Embedded Files
In 2020 a one off limited release Hop Products Australia Pack was created as a unique way to launch the newly released Eclipse Hop into Australia.
Due to Covid-19 the normal method of brewing limited release kegs and having various launch events at different venues across Australia was not feasible. Instead a one of 12 pack with 12 limited release beers featuring the new hop was created. The following are learnings from this project
- Local team from HPA/NZH on the ground in Australia is key to getting breweries on board
- Need for marketing team on their end to provide collateral
- Free hops from Hop Products Australia was supplied to breweries as an incentive to be involved
- All 330-375ml format so that sweet spot for pricing RRP of the 12 pack is $79.99
- Selling of packs to assist with awareness of packs (HPA bought ~150). Can provide these to HPA at $69.99 + P&H if retail is $79.99 + P&H
- List of breweries as follows + any new ones that may be current and desirable should be approached
Mountain Culture High Tides NEIPA | 355ml | ABV 6.6%
Deeds And Everything Under The Sun Is In Tune Single Hop NEIPA | 375ml | ABV 6.5%
Blasta Hop Hype Eclipse Pilsner | 375ml | ABV 5.1%
Bridge Road Crimson Crescent Hoppy Red Ale | 375ml | ABV 4.7%
Hop Nation Ground Control West Coast IPA | 375mll | ABV 7%
Batch HPA-016 Single Hop IPA | 375ml | ABV 6.3% (NB. replacement beer for Akasha which had seeming issues)
Moo Brew Bridgewater Blackout Dark Ale | 375ml | ABV 5.5%
Mr Banks Turn Around, Bright Eyes Oat Cream IIPA | 355ml | ABV 7.2%
Newstead Luna Belgian Wit | 375ml | ABV 4.8%
New England Don’t Stare India Saison | 375ml | ABV 7.2%
Sunday Road Lunar Eclipse Single Hop Dark Lager | 375ml | ABV 5%
Two Birds Total Eclipse Of The Hop XPA | 375ml | ABV 5.5%
- Allow lead times of minimum 3-4 months to ensure can fit into brewing schedules (the HPA was a 5 month project from first meeting to launch but was launching in November which is a busy period)
- Have minimum 2 weeks leeway between final required delivery date and the launch date, preferably 3 weeks
- QC can be an issue so ensure breweries selected have good QC and have a backup in mind, e.g. other breweries that can use the hop but maybe not under the official name
- Total sold was 700 packs (~150 of which were sold to HPA)
- A handful of packs were sent to Europe. Shipping for these was arranged and paid for by HPA for pickup from Beer Cartel. HPA sent through all the required paperwork and arranged the pickup.
- Marketing perspective
RK can you please add any other marketing that was done
Product page – description, imagery, story
Socials (FB / Instagram / LinkedIn)
Teaser posts
FB groups
Flyer included in 12 packs, should ideally have call to action for social sharing
Landing page on HPA / NZH
Press release
Packaging – use Beer Cartel branded boxes
Hi Grace,
Have had a chance to go through this. The below covers most of the main activity though I'm sure there are additional bits and pieces that I've missed as well.
Cost of mixed pack $79.99 + shipping
Total number of mixed packs sold and how long they took to sell out (did we end up topping up the total number?) 643 - sold out in under a month. Add to this 650 beer subscriptions that are getting a mixed pack featuring the beers. We did top up the number and may have a couple more that we can sell based on extra cases of beers we got for our store, looking at this at the moment.
How many people you emailed about the mixed pack, open rate, click rate, bounce rate, unsubscribe rate, etc 72k, 19.5% open rate, 2.4% click rate, 0.2% unsubscribe rate
Summary of social media activity (reach, engagement, etc) FB post announcing launch, & FB countdown clock - 7k reach, 800 post clicks. FB Group Post approx 3k reach. Insta post data main post 6k reach - 160 likes, FB Stories 500 reach main post, 200 reach for additional posts, weekly quiz in group 129 took part, podcast 263 listens so far
Summary of website activity (reach, engagement etc) HPA mixed pack page seen by 3,200 uniques, homepage banner seen by 15,000 uniques
Overall impact (ie. new followers/subscribers, increase in international visitors, etc.). Hard to report this
From our end it was an extremely successful campaign - both HPA and Beer Cartel together really helped drive the success of the pack sales, plus hopefully from your side it has really helped build awareness of Eclipse.
As I mentioned we'd love to do this again and if you're keen would be great to discuss how we could do something around Galaxy hops at the launch of the new hop season - if you're keen and had time this side of Christmas would be great to talk about this to help kickstart some creative planning.
Thanks,
Richard
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
HPA 2021
2021 HPA packs were sold into January/February, i.e. longer that we would have liked which then took marketing focus away from Christmas
Sold online 680
Sent to HPA customers 201
Remainder to Beer Club: 825
TOTAL: 1706 units of each beer
In 2021
November 597 (includes those sold to HPA trade customers), so 396 sold online
December 97 sold online
January 191 sold online (created a 24 pack to assist in moving stock)
February 3 sold online
Beer List:
Akasha (NSW)* Mad Max West Coast IPA
Big Shed (SA)* Lupowheat American Wheat Beer - Removed from HPA pack and used in Advent due to Seven Mile QC issue
Black Hops (QLD)* Afterburner Red IPA
Dainton (VIC) Lupe de Lupe NEIPA
Hobart Brewing Co (TAS) West Coast IPA
Hop Nation (VIC)* Plug & Play West Coast IPA
Little Bang (SA)* Black IPA
One Drop (NSW)* Session IPA
Otherside (WA)* Hop Attack Strong Pale Ale
Slipstream (QLD)* Lupo-Force IPA
Sydney Brewery (NSW) Pils
White Bay (NSW)* Hazy IPA
Batch (NSW) Lupomax Kolsch Kolsch - Originally 13th backup beer, used instead of Big Shed Lupowheat in HPA Pack
Page updated
Report abuse