1. Public Relations Report | Q3 2015

2. Overview
Summary:
The following is Verde Brand Communication’s quarter 3 report for Upslope Brewing Company. This report is designed to provide a visual overview of our PR activities, campaigns and goals for Upslope.
Stand-out success included:
Top media placements: Aol.com, Examiner.com, Beer Advocate, PasteMagazine.com, and 9 News (See more on media blog:
Supported effective communications surrounding announcement of Montana distribution, 2014 growth statistics, the Lee Hill Series Vol. 3, the release of Craft lager 12-packs and the re-release of the Belgian Style Pale Ale
Continued to develop outdoor relationships with SKI, Skiing, OnTheSnow.com, Backpacker, Freeskier, Snowboard, Elevation Outdoors, Active Junky and Gear Institute
Continued to build broad market, national relationships with USA Today, Examiner, Paste, Cool Hunting, Thrillist and Outside
Planned Lee Hill Vol. 3, Craft Lager, Thai Style White IPA and Belgian Style Pale Ale seeding to broad market, local and endemic beer media

3. Goals Goal Tactic Outlook/Results
Obtain nat’l and local coverage in the beer, outdoor and lifestyle markets for Upslope products, company or employee based stories and events
Pitch long and short lead opportunities
Follow up with journalists providing information and images
Arrange interviews
Arrange shipment of products for specialty requests
Top product placements included: About.com, Uncrate, Playboy, Examiner, Thrillist, Outside, Paste and Draft
Event placements included: Boulder Weekly, Westword, Colorado Daily and The Daily Camera
Company and employee story placements included: Backpacker, Denver Post, Elevation Outdoors, 5280 and Denver Business Journal
Hosted members of ActiveJunky team for photo/video shoot and tour
Attended High Fives Pints for the People event with Freeskier and Snowboard staff

4. Goals Goal Tactic Outlook/Results
Integrate Upslope products into Verde media, outdoor and lifestyle events
Schedule and execute media events that feature Upslope products
Promote Upslope at outdoor events
Outdoor Retailer presence with BCA
Integration with Peal Izumi PI Run
Verde hosted happy hour with SCARPA
Aspen hut trip w/ Media
Obtain coverage for Lee Hill Series Volume 3 Barrel Aged Imperial Stout and release party
Draft press release
Edit release internally and with Upslope team
Distribute release to nat’l and local beer journalists
Seed product to 20 nat’l and local beer journalists
Follow up with journalists post seeding
Placements included: Examiner.com, CraftBeer.com, Beer Street Journal, Westword, Colorado Daily and Daily Camera
Led to event awareness and attendance

5. Goals Goal Tactic Outlook/Results
Obtain coverage for Montana distribution
Draft press release
Edit release internally and with Upslope team
Distribute release to local journalists
Placements included: Boulder Weekly, Westword, Colorado Daily and CraftBeer.com
Led to event awareness and attendance
Obtain coverage for the release of the Craft Lager 12-pack with special Trout Unlimited packaging
Edit release internally and with Upslope and Trout Unlimited teams
Distribute release to nat’l and local beer journalists
Plan seeding of product as part of Spring/Summer Sampler to 25 nat’l and local beer journalists
Follow up with journalists post seeding
Placements included: Outdoor Industry Assoc., SNEWS, and BrewBound
Led to interview and likely coverage in The Angler Magazine

6. Goals Goal Tactic Outlook/Results
Obtain coverage about Upslope’s 2014 growth
Draft press release
Edit release internally and with Upslope team
Distribute release to nat’l and local beer and business journalists
Placements included: BrewBound, Boulder Weekly, Westword, Colorado Daily and CraftBeer.com
Obtain coverage for the re-release of the Belgian Pale Ale and Fruited Belgian event
Distribute release to nat’l and local beer journalists
Plan seeding of product as part of Spring/Summer Sampler to 25 nat’l and local beer journalists
Follow up with journalists post seeding
Placements included: AmericanCraftBeer, BrewBound, 303, Westword, Daily Camera, USA Today, Paste, Thrillist and Boulder Weekly

7. Q3 Results Highlights 71,514,258 Total media impressions
Key Accolades & Quotes
Top Outlets
By The Numbers
“This beer is malty as hell, with heavy hits of caramel and vanilla and just silver of cherry. It’s sweet, no doubt about it, but the whiskey barrel is there for a bit of balance, bringing in a wave of rye spice and tinge of acidic wood from the barrel.”
- Paste on Manhattan Style Rye Ale
“When bar patrons show enough interest in one of these draft brews, they get packaged in 19.2 ounce cans and are graduated to the Tap Room Series; these aren’t just beers the brewer thinks are really good, the drinking public has also given them a stamp of approval.” Examiner on Citra Pale Ale
“Seven years after it first started making craft beer in north Boulder, Upslope Brewing is planning a major new facility that will allow it to test new ingredients, new processes and new ideas...” Daily Camera on New Upslope facility
71,514,258 Total media impressions
71,076,619 Online media impressions
268,049 Consumer print media impressions
159,790 Trade Impressions
59 Online hits
4 Consumer print hits
5 Trade Hits

8. Q3 Results Highlights