Did we win a medal? The next 90 day sprint and why it is so important.

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Every State of Play beer won a medal at Brew NZ ‘24. 

They were all judged as very good beers - By NZ's most experienced beer judges. The consistency is key here. And is the answer to why we sell so many mix 6 packs. 

Just over two years ago we launched State Of Play brewing - a brand unknown and untrusted, into beer - one of the toughest trading categories, focusing on the non alc segment that drinkers generally thought was totally sh*t. 

Each year winning these medals is a trust point.  A benchmark with other brews.  Selfishly, it’s just kinda cool to win. 

Hops, malt, yeast and water.

These four ingredients worked their magic in the 700 different beers judges this year.  That’s why beer is so cool. 

We are developing a new brew at the moment and the ingredients form the base of the recipe, then timings and temperatures offer up infinite scenarios that you must try to exactly replicate for each batch brewed. 

That’s why this industry is so cool - the brewers, hop growers, maltsters, grain farmers, micro biologists, breeders, fermentists (I’m not sure if fermentists is a real word), and innovators are all so great to know and brew with 

You are thirsty for a beer and want one that has been judged good enough to drink? - well here is the good choice, and you can enjoy being a beer judge. 

The next 90 day sprint sees us through to labour weekend.

There's an old saying in beer - "You can't win the year in QTR three but you can lose it" (actually just made that up).

This is the QTR that all the innovation is completed and range reviews locked in with the big grocers - Woolworths and Foodstuffs.  

Orders are placed for long lead time materials like cans and packaging.

This all requires a forecast for the next 9 months!  Brewing is ramped up from September.  The balance that brewers must achieve is committing to inventory, innovation, marketing campaigns, procurement and sales support at the time that the winter cashflow is lowest.  Over commit and you get left with unsold beer and lots of bills to pay.  If you don't make enough then you will go backwards.  

For non-alc the sales are the strongest in January and July with a steady build from October. Back in my Heineken days - for full strength beer it was even more extreme with the sales over December and January accounting for almost half of the years profit!!

To plan you start with a strategic view of what will happen this summer.  After two groundbreaking summers of non-alc thus year will be quite the watershed.  I'm picking non-alc will push past 3% of total beer.  If it gets to 4% then the groundswell of active non-alc drinkers will grow exponentially as the social drivers of wellness, balance and acceptance of the impacts of alcohol cut across the mainstream.

There are three reasons why the growth will come - 1)  there is no doubt on the quality of naturally brewed NZ zeros - they taste like good beers should.

2) You don't get the piss taken out of you if you have a zero, in fact it's become quite a topic of sharing the story of your favourite zeros.

3) Availability in grocery and the shopper journey will be the most easy, visible and well promoted.

Traditional liquor stores will step up with range, and the big hope for this summer season is availability and visibility in more bars and restaurants.  It honestly still baffles me that the hospitality segment can be under so much pressure to survive and not add the choice of a few cans of zero to tempt new customers, add new beer occasions, and extend a customers stay. Rant over (if you have a venue that needs a nudge please contact me).

The next 90 Days of State Of Play

I've placed some big orders.  It's quite an out of body experience ordering half a million cans.  Will each stage of growth the risk/reward equation gets more extreme.  With 77% growth in the past 12 months we back further growth.  In the third summer for State of Play we are getting more known, those 1000 true fans more vocal, and the distribution points growing at a much faster rate.

Innovation.  The fourth brew is coming!  I have a full desk of colour charts to choose one very tricky colour.  The final test brew will be ready just before Beervana - so may even have some available to taste at Beervana this year too!!!

Summer Campaign.  The storyline is shifting for non-alc.  It's less about the fight against alcohol, more the celebration of the most exciting new segment in beer.  For those of us that have booze history, moderation & abstinence is socially a good choice.  This narrative doesn't wash for younger drinkers who have a totally different relationship with alcohol.  Zeros are attractive for the brand values, low sugar, all natural, of New Zealand with sustainability credentials.

The State Of Play campaign will be true to our name and embrace PLAY and the joy of life unfiltered.

Like every year this 90 day sprint kicks off with the second biggest selling weekend - Labour Weekend.  This is when we change our wardrobe, start wearing shorts, clean the BBQ and begin eating salads even if it's still 5 degrees outside!  And we will be ready for you!! 

Cheers.

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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 grant@stateofplaybeer.com

TOGETHER WE ARE BREWING A REBELLION!