Beating the Odds: Florida Specialty Beverage Company Poised for Success
Their statewide distributor opted out of the beer business; the new distributors all but ignored them; so they took matters into their own hands. Now, Beautiful Brews, Inc. will introduce "EL CAPITAN."


BOCA RATON, FL, June 17, 2009 /24-7PressRelease/ -- Beautiful Brews, Inc., creators of Honey Amber Rose beer, will soon introduce "EL CAPITAN," a robust chocolate almond stout that blends great flavor with an inviting texture. "We think people will really enjoy El Capitan, just as they have enjoyed Honey Amber Rose for the past five years," said company co-founder Kent Chamberlain, who said early taste tests had been very positive. "This will give us a nice compliment to Honey Amber Rose," he added, "and will allow us to expand our customer base and increase distribution."

El Capitan was formulated by Gerry Marshall, the original brewmaster for Honey Amber Rose at Brewmasters in Hollywood, Florida, "and he has done a fabulous job of translating our vision into an excellent beer," said Chamberlain.

LOSS OF DISTRIBUTOR BRINGS ABOUT CHANGE OF PLAN
In the rough-and-tumble world that is the adult beverage industry, survival of the fittest is an accepted way of life. It is against this backdrop that the story of Beautiful Brews, Inc. can be seen as nothing short of a resounding success.

When it introduced its first beer, Honey Amber Rose, the public's reaction was overwhelmingly positive, and it was all the company could do to keep up with demand. That was before its statewide distributor of four years, Southern Wine and Spirits, opted out of the beer business and sold the distribution rights to Honey Amber Rose and its other beers to a statewide network of beer distributors.

Suddenly finding itself as the low-beer-on-the-totem-pole, Honey Amber Rose "did not receive the attention it deserved," said Chamberlain, "and it was clear that the new distributors hearts were not in it; even though we had a proven commodity and had developed a loyal customer base." Chamberlain said it was his view that the new distributors favored and gave most of their attention to the national brands in their portfolio at the expense of his product.

With the inattention from the new distributors, sales began to lag; so the company took the step a few months ago of reclaiming the distribution rights to the beer. "We had two choices," said Chamberlain. "We could watch as the distributors buried us or we could take charge of our own destiny. We chose the latter."

The work of reclaiming shelf space began immediately, and today Honey Amber Rose is available again at Whole Foods Market locations across Florida. "Sales are brisk, especially in Miami where imports have always been dominant," said Chamberlain.

"This is one of the most competitive businesses in the world," said Chamberlain, "and the competition for shelf space is intense." The fact that Honey Amber Rose is still on shelves nearly five years after it was introduced, he added, "speaks not only to the quality of the product, but also the tenacity of the people who help bring it to market."

"We're in this for the long run," said Chamberlain, "and as a licensed distributor, if that means that in the short term I have to load up my van and make deliveries personally, that's what I'll do." Chamberlain went on to say that, "ideally, we would like to see an infusion of capital so we can take this to the next level and really grow the brand; but it would have to come from someone who shares our passion for the beer business and has an in-depth knowledge of how it works."

MARKETING (AND GOOD FLAVOR) ARE THE KEYS TO SUCCESS
"No matter how good the beer is, says Chamberlain, "if people don't know about it they probably won't buy it." It is to that end that the company has taken a very active role in sponsoring major events around Florida. "We may not have a stadium named after us like Landshark, and we don't have a Jimmy Buffet in our boardroom, but we are out there making as much noise as we can," he added.

Honey Amber Rose has recently sponsored major events, and has been associated with some big names, including the Barrett-Jackson Collector Car Auction in West Palm Beach; an LPGA pro-am golf tournament in Boca Raton; Fleetwood Mac, Beyonce and the American Idol tour at Bank Atlantic Center; The International Paso Fino Show in Miami; and an invitation by duPont Registry to participate in a charity event for the Make-a-Wish Foundation at the Kissimmee Jetport. "We're always happy to lend a hand for a good cause," said Chamberlain. "We believe very strongly in giving back to the community."

Marketing efforts also include taking part in tasting events "where we see firsthand who is buying our beer," said Chamberlain. "It's almost evenly split between men and women from all ages and ethnicities, which lets us know that Honey Amber Rose has a wide appeal for those who enjoy a smooth, refreshing beer that never leaves a bitter after taste. We expect the same reaction when we introduce El Capitan, from those who enjoy a more robust, 'hoppier' and full-bodied dark beer."
Derived from a vintage European recipe of the 1830s, Honey Amber Rose is a light, barley-based beer, made with Clover Honey and Rose Hips, and mildly hopped - a light, well balanced, flavorful beer that serves well as a session beer or as a symbol of refined elegance. It captured the Silver Medal in 2005 and 2006 at the Florida Beerfest Competitions in the Professional Experimental Beer Category.
"You see more large beer companies introducing craft-style beers today," Chamberlain said. Asked if that spells trouble for Honey Amber Rose and El Capitan, he responded: "Not at all. Once more people develop a taste for craft-style beers, our customer base will just continue to grow because we will have the best of both worlds."

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