TIGER CRYSTAL ULTRA
Cost Centre: 7810
RUN SHEET
Equipment Check
1x sampling table (white top)
1x table wrap (corflute)
1 x TIGER CRYSTAL ULTRA table wraps
150 sample cups per sampling session
1 x Ice Buckets
Water jug
Cloths to clean table for any moisture or spills
Rubbish Bags and Rubbish Bin
Gloves if sampling in supermarket
Bottle opener
Grocery Card to purchase product if in grocery store
UNIFORMS
Branded TIGER CRYSTAL ULTRA t/shirt.
Please wear your own dress Jeans - not ripped, and clean sneakers, shoes
Personal Breaks
During your demonstration you are entitled to a 10 minute refreshment break
Ensure any sampling product is packed away out of view during your break
IMPORTANT - The following online education is essential to working on this activation. It will take 15 minutes to complete
You will need to register and working as a Brand Promoter at (DB Breweries Wellington)
Watch the video and the launch eLearning to answer the questions
Background
Tiger is a premium beer founded in Singapore. Tiger sits in DB’s premium beer portfolio and is the ‘running mate’ to Heineken. In May 2022 Tiger Crystal Ultra (TCU) launched in New Zealand, the first country to launch a Tiger low carb beer variant. TCU has seen great a uptake in sales since launch – we are keen to keep momentum going in the peak summer period.
Product Information
Tiger Crystal Ultra Low Carb is a full flavoured refreshing lager that is low in carbohydrates but uncompromising on taste. The new offering from Tiger is a lighter option for beer drinkers with 70 percent less carbohydrates than Tiger Original. Encased in a 330ml crystal-clear flint glass, the new variety joins the world-acclaimed Tiger Original which Kiwi consumers know and love, and delivers a refreshing appearance and taste.
Key Points of difference
Low carb beer, with bite. A low carb beer that still tastes like beer.
Key Selling Points
4.2% ABV
93 calories per serving
70% less carbs than Tiger Original
Challenge:
Encourage target consumers (aspirational and wider) to try TCU and essentially convert them from major competitors (Speights Summit Ultra) to TCU. Also to communicate and engage customers in the brand and TCU low carb proposition.
Introduction Line
“Have you tried the new low carb beer from Tiger? It’s got all the bite, with 70% less carbs.”
At the store
Introduce yourself to the Duty Manager
The Duty Manager will show you where you can set up your table (this will ideally be either next to a display or in a visible position at front of store in the liquor area as people arrive in the liquor outlets ) If sampling in a supermarket The table must not be in any other area in supermarkets, it must in the liquor area
When you are all set up please get the duty manager to take a photo of you beside the sampling table and email donna@studio23.co.nz or text this to me. 021 612 349. This must be done before you start sampling
Sampling Stock
In some cases You will be required to purchase a 12 pack of TIGER CRYSTAL ULTRA bottles in the store which will ensure the product is cold for sampling. Along with the TIGER CRYSTAL ULTRA also purchase a bag of ice for your ice bucket. Ask the Liquor store if you can keep the open bag in the freezer so it doesn’t melt.
If you have been given a supermarket gift card - purchase the beer for your sampling stock and we need receipts please, please send these back with your gear or take a photo so email me a copy so we can balance the cards etc , all cards must be sent back with your gear
If you have to purchase anything keep a receipt and we will reimburse you
If you are taking beer into the store - such as you have pre bought this before the sampling make sure you show the duty manager your stock to prove that this is ours, they put a sticker on it for you
Break open the box and get 4 bottles to place in your ice bucket, the sampling box that you opened ask the Duty Manager if you can store this behind the counter as we don’t want them around your table as it will be a hazard and untidy, they might be alright in the chiller just ask them. Always take a note for our reference how many bottles you are going through per shift.
This will apply for supermarkets as well as they have chillers out the back
Mechanics of Preparation
Set up the table as to the photo provided
Put the bottles in the ice bucket and the ice
Put 3 boxes of store product around the table for display but also the customer can take this from you, if they do take this replace this so you always have these on your table
We are promoting the TIGER CRYSTAL ULTRA only
Put some empty sample cups on the table ready to pour for the customers ( Do not pre pour)
Fill your water jug at the store and place on table - this is for anyone who wants a water after sampling
Everyone over 18yrs that comes into the store invite them to try a sample
Everyone must be over 18yrs - if in doubt please ask for ID
Invite consumers to try a sample using the introduction line
Only pour the sample to 1/4 - to half, no more, of the sample cup – this is just a taste
Engage with the consumers and tell them the features of TIGER CRISTAL ULTRA ‘Brew against the odds’
You are part of this team, thank you for your work on this
Reporting
Please read the report requirements prior to the demonstration. You have a 4 hour shift, so it should take about 15 minutes to set up and count the stock, and pack up 1/4 an hour before your shift ends to count the balance pf stock in the store
It is best to take a pen and paper with you to take note of the amount of stock in the chiller prior to sample and at the end of the sampling to work out the product sold.
take a note down what was taken from your table and then take a note of the balance in the store as some will take their beer from the chiller etc, put on your report the number taken from the shelf or chiller and the number that was taken from your table
The sample amount is how many bottles you used
Take a note of the price so you can let customers know
The client has also asked for the following information. This isn’t need from every customer just 10 customers to give us accurate feedback
1 (if customer is purchasing) Are you planning on drinking this today?
2 Are carbs or calories more important to you when drinking a low carb/calorie beer?
COVID GUIDELINES
WORKING IN STORE
• Please ask the store if there are any Covid Guidelines requirements we need to consider specifically for their store?
After the Sampling
Put any store product around your table back on the shelf and tell the staff that you have finished and thank them (this is for Liquor outlets, supermarket staff are too busy )
Please make sure your report is sent electronically through the Studio23 Staff Portal
Pack up the Demonstration table, and other equipment
Clean all equipment and ensure this is ready for your next demonstration
At the end of your demonstrations and when all your assignments are completed , please contact Donna to make arrangements for your gear to be returned
Please Read the report to ensure you know what information is required during your Activation