Source Bottle

Source Bottle Tips

Respond ASAP – ideally first hour

Keep the response very brief – no more than a few lines with correct contact information

Best fit – demonstrate how you satisfy their requirements or have the necessary credentials

Show your hand – respond to the enquiry (in summary) and explain your position

Be trendy – what relevant topic are people writing about?

Famous – what area do you want to be a thought leader/expert in?

“Best fit” media outlets – where do you want to see your name in lights?

What features can you help sell your story? – draw attention to your best bits. What ‘stereotype’ do you fit or break?

What are the angles where we are news-worthy:

Our story – from Kennards to owing a bottle shop – growing as a craft beer retailer on a shoestring budget.

We are the David in the industry against the big Goliath (Dan Murphys) – disrupting the industry.

Passion for craft beer – we not only sell craft beer, we live the passion, e.g. Facebook video’s, wanting to educate consumers and take them on a journey into craft beer

Authority in the industry – we are the knowledge keepers. We give back through the Australian Craft Beer Survey and initiatives such as the beer vouchers for different bars, breweries, tour operators and other organisations in our industry

Corporate Responsibility – our approach to beer is that it is all about quality rather than quantity. We support a movement to healthy drinking and believe it can be incorporated into a healthy lifestyle. We do however accept that beer not in moderation can be part of unhealthy lifestyle, where not only our physical health, but also mental health are at risk. For this reason we are strong supporters of male depression and look to hold fundraising initiatives each year to raise money for beyondblue and male cancer.

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Hello,

I'm an owner of a specialist craft beer store, called Beer Cartel, based in Sydney. We have over 1,100 of the best beers from Australia and overseas, which we ship Australia-wide. Having run the business for over 7 years now I also have significant small business experience and would love to contribute to your publication.

Look forward to hearing from you.

Kind regards,

Richard

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Richard Kelsey

Beer Cartel

Store: Unit 9, 87 Reserve Road, Artarmon NSW 2064 Australia

Store inquiries: 1300 808 254

Mobile: 0405 251 864

Email: [email protected]

Website: http://beercartel.com.au