Episode 12: Creating and Marketing a Craft Light Beer Company

53:10 | July 1st, 2022

Episode Transcript

Garrett Mehrguth: Welcome to episode 12 of the Original Marketing podcast with my co- host Brady Cramm. How we doing, Brady?

Brady Cramm: Another week living the dream.

Garrett Mehrguth: I updated the photos.

Brady Cramm: Where? Oh, the car?

Garrett Mehrguth: I was calling you twice yesterday.

Brady Cramm: So Garrett changed a setting on his phone where it says no caller ID, so I did get two missed calls yesterday, ignored both of them. No voicemail, nothing. And I’m actually driving here to the podcast, or I was driving to lunch, and I got a no caller ID call. I was like-

Garrett Mehrguth: This has got to be him.

Brady Cramm: No, not even you. I’m like I just got to answer this. Who the heck is calling me?

Garrett Mehrguth: Who keeps calling?

Brady Cramm: What kind of spam caller is it? And it was Garrett asking me what my order was for lunch. So that is why inaudible.

Garrett Mehrguth: inaudible going, I wanted to help out.

Brady Cramm: Yes, I did not hear about the photos yesterday. So I didn’t know, you took new photos.

Garrett Mehrguth: Pull them up, Scarlet. Let’s show him what I’ve been working on.

Brady Cramm: Is that the canyon you were talking about?

Garrett Mehrguth: Yeah. So I took it to the canyon, I did my own little filters on it., Tried to make it look a little sexier. It looks pretty good, right?

Brady Cramm: Yeah. You can see the color, I think, better in those.

Garrett Mehrguth: Yeah. And I still got the interior. Now watch. Go up. Watch this. Now search up, go BMW M2 competition 2021 on Craigslist. See that? Look at the M2 Coupe. If you see that old one, how much is that? It’s 567 on the payment. That’s already more than my payment. It’s a great deal. I’m struggling over here. I don’t think I can lower the price anymore.

Brady Cramm: No. Like I said, I think the guy my cousin reached out to knew his stuff, because I sent the Craigslist link, and he said the price was fine. But he also said that thing should sell

Garrett Mehrguth: I know, I agree. I don’t know what’s going on over here, Brady. I’m trying. I’m a marketer and I’m at my wits end over here trying to market my own vehicle. I put it on Beamer World too. Doing a lot of homework just for this podcast.

Brady Cramm: It’s on Facebook Marketplace, right?

Garrett Mehrguth: I have it on Facebook Marketplace.

Brady Cramm: Because that was his recommendation was Facebook is the best, which surprised me.

Garrett Mehrguth: Yeah, so Facebook Marketplace, Craigslist, Autotrader, and Beamer Post or Beamer World, whatever the top BMW forum. And eBay.

Brady Cramm: I think it’s a sign to keep the car.

Garrett Mehrguth: I don’t know what to say. I’m just going to have to leave it on there, I guess, and just keep paying this stupid payment. It only has 12, 000 miles, Brady. It literally doesn’t have a scratch or a nick on it. It’s perfect. What are you going to do? Well, how’s your week been going, Brady?

Brady Cramm: It’s only… What is it, Tuesday?

Garrett Mehrguth: Tuesday.

Brady Cramm: It’s been going. Today was long.

Garrett Mehrguth: Yeah. What’d you do this weekend?

Brady Cramm: Golfed a little bit, spent time with family. Didn’t golf well.

Garrett Mehrguth: How bad?

Brady Cramm: 102.

Garrett Mehrguth: Geez, Brady.

Brady Cramm: I played Monarch too.

Garrett Mehrguth: Oh, you there with Drew?

Brady Cramm: Yeah. Well, fortunately I didn’t pay for my round because I referred Riley to my sister and brother- in- law as their agent, so it was my referral commission. So I’m glad I didn’t pay for that round because I played terrible.

Garrett Mehrguth: Do you think that’s why you played terrible?

Brady Cramm: No.

Garrett Mehrguth: You didn’t have any skin in the game?

Brady Cramm: No, I don’t know.

Garrett Mehrguth: What was the issues? Was Drew talking in your inaudible?

Brady Cramm: No, it wasn’t that, it wasn’t the double transfusion he bought me. Dude.

Garrett Mehrguth: Okay, what’s a transfusion?

Brady Cramm: A transfusion I guess is an older golf drink, but I think bar stool sports brought it back. It’s vodka, grape juice, and ginger ale. So it’s like a grape soda with vodka in it.

Garrett Mehrguth: It’s a mixture.

Brady Cramm: But Drew likes them, he knows I like them too, so he’s at the cart getting one, and he looks over at me and sees I just shanked a wedge, and says okay, Brady needs one too. I think his bill was 70 bucks for two drinks. That’s how stupid this course is.

Garrett Mehrguth: So that just threw you off. You couldn’t process that.

Brady Cramm: No. I still should probably Venmo him because he said I didn’t owe him because the price was so ridiculous, but I need to pay him for that. No, nothing threw me off, I just don’t know how to golf consistently. I don’t have a golf swing that’s consistent.

Garrett Mehrguth: You know what you are good at though, Brady? Marketing.

Brady Cramm: Thank you. Yeah.

Garrett Mehrguth: You want to talk marketing?

Brady Cramm: Yeah. I’m not good at marketing my golf swing. There’s nothing to work with.

Garrett Mehrguth: And I’m not good at marketing my used car.

Brady Cramm: There is no product to market. You actually have a product there, so I don’t know what’s going.

Garrett Mehrguth: That’s my fault, I guess. I don’t know.

Brady Cramm: It’ll sell.

Garrett Mehrguth: It’ll sell.

Brady Cramm: Give it some time.

Garrett Mehrguth: Just got to let it breathe. I got new photos yesterday. I only put the new photos up yesterday for the podcast, so I literally went out and did a photo shoot.

Brady Cramm: Nice.

Garrett Mehrguth: That’s what I was calling you about.

Brady Cramm: Sorry, no caller ID. I don’t know.

Garrett Mehrguth: So I went landscape, not portrait, and I think they came out better. That was what I was mostly calling about.

Brady Cramm: Okay.

Garrett Mehrguth: It was should I go landscape or portrait.

Brady Cramm: No, I agree. Landscape for this stuff is good. And it’s not the crazy wide angle that you had before.

Garrett Mehrguth: Yeah, it was bad. The photos were pretty bad before, so I’m hoping new photos will give me some traction.

Brady Cramm: No, that’s good. Good proportion, car’s not distorted.

Garrett Mehrguth: Look at the car mats. Look at the mats. Look at the seats.

Brady Cramm: They’re pretty clean.

Garrett Mehrguth: I know. All right, let’s talk advertising jealousy, Brady.

Brady Cramm: I think we got some good ones this week. Who you want to start?

Garrett Mehrguth: I feel like you’ve been going first.

Brady Cramm: Okay.

Garrett Mehrguth: Can I go first?

Brady Cramm: Yeah. I’ve heard you describe yours but I feel like when I see it, I’m going to know it from what I know. It’s an older ad.

Garrett Mehrguth: But long story short, I was in Ireland, did the Guinness tour, and I fell in love with this ad. And when I saw this, this is one of the reasons why we started our video department, this is why I wanted to do more top of funnel advertising, I want to do more brand advertising because to me, this ad is art, it’s romance, it’s creative. It’s not meant to sell you a Guinness, it’s to make you wish you worked at Guinness, wish you were Irish. It makes you fall in love with the brand more than it makes you want to buy a drink. Which is completely different than anything we’ve talked about.

