First Entry into Marketing for New Company

TwoWingz is a start-up operation. We had just completed a test marketing of our unique heritage ginger beer at a small local farmers' market far exceeding our sales expectations. From there within weeks of doing our first commercial run and targeting a specific larger farmers' market that had more of our target market audience. Our initial plan was to find our "first adaptors" with their enthusiasm, we would be looking for these customers to use "word of mouth" to get our initial traction. From this, we would get them to ask for our product in their local small retail spaces.... Well COVID brought us to a halt What are we doing: Ginger beer originates in 17th century England with the opening of trade with India (origin of ginger). It was a fermented drink because it didn't make them sick. It also contains natural electrolytes they found it to be refreshing when working in the farm fields, hence became a working man's drink. From there it spread to the "colonies" and was given to the field workers becoming an integral part of the colony culture and cuisine. Our recipe originates with my wife's great, great, great, grandmother's recipe from Trinidad. It was the special reserved recipe used only for family gatherings. We modified it so that we make ours with NO processed ingredients, NO water, and No fermentation. This gives us a whole plant product retaining all the natural plant nutrients. We are working with the UoG to verify all our claims. In our initial formulation, we sampled it out extensively and when one of our test customers an elderly Jamaican gentleman replied "This is what my grandmother used to make!" we knew we were on to something. What do we have: We call our product "Special Reserve GingerBeor". It is a whole plant, FULL strength, non-alcoholic concentrated beverage. It is perfect for the growing low/non-alcoholic beverage market, the "Prohibition" bar scene. It is designed as a beverage for social gatherings. It is FULL flavoured so it is a sipping drink. It is designed to put on the palate and savour. It also mixes well with other beverages to create mocktails. With a freshly pressed apple cider, I call this a "Bruised Apple". l really like it with coconut milk kefir. Our target audience: As indicated above, there is a growing trend towards low and non-alcoholic beverages. You can see this in the local supermarket with de-alcoholized wines and low alcohol beers. There is also a growing market with "flavourings" to create sophisticated mocktails, many designed to mimic alcoholic drinks. Many of your students may already be latching on to this trend. So we are trying to target this. Young (16-30), socializing (maybe not a good thing now!), sophisticated (well want to be), and looking for the next new thing. This is something that teens can take to a party and not get into trouble. (In our neighbourhood is a facility that helps teenagers with alcohol dependency. A few of the kids there tried our beverage and really liked it.) Our secondary audience: As our GingerBeor is made only from whole-plant ingredients it really works well as an ingredient in cooking. Our older clients use it as both a beverage and enhancer/ mixer to their traditional recipes. My wife makes the best rice pudding, an eggless eggnog and a Masala chai (tea) that kids just love at the market. The point is that it can be used very creatively and considering the current times, our target market may be looking for ideas to kill time at home or indoors. What we need: As we are a startup and COVID has taken away our ability to do personal connections with sampling, we need to find another way to engage our audience. We are looking at how to do narrow targeting via social media. We can "post" something, but how do we actually hit our target? Facebook can do this, but it is no longer the media used by our target market. This is your challenge...and an opportunity to see your amazing creativity!