2. The world loves beer. For the 27th consecutive
year, sales have been going up, with China
leading the ranking, followed by the USA, Brazil
and Russia.
(source
http://www.dailymail.co.uk/news/article-
2185488/No-quenching-global-thirst-beer-sales-
rise-27th-consecutive-year.html )
4. The first good thing is that the number of people
turning 20 in Sweden is on the rise.
Why is that good?
That´s the age when it´s become legal do buy
alcohol at Systembolaget.
The number of people allowed to walk into a
store and get alcohol increased 7% in the last 3
years.
5. Not just more people are allowed to drink, but
alcohol sales in Sweden have been going up for
the last 3 and a half years.
From 2009 to August of 2012, there were more
than 1.6 billion liters sold at Systembolaget
stores all over Sweden.
Each year, the growth is around 6 million liters.
6. Sprit (vodka, tequila, whiskey and others) are
selling less. They used to sell over 20 million
liters, but now are on low 19s.
Cider and mixed beverage are also going down
and at the same 19 million range.
Wine is doing better with more than 190 million
liters sold in 2011. It also had an extra 10 million
liters in 2011 if you compared it to 2009.
7. But the real king in Sweden is still beer!
Beer is responsible for about half of the alcohol
sales in Systembolaget each year
8. In the last 3 years, beer sales in Sweden have
been stable.
After a small drop in 2010 of 0,52%, sales went
back up in 2011.
Last year, Swedish people bought 227.092.404
liters of beer at Systembolaget, who has the
monopoly of alcohol sales in the country.
9. There are four companies who are
responsible for tha majority of the beer
sales in Systembolaget:
Carlsberg Sverige AB
Spendrups
Åbro Bryggeri
Kopparbergs/Sofiero Bryggeri
10. In 2009, they were responsible for 73,3%
of the beers sold at Systembolaget.
In 2011, they sold less and their share
market dropped to 70%.
11. Ok, so 3% it´s not that much when you
think about.
But do you know what 3% means in this
market?
12. 7 milion liters!!!!! Also known as 14
million bottles of 500ml or 20 million
cans of 350 ml!!!!!!!!
This opened the market for a lot of other
brands to grow and increase their
presence in the Swedish market.
13. In 2009 there were 2242 unique
beers being sold in Systembolaget.
In 2011, 2940, which means 31,1%
more brands at the store competing
for the costumer´s attention.
14. So Swedish people like to drink.
You know what else they like?
United States of America
17. Back to beer in Sweden...
However, there is a small
treasure when you look at the
data.
18. One little name caught our
attention: Brooklyn Brewery.
How come an small brewery in the
United States – 13th according to
the American Brewery Association –
is selling so much in Sweden?
19. Their sales in 2011 were 3 times
bigger than 2010 and 2009.
And in 2012 is their best year yet
and they still have 5 months left to
sell beer to the Swedish population.
And their main product is selling
more and more....
21. Facts
13th biggest Craft Brewing Company in USA (based on 2011 beer sales
volume)
Today two-thirds of Brooklyn Brewery beers are brewed in Utica, while
the rest of beer production takes place in Brooklyn. There are plans to
move 50 percent of production to Brooklyn within the next two years.
The company had sales of $35 million last year and projects sales to
increase to between $40 million and $45 million in 2012.
The company employs 120 workers upstate and 57 in Brooklyn.
Fifteen percent of Brooklyn Brewery beer is exported overseas.
67th out of the 100 fastest growing inner city businesses, according to
CNN
http://money.cnn.com/galleries/2012/smallbusiness/1205/gallery.inner-
city-100.fortune/67.html
22. And where does Sweden come to all of this?
"Sales have really started to spike in Sweden. Now we're seeing a
point where our beer is close to really becoming mainstream
[there]."
Ben Hudson, marketing director for Brooklyn Brewery
source:
http://www.cnbc.com/id/48842704/A_Brooklyn_Brew_in_Stockho
lm_Fuggedaboutit
23. But, wait! There is more
So close to mainstream that Sweden is now the second largest
market for Brooklyn Brewery outside of New York. Yes, you read
that right.
"I usually have to explain it twice," says Hudson. "Most people
think I mean the number two market outside the U.S., and I have
to say, no, no, it's No. 2 after New York City."
source:
http://www.cnbc.com/id/48842704/A_Brooklyn_Brew_in_Stockholm_Fu
ggedaboutit
24. And the rise in Sweden makes some
sense, according to someone named
Google.
