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SIBA CONFERENCE

SIBA CONFERENCE. “It’s Time for Beer” Stephen Gould Managing Director Everards Brewery Limited sg@everards.co.uk 07801 610940. OVERVIEW. Cask Ale – the drink of choice in the pub National and Local Ale – a common agenda! Some Risks and Opportunities Building Local Brands

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SIBA CONFERENCE

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  1. SIBA CONFERENCE “It’s Time for Beer” Stephen Gould Managing Director Everards Brewery Limited sg@everards.co.uk 07801 610940

  2. OVERVIEW • Cask Ale – the drink of choice in the pub • National and Local Ale – a common agenda! • Some Risks and Opportunities • Building Local Brands • Relationships

  3. THE ALE CAKE CHALLENGE

  4. IF THE CAKE STAYS SMALL • Varying Quality of Ale • Inefficiencies: > Supply < Demand • Drinker Confidence Drifts • The Buyer Rules! (not the Drinker)

  5. HOW CAN THE CAKE GROW? • Focus on National and Local Ale Brands • Innovative and Progressive • Investment Led Approach • Siba Members are Vital • Cask Ale – the drink of choice

  6. LOCAL BRAND BUILDING

  7. LOCAL BRAND BUILDING • Some Questions........ • Commercial Structure? • Local Personality? • Point of Difference? • Customer to you or you to the Customer? • Personality led Pubs? • Brand Extensions? • Quality mean to you?

  8. WHY LOCALISM?

  9. WHO DO YOU DATE WITH? • Your Popular! • Lots of Girls and Boys want to go out with you! • Long Term or One Night Stand? • How do you choose?

  10. IN SUMMARY • You are vital to the future growth of Cask Ale • Drive Innovation and Diversity • Keep thinking Brand • Keep thinking Local • I wish you Happy Relationships!

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