONS’ PURCHASE INFLUENCED BY THE REGION OR STATE THAT A SPECIFIC BEER IS BREWED IN

61%

like to try beers that can’t purchase locally

32%

like to expand beer palette

source: survey monkey, respondents 28 of 28

MAINSTREAM COST LESS THAN LOCAL/CRAFT BEERS THIS LOWER COST AFFECTS WHICH BEER TO PURCHASE

PATTERNS RELATIONSHIPS SMALL BREWERS BUILD AND CONNECT WITH THEIR PATRONS AND COMMUNITY.

26% 74% [yes]

[no]

source: survey monkey, respondents 28 of 28

Professor Siniscarco

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IDUS711

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Team 3

Professor Siniscarco

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//

15

Summer 2013

IDUS711

//

Team 3

//

Summer 2013

102

Insight #1

michael opipari // detroit , michigan

Professor Siniscarco

//

IDUS711

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Team 3

//

Summer 2013

103

Insight #2

michael opipari // detroit , michigan

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

104

Insight #3

michael opipari // detroit , michigan

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

105

Insight #4

michael opipari // detroit , michigan

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

106

Opportunity map overall view of map

TOURISM

SOCIALIZATION

Craft Beer Promotion opportunity

There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

Environmental Interaction

CRAFT BEER

CONSUMERS

REPRESENTS LOCATIONS

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

Mood

SCARCITY

TOURISM

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features. [two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

INVOLVEMENT

AFFINITY

…MUGS

defense

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

’S

NY

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

CLASS OPPORTUNITY START

OF BEER

Patron comes to the Brewery

er Brewery Own Establishes ership Thought Lead

ON

BANDWAG

Customers Get A Feel For Crowd Faves

MARK WHAT YOU

PALE

opportunity

TOURISM

SOCIALIZATION

Craft Beer Promotion

REPRESENTS LOCATIONS

Mood

SCARCITY

A

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

’S

NY

CLASS OPPORTUNITY START Patron comes to the Brewery

Brewery Owner

Establishes Thought Leadership

FROM BREWER

BANDWAGO

Customers Get A Feel For Crowd Faves

CLIENT ORDERS

C

Takes one of the brewery classes

AT THE BAR

MAY I RECOMMEND LIMITED ONE OF OUR EDITION BEERS?

MARK WHAT YOU

PALE

opportunity

WHEAT

DRANK TODAY

STOUT

AMBER

takes more classes

Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

SOCIALIZATION

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

GAME OPPORTUNITY START

Patron comes to the brewery

Other People want to try the Game

Patron Mentions game/play Experience to others

Patron leaves Brewery

Grabs a Beer Patron posts about game on social media

Patron observes the Game Employee explains the Game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom.

B

Comfort

defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

Patron plays the game

about the game

PREFERENCE

On Different Beer Styles how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

Furniture

how might we…

Patron asks the employee

how might we…

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

STORY

Acoustics

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

X-BEER

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

OF BEER

N

AFFINITY

…MUGS

Ceiling

Psychology

Color

LOCAL

INVOLVEMENT

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

Lighting

CRAFT BEER

TOURISM

[two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features.

defense

Environmental Interaction

CRAFT BEER

CONSUMERS

There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

ERS AT THE

CLIENT ORD

BAR

MMEND MAY I RECO LIMITED ONE OF OUR ?

EDITION BEERS

DRANK TODAY

STOUT

AMBER

takes more classes Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

map key opportunity

WHEAT

Takes one of the brewery classes

Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons: [one.] They go through the whole brew process and gain an appreciation for the task.

defense

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream opportunity

[one.] Provide Different Craft Beer Nights [two.] Promote Different State’s Craft Beer

D

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

[two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom.

