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March 05, 2014The Sam Adams Editorial Team

BTAD is Helping Food and Beverage Businesses Become Pitch Perfect

In 2008, when we launched our Samuel Adams Brewing the American Dream program, we imagined that new food and beverage business owners would benefit greatly from access to all kinds of coaching – from how to procure ingredients, to marketing opportunities like how to create a compelling label and website, to addressing a variety of legal issues, and even leasing commercial space. But what we didn’t anticipate is that so many would want help figuring out the best way to tell their own story – essentially becoming “pitch ready” for some of our country’s biggest retailers.

As part of our program, we host Speed Coaching events across the country where business owners receive advice from Samuel Adams employee-volunteers representing a range of business functions. At every event from coast to coast, our coaches, who have a wide range of expertise, were being asked the same questions:

“How can I pitch my product to a national supermarket chain?” or “How can I get a restaurant to use my product as a new ingredient?”
So we decided to help.

In 2013, we created the Samuel Adams Pitch Room to help small business owners in the food and beverage industry practice and perfect the art of the sales pitch. The result is a no-holds-barred, best-pitch-wins competition. We view it as “Shark Tank” meets The Food Network.

The Samuel Adams Brewing the American Dream 2014 Pitch Room Competition will consist of four regional events leading up to a finale round in New York in December.

In each regional competition, food and beverage entrepreneurs will put their best pitch forward for national chain buyers, successful food entrepreneurs, and members of the media who report on the food industry.

The schedule of regional events is as follows:

Chicago – April 7th

Denver – May 21st

Boston – October 6th

New York City – November 17th

The winner of the finals in New York in December will receive a $10,000 business grant from Samuel Adams; coaching from Samuel Adams employees across a variety of disciplines and subject areas; as well as great exposure for their brand and product.

The 2013 Pitch Room winner was New York-based Brewla Bars (pictured above), an all-natural, craft-brewed adult Popsicle manufacturer. Over the past year, the brother and sister team, Brewla owners Rebecca and Daniel Dengrove, have been putting their $10,000 grant to work expanding operations and formalizing their distribution. They’ve also received coaching from Samuel Adams experts in print production and design, HR, procurement, finance, public relations, and marketing.

Want to give us your best pitch? Applications are now being accepted for the Chicago Pitch Room. Applications for the other Pitch Room events will be open at a later date, as noted on the website.

Contact us with any questions about our April 7th Pitch Room Competition or for information about other upcoming events.

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