Craft Brewing Business – Marketing Idea of the Week:
We love a craft beer promotion that supports another craft or small business because it reinforces that spirit of community and independence that’s crucial for the industry (and we dare say, society). Here is an awesome example for our Craft Beer Marketing Idea of the Week: Schlafly Beer is releasing a limited edition Pilsner 12-pack with a record affixed to the front. Inside that 12-pack will be a voucher for $5 off of any vinyl at local participating record stores across Schlafly’s distribution. Fuck yes. Love it. The special record packs will be available now through spring.
The retro resurgence of vinyl records pairs well with Schlafly Beer’s Pilsner, an original beer for the largest, locally owned brewery in Missouri. Founding Brewer Stephen Hale explains, “Pilsner was one of the first beers that we brewed in 1991, so I’m glad the classic style has come back into favor. I’m equally as thrilled that vinyl has received a new appreciation in the last few years.”
U.S. vinyl album sales hit a Nielsen Music-era record high (14.32 million; up 9 percent) in 2017, and Schlafly Beer, like CBB, sees the correlation between craft beer drinkers and vinyl shoppers.
“We support the independent record store, and we hope this fun pack encourages people to do the same. Grab a Pilsner, put on your favorite record and relax … sounds like the perfect day to me!” Hale says.
Story of the re-released Pilsner
Schlafly Beer re-released its Pilsner in fall of 2017. Due to the response of the consumer, the sessionable style is now part of the brewery’s 2018 portfolio. Schlafly’s Pilsner (5.0 ABV/30 IBUs) is the brewer’s take on a traditional lager–light-golden in color with an invigorating freshness and rich in hop aroma without being too bitter. Schlafly uses Magnum and Tettnang hops, varieties from Germany that bring both floral notes and a definitive earthiness. The Lublin hop, traditionally used in lagers, rounds out the medium-bodied malt character, and the noble Hallertau lends a hint of spice.
Schlafly’s Pilsner 12-packs with limited edition record voucher will be available at the brewpubs as well as across Schlafly’s distribution this week. The full list of participating independent record stores who will accept the discount vouchers will include:
- Vintage Vinyl (St. Louis, MO)
- Euclid Records (St. Louis, MO)
- Planet Score Records (St. Louis, MO)
- Vinyl Renaissance (Columbia, MO and Kansas City, MO)
- Waiting Room Records (Normal, IL)
- Culture Shock (Rockford, IL)
- Reckless Records (Chicago, IL)
- Love Garden Sounds (Lawrence, KS)
- Goner Records (Memphis, TN)
- Grimey’s (Nashville, TN)
- Guestroom Records (Louisville, KY)
- Square Cat Vinyl (Indianapolis, IN)
- Rainbow Records (Newark, DE)
- Record Collector (Iowa City, IA)
- Arkansas Record and CD Exchange (Little Rock, AR)