Furniture

Comfort

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

GAME OPPORTUNITY START

Patron comes to the brewery

Other People want to try the Game

defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

Patron Mentions game/play Experience to others

Patron leaves Brewery

Grabs a Beer Patron posts about game on social media

Patron observes the Game Employee explains the Game

Patron plays the game

about the game

PREFERENCE

On Different Beer Styles how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

Acoustics

how might we…

Patron asks the employee

how might we…

EWER FROM BR

SOCIALIZATION

X-BEER

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

STORY

Ceiling

Psychology

Color

LOCAL

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

Lighting

CRAFT BEER

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons:

defense

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

opportunity

[one.] Provide Different Craft Beer Nights [two.] Promote Different State’s Craft Beer [three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

[one.] They go through the whole brew process and gain an appreciation for the task.

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

[two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

Professor Siniscarco

//

IDUS711

Team 3

// Professor Siniscarco //

IDUS711 Team 3 Summer 2013 Summer 2013

//

//

//

107

Opportunity map

enlarged view // section - a of map

TOURISM

S

Craft Beer Promotion opportunity

There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

CONSUMERS

REPRESENTS LOCATIONS

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

SCARCITY

CRAFT BEER

TOURISM

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features. [two.] Use mugs as a storytelling device where patrons learn about the history behind the brand. [three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

E

CRAFT BEER

LOCAL

INVOLVEMENT

…MUGS

AFFINITY

defense

map key

A

TOURISM

Craft Beer Promotion

SOCIALIZATION

There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

REPRESENTS LOCATIONS

Mood

SCARCITY

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

CLASS OPPORTUNITY START Patron comes to the Brewery

FROM BREWER

N

BANDWAGO

Customers Get A Feel For Crowd Faves

CLIENT ORDERS

C

Takes one of the brewery classes

AT THE BAR

MAY I RECOMMEND LIMITED ONE OF OUR EDITION BEERS?

WHEAT

DRANK TODAY

STOUT

AMBER

takes more classes

Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

how might we…

GAME OPPORTUNITY START

Patron comes to the brewery

Other People want to try the Game

Patron Mentions game/play Experience to others

Patron leaves Brewery

Grabs a Beer Patron posts about game on social media

Patron observes the Game Employee explains the Game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom.

B

Comfort

defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons: [one.] They go through the whole brew process and gain an appreciation for the task.

defense

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream opportunity

[one.] Provide Different Craft Beer Nights [two.] Promote Different State’s Craft Beer

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

D

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

X-BEER ’S

NY

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

Patron plays the game

about the game

PREFERENCE

On Different Beer Styles

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Acoustics

Furniture

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

Patron asks the employee

how might we…

Brewery Owner

MARK WHAT YOU

’S

NY

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

STORY

SOCIALIZATION

X-BEER

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

Establishes Thought Leadership

PALE

AFFINITY

…MUGS

Ceiling

Psychology

Color

LOCAL

OF BEER

opportunity

TOURISM

Intimacy

Lighting

CRAFT BEER

INVOLVEMENT

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand. defense

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features. [two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

Environmental Interaction

CRAFT BEER

CONSUMERS

opportunity

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

[two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

EDUCATION

For the Love & Art of Beer

how might we…

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the// Physical Professor Siniscarco IDUS711 //Beverage?

Team 3 // Summer 2013 [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

108

Opportunity map

enlarged view // section - b of map

Environmental Interaction

CRAFT BEER

ONSUMERS

SOCIALIZATION

REPRESENTS LOCATIONS

opportunity

WHERE THEY ARE BREWED

SOCIATE BEER

TH LOCATION

Mood

SCARCITY

Lighting

CRAFT BEER

TOURISM

LOCAL

AFFINITY

…MUGS

Ceiling

SOCIALIZATION

NY

aveling, we venture out to local brewpubs eries to discover local beers to taste and ce. After two or three, we end up purchasing rewery prints, and beer to-go so we can great trip.” map key TOURISM