• With 2.8% of population of the United States, Sweden has:
- about the half of volume search recorded by America
- 4 times more then Canada and the UK
- the language with more searches about Brooklyn Brewery in the last 12
months.
25. Google Data
• Even tough, Brooklyn Brewery sold 187.898 liters in Systembolaget in
2010, there aren´t enough data on Google Insights about searches in Sweden
about their beer.
• However, a spike began in September of 2011 and the rising reached an all-
time high this year
26. Brooklyn Brewery
Systembolaget - sales main
products
Year 2009 2010 2011 2012 (until August
1st)
Brooklyn Lager 103.136 166.450 338.130 347.995
Brooklyn Brown Ale 8.290 1.803 20 901
Brooklyn Black 5.893 3.288 5.156 7.839
Chocolate Stout
Brooklyn East IPA 238 1.114 58.156 78.816
Summer Ale - - 43.500 1.486
Total 120.145 187.898 446.302 446.881
27. Brooklyn Brewery
Systembolaget - sales main
products 2012
2012 January February March April May June July August
Brooklyn 28.837 36.099 43.586 44.362 42.971 58.294 47.159 46.687
Lager
Brooklyn 4.576 5.773 7.312 11.458 10.428 13.428 12.453 12.866
East IPA
Total 33.869 44.832 59.747 56.639 53.921 73.496 61.127 61.131
30. Brooklyn Brewery
Systembolaget - sales
200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812
5440 6607,25 9089,41 8073,44 9236,38 8501,88 6798,23 7287,82 10836,37 11684,81 6421,59 8974,04
200901 200902 200903 200904 200905 200906 200907 200908 200909 200910 200911 200912
6991,72 13003,3 8470,28 9845,92 8542,71 10433,8 9334,36 10800,3 8983,2 10588,69 9150,93 13953,3
201001 201002 201003 201004 201005 201006 201007 201008 201009 201010 201011 201012
10550,26 10689,8 17009,9 13124,3 8791,3 18269 15950,1 13489 13325,66 21147,34 17603 27947,7
201101 201102 201103 201104 201105 201106 201107 201108 201109 201110 201111 201112
19881,76 28565,4 26294,1 34578,8 38045,7 65279,3 43811,3 32494 32785,12 34748,95 35070,5 57040
201201 201202 201203 201204 201205 201206 201207 201208
33868,49 44831,8 59746,9 56639,1 53921 73495,6 62166,1 61631,4
• June presented the best two months for Brooklyn Brewery on the last couple of years,
which became a pattern in the last two years.
•December has some of the best results for Brooklyn Brewery, which is followed by bad
results in every January.
31. Brooklyn Brewery
Systembolaget - sales main
products
• Brooklyn Lager is by far their most selling product, with almost 5 times more than
Brooklyn East IPA.
• Lager had an increase in sales of 100% from 2010 to 2011.
• Together, Lager and East IPA are responsible for 95% of the Brooklyn Brewery sales in
2012 Lager is 5.2%. East IPA is 6.9%.
•This means that Lager has also an additional 30% of sales that happen in bar, which
could raise their sales to 452.393 in 2012. So, Lager in bars, restaurants and System
Bolaget outsold Brooklyn Brewery in System Bolaget in 2011.
• East IPA is classified as strong beer for the Swedish Beer Association, where only 3% is
not sold at Systembolaget.
• June is always the best selling month to Brooklyn Brewery in Sweden. March is when
sales start to go up after reaching a year low, thanks to the winter.
32. Brooklyn Brewery
Systembolaget - sales main
products
• If a 350ml bottle of Brooklyn Lager costs 16,90 SEK and they sold 347.995 liters in
2012, this mean they have made around almost 17 millions Swedish Krona, which
means 2.5 million dollars.
• And if they have an expected $45 million dollars in sales in 2012, sales of Brooklyn
Lager in Sweden alone can maybe be responsible for something around 3 million
dollars!
• This means can one beer in Sweden can add to 6.6% of the total sales of Brooklyn
Brewery in one year.
• And according to Carlsberg, who sell Brooklyn Brewery in Sweden, 60% of their sales
take place in Sodermalm, a popular neighborhood in Stockholm.