Brady Cramm: Yeah.

Garrett Mehrguth: So let’s watch it.

Speaker 3: He waits, that’s what he does. I’ll tell you what, tick followed tock followed tick followed tock followed tick. Ahab says, ” I don’t care who you are, here’s to your dream.” The old sailors return to the bar. ” Here’s to you, Ahab,” and the fat drummer hit the beat with all his heart. Here’s to waiting.

Garrett Mehrguth: That’s the end.

Brady Cramm: So is that last line those two and then wait?

Garrett Mehrguth: Yeah. Because when you get to pour Guinness, it takes forever.

Brady Cramm: Yeah.

Garrett Mehrguth: And for some reason I’ve never seen an ad like that in my entire life.

Brady Cramm: So is that for the foam? What do you mean? It takes them a long time to pour it?

Garrett Mehrguth: Wait, so if you ever order a Guinness-

Brady Cramm: Yeah, what’s the official Guinness experience? Because that’s probably what I don’t know.

Garrett Mehrguth: Yeah, so if you order a Guinness, they have to essentially fill it up and let it clear all the way down. So all the silt, or I don’t know what they call it, but it all has to go to the very bottom, and then they finish it. So pouring a Guinness might take a couple minutes. And so I think a lot of people, when the bar’s crazy they don’t want to order Guinness because it takes too long, and this was, ” Tick follows tock,” and they’re showing you good things come to those who wait.

Brady Cramm: Surfing’s a good metaphor for it.

Garrett Mehrguth: It’s just the metaphor with the horses, the cinematography, the copy.

Brady Cramm: Yeah. How old do you think that is?

Garrett Mehrguth: The music.

Brady Cramm: Because that video showed it was posted in 2008. But-

Garrett Mehrguth: No, I think that’s a very old-

Brady Cramm: … do you think that’sa legit old commercial or a newer commercial that they made retro.

Garrett Mehrguth: Okay, so if you ever go, you have to go to the Guinness Tour. They have an entire floor dedicated to every ad campaign they’ve ever ran at Guinness.

Brady Cramm: Oh, that’s awesome.

Garrett Mehrguth: So I literally just fell in love with Guinness because I love advertising and they had an entire floor dedicated to the ads. And it was epic.

Brady Cramm: I mean I can see that actually influencing, especially if it’s a local ad where Guinness is in the bar a lot, I could see that ad influencing orders.

Garrett Mehrguth: I just love it because of how artistic it was. It just completely changed my perspective of what an ad could be. Is it avant garde? Is that the word? Scarlet, Google avant garde for us, put it up here. New and unusual experimental ideas, especially in the arts or the people introducing them. Yeah, see.

Brady Cramm: Yeah, had some spoken word to it.

Garrett Mehrguth: Ahab I think is old man in the sea, I believe. So look up Ahab for me. Ahab sailor book.

Brady Cramm: Yeah, because he was narrating and he showed that when he changed his tone. I was like oh, he’s narrating something right now.

Garrett Mehrguth: Moby Dick. Okay, it’s from Moby Dick. My bad. But yeah, it’s this very neoclassical horses in the wave, the design, and at the end it’s a Guinness commercial. And I know I normally hate those but this one was so artistic that it’s my favorite ad ever made. I just got to say it’s my favorite ad ever. And I’ve never seen anything even come close to it from a creative… I don’t know.

Brady Cramm: Do you think a lot of that is where your first impression of the ad was? In the factory or getting the tour, on the advertisement floor.

Garrett Mehrguth: I was in a studio with a massive screen and the sound was banging.

Brady Cramm: Yeah, because the sound was cool. I know on the TV it was low, but I could even tell.

Garrett Mehrguth: The emotion.

Brady Cramm: There was base in it.

Garrett Mehrguth: It gets my testosterone going, I guess. I don’t know. What do you think about the ad?

Brady Cramm: Oh, it was cool, and I like learning more about how Guinness is poured because-

Garrett Mehrguth: That creates the context.

Brady Cramm: …good things come to those who wait, it makes perfect sense.

Garrett Mehrguth: But it doesn’t say those who wait, just says those who, and it has Guinness.

Brady Cramm: It’s a long pause with the Guinness there.

Garrett Mehrguth: I know, the whole thing is so ambiguous and I normally absolutely hate it, but for some reason that ad makes me fall in love with Guinness. There’s a certain romance to the ad that I don’t think we get anymore in advertising.

Brady Cramm: Yeah. And just choosing the ocean.

Garrett Mehrguth: And I like the ocean.

Brady Cramm: The people wiping out.

Garrett Mehrguth: But who came up with the idea of the horses in the white wash?

Brady Cramm: That’s the thing. That’s what I like to think about when I see ads is there were meetings behind these decisions.

Garrett Mehrguth: Imagine pitching that to Guinness as the agency.

Brady Cramm: Yeah.

Garrett Mehrguth: Here’s our pitch. We’re going to have surfers in the ocean.

Brady Cramm: With horse waves.

Garrett Mehrguth: No- one associates Guinness with the ocean, by the way. It’s not like a Corona or a Pacifica.

Brady Cramm: No. It’s a tavern, in my mind.

Garrett Mehrguth: Yeah. And it’s all black and white, no color, not a ton of words.

Brady Cramm: This is in 1998, so they had color.

Garrett Mehrguth: Yeah, a lot of random still images. Horses are coming just out of the waves, they’re crashing. And it’s just this insane movie that’s from the’60s and then it’s a Guinness commercial. I don’t know why, I normally would despise it, but somehow I love it.

Brady Cramm: Yeah, it’s not trippy, it’s not that type of angle, it’s indie.

Garrett Mehrguth: It’s avant garde.

Brady Cramm: Yeah.

Garrett Mehrguth: That, my friends, is advertising jealousy and one day I hope to create something as artistic as that, whether it’s for myself or for a customer. But if I could find a client that would sign off on-

Brady Cramm: Just be like do whatever and approve it. I mean they approved that.

Garrett Mehrguth: And it won a bunch of awards. It did. It won a ton of awards. And it’s just like all right, that’s epic. So that’s mine, Brady.

Brady Cramm: It’s going to stand out.

Garrett Mehrguth: What do you got? I know, I just took you out.

Brady Cramm: So mine is also award- winning.

Garrett Mehrguth: Okay.

Brady Cramm: No. An award- winning actor, I think, is involved. So mine is an ad that we often talk about.

Garrett Mehrguth: Oh my God, you did send this to me.

Brady Cramm: Yeah, I think you’ve seen it.

Garrett Mehrguth: I don’t know if you sent it to me or if I sent it to you even.

Brady Cramm: No, I sent it to you because I was actually interested in the platform but I was like, ” This is how I found the platform is through this ad.”

Garrett Mehrguth: Mint?

Brady Cramm: No, Mountain.

Garrett Mehrguth: Oh, the one-

Brady Cramm: The connected TV.

Garrett Mehrguth: Yeah, sorry.

Brady Cramm: Ryan Reynolds company.

Garrett Mehrguth: Because when you said Ryan Reynolds, I was also thinking about his matchmaking ads, when he’s the devil or whatever.

Brady Cramm: No, this is a tool that we would use at Directive for connected TV, but it’s a Steve- O stunt. So we talk about ads that is it too entertaining?

Garrett Mehrguth: Hit pause.

Brady Cramm: Yeah, so we talk about ads that it’s so entertaining that you miss-

Garrett Mehrguth: It distracts you.

