Stoney Goose Ridge crushes the craft beer market

Hector Lannible –“live” from the lavish launch ceremony at Bondi.

“Press, TV, radio and other media acolytes, as always, I am humbled by your presence along with the distinguished A-list guests that we have invited, plus the high-vis local trend-setters. And of course our VIP parliamentarians, mayors, and assorted dignitaries, of all gender-situations are also welcomed under traditional ancestral land commemoration respectfulness.

I’ll just say a few short words, and some long ones too, to paint the scene.

At Stoney Goose Ridge, we don’t just keep an eye on market trends; our data-crunching tragics obsess with finding nimble opportunities to boost our profitability and add significantly to my bonus.

Of course we’re well-known for our incredibly successful strata of super wines; growing market share, share of wallet and extraordinary ROI and EBIT. But we are not only fixated on wines; our mandate incorporates other beverages.

One salient trend has been growth in the “craft beer” market, which has displaced some of the traditional  beer brands. With much of our own outrageously expensive industrial equipment being critically underutilised at certain times of the year, our array of book-keepers, accountants, and auditors wanted stern action.

Plus, I’m weary of constantly disciplining our easily-distracted support crew of wine fabricators. My assessment was to exploit the agile path to synergistic joyousness – an echelon of market-beating beer-based beverages!

OF course Stoney Goose Ridge doesn’t take cavalier decisions made on whimsical gut-feel. I inspire the group of MBA-credentialed juniors that synthesise the market research, and apply remorseless statistical logic to the massed spreadsheets. It’s been the devil’s own task to ensure that these new beer brands don’t cannibalise our existing and intended wine markets, but that’s my forte in my specialised gig as the CEO.

And so, after trialling our creations with demographic disciplinary forensic fervour, we are fully ready with four new products that will take their righteous place in the elite pantheon of crafty beers.

There is little need to dwell on their technical or sensory characters; the most important efforts went into nomenclature and packaging, the incisive media campaigns and multifocal uplift sales incentives. It’s so tough to create brand names that haven’t been occupied by cyber-squatters, but that’s yet another of my monumental talents.

All these products will be available on-premise as draught on tap, stubbies and of course cans. Stoney Goose Ridge is can-do and canny, so cans make complete concrete sense. Plus we had this packaging option available through a cunning visionary purchase at a distressed bankruptcy liquidation receivership fire-sale.

Here’s the roll-call of soon-to-be household names;

  • One Tasty Blonde – a beer squarely aimed at the fashion-savvy. Easy drinking that doesn’t impact the waist-line or the bottom-line- except ours. Low carb, yet full of delight. Gluggable, especially with friends. Ask for it by name – available now.
  • Bullant Lager– authentically true-blue ridgy-didge dinkum Aussie as can be; a beer to quell the hard-earned thirst. And there is a not terribly secret ingredient incorporated in the manufacture that adds unique bitey piquancy. Be patriotic, get this quirky quencher down your gullet. Everyone’s a winner.
  • Brett’s Ale – we sometimes let the wine folk have their little idiosyncratic indulgences, and they came up with – let’s see if I can pronounce this – a brettanomcyces beer. Anyway this is strong stuff, and the target market literally just lapped it up during the marketing taste test trials, so perhaps they knew something. Truly addictive. Kudos to me for making it happen.
  • Seasonal Smashable. Fondly called “SS” by the development team, this beer uses a range of hopping varieties depending on what’s available in the market, and by style it’s an IPA-lite. Citrus, passionfruit, and not at all bitter. That’s what the autocue says. To everything, there is a season, and a time for every purpose, and the purpose is drinking. A fighting beer. Try it – you’ll like it.

Now we confront a serious challenge- many venues are locked into onerous exclusivity agreements with alternative suppliers that restrict our ability to get our awesomely new beers on tap in front of the public. But to join the party, you must face the music.  We throw down the gauntlet to extend the olive branch. For us,  It’s not a matter of life or death- it’s much more serious. Venue managers – we’ll help to get you back in the race, so you don’t miss the boat onto the paddock of dreams – our legal practitioners are standing by to overthrow outrageous contracts that discriminate against Stoney Goose Ridge.

So that’s the first four Stoney Goose Ridge beers launched, with more waiting in the wings, plus a cider in progress; we can’t let apples lie fallow when the market gate price is so low. They are itching to be plucked, and fermentised into a life-style brewed fluid. And we’re pondering timings to introduce waters, teas and other ever-healthy non-alcoholic alternatives. That should stir up our complacent competitors- just you wait and watch it happen; or wonder what happened? And did I mention spirits – whoops- ooh what a giveaway!!

But for now, be upstanding, raise your glasses and salute my team gathered behind me on the dais; photogenicity ain’t everything; talent counts; especially mine – our staff, contractors, consultants and interns  are universally hugely proud of my incisive leadership. We aim to monopolise beer shelf-space, crowd out cool-room stacks, put Stoney Goose Ridge on everyone’s lips, and give a real buzz to the punters.

We’re fanatical about our wines, as are our legions of devoted admirers; this new range of beers provides further lustre – and lucre –  to our image, reputation and brand inventory. We launch with pride, continuing the numerous endeavours Stoney Goose Ridge is notorious for”.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s