33. Physical World
• According to the Swedish Beer Association, Systembolaget, grocery and
convenience stores are responsible for the biggest part of the sales in the
country:
-97.7% of the beers sold in Sweden are in grocery and convenience stores for
beer over 5.6% -> Which is good for East IPA
-70.7% for beers between 4.5 to 5.6%. -> Which is good for Brooklyn Lager,
especially after Brooklyn Brewery started to sponsor music festivals in Sweden:
- http://brooklynbrewery.com/blog/news/brooklyn-sweden-schedule-
announced/
- Brooklyn Brewery hosted a festival in Stockholm and Malmo with bands from
Brooklyn: "We have a great fan base there and we felt like it was time we give
back and throw a big party for our customers," says the company.
34. Brooklyn Lager – competition
Brand Price Sold in 2012
Sofiero 10,40 11.848.317
Femkommatvåan 10,40 6.131.585
Norrlands Guld 12,90 5.813.533
Export
Stockholm Festival 10,40 4.750.761
Mariestads Export 15,40 4.678.946
Pripps Blå 10,90 4.428.584
Brooklyn Lager 16,90 347.995
• If you compare Brooklyn Lager to the most selling beers in Sweden between
5 and 5.3%, they have a problem: they are the more expensive for the least
ammount of alcohol: 355ml against 500ml for the rest of the group.
35. Brooklyn Lager – premium Lager
Brand Price 2012 2011 2010 2009 Difference
2009-11
Stella Artois 14,40 522.342 681.501 571.872 513.115 +32,8%
Red Stripe 14,90 393.532 627.966 566.226 553.134 +13,5%
Staropramen 15,90 1.110.106 1.597.731 1.513.889 1.554.084 +2,8%
Samuel Adams 15,90 121.166 182.906 80.228 62.474 +192%
Boston Lager
Grolsch 12,50 662.433 962.444 889.031 1.053.903 -8,7%
Premium Lager
Brooklyn Lager 16,90 347.995 338.130 166.450 103.136 +227%
• Brooklyn Lager is the beer who had the biggest growth since 2009, beating
America´s biggest brewery, Samual Adams and its main product, in that period.
• Brooklyn Lager is still way behind the rest of the competion in total amounts,
selling about half of Stella Artois and Red Stripe, both with two digits growth.
36. Brooklyn Brewery
Swot
- Prices against the most selling beers
- Sales are on the rise in a market
in Sweden and other premium lagers.
that is getting more competition
- All of the 17 beers that are the - Huge dependency (95%) in two
most sold in System Bolaget are in products: Lager and East IPA
the range between 5 and 6%, the
same one where you can find
Brooklyn Lager.
38. 80000
70000
60000
50000
40000
30000
20000
10000
0
-10000 1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67
• This is the last 56 months of Brooklyn Brewery sales in Systembolaget.
• The trendline shows the projections for th next 12 months.
• So the future of Brooklyn Brewery sales looks promissing in Sweden for the
upcoming future.
39. 80000
70000
60000
50000
2008
2009
40000
2010
2011
30000
2012
20000
10000
0
1 2 3 4 5 6 7 8 9 10 11 12
• When we compare year by year using each month as a reference, we can still
see the increase.
• January, which is the worst month, didn´t do that well in 2012 comparing to
June, but it was better than most month of 2011.
40. What are the expected
results
Retention –
more drunk
people
Purchase –
increase yearly
sales in 15%
Preference - increase
brand preference among
target group in 20%
Consideration – 4K new visitors
to the website
Awareness – Facebook ads and Instagram
campaign
41. Website improvements
- Sweden is your second market.
- Your sales have increased over 300% in the last 3 years.
- You are having your best year yet.
- So why isn´t your website in Swedish?
-Or doesn´t even say anything about Sweden?
- Yes, Swedish people can speak pretty good English, but you can develop a better
relantionship with your fan base if you adapt some things to their natural language and work
on top of those.
42. Brooklyn Brewery
website
-If you search for Brooklyn Beer in
the USA, their webiste will show
you places where you can buy their
products.
- But what happens when you try a
Swedish address?
43. Brooklyn Brewery
website
-The searches for Swedish adresses
always come back empty.
- If this is your second market,
sales are on the rise, people
are looking you up in Google,
why are you not paying attention
and doing something about this?
44. Brooklyn Brewery
website
- The Strand, in Hornstull,
just opened a Brooklyn Bar, which
only sells Brooklyn Brewery.
- Why is that not on the map????
- The same goes for Slussen
Debaser and other bars in
Stockholm.
