Beer Release Process

The New Beer Release checklist is a template in Basecamp that will be started each week for new beers. Marketing is the owner of this process and will work with the brewery, ops, and e-commerce teams.

The process is will be the same each time and is as follows:

If there is a new beer...

Beer Details

• Beer Name (Josh)

• COGS (Matt)

• Pricing (James)

• New beer form (Matt)

• One sheet (Cindy)

Legal & Compliance

• Register with SLA (James)

• Register with TTB (James)

• Register with Chains, if applicable (Justin decides, James registers)

• Trademark check (Josh)

____________________________________________________

D = 0 means day of launch, D-1 = day before, etc.

Marketing Assets

• Tasting Notes (James) - D-1

• Words about the beer (Cindy via Matt’s overview) - D-3

• Can sample for photography (Cindy to make sure Eli shares with photographer, Alex Bohn) - D-3

• Shopify Photo: 2500x2500 transparent background - D-3 (dependent on photographer)

• Contentful Photo: image that Alex Bohn creates - D-3 (dependent on photographer)

• Shopify Website Listing (Cindy) - D-2

• Contentful Website Listing (Josh, eventually someone else) - D-1

• Untappd Description (James) - D-0

• BeerMenus Description (James) - D-0

Protocol for all releases, new or old…

• Set up pages on website for individual units + cases (Cindy) D-2

• Release schedule: Marketing (Cindy) will share weekly for the following week

• Promote on social media, newsletter, etc (Cindy) D+0 around 12p

• Notes to staff about the beer (James) D-1

• Wholesale Targets identification and outreach (Justin) D-5

Protocol for 3rd party beer...

• James sends weekly note to Cindy, Jared, Gretchen, Josh outlining which beers are coming when

• Gretchen takes photos for each 4-pack and uploads to drive with the naming convention:

  • Shopify Cutout_4 Pack_Brewery_Style.png

• Cindy creates website page on Shopify

• James updates inventory and is responsible for 86/87’ing