There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

REPRESENTS LOCATIONS

Mood

SCARCITY

A

TOURISM

[two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

defense

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

’S

NY

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

STORY

CLASS OPPORTUNITY START

OF BEER

Patron comes to the Brewery

FROM BREWER

Takes one of the brewery classes

GAME OPPORTUNITY START

Sees classes are offered

Patron comes to the brewery

Grabs a Beer

B Comfort

Other People want to try the Game

Patron Mentions game/play Experience to others

Patron leaves Brewery

Patron posts about game on social media

Patron observes the Game

Patron asks the employee

how might we…

Brewery Owner

Customers Get A Feel For Crowd Faves

how might we…

Acoustics

Furniture

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

X-BEER

Establishes Thought Leadership

N

AFFINITY

…MUGS

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

BANDWAGO

SOCIALIZATION

Employee explains the Game

about the game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom. defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

Patron plays the game

PREFERENCE

On Different Beer Styles how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream

defense

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

the Passion for Craft C Beer ofDthe Brewmaster & Staff Beyond the Physical Beverage?

Laymen into a Would-Be Brewmaster. d the Gaining of Beer and Brewing Knowledge.

CLIENT ORDERS

AT THE BAR

MAY I RECOMMEND LIMITED ONE OF OUR EDITION BEERS?

MARK WHAT YOU

PALE

opportunity

WHEAT

DRANK TODAY

STOUT

AMBER

takes more classes

Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

After 3 Months Decides To Brew For The Brewery

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons: [one.] They go through the whole brew process and gain an appreciation for the task.

opportunity

[one.] Provide Different Craft Beer Nights

[two.] Promote Different State’s Craft Beer

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

Patron leaves Brewery

Employee explains the Game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom. defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

Patron plays the game

about the game

[two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of.

[four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

Professor Siniscarco

OPPORTUNITY START

Patron asks the employee

Patron Mentions game/play Experience to others

Patron posts about game on social media

Patron observes the Game

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

Ceiling

Psychology

Color

LOCAL

INVOLVEMENT

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

Lighting

CRAFT BEER

Patron comes to the brewery

Other People want to try the Game

Grabs a Beer

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features.

ht we…

GAME OPPORTUNITY START

Environmental Interaction

CRAFT BEER

CONSUMERS

opportunity

Comfort

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

SOCIALIZATION

Craft Beer Promotion

Furniture

how might we…

X-BEER ’S

Acoustics

Psychology

Color

INVOLVEMENT

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

//

IDUS711

//

Team 3

//

Summer 2013

PREFERENCE

On Different Beer Styles

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

109

Opportunity map

enlarged view // section - c of map

so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

STORY

E BAR

OMMEND MAY I REC R LIMITED ONE OF OU RS? EDITION BEE

MARK WHAT YO

U DRANK TODAY

PALE

opportunity

WHEAT

STOUT

AMBER

takes more classes Client Selects Face A Coaster With A That Represents d His/Her Moo

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

map key TOURISM

SOCIALIZATION

Craft Beer Promotion There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

REPRESENTS LOCATIONS

Mood

SCARCITY

A

EDUCATION

For the Love & Art of Beer

FOR THE

OF BEER

BANDWAGO

Customers Get A Feel For Crowd Faves

CLIENT ORDERS

STORY

CLASS OPPORTUNITY START

Takes one of the brewery classes

AT THE BAR

MAY I RECOMMEND LIMITED ONE OF OUR EDITION BEERS?

MARK WHAT YOU

PALE

opportunity

WHEAT

DRANK TODAY

STOUT

AMBER

takes more classes

Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

GAME OPPORTUNITY START

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

After 3 Months Decides To Brew For Themselves

Acoustics

Furniture

Patron comes to the brewery

Other People want to try the Game

Patron Mentions game/play Experience to others

Patron posts about game on social media

Employee explains the Game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom.