Brady Cramm: …what the product actually does. And this one, they really figured out a unique angle at keeping it entertaining while telling you everything that the product does. And so I actually discovered it on Reddit just through it being not for people in the industry, people were just saying, ” Look at this crazy commercial Steve- O did,” because Steve- O is the featured guest in the stunt. And so that’s how I saw it is tons of people were watching it for the entertainment. But when I watched it I was like yes, this is entertaining. I’ve seen a lot of people eat hot food after Hot Ones. And he’s talking about a platform that actually I was listening to every word he was trying to say, and I was like oh, this is actually really cool. I should demo this with our programmatic team.

Garrett Mehrguth: Did you guys demo it?

Brady Cramm: Yeah, we did.

Garrett Mehrguth: Was it good?

Brady Cramm: I don’t think it’s as good as our stack adapt setup with first party data.

Garrett Mehrguth: But the commercial’s good.

Brady Cramm: The commercial’s good and the platform is cool. So their interest targeting, it was way more sophisticated than I expected, their level of targeting in the platform so I could still see us using it potentially for ourselves or a client in the future.

Garrett Mehrguth: I love that.

Brady Cramm: And it was all discovered through an entertainment based ad that actually educated me on what they did.

Garrett Mehrguth: All right, educate me. Let’s see it. Scarlet, hit it.

Brady Cramm: It’s a little long.

Garrett Mehrguth: Four minutes!

Brady Cramm: It’ll fly by. It’s really good.

Garrett Mehrguth: Is it an ad or a show?

Ryan Reynolds: Hi, I’m Ryan Reynolds and welcome to my Mountain television software demo stunt.

Steve-O: Let’s be clear, there’s a full medical team.

Ryan Reynolds: Milk, milk, milk.

Steve-O: If I heard that ad one more time. When’s it going to mellow out?

Ryan Reynolds: About 10 or 15 minutes of this.

Steve-O: How long has it been?

Ryan Reynolds: You got ice cubes?

Steve-O: I’ve never had an experience like that. Did I get the lines for you?

Ryan Reynolds: You got the lines perfectly. I’m so sorry.

Brady Cramm: It’s a little backstage thing.

Ryan Reynolds: Today, we’ll learn why Mountain is the hardest working software in television by demonstrating how brands big and small are using it to transform their marketing. Of course, that sounds like it could be pretty boring, so I thought what if someone ate a Carolina Reaper right before doing the demo.

Steve-O: I thought I was here to promote my small business using Mountain’s platform.

Ryan Reynolds: Oh, you are, you are. But we’d also like to see you eat the peppers.

Garrett Mehrguth: He’s so funny too.

Brady Cramm: Yeah.

Steve-O: Only because I love you.

Ryan Reynolds: I love you too, Steve-O.

Steve-O: Okay.

Ryan Reynolds: There it is.

Steve-O: All right.

Ryan Reynolds: It’s over 1. 5 million units on the Scoville Heat Index.

Steve-O: Yeah, it is the hottest thing you can legally put in your mouth.

Ryan Reynolds: Yeah.

Steve-O: I’ve chewed, I will now swallow. Whoa, swallowing, I can tell that-

Ryan Reynolds: Yeah, there it is.

Ryan Reynolds: All

Ryan Reynolds: right, well I think we should start. Mountain is so easy that Steve here, he can flight his own TV ad. So I think you can just take it away, Steve.

Steve-O: Okay. Mountain is a self- served platform that makes putting an ad on television as easy as paid search or social. So it’s the first platform that can turn connected TV into performance TV.

Ryan Reynolds: This is great, great start. How you feeling right now? You okay? Everything good?

Steve-O: Please don’t interrupt me.

Ryan Reynolds: Okay.

Steve-O: I just ate a( beep). Dang.

Ryan Reynolds: Yes, you did.

Steve-O: Oh God. Let’s say I want to run an ad for my delicious hot sauce, Steve- O’s Hot Sauce for Your Butthole.

Ryan Reynolds: Wait, hold on a second. Is that actually what it’s called?

Steve-O: Oh, yeah. I just go on the Mountain platform and the first thing you’ll notice is how simple it is. It looks beautiful and it was probably very hard to code but God, my whole throat is on( beep) fire like I just drank lava. Unlike most TV buying, everything starts with an audience.

Ryan Reynolds: It does.

Steve-O: Ah.

Ryan Reynolds: You got this.

Steve-O: So if I want to target people who like hot sauce, Mountain makes it super easy. There are over 60,000 audiences already built in plus you can bring your own first party data.

Ryan Reynolds: Data. Data usually.

Brady Cramm: Savage.

Steve-O: And you can also target by demographics and geography.

Ryan Reynolds: Do you mind if I drink this ice cold milk?

Steve-O: (Beep) you, Satan.

Ryan Reynolds: Okay.

Steve-O: Once you set your audience, you can choose your budget. That makes it easy by letting you spend as little as$15, 000.

Ryan Reynolds: That’s it?

Steve-O: Then I select my goal. I could choose return on ad spend, cost per acquisition, cost per visit, or cost per completed view. ( Beep) my (beep) throat is closing. Mountain tech makes it all very easy to track. Lastly, we need to upload the video onto the platform, a simple drag and drop like we’re all used to. I can’t.

Ryan Reynolds: Milk, milk, milk, milk. I’ll take it over. Mountain’s system automatically routes the videos through networks to get them approved, and in many cases your ads can be running on TV within hours, and as it’s running, you can see how your ad or ads are performing in real time. Now see, the Mountain system automatically optimizes, so if one ad is performing better in certain places, it’ll automatically serve that ad more in that area. Honestly, Mountain makes literally everything about running an ad on TV simpler and more effective, but it does absolutely nothing for the burning hot( beep) sun in his mouth, so just go to mountain. com to learn more.

Steve-O: It’s my throat.

Ryan Reynolds: Great job, Steve- O. Big round of applause for Steve- O, ladies and gentlemen. That’s your Mountain demo right there. All right, let’s go to take two. Visit mountain. com to schedule a demo today.

Steve-O: inaudible talk about it.

Brady Cramm: It’s pretty good. It’s pretty long but it keeps you engaged for a formative video, which is hard to do. And it’s one of those things where I try to imagine even Ryan Reynolds, he’s a funny guy.

Garrett Mehrguth: He’s an A- list so that helps.

Brady Cramm: He’s an A- list and then you have Steve- O doing this pepper thing. So I try to remove that from the equation and think if I just came across this, would I see it as yep, another ad platform. Is it really as good as they say? And I don’t know if I would spend the 4 minutes and 30 seconds to watch-

Garrett Mehrguth: No, you definitely wouldn’t.

Brady Cramm: …that platform.

Garrett Mehrguth: So I guess my question to you then, Brady, is do you think it’s good because… I think that is a repeatable model, but no- one else can do that unless Ryan Reynolds is an investor. So I think to me, you see a lot of celebrity investments going on in tequila, gin with Ryan Reynolds, usually consumer products. So it’s exciting to me to see celebrity investors using their namesake for B2B.

Brady Cramm: Yeah, Ashton Kutcher I think is big in the SaaS.

Garrett Mehrguth: Yeah, he is. Yeah, he does a lot in cybersecurity.

Brady Cramm: SaaS space, yeah.

Garrett Mehrguth: Yeah. He invested in SentinelOne, which was one of our customers back in the day that we took to IPO. Yeah, I find it really interesting. I think it’s really, really cool. I haven’t seen the celebrity spokesman in B2B SaaS. It’s my world, you know what I mean? It’s our world.

