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Keeping with its promise to make 2018 the company’s breakout year, Five Points Trading Company (FPTC), led by Alex Boerger, Senior Director National Sales and Mike Lazzaro, Senior Manager National Sales, FPTC, has collaborated with a leading US retailer to introduce LDA+ store shoppers to a variety of FPTC’s emerging international beer brands. The program kicked off February 22 in stores across CA, NY, FL, IL and SC.
“Today more than ever, beer drinkers are on the look out for unique new beers to try,” said Boerger. “In 2017, we launched the Five Points Trading Company in an attempt to answer their call, putting some of the greatest and most legendary International beers in the curious hands of Americans. This year, as the global craft market continues to boom, we want to make these treasured global brews, even more accessible. With Five Points’ beers on the shelf, we are poised to encourage consumers to ‘Taste What’s Brewing Internationally’ while providing our retail and distributor partners with the opportunity to drive incremental beer sales and profits.”
In 2018, FPTC “Uncap the World” programming will focus on leading global brands Tiger beer, the #1 selling premium Asian beer globally1, and Birra Moretti, the #1 selling beer in Italy2 and will result in 1,200 new points of distribution of Tiger 4-pack cans and Birra Moretti 6-pack bottles in stores in high potential, culturally diverse states – CA demographics skew higher toward Asian-American men, 21-39, a growing segment who are more likely to choose Tiger, while CA and NY are the top two Birra Moretti markets representing 45% of sales volume3.
In years two and three, the goal is to understand and emulate what works and add other emergent FPTC brands to the rotation such as Affligem Belgium Blonde Ale and Morte Subite’s from Belgium.
Boerger added, “This collaboration marks a huge win and the first of many aggressive efforts we are undertaking with FPTC to bring our diverse portfolio of locally relevant brands to variety seeking consumers across the country. Stay tuned for more great news in the weeks and months to come.”
1 Source: Canadean beer report, 2016
2 Source: IRI Jan 2015/May 2017. Italy Beer Category Volume Share.
3 Source: HUSA Depletion Data 2017