B

Comfort

Patron leaves Brewery

Grabs a Beer

Patron observes the Game

Patron asks the employee

how might we…

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

FROM BREWER

N

’S

NY

Patron comes to the Brewery

Brewery Owner

Establishes Thought Leadership

SOCIALIZATION

how might we…

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

X-BEER

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

C MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

AFFINITY

…MUGS

Ceiling

Psychology

Color

LOCAL

INVOLVEMENT

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

Lighting

CRAFT BEER

TOURISM

[two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features.

defense

Environmental Interaction

CRAFT BEER

CONSUMERS

opportunity

defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

PREFERENCE

On Different Beer Styles how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

Shares Beer With Friends Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons: [one.] They go through the whole brew process and gain an appreciation for the task.

defense

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream opportunity

[one.] Provide Different Craft Beer Nights [two.] Promote Different State’s Craft Beer

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

D

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options:

Patron plays the game

about the game

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

[two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

Takes one of the brewery classes

DERS AT TH

CLIENT OR

[one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

PR

CLASS OPPORTUNITY START Patron comes to the Brewery

REWER FROM B Customers Get A Feel For Crowd Faves

a

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

ner Brewery Ow Establishes rship de Lea t gh Thou

GON

a e

how might we…

OF BEER

BANDWA

Pa obser G

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

On

how

Brings Friends To The Brewery

Receives Discount

[a.] C [b.] C Bee [c.] P Craf

Friends Become Interested In The Brewery

oppo

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

[one.

[two.

Receives Beer

[thre

[four

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons:

“I lo half

[one.] They go through the whole brew process and gain an appreciation for the task. [two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery. // // // Professor Siniscarco

IDUS711

Team 3

Summer 2013

110

ht we…

Opportunity

the Passion for Craft Beer of the Brewmaster & map Staff Beyond the Physical Beverage?

Laymen into a Would-Be Brewmaster. enlarged view // section - d of map d the Gaining of Beer and Brewing Knowledge.

OPPORTUNITY START

of ery s

s e es

the game

about the game

PREFERENCE how might we...

Brings Friends To The Brewery

Sees classes are offered

Friends Become Interested In The Brewery

Receives Discount

Shares Beer With Friends

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream opportunity

[one.] Provide Different Craft Beer Nights [two.] Promote Different State’s Craft Beer

Receives Beer

After 3 Months Decides To Brew For Themselves

Game

On Different Beer Styles

Patron comes to the Brewery

After 3 Months Decides To Brew For The Brewery

Patron asks the employee

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

wery becomes a place of education, beer production. It would then a local mainstay for the brewing t and beer brewing inquisitives alike. ect community involvement would drive ge. The private brewing options create tional and monetary investment by the or the following reasons:

go through the whole brew process and gain an on for the task.

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

defense

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

experience how painstaking and exact some beer map key be.

TOURISM

SOCIALIZATION

Craft Beer Promotion There is an opportunity to take advantage of customers’ association of craft beer with the places where they are brewed to market these products together.

Environmental Interaction

CRAFT BEER

CONSUMERS

opportunity

REPRESENTS LOCATIONS

opportunity

WHERE THEY ARE BREWED

ASSOCIATE BEER

WITH LOCATION

Mood

Location Specific Gaming: “We love playing games while drinking craft beer, If there was a game that we could only play here, that would be even better!”

Intimacy

ey have a final product that they can be proud of.

SCARCITY

A

TOURISM

[two.] Use mugs as a storytelling device where patrons learn about the history behind the brand.

defense

Breweries already have a close tie to the location and population that they serve, so incorporating marketing (which is something rarely done) while engaging the population could only enhance and increase patronage.

This concept can continue to be beneficial as a brewery creates merchandise that supports the location as well as their product. In doing so, this further solidifies the brewery as a mainstay of the location, while leveraging their patron’s pride for the location.

AFFINITY

…MUGS

Ceiling

SOCIALIZATION

’S

Furniture

how might we…

GAME OPPORTUNITY START

Patron comes to the brewery

Other People want to try the Game

An opportunity here would be to create a location specific game, this would take the gaming activity to the next step by creating a game that goes beyond the table and uses uniquely developed features and architecture at the brewery taproom.

