San Luis Obispo Business
August, 1999

SLO Brew Campaign sells SLO + brew

SLO Brewing Co. is making a big splash throughout all of California and putting San Luis Obispo on the map while doing it. The local brewery/restaurant recently launched its new look with a mass marketing campaign that sells the SLO lifestyle along with the brew.

The Chamber played a large part in the content and design, providing the two scenic shots featured on the cartons and all point-of-sale materials and the visitor information featured on the bottom of the six pack cartons. The Chamber's Visitors Guide is promoted as well, inviting consumers who are interested in learning more about the San Luis Obispo area to purchase them by calling the Chamber or visiting its website.

The six-pack cartons, in-store posters, tent cards, banners, signs and wearables were produced and hit supermarkets, restaurants, bars and stores throughout the state in early June. Response to the campaign so far has been overwhelming.

"We're getting a lot of really positive feedback," commented SLO Brewing Co. founder and owner Mike Hoffman.

"So positive in fact that we've seen an increase in sales, especially in Southern California.

" The new look came about through a new partnership between SLO Brewing Co. and United States Beverage, L.L.C. (USB), a marketing, sales and distribution company that represents import beers, domestic specialities and craft micro brews.

Hoffman approached USB about a-year-and-a-half ago and asked for their assistance in re-positioning the popular Central Coast brew. "We'd reached a level with our distribution that prompted us to forge a partnership with USB," said Hoffman.

"We knew we needed added exposure to take us forward to the next level." USB Executive V.P. of Sales & Marketing Jerry Greenstein is the man behind SLO Brew's new image. Greenstein looked at how the company was positioned, it's strengths and weaknesses and how they could improve themselves in the marketplace.

"We looked for a unique and different approach," explained Greenstein. "It became apparent that the inspiration and natural evolution of SLO Brew was intrinsically tied to the attitude, beauty and lifestyle of the town from which it spawned. So it just made perfect sense that we sell San Luis Obispo in positioning the brand." Greenstein estimates that roughly 300,000 consumer impressions will be made from the "new packaging". While the design of the new six-packs will remain the same for some time to come, point-of- sale materials will be modified and enhanced at the beginning of next year to keep the image fresh.

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