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Triple Bogey’s modern twist on Arnie’s drink – Golf Canada SCOREGolf


Triple Bogey Brewing Company started delivering its new Half & Half Hard Lemonade & Iced Tea this week.

Amid the game’s cultural vernacular, that beverage is referred to as an Arnold Palmer, a concoction of two-thirds iced tea and one-third lemonade the King made famous in the 1960s.

Triple Bogey’s new canned version is proportioned closer to 50-50 and features an added kick of ‘hard’ lemonade at five per cent alcohol by volume.

And it’s in high demand.

The Toronto-based craft beer company has already sold and shipped more Half & Half Hard Lemonade & Iced Tea in two weeks than an entire 2021 season’s worth of its Triple Bogey canned wine.

With food and beverage operations at golf courses across Canada expected to return to a sense of normalcy this year, Triple Bogey’s latest product has quickly become a hot ticket item.

“People across the industry pre-ordered it like crazy,” said Geoff Tait, the company founder and president in a phone interview. “I’ve had some golf clubs pre-booking 20 cases and it’s only April. Once we get to June, I feel like those same courses might be ordering 50 or 60 cases. It’s definitely created some buzz across the industry.”

Tait and his wife Megan only finalized the finished recipe a few weeks ago. Although it took longer than expected to get across the finish line, the couple is confident their modern twist on this classic drink will be a beverage golf and non-golf consumers will gravitate to — on and off the golf course.

“It took a while, a little bit of an investment and a lot of taste tasting to find the perfect flavour but we think it strikes a great balance — just enough tea, perfect amount of lemonade. The feedback I’ve gotten from clubhouse managers we provided samples to has been over the top. Everyone seems to love it,” Tait said.

Don’t expect Triple Bogey Half & Half Hard Lemonade & Iced Tea to unseat the company’s flagship Blonde Lager on the product depth chart. At least not out of the gate. That beer did sales of slightly more than 700,000 units last year, making it the core piece of Tait’s business.

But he does have the bar set high. Tait believes his Half & Half has a chance to climb up to be a strong number two ahead of his Triple Bogey Blonde Light and Amber beer products. The company also produces a curling branded Hurry Hard Amber Lager and a Triple Bogey non-alcoholic beer option.

“I don’t think we can do Blond Lager volume just starting out with Half & Half,” Tait explained, “but hey, you never know. I’m just happy to have a horse in the stable that’s going to provide us with another unique niche we haven’t been in before.”

That will come at the expense of two products by the end of 2022. Going forward the business plan is for the canned wine to be discontinued and for Triple Bogey’s Hard Seltzer to sell-through this season and be pushed aside by year’s end.  

“Canned wine was a novelty. It was something I thought could work but this product is already showing that Half and Half is the right choice. We’ll move on from our Lime Seltzer for the same reason. Half & Half is just that much better and that much more refreshing. On and off the golf course it makes more sense for golfers and consumers,” he added.

Triple Bogey certainly qualifies as a small business success story. Now into its ninth full season of production, the company has sold over 3 million cans/draught pours of product; has over 400 Ontario-based accounts — including golf clubs, indoor facilities, bars, restaurants, LCBO and grocery store locations — and has infiltrated the Alberta market and other parts of Canada at a brisk pace.

Across the country Triple Bogey is distributed by 600-plus retail locations. 

Distinct golf branding has helped fuel the success.

Triple Bogey’s adoption rate with new accounts continues to run at a 50 per cent rate. That has translated into repeat business and revenue generation for clubs and businesses that appreciate the cross-marketing advantage of a beer that aligns with the golfer demographic.

Tait believes the same scenario could play out as clubs introduce Triple Bogey Half & Half Hard Lemonade & Iced Tea to customers in the coming weeks.

“There’s an opportunity for us to get in doors that we haven’t been through before,” he said. “Some of our new accounts that are trying the Half and Half could now give our beer a shot if they haven’t carried it before. We have 60 new accounts this spring. That’s the most we’ve ever opened and I’ll definitely say some of that has to do with Triple Bogey Half & Half.”

The marketing campaign on social media has already started using the hashtag #TeaOneUp. More assets will be applied to Triple Bogey Half & Half Hard Lemonade & Iced Tea as the weather improves and word of mouth gives the product a further push.

“We’ve built a nice base here. We have a good reputation with the 400-plus accounts we already sell to, they trust us and they haven’t been afraid to try any of our other products. This one is unique to golf, it’s exciting for us because no one in Canada has really ever offered something like this with a golf branded label. I know it hasn’t been on a beer cart yet but hopefully it resonates with the public when they try it. It’s pretty tasty.”



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