Brady Cramm: Yeah. And that’s why it was such a moment for me because it was posted in such a general thread. It was on r/ videos, which is just the subreddit for videos.

Garrett Mehrguth: Yeah, so that’s massive distribution. I mean you’re getting distribution. But that’s Ryan Reynolds.

Brady Cramm: Yeah, exactly. And Steve- O and the stunt, and so it was such an interesting moment for me because I watched it more for the stunt, I didn’t know what Mountain was. And I’m watching this thing, I’m like wait, this is weirdly, in that moment, specifically what we focus on that not a lot of people know about. So even as you probably experienced too, when they’re scrolling through the audiences, I was like oh shoot, they must have Bombora connections or something, because they had a lot of audiences and when they were talking about-

Garrett Mehrguth: A lot of it’s Dun& Bradstreet, D& B.

Brady Cramm: Yeah. When they’re talking about the return on ad spend, the performance models, I was like oh, that’s interesting.

Garrett Mehrguth: No, it is, it’s a good platform.

Brady Cramm: Connected TV is difficult for attribution. I’m curious to learn more about that.

Garrett Mehrguth: They want it to be performance TV and I like that. I don’t think anyone else has really wanted to be actually held accountable in that programmatic space. I think it’s an amazing product. I would say it’s hard to recreate but I think it also makes a point.

Brady Cramm: Yeah, I think it’s a part of the jealousy for me.

Garrett Mehrguth: It is jealous.

Brady Cramm: There are some ads where it’s less inspiration, how am I going to do this my way? And it’s more like damn.

Garrett Mehrguth: That’s really good.

Brady Cramm: How do you repeat that? Who else can do it similar?

Garrett Mehrguth: Because it’s Ryan Reynolds and Steve- O. It’s not just Ryan Reynolds and a random person.

Brady Cramm: Yeah. My one thing with it is, I mean I saw that video I think a couple months ago, it only has 5, 000 views, that YouTube that we were just looking at. So I don’t know if it’s a distribution problem.

Garrett Mehrguth: Are they using Mountain to advertise it?

Brady Cramm: I don’t know, I just thought that was interesting and for me, I had my moment but I’m also a very niched individual, so I’m the 0.0 something percent that watched that ad on r/ videos.

Garrett Mehrguth: Yeah, but wouldn’t you be the persona that they would be theoretically trying to target?

Brady Cramm: Well, that’s what I’m saying, it doesn’t look like they’re really pushing it in other ways yet.

Garrett Mehrguth: You said 5, 000 views?

Brady Cramm: Yeah, on YouTube.

Garrett Mehrguth: For a video with Ryan Reynolds and Steve- O?

Brady Cramm: Yeah.

Garrett Mehrguth: I get 9, 000 views and trust me, I ain’t special.

Brady Cramm: Yeah, so that’s throwing me off a little bit. I feel like they could be doing more with that video, targeting us digital marketers who would actually know what they’re talking about and the platform, because it got me the demo and I’m a tough cookie when it comes to these.

Garrett Mehrguth: Oh, you’re an easy nut. What are we talking about?

Brady Cramm: On these ads, I’m a tough one to get on a demo with, but it was definitely good enough where I hit up David in programmatic, I’m like, ” Hey, we got to demo this. We have to see if it’s better than our current solution.”

Garrett Mehrguth: And it probably is at some things.

Brady Cramm: Yeah, the retargeting features and some of that, and the attribution tracking, I did think they were better, but I had him challenging on how we use-

Garrett Mehrguth: Can we first party upload data?

Brady Cramm: Yeah.

Garrett Mehrguth: Hey, that was a sick ad and I’m intrigued to see if we could do more celebrity features or influencers in B2B SaaS. It could have genuinely work. And I think that ad worked.

Brady Cramm: Yeah, let’s get Shaq in here.

Garrett Mehrguth: He’ll sling anything.

Brady Cramm: Yeah, he’ll be all over SaaS.

Garrett Mehrguth: I love it. So Brady, you won’t let this conspiracy go.

Brady Cramm: What, you want to hear social media listening of the week?

Garrett Mehrguth: I want to know what else are you hearing, dude. I’m telling you, I feel like you’re the number one conspiracy theorist right now on the our phones are listening to us.

Brady Cramm: I mean I sent you-

Garrett Mehrguth: The girdle.

Brady Cramm: No, we talked about the girdle last week, right?

Garrett Mehrguth: I know, you sent me a one.

Brady Cramm: We talked about the girdle on the episode last week, but then we were talking about your car, right?

Garrett Mehrguth: Yeah, you texted me another one.

Brady Cramm: And we were on the phone, I called you on the toll road because I thought of reaching out to my cousin, and you were talking about the paint, and you’re like, ” Yeah, it has this protective coating for the track. I forget what it’s called.” And then that night I get an Instagram ad for a car service and one other things was a ceramic coding that lasts five years. I was like come on.

Garrett Mehrguth: Did you Google anything though? Because you talked to your cousin.

Brady Cramm: No, I mean I sent my cousin the car and stuff so it’s not like I wasn’t-

Garrett Mehrguth: So you sent him the car.

Brady Cramm: Yeah, it’s not perfect

Garrett Mehrguth: This is my point. People always forget the little stuff when they say they’re not listening.

Brady Cramm: Yeah. And so it can still be the theory on the ceramic coating is popular enough that we happened to talk about that, but I wasn’t like searching.

Garrett Mehrguth: But you sent your cousin something.

Brady Cramm: Yeah, I opened up the Craigslist listing for your car to send it to him.

Garrett Mehrguth: There you go, so you were on Craigslist looking at my car.

Brady Cramm: Actually no, I did it after. I don’t know, I’ll have to see. I don’t know the time of events.

Garrett Mehrguth: You see what I’m saying? I think we forget the little actions we take and we’re like, ” I didn’t look up any ceramic coating websites.”

Brady Cramm: I get that. I do think that is happening as well.

Garrett Mehrguth: But you think they’re just listening to us. How could they be?

Brady Cramm: There’s these moments.

Garrett Mehrguth: Brady. Okay, let’s pretend.

Brady Cramm: Let’s see what I got right now based on what we’ve talked about so far on this podcast.

Garrett Mehrguth: So for the last 10 years of your life, you’ve fully dedicated yourself to advertising, correct?

Brady Cramm: Yes.

Garrett Mehrguth: Are you aware of any way to target someone via inaudible.

Brady Cramm: No, inaudible only thing.

Garrett Mehrguth: Well, then how is it occurring if you can’t even?

Brady Cramm: I know. I don’t know if it’s being put into a generalized interest targeting. I get a lot of Hulu ads. See, that’s one where we were just talking about Hulu.

Garrett Mehrguth: But we just talked about Hulu.

Brady Cramm: But I do get a lot of Hulu ads.

Garrett Mehrguth: I know, but that’s what I’m trying to explain. It’s crazy. We did literally just say Hulu, but at the same time you and I don’t know how to target, as advertisers, based off of what people are talking about, do we?

Brady Cramm: No. Yeah, I don’t know if it’s put into general interest targeting to where from the advertiser side, it’s not like these companies are saying, ” When someone says this near a phone.”

Garrett Mehrguth: The tint guy. How does the tint guy target us?

Brady Cramm: Interested in car, whatever. And we had a car conversation.

Garrett Mehrguth: No, I think it’s because you clicked on the Craigslist ad.

