Brewing Success
DISTRIBUTION
Tröegs distributes to nine states from Massachusetts to Virginia, with plans to expand to North Carolina this fall, so it often splits costs for promotional items, like dart boards, A-frame chalkboards and L.E.D. light signs, with retailers and bars.
Yashinsky noted that individual beer logos are not the best option for the distribution side, as it limits the item's use. For tap handles, Tröegs has a generic one with a space within the "O" in "Tröegs" where a sticker for the current selection can be placed. "We want convertibility on that item, so we don't want a separate tap handle for every beer we make," he said. "You'd be running around in circles delivering tap handles to the same bar and every bar would have like 27 of your tap handles in their inventory, so you have to be a little plain for that kind of stuff."
Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.