Wadworths 1 (1)

Marketing Strategy Paul Sullivan

The Business Challenge • Multiple Business Channels – Brewer – Pub Owner and Operator – Draught & Packaged Beer Sales – Composite Drinks Wholesaler

• Weakening economic climate • Increasing competition in all segments • Limited marketing budget

The Point of Difference • • • • • •

A Living Heritage Open Copper Master Brewery Cooper Sign Writers Wadworth Shire Horses Individually run pubs with character

• Difficult to communicate in “classic media”

Why Wadworthshire? • Links in to the Wadworth Shire Horses • Wiltshire and Devizes Where? • Needs to be inclusive – something all pubs can use in some way • Is different, “ownable” and engaging to potential customers

What is Wadworthshire? • The geography of our direct delivered area – c. 85 miles from the brewery – The Brewery and visitor centre are at the heart of Wadworthshire

• It is a destination that has more to offer than just Wadworth pubs (tourism, festivals, events, local sports) – safe in the knowledge that one isn’t far away

• It is an invitation for people to come and see us – Pubs, Brewery, Visitor Centre

• It brings Wadworth to the front of mind and should drive potential customers to seek out a Wadworth pub over others in the area – “When in Wadworthshire….”

Bigger than just • Our pubs are full of character and run by individuals - that’s what makes them appealing • All our beers offer a different flavours of Wadworthshire and the range caters for individuals with different tastes • 6X and our other beers help to lend the quality cues to reinforce the quality of the pub • Other pubs can serve Wadworth beers, but not as well as a Wadworth pub in Wadworthshire

The Heart of Wadworthshire • The Wadworth Brewery & Visitor Centre • Opportunity to utilise vacant warehouse space • Need to engage with customers – Sampling the beers (education) – Understanding our heritage – Developing local loyalty – Engender pride in our business – See our customers and learn from them

The Benefits • Majority of benefits are “soft” • Experiential understanding of our business • Representation of company values and quality • Third party endorsement and recommendation of Wadworth • Interface with the local community – Devizes festival, beer festival, canal etc

You perhaps know where Wiltshire is…and Worcestershire and Warwickshire…but where in the world is Wadworthshire? The heart of Wadworthshire is the Wadworth Brewery and Visitor Centre in the Wiltshire market town of Devizes from where the Wadworth shire horses deliver Wadworth-brewed beers, often in oak casks made by the Wadworth cooper, to the local Wadworth pubs. And yet Wadworthshire is also much more than just the Brewery and its beers. It is the whole geographic spread of Wiltshire countryside and the adjoining shire counties where you find more