Brady Cramm: Yeah, but I ain’t clicking into anything to get me a girdle. You know me. I’m not looking-

Garrett Mehrguth: I mean I do but you’re on a podcast, I don’t know what you’d be clicking on at night, Brady, that got you girdle ads.

Brady Cramm: I’m just saying, you’re trying to get me to work out, I’m being stubborn about it, so I’m not researching how to look thinner.

Garrett Mehrguth: One day, this podcast will be on episode 600 and we’ll finally figure out how this is occurring.

Brady Cramm: I don’t know, every now and then I get online and I try to figure it out, and it’s just a bunch of interviews of people denying it, and there’s no information about it.

Garrett Mehrguth: This could be more important than the aliens.

Brady Cramm: It could be the aliens.

Garrett Mehrguth: This could be the aliens.

Brady Cramm: I only got that Hulu.

Garrett Mehrguth: All right, so market this.

Brady Cramm: Yeah.

Garrett Mehrguth: We’re going to do something that no- one’s going to expect.

Brady Cramm: Really? They’re not going to expect it.

Garrett Mehrguth: What is it going to be, Brady?

Brady Cramm: I think we’re talking about beer. Right after you showed a beer ad this week, I’m pretty sure, even though my ad was… Was it a beer?

Garrett Mehrguth: It was a beer ad.

Brady Cramm: It was a beer ad.

Garrett Mehrguth: And then we showed another beer ad.

Brady Cramm: And then you had your favorite beer ad. Yeah, mine was the Bud Light ad.

Garrett Mehrguth: For some reason, we’ve just become beer ad guys.

Brady Cramm: What a shocker.

Garrett Mehrguth: What a shocker.

Brady Cramm: We’re coming this week to talk about beer.

Garrett Mehrguth: So can I tell you about the type of beer company I always wanted?

Brady Cramm: Yeah.

Garrett Mehrguth: Because I feel like it’s a massively underserved market. Craft light beer.

Brady Cramm: Okay, like Mexican lager light or just competing with the Coors Light, inaudible Light.

Garrett Mehrguth: Coors Light. I’m a Coors Light guy but I wished that there was a better version of Coors Light that had the same refreshingness, same lightness, but maybe less aftertaste, maybe less hangover, maybe less something. We got to come up with some type of positioning but I feel like there’s a lot of people who like light beer that don’t like the Sours and the IPAs. But what happens to me is I go to a nice bar and I order Coors Light, and the bartender goes poo. And they go, “Poo-poo.” I’m like, ” Well what kind of lager do you have?” And they always just have some crappy lager.” They don’t give a crap

Brady Cramm: They still charge you 10 bucks for it if it’s a nice spot.

Garrett Mehrguth: Yeah, I get poo-pooed like, ” Get out of here, peasant. What are you doing asking for a Coors Light.”

Brady Cramm: No, I get you.

Garrett Mehrguth: And so I don’t want to feel like a fool when I go to these fancier spots and I want to order my light beer, I’m watching my calories, I just like light beer. There shouldn’t be anything wrong. I feel like society looks down upon light beer now and I feel like we should build a light beer brand that doesn’t stink.

Brady Cramm: Yeah. Even the low calorie, like a craft low calorie, I’ve seen the Michelob Ultra taking off more than I ever expected. Just when I’m out and about, I see people drinking it for the calorie, 95. Corona has a, I think, 95 calorie beer now. My father- in- law’s been drinking it.

Garrett Mehrguth: Do you ever feel like the Michelob Ultra commercials are…

Brady Cramm: Yeah, aren’t they like, ” Oh, I’m on the third leg of the triathlon, so let me pull the Michelob Ultra out from under my bike and chug it.” They’re a little much. You shouldn’t be working out and getting a buzz.

Garrett Mehrguth: To me, the Michelob Ultra-

Brady Cramm: Or I guess it’s after working out is when they usually advertise it.

Garrett Mehrguth: I’ll never drink a Michelob Ultra because of the ads. I’d never want to be that guy. I could never see myself as a Michelob Ultra guy. So I feel like we need a blue collar craft light beer.

Brady Cramm: I think it’s possible because something I have seen the craft breweries doing is making non- alcoholic craft beer. So that’s becoming more and more popular.

Garrett Mehrguth: It is.

Brady Cramm: We have a neighborhood meetup every other Saturday and there’s a guy who always brings his non- alcoholic craft beer. And I remember the first time I asked him, ” What kind of beer is that?” Because this is in this crazy looking can. He’s like, ” Oh, it’s non- alcoholic and it’s made by this brewery.” And I thought that was really cool. And so he was telling me like, ” Yeah, they’re representing more and more,” so that you feel like you have a craft option and not just taking the-

Garrett Mehrguth: Yeah, my dad drank O’Doul’s.

Brady Cramm: Yeah, getting the O’Doul’s. They’re making that scene happen so I definitely think the low calorie light scene-

Garrett Mehrguth: Could work. Now, let’s think bottle. Let’s start with bottle. Glass, can, tall and skinny, normal size, what do you think?

Brady Cramm: Will we change up the bottle?

Garrett Mehrguth: Well, I don’t know. That’s what I’m asking. We got to differentiate it.

Brady Cramm: Yeah.

Garrett Mehrguth: You can’t just go in there and have another silver can, and try to go after inaudible.

Brady Cramm: Well, it’s interesting, now that I’m thinking about light beers and Coors Light is probably the one I know the most.

Garrett Mehrguth: Coors Light, Bud Light, Keystone Light, Natty Ice. I’m just going through college right now.

Brady Cramm: And I think the dark bottles have a meaning, to preserve it maybe.

Garrett Mehrguth: Oh really.

Brady Cramm: Because I’m now thinking outside of getting a draft, you ever never see the liquid in Coors Light. Can, obviously, the Bullet, obviously not, but the bottle’s super dark.

Garrett Mehrguth: Non of the light beers.

Brady Cramm: Versus a Corona.

Garrett Mehrguth: You can see it because it’s glass.

Brady Cramm: A Corona is see through.

Garrett Mehrguth: We could go clear bottle.

Brady Cramm: Yeah.

Garrett Mehrguth: I like that. Sometimes it’s not carbonated enough. I feel like when the Coors light hits right, and it’s cold enough, and it’s carbonated enough, it’s refreshing like water almost. It’s not a dark or heavy beer, it’s like you could have just ran from playing football or something, and you open up a Coors Light, and it actually is refreshing. I think we want to get ours to be as refreshing as humanly possible.

Brady Cramm: So I wonder how we can make it?

Garrett Mehrguth: Because truly, I feel like high carbonation level is really popular right now.

Brady Cramm: Well, I feel like we can have a higher ABV on it would be interesting because I think they’re avoided a lot because of the lower ABV.

Garrett Mehrguth: Yeah, just give me an IPA so I can get this over with kind of thing.

Brady Cramm: Yeah. I know some people who just look at the list, browse ABV, and that’s how they choose their beer.

Garrett Mehrguth: Really?

Brady Cramm: Yeah.

Garrett Mehrguth: And they’re just like, ” Give me the one that’s going to-“

Brady Cramm: Just give me the-

Garrett Mehrguth: Give me the hits.

Brady Cramm: Give me the hits.

Garrett Mehrguth: Give me some of the magic.

Brady Cramm: Yeah, so I guess the banquets are glass too. So they’re not dark, dark glass but you just can’t-

Garrett Mehrguth: You can’t really get a sense of the clear liquid in it.

