Did we just invent the Anywhere Beer?
Grant Caunter
Beer for Anywhere | Beerpreneur & Founder of State Of Play, NZ’s First Zero Alcohol Brewery | Beer Online, Retail & Wholesale | Inspirational Keynote Speaker | The Truth About Alcohol | Strategic Business Consultant
It's the best time of the year to get your beer
Daylight savings is one of my favourite days of the year.
Beersies outside with dinner.
BBQ given it's annual clean (*I just turn on high for 30 min).
Weirdly it's now enjoyable to eat lettuce again.
Summer plans are hatching.
Last week was big for sales at the Woolworths Expo, also our innovation has only one step to go now all the new beer cans are printed.
Summer ordering of the hops, yeast, and packaging for the October brew schedule also completed - 100,000 cans will be packed next month!
It's quite the cashflow squeeze this time of year with the big summer sales months ahead of us, and a big hit of costs now. We are all set to continue as New Zealand's fastest growing brewery.
Our distribution keeps growing too in a very competitive segment. There has never been more choice to get a good zero beer. If you want a good deal and ok to get a few extra packs head to the State of Play website, save 10% on subscription and get free shipping.
Works out to $15.75 a six pack. It is a bigger buy for you so I pass on all the savings. Easy to click on the orange banners that take you through to the website
This week we will connect with all the specialist liquor stores that order up at the beginning of the month then down to Wellington to visit customers to set up for the silly season (and a new Parkrun course?).
The Anywhere Beer Campaign
Ummm, did we just invent the anywhere beer?
The State of Play mission to give the choice of having a beer regardless of the alcohol content, has taken a turn…
When we launched, the non alc segment fought as an alternative.
The standard line non alc beer brands used was ‘when you want a beer but can’t, now you can’. I suppose we followed this to build trust and trial that State of Play was a good option.
It’s a bit narrow in ambition
It’s a bit negative
A storyline we fought against. It didn't reflect the freedom that was possible.
State Of Play- the only dedicated zero alc brewery in New Zealand - because we believe in good beer, and good choice for new habits.
Without alcohol and don’t have to play by the rules of all the other breweries.
Turns out the State Of Players don’t play by the rules either.
We got photos of the best beer moments. Comments about enjoying a beer on their terms.
They kept coming. More and more beer occasions. Breakfast beers after morning milking, after ultramarathons, road tripping, boat beers, beers before baby, beers at the farmers market.
And then we realised we had created more than a beer, the drinkers had decided this beer can be enjoyed, anywhere.
New rules apply:
Rule #1 if you want a beer. Have it.
Rule #2 share rule#1 with a friend.
The Anywhere Beer Competition
Pop on our Instagram or facebook page and tag #stateofplaybeer @stateofplaybeer with you latest pic enjoying a beer, anywhere. Each month we will send out merch and beer to the pics that make next month reel.
Click HERE to see our youtube short of all the beers enjoyed anywhere (and everywhere) sent in over the past three months.
What happens at a Woolworths EXPO?
Every year the full Woolworths team gets together for an EXPO.
The floor is full of suppliers showcasing this seasons new range.
领英推荐
For the second year there was a craft beer area - five breweries were there to share what's hot in craft and all the new lines that have been added to the October planograms.
State of Play has the Mix Pack added to all stores next month - This is a really high performing pack for us - We thought it would be a trial pack to select a favourite - turns out you guys like all three brews and are happy with a mix pack every week in the shopping. Sounds good to us.
The crazy thing about this expo is what happens in the last two hours.
None of the vendors want to pack up all their product again so after the business is all done they biggest session of swappsies kicks off! And beer is a good trade!
The New Brew - sooooo close now.
All the packaging is now made! The last part of the procurement puzzle was cans. This started 4 months ago with our design artwork being turned into plates. This beer has a brewtiful gold ink and this is quite a tricky colour to match up.
On Thursday I went to Visy in Auckland with all my artwork and the printed carton and they had the job on the press ready for me to sign off. The checklist:
Colour consistency across packaging formats
Perfect registration - sharp lines
Solid Ink application
And we did it! the first 30,000 cans are now all done and off the Napier.
Finally the beer. Brewing is all booked for mid October. The last trial brew is almost ready to taste. I'll be visiting my mates at Fortune favours later this week who have helped me out with these trials brews using their brewery.
Can you guess what style beer it is? Already thinking where to take it?
Camino Ales and trails - THE BACKPACK
The first piece of equipment purchased - the backpack.
Size and fit are the two considerations. I went into Further Faster in CHCH and chose an Aarn Expedition 35 litre. The fit is amazing and they come with the option of two front pockets to balance the load and allow for easy access to your things while walking (and beers).
If you want a pack for your camino, don't just follow me - go in to the store. If in AKL go into Simply Living in Newmarket.
I did a fun beer and gear review - click HERE and it will go through to the Further faster Facebook page.
Ales & Trails II - the Auckland edition at Beer Jerk on Shaddock St - 9th October at 6:30.
If you want to talk beer, gear, the Camino then this is for you. if you have experienced the Camino can you come and share your wisdom?
Beer & Pizza
What a pic. Home made pizzas and New Zealand made beer. nom nom nom
IPA upfront and I can see a cheeky Sunbreaker in there too. Cheers Rhonda for sending through.
We got some good Beer shots on socials this week, as that weather warms up and those summer BBQs crank up those beers will taste sooo good.
Send through your ANYWHERE beer shots please.
Why reviews matter.? If you have a minute it would be great to hear from you
Here is the link to the review tab for? Nectaron Pale Ale
Here is the link to review Sunbreaker Ale
Here is the link to the review tab for IPA
And if you have a cool photo you can post on one of your favourite social channels and tag @stateofplaybeer? #stateofplaybeer If you want to contact State of Play flick me a note [email protected]
TOGETHER WE ARE BREWING A REBELLION!