45. Brooklyn Brewery
What can they do?
- Using the Google Maps API, we could make this a lot prettier and more functional
46. Brooklyn Brewery
website
- Ok, so the search failed, but I still
want to know where I can find the
damn beer in Sweden.
- Now you need to send an e-mail
to a generic address to someone at
Carlsberg(!) to get more
information.
- BTW, we tried that. There was no
reply.
- We only got data because we
went to the Beer Sales and PR
people from Brooklyn Brewery.
47. Brooklyn Brewery
website
- If over 80% of the beer in Sweden is sold at Systembolaget, why don´t you have a link on
the Swedish part of the website where people can order your products?
- This way people can see which stores carry Brooklyn Brewery, how much do they cost.
-Systembolaget actually shows how many bottles are avaliable at each store. So, you can see
if your favorite has only 1 bottle, so you can go to another one to make sure you have
enough beer for you and your friend.
- Just by clicking on the link http://www.systembolaget.se/Sok-
dryck/Dryck/?searchquery=brooklyn+lager&sortfield=Default&sortdirection=Ascending&hits
offset=0&page=1&artikelId=166018&varuNr=1548&searchview=All&groupfiltersheader=Def
ault&filters=searchquery%2c&referringUrl=%2fSok-
dryck%2f%3fsearchquery%3dbrooklyn%2blager%26sortfield%3dDefault%26sortdirection%3
dAscending%26hitsoffset%3d0%26page%3d1%26searchview%3dAll%26groupfiltersheader%
3dDefault%26filters%3dsearchquery%252c&action=modaldialog&actiontype=butikdryck
- Ok, the link is ugly, but you can redirect people or embed that :)
48. Brooklyn Brewery
What can they do?
- According to Google, 100% of the searches for Brooklyn Brewery in Sweden happen in
Stockholm. So we have also an entire country to conquer
- Systembolaget website shows that stores in Uppsala and Skane already sell Brooklyn
Brewery. So we can develop a plan to increase the awareness in smaller city, to keep the
numbers up, so the brewery is not dependant of Stockholm for sales.
- The words “brooklyn brewery”, “brooklyn beer” and “brooklyn lager”, according to
Google, would only cost 10 cents per click.
- If Sweden is the 2nd market outside New York, generating traffic to the website could
increase sales and awereness, if the map function is working, if they have a list of bars selling
the beers and also link to Systembolaget, especially now that the winter is coming, so you can
also make life easier for your costumers.
49. Brooklyn Brewery
website
- If you are focusing part of
your business putting the right
beer with the best food, you
could create and/or publish
Swedish recipes.
- BB could also use digital
platforms so people could send
their own Swedish recipes.
- Swedish cuisine is very
different from the
American, for instance.
- This would help increase the
proximity the Swedish
audience, and, therefore, sales.
50. Brooklyn Brewery
website
- Using Instagram´s API we can “stream” the latest pictures of people drinking Brooklyn Brewery
on the webiste like http://searchinstagram.com/brooklynbrewery
- We can also take the picture and use them in the Facebook page to make it more interesting
for the audience.
51. Brooklyn Brewery
website
- Using Spotify´s API we can also add playlist to our website with new Brooklyn bands, or music
to go to parties or to have a romantic dinner, based on the beer of your choice.
52. Going outside of your website
- But why are talking about Spotify and Instagram?
- We interviewed over 30 people in both Stockholm and Malmo, where Brooklyn Brewery held
the Brooklyn Sweden music festival. They were in Debasser Malmo and Strand and this is what
they said:
- All of them are between 25-40, which is the same age group that Carlsberg works with.
- That group identify themselves a lot with the Brooklyn scene, especially when it comes to arts.
- Music is their first choice of cultural consuming, followed my movies and sitcoms -> good thing
that Brooklyn Brewery had a Brooklyn Sweden music festival
- They either work with art or digital communication, like social media
- They said the Brooklyn Brewery products taste better than the Swedish beer.
- They don´t have a problem with the beer being more expensive, because it´worth it.
-- They are tired of Facebook and find themselves spending less and less time on
Twitter, especially posting.
- They like Instagram because of the visual impact and simplicity of the platform.
- obs: THIS WOULD MAKE A GREAT INFOGRAPHIC
53. Brooklyn Brewery
What can they do?
- AND MOST IMPORTANTLY....
