These days beer ads are pretty much the same. Easy drinking this, great times with friends that. No matter the brewery, they’re fairly generic and that makes it even harder for new companies to market their beer and stand out. However, one Toronto-based company has found a way to separate themselves by directly marketing their beer to their niche audience.

Triple Bogey Brewing Company was created in 2013 as the brainchild of former golf industry veteran Geoff Tait. Tait had been involved in the golf business in operations and apparel for close to 20 years. He fell back on his marketing background when he came up with the idea. “I thought golf needed its own beer so I created a business plan for Triple Bogey and targeted it towards golfers,” said Tait. “I utilized my contacts in the industry and developed a beer people could drink on the course.”

Tait partnered with Toronto’s Great Lakes Brewery to develop Triple Bogey. He and Great Lakes Owner/President Peter Bulut hit it off right away. “Peter and I sat together, made a recipe and the boys took over from there. They were excited because they weren’t selling beer in any of the places I was targeting.”

In terms of the recipe for Triple Bogey, Tait knew exactly what he wanted and what golfers would gravitate to. “We were looking for a summer beer, a light, drinkable lager. People are drinking lagers and we wanted something that we could sell multiples of on the course,” added Tait.

Tait understands the demographics of golf courses and that was key when marketing his beer. He recognized that many golfers have been loyal to a few familiar brands their entire lives. He needed to create something similar yet geared to the golfer in order to make them try it. “You’re not going to transfer golfers to something crazy, it needs to be something they can relate to.”

Cost was another key aspect for Tait. “Our price point is the exact same the major brands. We strategically planned to sell volume at a lower price point and get into the market. Being a craft beer, courses originally weren’t sure they would be able to sell it. Once we showed them the beer and our efforts, they got excited.”

However, Tait didn’t stop at just marketing towards the golfer and getting his beer onto golf carts. “Working at a club for 15 years, I recognize they want support from us. We donate a ton of men’s league prizes, we support clubs by sponsoring member/guest days, providing samplings and apparel for staff. We don’t just drop beer off and say ‘make sure it sells’ we get involved with their club.”

That approach has led to great success in the golf industry and a warm reception from golfers. After the first year Triple Bogey was in 50 courses. Now, they are in 300, including being at more than 100 men’s nights. They are also in 250 LCBOs and Beer Stores plus select grocery stores across the province. In 2017, Triple Bogey debuted at courses in Prince Edward Island and this year it will debut in Alberta and south of the border at courses in Ohio.

However, Triple Bogey’s reach doesn’t end once the sticks are away for the winter. A year after Triple Bogey Lager was released; Tait used his connections in the curling community to launch Hurry Hard (once again with Great Lakes). Hurry Hard is an amber lager with a similar, yet more malty taste than Triple Bogey. “Professional curlers Jennifer Jones, Glenn Howard and Brent Laing have been friends of mine for years. When I started the company, I asked if they’d like to get involved. I told them I wanted to do a curling beer and they were all over it.”

Tait has seen Hurry Hard pick up the same momentum as Triple Bogey. “No one paid attention to curling clubs for the longest time. We came in and did sampling, ads on the ice and prizing. Now they see us and want to support us.”

Triple Bogey still makes up about 75% of the business but Tait is proud to see the affect his direct approach has had with both beers. “With breweries popping up on every corner now, I really feel you need to have a niche market. I’m proud that we were one of the first to be a targeted beer. Our success really has come because we pay attention to our customer. We provide great customer service and pay attention to what they are trying to do at their club.”

It’s this approach that has allowed Tait and Triple Bogey to be successful in a market dominated by major breweries. Now, Tait still eyes being in more clubs in Ontario, but also clubs around Canada. He also has his eye on expanding further into the U.S..

So next time you are on the links or with your rink, give Triple Bogey or Hurry Hard a try, Tait did make it for you after all.

Cheers!

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