Brady Cramm: Yeah, they’re not Corona clear glasses.

Garrett Mehrguth: Okay, I like clear glasses. So we’re going to have a clear glass.

Brady Cramm: And the whole ABV thing, I just don’t know enough about making beer. Is it possible?

Garrett Mehrguth: To have a light beer that also gets you knocked.

Brady Cramm: Well, just to make a high ABV light beer. Because I don’t know if-

Garrett Mehrguth: There’s regulations.

Brady Cramm: Well, just the making of the beer. I don’t know if it’s possible.

Garrett Mehrguth: Oh. Yeah, I don’t know either.

Brady Cramm: Right. But if it is possible, I think we should do it, at least get it to 6%. So a 6% light beer. I don’t know if higher alcohol content can lower, and maybe this is just a marketing play, but lower the cold point, the frozen point of the beer. Because you can’t freeze alcohol. And so Coors Light is all about the blue mountains but does ours have a lower cold threshold to where it doesn’t freeze.

Garrett Mehrguth: What if we put a thermometer on ours?

Brady Cramm: Inside? Yeah.

Garrett Mehrguth: That could be cool. So you could see actually what temperature the beer was.

Brady Cramm: Yeah, and not make it like we’re copying the mountains. I think it can be different.

Garrett Mehrguth: No, because the mountains turn blue is cool, but how blue are the mountains? You know what I’m saying? How can I tell if it’s 32 degrees or 42 degrees if the mountains are blue either way.

Brady Cramm: Yeah.

Garrett Mehrguth: We could have some light beer education though. It’d be fun content. So light beer education.

Brady Cramm: Yeah, get people interested in light beer.

Garrett Mehrguth: And it’d be like, ” Did you know light beer should only be consumed once it’s colder than 32 degrees? Here’s 11 reasons why.” And then have you seen the Jon Taffer thing when he does the beer and it’s not poured correctly?

Brady Cramm: Yeah.

Garrett Mehrguth: Scarlet, pull that up.

Brady Cramm: And it upsets your stomach, right? That’s what he talks about?

Garrett Mehrguth: Yeah, I think this could be good. So less upset stomach, less bloating. It’s Jon Taffer beer explosion or beer pour.

Brady Cramm: Yeah.

Garrett Mehrguth: I want to show.

Brady Cramm: Yeah, he talks about the foam being good.

Garrett Mehrguth: Right here. Yeah, watch this video. What if we did something like our beer didn’t foam like this?

Jon Taffer: For Beer Drink Day, I wanted to show you how to actually pour a beer and few people really know this.

Brady Cramm: I think he’s using light beers, right?

Garrett Mehrguth: Yeah.

Jon Taffer: See, if you pour a beer too slowly, as many people do, especially rookies.

Garrett Mehrguth: Watch this.

Jon Taffer: Or if you pour a beer more quickly, there’s a huge difference in what happens in your stomach.

Garrett Mehrguth: One is making a huge mess.

Jon Taffer: The beer that was poured correctly, nothing really happens. It stays the same. But the beer that was poured incorrectly-

Garrett Mehrguth: That’s what happens in your stomach. So how could we make it-

Jon Taffer: …blows up in your stomach.

Garrett Mehrguth: … so you could just openthe bottle and drink it?

Jon Taffer: So for every beer you drink that you pour slowly, you’re bloating for a beer and a half.

Brady Cramm: Yeah, because he’s saying-

Jon Taffer: Pour your beer quickly, aggressively, and enjoy your next beer.

Brady Cramm: … if you drinkit right out of the bottle, it’s bad?

Garrett Mehrguth: Well yeah, theoretically, because you’re not letting the carbonation out.

Jon Taffer: Happy beer drinking day.

Brady Cramm: Yeah.

Garrett Mehrguth: So what if we could have-

Brady Cramm: A foam top bottle, you flip it over, then open it, and it does that kind of thing?

Garrett Mehrguth: I don’t know, but this is what the light beer drinker I think cares about.

Brady Cramm: It’s almost a jar type glass.

Garrett Mehrguth: Maybe it’s a two part glass.

Brady Cramm: Yeah. I’m trying to think how would you replicate that without a glass.

Garrett Mehrguth: I know, this is where we need innovation, but we’re going to go in here. If we’re going to take down Anheuser- Busch, bro, we need to have some innovation.

Brady Cramm: Yeah. Well, I like the storytelling too behind the beer because that’s one of the stigmas is I think light beer just falls from the sky. It’s the easiest thing to make, you add a couple ingredients, you stir. That’s light beer.

Garrett Mehrguth: It’s the best beer. I’m going to go on record for the camera right now, light beer is the best beer.

Brady Cramm: Coors Light specifically.

Garrett Mehrguth: Coors Light specifically, but I’m going to have to beat them

Brady Cramm: Until we make something else.

Garrett Mehrguth: Yes, until we make something better that has less bloating, a clear bottle, more alcohol content. What else do we need?

Brady Cramm: So I like the storytelling around how beer is made. I this fact, I saw this video too, I was like oh, I’d never thought of it that way. When someone pours it like that, you say, ” What a terrible pore, you’re bad at this,” so I thought that was very interesting. But yeah, the storytelling behind how the craft light beer is made to then disrupt oh no, this is a very sophisticated process to make light beer and make light beers well.

Garrett Mehrguth: And I did get to see it once. In Irwindale, there’s a Coors Light factory by Azusa, and for my master’s program I got to tour the factory.

Brady Cramm: Oh yeah, I remember driving past it.

Garrett Mehrguth: If you’re a 21- year- old dude and you get a 30 rack, that’s the greatest factory tour of your life.

Brady Cramm: They gave it to you for free? At the end of the tour?

Garrett Mehrguth: Yeah, they gave us each two 30 racks or something.

Brady Cramm: Oh, wow.

Garrett Mehrguth: That’s cool.

Brady Cramm: That was through Azusa?

Garrett Mehrguth: Yeah.

Brady Cramm: Azusa approved that?

Garrett Mehrguth: Well, I mean they didn’t approve it but they did the factory tour.

Brady Cramm: You’re not going to say no, you’re not going to be rude.

Garrett Mehrguth: But I got to see it, and remember when you and I did Harpoon in Boston?

Brady Cramm: Yeah.

Garrett Mehrguth: That’s what I’m saying, I think if you did the right content strategy and had the right amplification using programmatic like a Mountain or a StackAdapt, and you had a full 10 part series on how your beer is made, I feel like that consumer cares about that stuff.

Brady Cramm: Yeah, the storytelling, I think, is powerful. You just brought up Harpoon, how long ago was that? Maybe four years ago.

Garrett Mehrguth: Maybe five.

Brady Cramm: Five years ago. I still remember the moment where she was asking everyone, ” What’s your favorite way to have beer?” And everyone was saying on tap, and then next through a bottle, and can was the worst. And then the lady was like, ” You know on tap comes out of a keg, which is essentially one big can.” And I was like, ” Yeah, the can is closer to the keg than a bottle is.” And it was just her storytelling and everything just made me look at canned beer differently, just from the way she told that story and staged it. So I think that’s powerful and I think light beer has a bad rap.

Garrett Mehrguth: I agree.

Brady Cramm: Like I said, it just comes out of the sky, there’s no sophistication in making it. I think we could expose the sophistication.

Garrett Mehrguth: What if we had a bigger mouth?

Brady Cramm: Yeah, like the bullet?