B

Comfort

[a.] Encourage Socialization? [b.] Promote a Friendly And Relaxing Atmosphere? [c.] Create a More Social Environment

X-BEER

NY

Acoustics

Psychology

Color

LOCAL

INVOLVEMENT

[three.] Involve locals in advertising campaigns where they get to participate in new product names that increase sense of community ownership for the brand.

Lighting

CRAFT BEER

[one.] Selling merchandising that reflects the brewery’s location pairing it up with the beer’s features.

Patron Mentions game/play Experience to others

Patron leaves Brewery

defense

This creates a one of a kind activity that can only be done by actually coming to and spending time at the brewery. It would spread through social media and word of mouth and eventually increase patronage levels by turning the taproom into an “attraction.”

he case of the discount option, the patron has an o return to the brewery with their friends, spreading of and interaction C with the brewery.

EDUCATION

For the Love & Art of Beer

FOR THE

MENU TELLS BEER

LOVE & ART

TODAY WE WILL DISCUSS CRAFT BEER

“When traveling, we venture out to local brewpubs and breweries to discover local beers to taste and experience. After two or three, we end up purchasing t-shirts, brewery prints, and beer to-go so we can recall our great trip.”

CLASS OPPORTUNITY START

Patron comes to the Brewery

Brewery Owner

Establishes Thought Leadership

FROM BREWER

N

BANDWAGO

Customers Get A Feel For Crowd Faves

CLIENT ORDERS

Takes one of the brewery classes

AT THE BAR

MAY I RECOMMEND LIMITED ONE OF OUR EDITION BEERS?

MARK WHAT YOU

PALE

opportunity

WHEAT

DRANK TODAY

STOUT

AMBER

Patron asks the employee

how might we…

[a.] Share the Passion for Craft Beer of the Brewmaster & Brewery Staff Beyond the Physical Beverage? [b.] Turn a Laymen into a Would-Be Brewmaster. [c.] Reward the Gaining of Beer and Brewing Knowledge.

STORY

OF BEER

takes more classes

Client Selects Face A Coaster With A That Represents His/Her Mood

Brewery courses combined with an incentivized private brew: “I really love quality craft beer, and I feel like there is so much more to learn about it. I think I would even take a class on brewing beer, that way I could brew some myself too.”

The brewery will start giving beer brewing classes and seminars, both of the paid and unpaid variety, based off of the brewing supplies used for the course. A full set of brewing courses will be completed every three months. At the end of the course, the patrons will have an opportunity to brew a batch of beer at the facility with the following two options: [one.] Paying for the time and materials used to brew the beer and being able to keep the whole batch once completed. [two.] Paying for the monitoring and facility time of the brewery to create the batch, but the batch results go to the brewery and the patron receives a month long discount on beer at the brewery.

Grabs a Beer

Sees classes are offered

After 3 Months Decides To Brew For The Brewery

Employee explains the Game

Patron plays the game

about the game

PREFERENCE

D

On Different Beer Styles how might we...

Brings Friends To The Brewery

Receives Discount

Friends Become Interested In The Brewery

Shares Beer With Friends

After 3 Months Decides To Brew For Themselves

Patron posts about game on social media

Patron observes the Game

Receives Beer

defense

The brewery becomes a place of education, not just beer production. It would then become a local mainstay for the brewing hobbyist and beer brewing inquisitives alike.

This direct community involvement would drive patronage. The private brewing options create an emotional and monetary investment by the patron for the following reasons: [one.] They go through the whole brew process and gain an appreciation for the task. [two.] They experience how painstaking and exact some beer brews can be. [three.] They have a final product that they can be proud of. [four.] In the case of the discount option, the patron has an incentive to return to the brewery with their friends, spreading knowledge of and interaction with the brewery.

