Fiddlehead Brewery Presents Approach

Lochlan Dougherty, Sierra Calabresi, Colby Sears

summary

• 4 P’s • Customer Face• Logo & Tagline • Keg Tap & Coaster• New Merchandise

• Competitive Analysis • Event • Press Release • Splash Page • Social Media Plan

The 4 P’s

Price Due to its exclusive seasonal availability Pints will be offered

at $6.50, while Growlers and

Growlettes can be refilled for $11.

PlaceThe Approach is available

exclusively at the Fiddlehead Brewery in

Shelburne, VT. Come on down fill a growler, and meet the people behind

the brew. While you're out give our locally famous IPA

a try at one of over 100 locations.

PromotionThis winters seasonal draft

will promoted through Fiddleheads big skivent, as well as a brand new social

media campaign, and support from local sources. Remember, we rely on you!

So tell your friends about Fiddlehead and come pay us

a visit.

Product

The Approach is a one of a kind brew in the porter style. Artfully crafted by Matty-O himself. Brewed with local

hops, and local feel, it embodies a hardy smoky taste

with faint hints of caramel reminiscent of Fiddleheads

own Brown Porter.

Who’s Drinking Us?

“Take the Right Approach”

Behind the Bar

What’s Under the Cup

Merch for Purch

Expanding Fiddlehead’s Merchandise. Introducing the new Ice Scraper, and Neck Gaiter.

The Playing Field

Switchback Ale

Performance: Switchback offers an award winning craft brew with a sensuous hint of fruit aromas and mild hops. Can be found anywhere from your local pizzeria to an

upscale bar.

Features: Dark amber in color boasting a rich malt flavor with a bite of hops at the

end. Switchback offers a mild beer that can be sessioned by the everyday drinker. ABV

5%

Conformance Quality & Reliability: Switchback offers a consistent high quality

product. Recently breaking into the bottling of their brew, with equally

consistent results.

Style and Design: Switchback is well known for their blue and green color scheme. As

well as their easily distinguishable tap handle. Bottled in 22oz quantities only.

Durability: Switchback can be found at many local bars for around 4-5 dollars a

pint. The bottled brew is offered at around 12 dollars.

Servaceability: Available at local bars, and now in 22oz bottles readily available in

liquor stores and gas stations throughout Vermont.

The Playing Field Performance:

Hill Farmstead offers local craft beer enthusiasts a tasteful and unique

experience. Their exclusivity within Vermont has made them a popular commodity

among local drinkers.

Features:Hill Farmstead presents its fans with a fresh variety of brews, including a few seasonals.

They are known for their local feel and unique take on their specialty brews. This is

a beer that will and has proven to attract "crafties".

Conformance Quality & Reliability: Hill Farmstead has staked its reputation on its quality and consistency.

Because of its small size i is important that they produce a consistently quality product which they have become well known for.

Style & Design: A unique bottle shape and a creative use of

negative space in the logo help Hill Farmstead portray an appealing image.

Durability:Being a smaller brewery in Vermont, their

products are offered at a premium. Tap prices typically range from 6-9 dollars.

Serviceability: This is a true Vermont Beer. Their brew can

be found on tap at a number of Vermont bars across the state. They are only

available on tap unless directly from the brewery. They ship to NY, Boston, and

Philadelphia twice a year.

The Big Skivent!

Hot Off the PressFOR IMMEDIATE RELEASEDecember 7, 2012TAKE THE RIGHT APPROACH THIS WINTER SEASON WITH FIDDLEHEAD BREWERY Shelburne, VT (January 5, 2013) – Carve into the 2013 winter season with Fiddlehead Brewery. The Vermont-based company will be hosting a series of events during the month of December to introduce their new winter porter, Approach. Fiddlehead extends the invitation to the public to participate in a month long ski and ride event at Vermont’s most exquisite peaks and terrain. The events will feature trips to Sugarbush, Mad River, Jay Peak and Stowe Mountain Resort. After a day on the slopes Fiddlehead invites attendees back to the barn for local food tastings, beverage pairings and an exclusive preview of “Flow State,” the new ski film by Warren Miller Entertainment. In anticipation of the 2013-winter season Fiddlehead’s event coordinators invite guests to the Fiddlehead Barn at 8:00AM on four consecutive Saturday’s in the month of January (dates include: January 5, 12, 19 and 26). For a small fee $15 guests of the events can take a shuttle from the barn to one of the weekly sponsored mountains. After an exhilarating day on the hill, guests will celebrate winter brew and extreme mountains sports with Warren Miller Entertainment, while enjoying delicious local food from Folino’s Pizzeria and more Vermont favorites! “There will be something for everyone at the launch event! From local treats to thaw an early-start to cabin fever, as well as many outdoor features for the winter enthusiast. This is an event you will not want to miss!” states Sierra Calabresi, one of Fiddlehead’s newest brand representatives.

Take the right approach this winter season, and join in on the festivities starting January 5th at 8:00AM-7:00PM. For samples of the debut of Fiddlehead’s newest porter, and ascend into the craft brew phenomenon that is Fiddlehead Brewery.

Discover more at…Facebook: http://www.facebook.com/FiddleheadBrewTwitter: @Fiddleheadbrew

Making a Splash

The Social Brand

#Quizzlehead

December 31, 2012 #QUIZZLEHEAD

Competition kicks off. 3 easier

questions are asked (Who's the brew

master at Fiddlehead

Brewery?, etc...) First days prize, a free growler of

Fiddlehead's feature winter brew "Approach".

January 1-2, 2012 #QUIZZLEHEAD

Competition continues with

increasingly difficult questions,

including some new prizes such as

neck gaiters, ice scrapers and some

Phineas Gage cd's..

January , 2012 #QUIZZLEHEAD

Competition reaches the final

two days before the skivent kicks off.

These days are all about the man

behind the brew. Questions will be

made by Matt and his three favorite answers will win.

Grand prize winners get to spend the day brewing with

the master.

December 8, 2012 #QUIZZLEHEAD Competition has

reached its end, and the first of the 4 day skivent has finally arrived. Come join us as we celebrate

the release of the winter brew Approach with a

day on the slopes. Afterwards swing by the brewery with family and

friends to sample the Fiddlehead pallet, and

why not grab a slice while your at it. For all

you ski bums in the area we will be premeiring

Flow State to wrap up an exciting few days with

the Fiddlehead family.

Summit up

Have a safe and fun holiday season from all of us at the Fiddlehead Family