​Planning​ for a Yearly Portfolio

​Although it opened in 2012, the coming year will be the first time that Proof Brewing has released an official portfolio calendar for consumers and to help its sales and marketing teamwork throughout the year.

​”We are very data-driven and have a full sales and marketing plan for all of our brands,” explained Marketing Director Bryan Smith. “I’m confident in nothing but success when you have an incredible team at your disposal — from production that makes fantastic liquid, to a driven sales force, to a talented marketing team.​”

This is ​the Tallahassee, Florida brewery’s first inaugural release calendar.

​”​Our core year-rounders haven’t changed since last year, and it wasn’t until then that we ever really established our cores​,” Smith said. ​The calendar consists of its core line up, available year-round in draft and ​six-pack cans. Proof​ ​will release four new rotated offerings in package and draft, in addition to four fruited Berliner Weisse styles available for draft only, called ​its “Sour Series”. All twelve offerings will be available in the brewery’s tasting room or distribution in Florida where Proof is sold.

​”​Every release has been something we’ve run through our taproom or poured at events​,” Smith said. ​”​A number of the releases have won awards or accolades over the years. Each of these brands has been somewhat limited in the past and we’re excited to be able to scale them up to reach not only outside our taproom and local market but surrounding distribution footprint within Florida.​”​

​Smith noted that the market is constantly changing​.

“You have to be able to remain innovative and push boundaries​,” he said. “You start with the liquid you make. It has to be about quality and consistency and that’s how we’ve built our brand. We’re known for making bold and flavorful beers and we feel this calendar is a reflection of all of that. For us, we look at many variables before putting the calendar together​ ​— some of which include sales trends in the market and our tasting room, time of the year, and competition.​”​

​To start of the year is Litany of Angels, a 9% ABV Belgian Strong Ale, available January through March in ​four-packs and draft. The next offering ​will be White Orchid, an American IPA with tropical fruits and citrus notes, available April through July in ​four-packs and draft.

Tradition follows with the seasonal release of Prooftoberfest, a German-style Festbier, available August through October in ​six-packs and draft. Coffee Creatures In the Dark, a sweet stout aged on local coffee will conclude the inaugural 2020 offerings and be available October through December in 4-packs and draft.

Proof will offer four fruited sour beers available in distribution for draft only. These variants will rotate and include: Pomegranate Passion Fruit Evil Kiss, Strawberry Lemonade Evil Kiss, Key Lime Pie Evil Kiss, and Raspberry Lime Evil Kiss.

“We’re excited to introduce our lineup of fruited sour Berliner Weisse variants in new markets,” said Head Brewer Arin Brown​ in a release​. “These beers have typically only been available in our taproom. It’s a unique and popular style in the Florida beer scene that pairs perfectly with the outdoor lifestyle.”

The brewery will ​also ​release additional beers in the brewery’s tasting room and local Tallahassee distribution.

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