New Zealand Beer Festival

When Monteith's needed to organise, manage and staff 3 bars at the NZ Beer festival, who did they approach? Synergy of course! We knew their brands inside out, we'd organised beer festivals and food shows previously and we had the staff they needed to represent their brand.

Objectives

• Setup and manage three separate Monteiths bars within the event catering for the large audience.
• To promote the full Monteiths range of beer
• Stimulate trial and purchase of Monteiths
• Educate and inform consumers on the taste attributes and differences within the range
• Raise awareness of the new Monteiths Single Source variant

Implementation

On Saturday 26^th March 2011, a team of 16 x Monteiths Brand Ambassadors took to Ellerslie Racecourse to make the NZ beer fest memorable. A day prior, three Monteiths bars had been set up with massive amounts of branding to create a bold Monteiths experience. With the full Monteiths range on offer (10 x variants), Brand Ambassadors were highly trained on how to communicate the taste attributes of each, whilst encouraging beer drinkers to try a variant they typically wouldn't.

Although a miserable rainy day, the weather did not reduce the number of people attending! A massive attendance kept the team on their toes and the beer kept on flowing. Workflows needed to be streamlined and the fridges constantly restocked to keep up with demand. A truly demanding day to keep energy levels up and punters pleased.

Results

• Over 4,000 beers sold in 7 hours
• Sales figures submitted giving insight to the popularity of each variant, a truly useful tool for Monteith's.
• One truly fun and memorable day!