Venancio Nillo

Dear Client. I am pleased to inform you that the proposal for stocking a selection of unique craft beers in you store has been accepted. After careful research and consideration, I have identified several craft beers that are popular but not readily available in most retail outlets. This selection will not only enhance your product offerings but also set us apart in the local market. These beers have been carefully selected based on their uniqueness, consumer demand, and limited availability, making them an exciting addition to your current lineup. As we proceed, you should coordinate with suppliers and distributors to finalize orders and arrange delivery. Additionally, I am developing a promotional strategy to ensure that you maximize customer interest and sales for these new offerings. Please let me know if you would like to discuss any further details or adjustments. I am confident that this initiative will significantly benefit your business and increase customer satisfaction. Thank you for your continued support. Craft Beer Selection Breakdown Objective: To introduce a selection of 20 unique, popular, but not readily available craft beers to increase foot traffic, enhance your store’s reputation, and provide a premium offering for craft beer enthusiasts. Craft Beer Breakdown: Beer Name Julius Pliny the Elder Target Audience Key Selling Point IPA IPA fans, citrus lovers Sought-after hazy IPA Double IPA Hopheads, IPA lovers Iconic and hard to find Hopheads, IPA enthusiasts IPA lovers, tropical flavour fans Farmhouse ale fans, seasonal beer drinkers Stout lovers, barrel-aged enthusiasts Pale ale fans, hop lovers High-ABV IPA fans Cult-favorite double IPA Brewery Tree House Brewing Co. Russian River Brewing Company Style Heady Topper The Alchemist Double IPA King Sue Toppling Goliath Brewing Co. Double IPA Anna Hill Farmstead Brewery Honey Ale Darkness Surly Brewing Co. Russian Imperial Stout Zombie Dust All Green Everything 3 Floyds Brewing Other Half Brewing Pale Ale Triple IPA Bomb! Prairie Artisan Ales Imperial Stout Lunch Maine Beer Company IPA Le Petit Prince Jester King Brewery Farmhouse Ale Stout drinkers, spice lovers Balanced beer lovers, IPA drinkers Saison and farmhouse ale lovers Bold tropical flavours Highly exclusive Complex, limited release stout Cult following Bold and complex IPA Unique blend of coffee, vanilla, and chili Balanced, wellcrafted IPA Light and delicate Beer Name Brewery Style Bourbon Barrel-Aged Dark Star Fremont Brewing Juicy Bits WeldWerks Brewing Co. Fort Point Trillium Brewing Pale Ale Co. Hopslam Bell’s Brewery Double IPA Duck Duck Gooze The Lost Abbey Gueuze KBS (Kentucky Founders Breakfast Stout) Brewing Co. Imperial Stout NEIPA Imperial Stout Parabola Firestone Walker Brewing Company Russian Imperial Stout The Abyss Deschutes Brewery Imperial Stout Saison Brett Boulevard Brewing Co. Saison Target Audience Barrel-aged stout enthusiasts New England IPA fans, fruity beer lovers Pale ale fans, balanced beer lovers Honey-flavor lovers, IPA enthusiasts Sour beer lovers, lambic fans Barrel-aged stout fans, coffee stout drinkers Stout lovers, dark beer aficionados Stout fans, adventurous beer drinkers Funky beer lovers, farmhouse ale enthusiasts Key Selling Point Rich and creamy with bourbon notes Highly popular NEIPA Fruity and crisp Hoppy with honey complexity Rare, tart, and funky Bourbon barrelaged Deep, barrel-aged richness Bold, robust flavors Earthy, fruity, funky flavor profile Sourcing Strategy: 1. Specialty Distributors: Partner with distributors who specialize in craft beer, with access to small-batch or limited-edition beers. Focus on regional craft beer distributors or direct from brewery distribution when possible. 2. Direct from Breweries For ultra-rare beers like Tree House’s Julius or Russian River’s Pliny the Elder, explore options to order directly from the brewery. o Contact breweries for allocation availability and conditions. o Look into potential waiting lists or order quantities for rare releases. 3. Collaborations Work with local distributors to get exclusive or limited runs. Highlight beers that are rarely found in the local market. Marketing Breakdown: 1. In-Store Tastings: o Host events to introduce these new beers, particularly focusing on limited releases. o Feature "Beer of the Month" or “Limited Release of the Week” promotions. o Pair tastings with complementary food items, which could help increase sales. 2. Social Media Campaigns: o Use platforms like Instagram, Facebook, and Twitter to create buzz around the arrival of these rare beers. o Feature photos of the beers, customer reviews, and announcements of restocks to build anticipation. o Highlight limited availability to create urgency. 3. Customer Loyalty Programs: o Offer exclusive rewards for customers who purchase these high-demand beers. For example, a “Buy 5, Get 1 Free” on select craft beers. o Create an email list for craft beer lovers, updating them on new arrivals and special promotions. Financial Breakdown: Category Sourcing Marketing Profit Margin Customer Retention Inventory Estimated Cost Higher cost per unit (due to rarity) Social media: lowcost, Tastings: moderate cost Craft beers: ~30-40% markup Loyalty programs can be low-cost Higher holding cost for specialty items Revenue Potential Notes High margin potential Customers are willing to pay premium Increased customer engagement In-store tastings drive traffic High demand for limitededition beers High lifetime value for repeat customers Higher turnover for exclusive products Premium pricing for exclusivity Build long-term loyalty among enthusiasts Beers will likely sell out quickly Pricing Strategy: Given the exclusivity and demand for these beers, pricing should reflect their premium nature. Here are a few approaches: 1. Premium Pricing: o Set prices at a premium, as customers will expect to pay more for beers they cannot find elsewhere. o For example, beers like Heady Topper or Pliny the Elder might retail between $8-10 per can/bottle. 2. Bundled Offers: o Offer bundles like a “Craft Beer Explorer Pack” that includes several unique beers for a set price, encouraging customers to try new products. 3. Limited Stock Pricing: o For very limited or special releases (e.g., Prairie Artisan Ales Bomb!), a slight mark-up is acceptable due to the rarity of these offerings. Conclusion: By offering these 20 rare and popular craft beers, we will create a niche for craft beer lovers in the local market, differentiate ourselves from large retailers, and establish your store as a go-to destination for unique and exclusive beers. Implementing this plan will drive customer engagement, increase revenue, and boost your store's reputation.