Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60BBIB: Can you describe your products and service? KF. We pioneered short-run digitally- printed pump clips and mounted them with a simple push-on fixing to allow for quick change. As digital printing technology improved we started to produce pump clips with metallic gold and silver. Today we produce pump clips with a huge range of metallic effects. Because these are digitally created there is no additional cost for multiple metallic effects on the same pump clip. This in-house printing on the latest digital equipment provides the twin benefits of quality and productivity. However, service is as important as quality and cost. Our average turnaround is three days but with all manufacturing done in-house, we can respond immediately to a customers requirements when a faster delivery time is required. We also produce curved pump clips and pump clips with a resin finish for a more permanent up-market look. All pump clips are available on both white and black plastic. Our pump clips are complimented by a large range of fixings. We also produce bottle labels, specialising in high quality metallic finishes in quantities from 500 upwards. Keg font badge inserts are also produced in ever increasing numbers, particularly inserts for the guest craft keg market which are the solid plastic inserts instead of the rear illuminated inserts. BBIB: What about your latest innovation that we’ve just seen on the bar in your showroom? KF: That will be Keg-Fix, a truly innovative idea for the marketing of craft keg beers being sold on a rotational basis. This is a holder-based system that fixes into the oval and circle badge holders on most T-bar style keg dispense systems. It can also be used over the taps of ‘through the wall’ dispense systems currently finding favour in the more trendy outlets of major cities. A connector then allows for the rapid change of the brand badge. No more waiting for the manager with a screwdriver, sticky tape and squidgy blue goo! BBIB: Is quick change the only advantage of Keg-Fix? KF: No, whilst being able to quickly change a brand badge is an advantage over “glued in” badges, the main advantage is the ability to take shaped cask ale style badges. BBIB: Will this increase costs for the brewer? KF: Once a Keg-Fix holder is purchased (£0.85 each) then the costs of the shaped brand badge alter little from the ovals and circles in solid plastic. These are around a sixth of the cost of a rear printed acrylic badge. BBIB: How will cask ale style badges improve sales? KF: Marketing is about raising brand awareness so that a consumer will be attracted to that brand. Most breweries have their own pump clip shape in the cask ale market, so by using a shaped badge, the brewery brand can be recognised even if the beer itself is not known. Also, the cask ale style badges are synonymous with multiple styles of beers from craft breweries whether national, regional or micro. For brewers that wish to retain their existing round artwork we have the ability to add marketing information both above and below the existing artwork. These badges can then be used on both round and oval badged fonts reducing both artwork costs and inventory. BBIB: So a small (or large) craft keg brewer will get brand awareness without a huge advertising budget? KF: Absolutely. And a changing rotational programme where the shape of the badge as well as the graphics change on a regular basis will generate even greater consumer interest and sales. Craft keg carries a premium price which translates into greater profit from sales and hopefully better margins for the craft brewers. I would hope that by raising brand awareness outlets such as restaurant chains, ethnic food outlets, small hotels, clubs and the like could have a rotational keg beer programme modelled on pubs rotational cask ale programmes. With so many new breweries the craft beer market is over saturated, providing a simple solution to high profile marketing of craft keg beers in establishments outside of the cask ale market benefits both retailers and brewers. keith@colorscan-imaging.co.uk For more information email: 30 BREWING & BEVERAGE INDUSTRIES BUSINESS On The Bar Keg-Fix boost to craft marketing As part of our ‘On The Bar’ feature we interviewed Keith Forster, Managing Director of Colorscan Imaging Products, the country’s well-known supplier of ‘Guest Ale’ pump clips. Keith thinks that ‘Craft Keg’ is not just the way some brewers are trending but the way the market needs to go to find new customers for craft beers. However, it needs cost-effective innovative marketing - and innovation is what Colorscan is renowned for, as is evidenced by the recent launch of Keg-Fix. Above: T-bar dispense with Keg-Fix system, awaiting insertion of clips, and below: with clips affixed Left: ‘Through the Wall’ dispense with Keg-Fix system, awaiting insertion of clips, and right: with all clips affixed 30_Layout 1 28/07/2016 10:25 Page 1