[a.] Create a Brand Map on Patrons Preference? [b.] Compare Different Age Groups Preference on Beer Styles? [c.] Perform a Blind Taste Test on whether the Beer is Craft or Mainstream opportunity

[one.] Provide Different Craft Beer Nights

[two.] Promote Different State’s Craft Beer

[three.] Record which Age Group consumes which Beer Style [four.] Have Blind Taste Tests

“I love Tuesday evenings at the local brewpub; it’s their half price craft night.”

defense

The most important piece of knowledge that you can have when producing a product is knowing who wants it, and where they are. In order to create a better craft beer that serves the brewery’s patrons, we can use one general rule: people like to be and feel directly engaged with what they are doing.

A lack of involvement leads to a sense of apathy and dissatisfaction. This is true of jobs, technology, people, and of course, beer.

All of these opportunities engage the patron through different avenues. Be it a craft beer night similar that makes going to the brewery a weekly occurrence or having other locations craft beer on tap to spread knowledge of other options, both engage the patron and let them know that they are important while allowing the brewery to better understand its clienteles demographic and tastes. This will allow for the production of a better selling craft beer.

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

Professor Siniscarco

Professor Siniscarco

//

//

IDUS711

IDUS711

//

//

Team 3

Team 3

//

//

Summer 2013

Summer 2013

111

Appendix

Group 3 Bios josh plotkin // laura busche

received his Bachelor of Industrial Design from the Savannah College of Art and Design. Taking on the mantle of a professional problem solver and a jack of all design trades, he has experience in the fields of industrial design, packaging design, thematic fabrication, apparel design, web design and advertising. joshua plotkin

Working currently for the Jacksonville Time Union advertising department, Joshua has returned to SCAD to gain his M.A. in design management. With this degree he hopes to bring a culture of design innovation to any current and future employers.

is a business professional with a passion for design. International speaker, researcher, consultant and writer. American University alum, with summa cum laude honors in Business Administration. Interned at National Geographic and worked in Groupon. Ozone Labs cofounder in 2008 and CMO in 2013. More at www.ozonegroup.co.

TOYP (Top Outstanding Young Persons of the World) award recipient in 2012, granted by the UN’s Junior Chamber International and World Economic Forum Global Shaper. Consultant for Colombia’s IT Ministry.

Author of O’Reilly Media’s “Lean Branding” book. laura busche

specialties:

Digital Marketing, Branding & Identity, Consumer Research

Professor Siniscarco

//

IDUS711

//

Team 3

//

Summer 2013

113

Group 3 Bios jamie turpin // michael opipari

received her Bachelor of Interior Architecture from Kansas State University at the Architecture, Planning and Design School. As an undergraduate student, Jamie had the opportunity to participate in a study abroad program in Geelong, Victoria, Australia.

jamie turpin

Jamie spent her professional career as a project designer in Dallas, Texas and Kansas City, Missouri.

Her experience ranges from retail renovations to corporate new construction, identity design to branded environments, product & packaging design, and website design development. Jamie’s passion and determination led her to Savannah College of Art & Design (SCAD); where she received her Master of Arts degree in Graphic Design and is currently working on her Master of Fine Arts degree.

has 18 years’ experience in the architecture and interiors fields and is the Principal/ Owner of OpipariDesignGroup, a Detroit-area commercial design firm specializing in stores, restaurants, and financial retail design. In addition, he is actively involved in Interior Design Coalition for Change, a non-profit group of designers and industry professionals who use their time and talents for the benefit of communities and individuals who are in need. Recently, Michael was selected to participate in the Detroit Creative Corridor Center’s Creative Ventures, a year-long business development program for creative sector entrepreneurs. He makes his home in Royal Oak, MI with his flat-coated retriever, Bailey and a goldfish named Sushi. michael opipari

Professor Siniscarco

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IDUS711

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Team 3

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Summer 2013

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The End

thank you for a great term !