Business Strategy: Market Expansion

In 2018, Mint created a blueprint for market expansion for Brooklyn Brewery. At the time, as a 30 year-old industry veteran, was considered one of the largest and most respected craft beer producers in the US (top 25), as well as one of the largest independent beer brands nationally and internationally, with representation in 25 states and a growing list of over 25 countries. They did not have a national footprint in the US, and that meant they were not present in the two largest state markets for craft beer in the country: Colorado and California.

 

In early 2018 that changed, with the opportunity arrising through new distribution deals. Mint created a market expansion plan that prioritized key market players who would ultimately be responsible for placing the brand in market (distributor leadership and sales reps, national retailers, key independent accounts), creating a multi-market tour with industry celebrities and brewery leaders Steve Hindy and Garrett Oliver to build and manage relationships with these key partners. This strategy was topped with a budget-conscious consumer facing strategy that used events and media to warm the market and prepare customers to see the product at point of purchase. This consumer strategy also heavily leveraged Steve Hindy and Garrett Oliver, has significant value points.