This special edition passport is done in collaboration and to support the Minnesota Craft Brewers’-Guild, Member-Breweries and Legislative Initiatives.
MNCBG Brewery Members ONLY are invited to add their venue to the Official Minnesota Craft Brewers’-Guild passport and assist with this Guild initiative. This passport, done in collaboration with Craft Notes, will be an all-craft-beer edition designed to feature member breweries while expanding consumer reach.
Thank you for your participation and partnership with the Minnesota Craft Brewers Guild. We’re excited to offer this program to you.
Lauren B. & Matt D.
(goal is to complete sign up process and begin on art/writing by April 10)
brewery Passport GOALS
DRIVE REVENUE VIA TAPROOM SALES.
We are all taking a hit from coronavirus right now. Our goal by releasing a special Guild passport is to help member-breweries drive customers back into their taprooms after it all passes, while also providing additional revenue opportunities via wholesale and offering these for sale in your venues.
In addition, the profits of the program will go toward helping the Guild continue to service our members in lieu of relying on events as our main source of income.
EDUCATIONAL/INDUSTRY-MARKETING GOALS.
Craft Notes Passports are designed to both engage and educate consumers in a whole new way. We will be using the passport to further educate people about food-pairings, beer flavor, and highlight each brewery while getting more people enthusiastic about craft beer.
LEGISLATIVE GOALS.
Passport will include multiple opportunities to drive consumers toward working on our industry’s behalf by educating them about our current legislative actions and how we are working to create a more modern and open craft beer environment in Minnesota.
FOCUS: The Diverse flavors of beer
This passport will feature many of the educational programs offered to consumers through the Guild. We will be specifically focusing on the Beer Flavor Wheel and helping educate consumers about food pairings.
FAQ: 2020-21 Minnesota Brewers Guild Passport
Additional details about this edition are answered below. If you have additional questions please don’t hesitate to reach out.
PASSPORT CONTENT
The book is designed to be short and to the point. Our goal is to focus on each member, highlighting the people, the processes, your flagships, and all the contributions you, and the industry, makes to Minnesota culture and our impact on jobs/economy/tourism of the state.
In short: We hope to build an extensive list of engaged consumers and brand advocates to continue propelling the industry forward.
WHAT DOES IT COST TO PARTICIPATE?
Nothing. Cost for Guild member-breweries will $0.00. All art, design, editorial, and printing will be covered by our friends at Craft Notes.
REGIONS & LIMITED EDITION PRINTING
This passport will be divided into 3 major regions aligned with the Craft Brewers Guild as follows:
We will print 4,000 copies for each region
WHAT WILL WE OFFER CUSTOMERS?
All customers will receive [ONE] 2-for-1 beer from each brewery per book/stamp. You may limit the offering, however, we suggest that you don’t do this.
HOW MUCH REVENUE WILL THIS GENERATE FOR ME?
We estimate direct gross revenue approx. $125,000 – 250,000 in additional taproom sales for all Brewery-Members spaced out over 18 months.
In addition, we’re hoping that each brewery is able to profit ~$4,000 in retail book sales.
Indirectly, our goal is to increase engagement and offer something to new people excited about craft beer and leveraging their engagement to further our legislative initiatives…so the sky is the limit!
HOW MUCH REVENUE WILL THIS GENERATE FOR ME?
The goal is to release this edition ~ June 1, 2020, with promotions focused on State Fair and 2020 Holiday Season.
Expiration will be 12/30/2021
PRICING & RETAIL OPPORTUNITIES FOR BREWERIES
Retail pricing for each book will be $25 and include ~40 breweries in each edition. We will also package all 3 regions together into a massive statewide edition, that will retail for $60.
Wholesale pricing (for member breweries) will be 50% margins, offering substantial additional revenue for our member-breweries.
A GAME TO VISIT ALL MINNESOTA BREWERIES
We plan on hosting a party for all consumers that finish at least one book, with a special hosted VIP area for people that complete all 3 books (entire state) as well as a Guild T-shirt and other prizes (optional).
A GAME TO VISIT ALL MINNESOTA BREWERIES
Each Book will feature a 2-color screen print done by a local Minnesotan artist. We will use the highest quality print stock. Learn More.
HOW EASY IS THIS FOR ME TO EXECUTE?
SUPER EASY. You’ll be provided with staff instructions, signage, tutorials, and everything you need to make this run smoothly.
Stamps? One will be provided for you if needed.
Retail displays? Signage and displays will be provided if you’ll be selling these in your tap room.
If you have additional questions, you can contact:
| Lauren Bennett McGinty Executive Director at MNCBG Main: 612.486.2752 Cell: 651.329.3785 | Matthew Dowgwillo Founder at Craft Notes Cell: 612.803.1022 |
Add your brewery to the initiative!
Regions-Editions
