promoters, such as Destination Cape Breton and Taste of Nova Scotia. One promotion from the latter organization has visitors collecting stamps from craft breweries, wineries and distilleries across the province. A full stamp card will entitle the holder to a limited-edi- tion t-shirt. The co-owners agree that these promotions are a piece, albeit small, of the overall marketing puzzle. However, this is 2017, so the majority of Breton’s marketing efforts have naturally revolved around a strong social media presence. Mind you, having a tap or two available at restaurants and pubs directly servicing the cruise ship tours doesn’t hurt either. This leads to Breton’s three-pronged distribution plan. Topping the list is the taproom, which sells growlers and pints to walk-ups. Secondly, they deliver kegs to restau- rants and bars right across Nova Scotia. “We kind of have our focus on Cape Breton and Halifax at the moment. But we are working on points in-between and growing other markets around Nova Scotia. And we have a couple of restaurants in Charlottetown (Prince Edward Island) where we’re on tap. And we’ve started selling our Black Angus in cans in P.E.I.” Finally, their biggest customer is the Nova Scotia Liquor Corporation (NSLC). Breton ships their cans to the NSLC for distribution across the province. The advantage to having a central distributor is that statistics on sales and trends are meticulously kept, offering craft brewers an accurate
CRAFTING BRANDS THAT MOVE PEOPLE Visit famousfolks.ca for a little taste.
5
NOVEMBER 2017 • SPOTLIGHT ON BUSINESS MAGAZINE
FF_QtPg_Spotlight 2.indd 1
2017-11-30 4:52 PM
Made with FlippingBook - Online Brochure Maker