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Parlor Beverages gives back to NEPA Youth Shelter
·
Apr 14, 2023
Apr. 13-SCRANTON - Owners behind rootbeer company Parlor Beverages, John Phillips, Josh Balz, and Mat Giordano, stopped b...
Problem
No Attitude.
No Advocacy.
No Good.
Nostalgic soft drinks and the brands surrounding them are boring, vapid, and don't stand for anything. There isn't a craft soda backed by a lifestyle brand that stands for unity, inclusivity, and to show it's ok to live loud and yell it to the masses. Enter Parlor Beverages.
Solution
Not just a beverage brand.
A lifestyle.
We take extreme measures to evoke a specific memory when you drink our product. It rushes into your mouth and is embedded in your brain.
You become Parlor.
Parlor strives to capitalize on this luscious liquid journey with an attention-grabbing arsenal of wildly creative and head-turning marketing, transporting our drinkers through time to revisit sweet memories while they make new ones with each other.
Whether you’re a free-spirited artist or a buttoned-up business mogul, living a straight-edge lifestyle or a craft cocktail aficionado, just starting high school or hanging out with your grandkids on the weekends — Parlor is for everyone.
Product
The best f*cking root beer
—
Root Beer
Our flagship rock n' roll root beer is the one that started it all. Non-alcoholic, caffeine-free, and made with pure cane sugar.
—
Birch Beer
A crystal-clear confection with mildly minty notes, our birch beer delivers the sweetness of pure cane sugar with an air of sophistication.
—
Butterscotch Root Beer
This candy-coated concoction infuses the classic sassafras flavor of our flagship root beer with the warmth of syrupy butterscotch.
Parlor's DTC web store
- Simple web-based merchandising.
Utilizing streamlined online services to provide users with an appealing, easy-to-use, and immersive site that correlates active branding elements and simplistic interface options.
Product Engagement
Traction
Shipped across all 50 states
since its initial release on September 1, 2021.
Established a large and demanding niche market with the use of edgy and provoking distribution tactics to secure sales in stores like Tattoo shops, Bars, Music Venues, Ice Cream Parlors, Barber shops and many more.
Established distribution in hometown market with NE Eagle within 7 months to cover an 8 county region.
Points of activation
Parlor has sponsored music festivals across the country, such as Welcome to Rockville in Florida, Blue Ridge Rock Festival in Virginia, So What?! Festival in Texas, Bourbon and Beyond and Louder Than Life in Kentucky, among others. Each festival appearance builds brand recognition in familiar regions and reaches new consumers in untapped markets.
Customers
Pushing the boundaries of the soda market
Parlor is pushing the boundaries as a soda product for all ages and demographics — traditional American families, blue-collar workers, the rock and roll world, and anyone who is thirsty for an edgier soft drink.
While it’s true that Parlor is a root beer for everyone, there is an undeniable appeal to several more specific audiences, including anyone under 21, individuals maintaining a sober lifestyle, and folks who enjoy mixing unique libations.
Parlor has found a strong core following at their event activations which has helped spread the word even faster. Just a few of our festival partners are listed here:
Market
The global root beer market is expected to grow at a compound annual growth rate of 4.6%
from 2022 to 2030, to reach $1.09B
Parlor Beverages Total Accessible Market:
The off-trade distribution channel includes root beer merchants, supermarkets, hypermarkets, retail outlets, caterers, beer/specialty stores, and e-commerce platforms.
The on-trade distribution channel includes outlets like bars, clubs, restaurants, hotels, and coffee shops.
2021 Global Root Beer Market
Competition
Parlor is the only lifestyle brand root beer
to tackle the root beer market
and enter the Rock and Blue Collar world.
Parlor is marketed almost like an alcohol product—
which pushes marketing boundaries.
Competitors:
Liquid Death
Lifestyle water brand. Super edgy advertising - Death to Plastic
Barq's
Focus on root beer bar
Monster Energy
King of energy drinks. Activation through sampling.
Vision
Plan of attack
3-year outlook*
- Distribution to States of NY, NJ, VA, NC, SC, GA, KY, and Florida
- Create a mobile activation with a full-time production manager to create extensive brand awareness
- Hiring of Sales Force for Channels
- Increase SKUs to include a Diet and Specialized Seasonal Flavoring
- Larger warehousing space for inventory
- Licensing of the brand to other manufacturers to cut down on transport costs
Growth plan*
* Click here for important information regarding Financial Projections which are not guaranteed.
Breakdown of target markets:
- Central, VA
- Orlando, FL
- Daytona Beach, FL
- Louisville, KY
- Pennsylvania - entire state
Grocery store chain focus:
Giant, Wegmans, Meijer, Kroger, Price Chopper
Cost breakdowns
Founders
Sweetass root beer from awesome people
John Phillips
Owner of MCR event company, Owner of 900 Management, Tour Manager for Body Count and Public Enemy.
Josh Balz
Owner of The Strange & Unusual Oddities Parlor, Strange Brew, Legacy Recording Studios, and Noir Dark Spirits. Former member of national recording artist Motionless in White.
A
aron Bruch
Bassist and Vocalist for the multi-platinum band Breaking Benjamin. Avid Gamer. Sometimes Twitch streamer. Lover of beers both root and birch.
Kris Jones
Entrepreneur and Investor. Cofounder of talent booking platform Special Guest App. Owner of SEO Company LSEO.com.
Mat Giordano
Creative Director and President of Pressure, a full service digital firm. Owner of Horror Hub Marketplace. Rabid toy collector.