THEY ALL STARTED
DRINKING IT BECAUSE A
FRIEND RECOMMENDED
IT
54. Brooklyn Brewery
What can they do?
- Using the research we got, we decided to test the answers.
-Brooklyn Brewery has 25 thousand fans on Facebook.
-At the same time, they have almost 8 thousand on Instagram.
-But their engagement rate on Instagram is way better :)
-Examples:
-The average likes on 8 of their Instagram pictures: 134
-The average likes on 8 of their latest Facebook posts: 44,5
55. Brooklyn Brewery
What can they do?
- Now let´s move on to Twitter.
-If we search for #brooklynbrewery using the Top funcions (tweets for more influentional
people, that generated RTs or replies from followers), the first 11 results all have one thing in
common: they were all posted from Instagram with pictures!
-The ammount of posts on Instagram using the hashtag #brooklynbrewery is also 80% more
than in Twitter.
-There were 123 pictures tagged on the last 7 days on Instagram.
-Posts on Twitter? 18 with the hashtag.
56. Brooklyn Brewery
What can they do?
So, if your fan base is
more engaged in one
platform, why not take
full advantage of it?
57. Brooklyn Brewery
What can they do?
The idea is promote "missions" on Instagram with the
feelings that people put on pictures tagged with Brooklyn
Brewery.
We analyzed 50 of pictures tagged on Instagram go analyze
some the emotional datasets included on the images.
Almost 90% of them have positive feelings involved such as
friends, fun, concerts, food.
We can increase awareness and make the brand more "social
friendly" to the Swedish fans by posting people´s pictures on
the Brooklyn Brewery fan page and also Twitter account.
58. Brooklyn Brewery
What can they do?
Examples of missions:
- Share a BB (Best Buddy) moment with your friend with
another BB (Brooklyn Beer)
- Stories and pictures of an awesome party you had a BB with
your BB
- Take your favorite Brooklyn Brewery product sightseeing to
your favorite places in Sweden
59. Brooklyn Brewery
What can they do?
But wait.
Don´t they all like music and Brooklyn Brewery even had a
music festival in Sweden?
60. Brooklyn Brewery
What can they do?
Yes, that´s why we are also using music to make the brand
closer to Swedish people.
How?
Using one of Sweden´s most known products: Spotify
61. Brooklyn Brewery
What can they do?
Brooklyn Brewery can develop both playlists and an app so
people can have cool and new music while having a beer.
We can even make playlists to specific beers.
And we can make playlists to specific moments.
But we can update weekly playlists with new Brooklyn bands
so Swedish people can discover new music using the brand.
And new Swedish artists will be able to submit songs to the
Brooklyn Brewery playlist.
62. Brooklyn Brewery
What can they do?
The Systembolaget and Carlsberg data showed us that
December is a good month for Brooklyn Brewery, but January
isn´t.
So we wanna change that.
By developing the first edition of the Brooklyn Brewery
Swedish edition, with a more local flavour.
63. Brooklyn Brewery
What can they do?
The design of the bottle would also be open, so any designer
or graphic artist in Sweden could submit their work, and we
would let the people choose the winner.
The winner would also help Brooklyn Brewery develop the
first Swedish beer.
That beer can be sold as their “New Year Beer”, to help the
January sales.
January is always their worst month, with the average of
5.5% of the total yearly sales.
This would be a good move to make the sales better during
the first month of the year.
64. Brooklyn Brewery
What can they do?
Another thing we noticed is the consume of non-alcoholic
beverages at Systembolaget is increasing: 64% in 2011 if you
compare the results to 2009.
That´s a new market where Brooklyn Brewery still hasn´t
tapped in.
By developing an alcohol free beer or even soda, there are a
lot of new markets that open up to Brooklyn Brewery:
- lunches
- people under 20
- pregnant women
65. IT ONLY TAKES ONE........ FRIEND
IT ONLY TAKES ONE........ BEER
IT ONLY TAKES ONE........ SONG
IT ONLY TAKES ONE........ NIGHT
IT ONLY TAKES ONE........ LAUGH
IT ONLY TAKES ONE........ MEAL
IT ONLY TAKES ONE.
66. Brooklyn Brewery
What can they do?
Create more Brooklyn Bars!
They only have in Strand right now.
And do you know whose idea was that?
STRAND!
If Brooklyn Brewery could do the same with other bars
around Stockholm (especially outside Sodermalm)
And this would allow them to throw parties in months like
January, where they have their lowest sales.