Garrett Mehrguth: Yeah, because then we could also get people to drink more. It’s like when the toothpaste companies figured out how to open up the size of the hole so you consume more toothpaste per usage, so you have to buy more toothpaste. I think we could do something like that where we could open up-

Brady Cramm: A big gulp thing?

Garrett Mehrguth: Yeah, more of a big gulp style mouth on the top. A slightly bigger bottle mouth. So it would be slightly different. I’m just talking little type of things I think could really differentiate it.

Brady Cramm: What about names?

Garrett Mehrguth: What you got?

Brady Cramm: Little play on let there be light. Godspeed, let there be light.

Garrett Mehrguth: You want to hear my name?

Brady Cramm: Yeah.

Garrett Mehrguth: Daylight.

Brady Cramm: I like that. But now, are you nicheing yourself to day partying?

Garrett Mehrguth: I don’t feel like that’s a bad spark. I would be okay with that. If we were the beer you brought to every backyard barbecue, then maybe we’re not your dinner beer to start.

Brady Cramm: We could have a Nightlight too.

Garrett Mehrguth: Yeah. We’re pretty good at this.

Brady Cramm: Little Nightlight.

Garrett Mehrguth: We got Daylight, Nightlight.

Brady Cramm: Let there be light. I just see a cool guy.

Garrett Mehrguth: Moonlight.

Brady Cramm: Poseidon themed art.

Garrett Mehrguth: Sunlight, Daylight, Nightlight, Moonlight. We could have a whole brand of light.

Brady Cramm: No, I’m with you. When I’m thinking craft, I’m always almost forcing myself to get an IPA.

Garrett Mehrguth: Yeah, I know. There’s nobody who said, ” I’m going to build the greatest light beer ever made.” And they all poo- poo it, the whole industry goes poo-poo.

Brady Cramm: Yeah. So we should make one. I have my own cocktail. It’s called a manmosa and it’s for whenever I go to Hawaii, I started out the only person drinking it and then the whole family drinks it.

Garrett Mehrguth: Oh snap, it’s spreading. You’re pretty influential.

Brady Cramm: And when we were in Vancouver, they did something close to it with their light beer with orange juice. And so I do Coors Light and guava juice, and it is delicious. It is so good.

Garrett Mehrguth: Bro, this is like a Pink Whitney.

Brady Cramm: But it only works well with Coors Light. I’ve tried it with Miller and Bud, and it just didn’t taste right, the juice mix.

Garrett Mehrguth: Bad beer.

Brady Cramm: And I’ve done it with orange juice too, so a light beer that’s positioned to even mixing it with a juice, I like drinking it-

Garrett Mehrguth: That’s what my grandma drinks.

Brady Cramm: …in the morning on vacation because it feels like there’s guava juice in it, it’s like a mimosa. But I like to call it a manmosa. It’s just what I came up with.

Garrett Mehrguth: It’s called a Rattler.

Brady Cramm: Any person can drink it.

Garrett Mehrguth: It’s a Rattler.

Brady Cramm: A Rattler?

Garrett Mehrguth: In Germany, when my grandma was growing up, they would mix lemonade with beer, and that’s what the women would drink. That was their Trulys back in the day.

Brady Cramm: Okay. So I’m thinking we can incorporate that a little bit.

Garrett Mehrguth: Okay, so now we’re having a light beer but also with some fruit infusion?

Brady Cramm: I don’t know if it’s pre- made like that or if we just advertise it, this is made to mix with juices.

Garrett Mehrguth: I think we have to pre- mix it because of the Trulys and the High Noons.

Brady Cramm: I’d be cool with that.

Garrett Mehrguth: Yeah, they do malt liquor plus flavors. We could do beer plus.

Brady Cramm: We can do light beer and natural juices. Natural. 100%-

Garrett Mehrguth: Now we’re getting somewhere.

Garrett Mehrguth: So

Garrett Mehrguth: now we’re not just another light beer, we’re a different. We’re not a better light beer, remember?

Brady Cramm: Yeah. People like to party with their Coors Light or their Trulys.

Garrett Mehrguth: What if they had a baby and we came up with our own brand called Daylight.

Brady Cramm: Yeah.

Garrett Mehrguth: I actually think Daylight with guava, light lager.

Brady Cramm: Dude, if anyone out there, guava and beer-

Garrett Mehrguth: We might be onto something again here.

Brady Cramm: If you want to be our R& D, just try guava and Coors Light, and-

Garrett Mehrguth: Yeah, let us know in the comments.

Brady Cramm: … letwhat you think. If you’re 21 years or older.

Garrett Mehrguth: No, I take back my wink.

Brady Cramm: Come on, man. This is on YouTube, they saw the wink.

Garrett Mehrguth: No winking. You must be of legal age. Now, how do we distribute it? Are we going D2C. There’s a brand called Drink Haus. Have you heard of them?

Brady Cramm: No.

Garrett Mehrguth: Okay, so pull them up, Scarlet, real quick. They’re called drink house. Drink H- A- U- S.

Brady Cramm: I’ve been seeing some of the D2C ones though. I think Nick, one of the Jonas brothers is partnered with a canned mimosa.

Garrett Mehrguth: Nick. Yeah, I saw.

Brady Cramm: Or sangria.

Garrett Mehrguth: These guys are doing aperitifs, so it’s made with natural ingredients. They got the sexy brand. Strawberry basil.

Brady Cramm: I like it. That’s classy.

Garrett Mehrguth: And then click on the strawberry basil, because this is what I find is interesting.

Brady Cramm: Those sound good.

Garrett Mehrguth: You can buy it in one, two, or six.

Brady Cramm: 18%. Now we’re talking.

Garrett Mehrguth: Now you’re speaking Brady’s language. Perfect on the rocks or with a… Keep going. I don’t think there’s any liquor in it.

Brady Cramm: What do you mean? It’s 18%, didn’t it say?

Garrett Mehrguth: No, this is where I’m a little confused. So wait, go click shop now.

Brady Cramm: ABV.

Garrett Mehrguth: Perfect on the rocks, or with a splash of tonic or gin.

Brady Cramm: Oh.

Garrett Mehrguth: That’s where I’m like-

Brady Cramm: Oh, so their recommendation for their cocktail makes it 18%?

Garrett Mehrguth: I don’t know. Let’s look a little more.

Brady Cramm: This is so weird.

Garrett Mehrguth: I know.

Brady Cramm: I don’t get it now. I thought I got it.

Garrett Mehrguth: Haus strawberry basil, fresh kiwi, honey syrup. No, it must have-

Brady Cramm: Yeah, because they’re not putting alcohol in that description.

Garrett Mehrguth: Yeah, so it already has alcohol in it. Keep going down for us, Scar. But see how they’re doing this whole brand play? See all ingredients, yeah. Because I don’t see alcohol in here. Where is alcohol?

Brady Cramm: Maybe this is some FDA stuff.

Garrett Mehrguth: Yeah, that’s what I’m curious… Grape brandy, there it is. Chardonnay, grape brandy. So yeah, it’s a mix, so it does have alcohol in it. But they’re doing direct to consumer model. It’s a D2C play.

Brady Cramm: So it shows up on your doorstep.

Garrett Mehrguth: Shows up on your doorstep.

Brady Cramm: Yeah, see all the shop now.

Garrett Mehrguth: Yep. So it gets delivered to you. Anheuser- Busch and these guys have such high minimums, from what I’ve learned about the industry, that it’s not easy to get your craft beer in Ralphs, or Vaughns, or Albertsons, or Whole Foods. It’s really hard.

