THE NEW way to get YOUR ‘CANS IN HANDS’ and liquid-to-lips
WHAT IS IT?
Beer Box is the newest way to find your craft brewery new customers, within BC.
Beer Box connects craft breweries with purchasing enthusiasts. It offers potential new customers of a brewery the opportunity to taste a the newest and most exciting brews, in the relaxed setting of their favourite place to drink beer.
Beer Box offers direct access to new, potential customers, at a very minimal cost with very little effort, if any.
Via the quarterly home delivery of 24 craft beer cans (and bottles) to dedicated beer enthusiasts across the province, craft breweries are able to showcase one of their craft SKUs to hundreds of the former.
WHO’S BEHIND IT?
Beer Box is a collaboration between Feaster and LIQR.ca, two powerhouse companies within the BC alcohol industry.
Feaster is the parent company of BC’s largest and most premium alcoholic sampling events. Specializing in “liquid-to-lips” Food & Beverage promotion, their events (VCBW, Hopscotch Festival Vancouver and Kelowna, Punchbowl, Whisky Global, Whisky Smoke, Harvest Haus, Wingfest, The Deighton Cup) welcome in excess of 55,000 annual attendees. Their attendees are a laser-focussed demographic, who drink alcohol, purchase alcohol and enjoy learning about new products and brands within the alcohol space.
LIQR.ca is the licensed partner to facilitate the Beer Box rollout. It is the retail-facing, online portal for alcohol delivery for the JRG family of alcohol stores.
WHAT’S THE VALUE TO YOUR BREWERY?
We won’t sugarcoat this… it’s immense. Dollar-for-dollar, a brewery won’t find a better value in reaching new beer drinkers within the BC Market.
With a minimal expense to the breweries, Beer Box grants easy access to showcase 1-2 SKUs (per participating brewery) to hundreds of enthusiastic beer drinkers.
IS THERE ANY ADDITIONAL VALUE TO YOUR BREWERY?
Yes! LIQR.CA will carry your product and deliver it to customers.
LIQR.CA has assured Beer Box that it will carry all of the showcased beer (in each box) on their site, while that box is out. This gives subscribers (and anyone else you want to point to the site) the opportunity to purchase additional beers of the showcased SKUs and have them delivered to their house the very next day, with no delivery charge.
Example:
If “Cat Hat Brewery” is showcasing “Beer XYZ” in the Summer Beer Box that runs from June 1 - August 31, then LIQR.CA will carry and sell “Beer XYZ” from “Cat Hat Brewery” from June 1 - August 31.
When “Cat Hat Brewery showcases “Beer 123” in the Late Summer box from September 1 - November 30, then LIQR.CA will carry and sell that same beer during that same period.
HOW DOES MY BREWERY PARTICIPATE?
To join Beer Box as a participating brewery, a few boxes have to be checked off.
Firstly, it is by invitation-only. A brewery must be invited to participate.
Secondly, there has to be space. With only 12-24 brewery spaces per box, and each brewery having to commit for an annual cycle (4-boxes), space is extremely limited.
If you would like to confirm your brewery’s participation, or set up a call to discuss it, please fill out the form below.
HOW MUCH DOES IT COST TO PARTICIPATE?
As a marketing fee, Feaster bills a participating brewery the wholesale cost of each beer it gives away in the box.
EXAMPLE #1
A brewery wants to showcase SKU ‘XYZ’.
SKU has a wholesale cost of $2.40
There are 250 subscribers during this quarter
The marketing fee/total cost to participate to the brewery is ($2.40 x 250 subscribers) = $600
EXAMPLE #2
A brewery wants to showcase SKU ‘YYZ’
SKU has a wholesale cost of $2.75
There are 750 subscribers during this quarter
The marketing fee/total cost to participate to the brewery is ($2.75 x 750 subscribers) = $2,063
*REMEMBER*
The marketing fee will be offset by the sale of your beer (to LIQR.ca) of which they will be used for the beer box boxes. So, if it costs a brewery $600 in marketing fees, it will generate $600 in beer sales, thus offsetting the monetary cost to $0.
WHO BUYS THE BREWERY'S BEER and AT WHAT COST?
LIQR.CA, a BC licensed liquor store will purchase the beer from your brewery. If SKU ‘XYZ’ has a wholesale cost of $2.40 and there are 250 subscribers, it will purchase the 250 units from your brewery for $600.
SO, LIQR.cA BUYS THE BEER FROM THE BREWERY AND THE BREWERY PAYS A MARKETING FEE to BEER BOX?
Exactly.
WHAT OTHER MARKETING OPPoRTUNITIES ARE THERE FOR PARTICIPATING BREWERIES?
We highly encourage each participating brewery to create a 1-2 minute video from the Brewmaster (or whomever) talking about the beer that the subscriber will be enjoying, what tasting notes they should be looking for, what is special about the beer, etc. That way there is some context for the subscriber to have before they drink the promoted SKU. These videos will be uploaded to the Beer Box website and will be viewable to subscribers.
CAN WE ADD SWAG/MARKETING MATERIALS INTO A BOX?
There will be very limited opportunities to add swag into each box. Please e-mail Beer Box if you are interested in including something in each box. The selected swag to be included will be decided on by Beer Box management.
HOW MANY SUBSCRIBERS WILL THERE BE?
The following is is the maximum subscriber schedule for the initial year. By limiting the subscriber number in the first year, not only will the goodwill of becoming a subscriber grow, it will also offer participating breweries the maximum finite costs, ahead of time, that a brewery will have to commit to.
1st Beer Box to be Delivered l Delivered April 1 - 15
A maximum of 250 subscribers
2nd Beer Box to be Delivered l Delivered Jun 1 - 15
A maximum of 500 subscribers
3rd Beer Box to be Delivered l Delivered Sep 1 - 15
A maximum of 750 subscribers
4th Beer Box to be Delivered l Delivered Dec 1 - 15
A maximum of 1000 subscribers
As Beer Box does require that a brewery sign-up for 1-year, or 4 boxes, the maximum initial commitment for a brewery to participate in the first year is a total of (250 + 500 + 750 + 1000) = 2500 beers. By the end of the year, you will have your beer in the mouths of up to 1000 new, potential customers to your brewery.