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CONFIDENTIAL AND PROPRIETARY TO HALF FULL BREWERY, INC. AND MAY NOT BE REPRODUCED, PUBLISHED, DISTRIBUTED OR DISCLOSED T

Uconn - Half Full Kickoff Presentation. CONFIDENTIAL AND PROPRIETARY TO HALF FULL BREWERY, INC. AND MAY NOT BE REPRODUCED, PUBLISHED, DISTRIBUTED OR DISCLOSED TO OTHERS WITHOUT WRITTEN COMPANY PERMISSION.

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CONFIDENTIAL AND PROPRIETARY TO HALF FULL BREWERY, INC. AND MAY NOT BE REPRODUCED, PUBLISHED, DISTRIBUTED OR DISCLOSED T

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  1. Uconn - Half Full Kickoff Presentation CONFIDENTIAL AND PROPRIETARY TO HALF FULL BREWERY, INC. AND MAY NOT BE REPRODUCED, PUBLISHED, DISTRIBUTED OR DISCLOSED TO OTHERS WITHOUT WRITTEN COMPANY PERMISSION. THE INFORMATION CONTAINED HEREIN IS BELIEVED TO BE RELIABLE, BUT HALF FULL BREWERY, INC. DOES NOT WARRANT ITS COMPLETENESS OR ACCURACY. OPINIONS, ESTIMATES, AND ASSUMPTIONS CONSTITUTE OUR JUDGEMENT AS OF THE DATE HEREOF AND ARE SUBJECT TO CHANGE WITHOUT NOTICE. THIS MATERIAL IS NOT INTENDED AS AN OFFER OR SOLICITATION FOR THE PURCHASE OR SALE OF ANY FINANCIAL INSTRUMENT OR SECURITY.
  2. Agenda Half Full: Introduction to Half Full, Crew, and Facility THE SHORT TERM STRATEGY – Half Full Product, Distribution, Sales Strategy THE LONG TERM STRATEGY – Half Full Brand Strategy Example of Half Full Brand Strategy in Action – Half Full “Experiential Series” in cans Go-To-Market Strategy in NYC Metro Confidential
  3. Half Full: Introduction to Half Full, Crew, and Facility Confidential
  4. Half Full Story Litchfield Cowboys
  5. Half Full Crew Conor Horrigan Chief Beer Philosopher Fun Fact: Twin Jon Charest Chief Beer Scientist (Lab Tech and Brewer) Fun Fact: Played foot- Ball at Yale Ben Hoeft Chief Beer Entertainer (Sales Rep) Fun Fact: Traveled the world after graduating Trinity last year Jordan Giles Chief Beer Organizer (Marketing and Events) Fun Fact: Quit NYC job to hike AT Jennifer Muckerman Chief Beer Artist (Head Brewer) Fun Fact: Only female head brewer in the Northeast Amanda Kulbitsky Chief Beer Administrator (Administrative Assistant) Fun Fact: Full time personal trainer and Tough Mudder
  6. Half Full Brewery Facility-Nanobrewery, Microbrewery, and Tasting Room Confidential
  7. THE SHORT TERM STRATEGY – Half Full Product, Distribution, Sales Strategy Confidential
  8. Half Full Beers – Super drinkable, super flavorful, super aromatic Lead: Half Full Bright Ale Inspirationals (Year Round): Half Full Bright Ale Half Full India Pale Ale Half Full Toasted Amber Experientials: Half Full American Pale Ale (March – May) Half Full Peach Wheat (May – August) Half Full Pumpkin Ale (September – November) Half Full Chocolate Coffee Brown Ale (Nov – March) Limited Release Half Full Double India Pale Ale (February) Half Full Wet Hop Harvest Ale (August) Confidential
  9. Half Full Distribution - Locally Concentrated Confidential
  10. Half Full Sales Strategy…Hand sell, hand sell, hand sell… We support our distributor with 2 Half Full reps Old-school relationship-building approach Primarily Focus on “B” Accounts, use “A” accounts for exposure and volume Getting to yes by killing them with kindness We believe in a deep footprint over a wide footprint Monday morning calls and regular ridewiths Confidential
  11. THE LONG TERM STRATEGY – Half Full Brand Strategy Confidential
  12. Half Full vs. Craft Beer Market Craft Industry Concept: Produce and sell tasty local beer 13,000 beers and 147 styles 1,740 breweries, every 10 miles Identify with locale Problem: Lack of loyalty and awareness outside of local area Need: A quality beer people can identify with regardless of location Solution: A socio-emotional beer Confidential
  13. Brand Strategy – “We are a cheer company within a beer company” Half Full is about passion, passion, passion Half Full Company Ideology We challenge you to live in your moment and look forward to more…we’ll be there when you do. Ideology in Action: Inspire others to pursue their passions by leading by example and through personal interactions Founder selling Open Houses and Tours Passion Projects Brewfests and Promotions
  14. Example of Half Full Brand Strategy in Action – Half Full “Experiential Series” in cans Confidential
  15. “Inspirational Beer Series” Brand Goal: Take customers on a journey of figuring out and then pursuing their passion Step 1: Idea  Step 2: Action  Step 3: Celebration Can roll out in 3 separate installments: Confidential
  16. Half Full Bright Ale Can
  17. Half Full’s Support Efforts Off-Premise: HF to focus on top 30 accounts in Fairfield County, top 15 in New Haven, and top 10 in Litchfield On-Premise: Incremental placements Non-draft account placements Press Release & Can Launch Party Strategic Partnerships Stamford Innovation Center events Google Start-up Grind Bhive Bridgeport Confidential
  18. Pre-Launch Marketing of Bright Ale Want to place these posters in top accounts Confidential
  19. Go-To-Market Strategy in NYC Metro Confidential
  20. Half Full and NYC - a unique partnership We feel that our brand can resonate in NYC more so than in any other market and more so than any other brand… …but how do we establish a permanent and differentiated presence for our brand in the most crowded market in the US?
  21. Questions to get started Where do we start - the entire 5 boroughs, or 1 borough or 1 neighborhood? When do we start? What sort of PR campaign should we launch? What should our marketing budget be? What marketing collateral should we create? Which bars do we target? Where are the taste makers? Which product packaging should we open with? Do we launch with all of our brands or just one lead brand? What strategic partnerships should we go after? What third-party events should we target? Which events should we put on? What should the salesforce look like? Which distributor should we use? What should the founder’s role be in the launch?
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