Brady Cramm: Yeah, especially even coastal. Getting it in one store is hard.

Garrett Mehrguth: Yeah, but you’ve never been on Instagram and gotten a light beer ad, have you? To buy one. A shop now.

Brady Cramm: Yeah, but we’re talking about it a ton so I will.

Garrett Mehrguth: We’re about to. Yeah, I know. But I think we could advertise directly to consumers and just ship it to them.

Brady Cramm: No, honestly a part of me has wanted the manmosa to be out there in the world.

Garrett Mehrguth: It is out there, man.

Brady Cramm: Beyond my vacations to Hawaii.

Garrett Mehrguth: Guava plus daylight lager altogether.

Brady Cramm: Yeah. I like the premix in the can. I think it’s a nice balance between masculinity and femininity too.

Garrett Mehrguth: Yeah, I agree. Still got some beer in it, bro.

Brady Cramm: Yeah, there’s still beer.

Garrett Mehrguth: Oh, you’re drinking Trulys? What?

Brady Cramm: I can shotgun it.

Garrett Mehrguth: You got to look, it’s got a goat mouth.

Brady Cramm: I have family in the alcohol industry and I remember in college I was brainstorming because they were very innovative with cans and stuff.

Garrett Mehrguth: Yeah, your uncle started what?

Brady Cramm: Yeah, my cousin.

Garrett Mehrguth: Your cousin started.

Brady Cramm: He started whiskey companies in St. Germain.

Garrett Mehrguth: St. Germain, right? The bottle.

Brady Cramm: And he a had a cocktail in a can, so the old fashions in a little can. And I developed a mock- up for a shotgun can where it has an opener where you shotgun a beer.

Garrett Mehrguth: Of course you did.

Brady Cramm: Not for him or anything, just I was thinking one night on Photoshop.

Garrett Mehrguth: We could bring that to it too.

Brady Cramm: I don’t know if we want to take that route.

Garrett Mehrguth: We don’t want to be encouraging binge drinking.

Brady Cramm: We can maybe do some subtle directional design on the cans on where you would shotgun.

Garrett Mehrguth: Brady has step one, step two, step three, but he didn’t tell you to do it.

Brady Cramm: Just like an Easter egg. I love Easter eggs, so doing something in design that would happen to have a focal point-

Garrett Mehrguth: Yeah, on the bottom of the can it has-

Brady Cramm: …where you would shotgun, where you put that hole.

Garrett Mehrguth: … just a random key.There’s a key at the bottom.

Brady Cramm: Oh interesting. Or maybe a lock and that’s where the key goes.

Garrett Mehrguth: I like the lock.

Brady Cramm: Why is that there?

Garrett Mehrguth: That is subtle. Okay, so we got direct to consumer, we’re going to combine our light lagers and it’s going to be a pure light lager play, it’s going to be light lager plus guava juice as our primary offering.

Brady Cramm: Yeah. I mean you can do tons of flavors. It works with orange juice too.

Garrett Mehrguth: And nobody does any of those in bottles either. Because none of the High Noons in the Trulys, nobody’s in a bottle, right.

Brady Cramm: Yeah, I feel like we totally have now formed a company to where let’s go back to the pack. Is it a bottle still? Is it now a can because of this.

Garrett Mehrguth: I mean I think the bottle’s different. I think if you had a bottle of lager plus guava juice, there’s nothing like that on the market, is there?

Brady Cramm: Yeah. It reminds me of-

Garrett Mehrguth: I like their packaging. Their packaging is totally different.

Brady Cramm: …from Costco, there used to be those juices in bottles. I forget what they were called. This is a’90s thing and there was this one that was super good. I forget what it is though. Anyway.

Garrett Mehrguth: Are we going to underprice the market?

Brady Cramm: Yeah, are we going to be the High Noons out there? Aren’t those super expensive?

Garrett Mehrguth: I think they’re more expensive than Trulys but I’m not sure.

Brady Cramm: I think they’re one of the most expensive in the categories, a high noon.

Garrett Mehrguth: I think we could be okay being slightly more expensive. So what have we got, a variety pack for how much over there?

Brady Cramm: 25 bucks from total wine. inaudible so I think that’s the price. I don’t know how many are there.

Garrett Mehrguth: And then what’s Truly?

Brady Cramm: So it’s a little over a dollar.

Garrett Mehrguth: Oh. Well no, over there, that total wine as well, they’re at 24. I think they’re the same, yeah. Is that one more though?

Brady Cramm: It looks like there’s a lot in there.

Garrett Mehrguth: Yeah, the other one says 16. 99 for the same size. So yeah, I think we could go premium. Maybe 15%. If everybody else is 9 bucks, we could be 10 kind of thing.

Brady Cramm: Yeah.

Garrett Mehrguth: Keep it simple.

Brady Cramm: 20 bucks for a 24 pack.

Garrett Mehrguth: I don’t even know because my wife gets it all on Fresh& Easy or whatever now, so I don’t even know.

Brady Cramm: I think keeping it under a dollar per unit is always-

Garrett Mehrguth: Smart.

Brady Cramm: Always smart. Because I was thinking maybe 16 ounces.

Garrett Mehrguth: How much is a 30 pack? Is it under 30 bucks?

Brady Cramm: I think so.

Garrett Mehrguth: Okay. So yeah.

Brady Cramm: But that’s all 12 ounces. I remember another, just a random story, but one of my roommates in college came back with a big pack of Coronas and he was just bragging about the price. He said it was the best deal ever. We opened the box, it was Corona Ritas.

Garrett Mehrguth: It was the tiny little ones?

Brady Cramm: Yeah. So the reason why I bring that up is because I was thinking maybe we do 16 ounces, but then from a pricing standpoint, I don’t think it’s easy to get the market-

Garrett Mehrguth: They’ll be too expensive.

Brady Cramm: The market looks at the price and how many are in there, and they won’t do the math on-

Garrett Mehrguth: Fluid ounces.

Brady Cramm: …each can is different, so I want to stay away from that.

Garrett Mehrguth: I don’t know if our audience is going to be the best at math. We’re selling guava juice and light beer.

Brady Cramm: Well, they’re buying it before they drink it, so maybe they’ll be all right. But that’s the only reason I’d want to avoid doing the subtle size strategies because how people price it out.

Garrett Mehrguth: 30 racks, 20 bucks.

Brady Cramm: Which is just a good lesson to think about.

Garrett Mehrguth: It is a great lesson to think about. So I actually really like this idea and I think we’re going in the right direction here. So we got a lot of work to do, Brady. I don’t know if we can keep up with all these businesses we’re starting,

Brady Cramm: Well, now we have to have a liquor store in the strip mall that has the car wash-

Garrett Mehrguth: And the dry cleaner.

Brady Cramm: … the laundry mat, the dry cleaner.

Garrett Mehrguth: And the furniture store.

Brady Cramm: Now, the liquor store, furniture store.

Garrett Mehrguth: I mean we’re just opening up the world’s greatest strip mall with all our own products.

Brady Cramm: I guess we’re going to talk about Thai food next week because I would love for a nice Thai spot to be in there.

Garrett Mehrguth: I love it. Well hey, that’s another episode of Original Marketing. Thanks for hanging out with us and like, subscribe, comment, let us know what we should market next.

Brady Cramm: Yeah, let me know when you try light beer and guava juice, let me know if I’m crazy or if it’s actually legit.

Garrett Mehrguth: I’m going to definitely be doing that. So thanks everybody.

Brady Cramm: All right, see you next week.