1. Support for Craft Beer

2. The package…
What is craft beer? And a bit about how its made. Information on micro breweries and micro pubs.
It’s importance and impact within the UK. Some facts a figures about beer consumption and the people employed within the brewing and distribution industry.
How it differs from the mainstream beers and their brands? (quality, brewing, employment, commercialisation, etc)
The issues with craft beer against the big beer corporations
Why we need to support craft beer
How we can support craft beer

3. The Angle… From the point of view of the consumer
Speaking directly to the listener, asking them questions, ‘Did you know?’
Focusing around the word ‘craft’ (meaning a skill or a skilled trade, making things by hand)
Craft beer vs. crafty beer ( big beer corporations)

4. The story arc…
Beginning – An introduction into the world of craft beer and the companies. Some information on micro breweries and micro pubs.
Middle – Craft beer companies Vs ‘Crafty’ beer companies.
End – Why we should support craft beer and how we can support them.

5. The style… Presenter led Info, interview, info interview…. Fast paced
Bed music – indie rock music (corrilating with the Radio staion style), background pub atmophere sounds
Informative yet casual
Statistical, a few facts and figures, yet not overwhelming
Conversational (friends chatting in a pub)

6. The interviews…
Simon & Debbie - Owners of Scotland’s first and only Micro pub, ‘Rutherfords’, Kelso.
(Subjects: About their pub, the appealing factors of a micro pub, what craft beer they stock, the Importance of craft beer and it’s relevance within the UK)
Dan Todd – Assistant Manager, ‘BrewDog’, Glasgow.
(Subjects: What BrewDog represents as a brand, the issues with craft beer against the big corporations, the ‘Equity for Punks’ scheme)
A team member of – The first and only open Brewery, ‘UBREW’, London.
(Subjects: About the company, How craft beer differs from the mainstream beers, quality, brewing style etc)

7. The Interviews Continued…
Ricky Graham – Beer Brewer at Bear Claw Nano-Brewery, Berwick-Upon-Tweed.
(subjects: About Bear Claw beer and the brewery, How it differs from the mainstream beers, the issues with craft beer against the big corporations)
Local craft beer drinker and enthusiast.
(Subjects: Why they enjoy drinking craft beer over others, the difference in quality, why the UK should be supporting the craft beer/brewery industry)

8. The research…
Online website:
Online Articles: beer/ brewers-micro-ed pubs-in-edinburgh beer/ beer-cat-fight/ history-of-craft-and-crafty-bee.html difference/ small-brewers-are-winning-back-the-neighborhood

9. The Research continued…
Online Videos:
Brewed in the Burg Beer Documentary -
How Is Beer Made? Brewing Documentary - ‪
Craft Beer - A Hopumentary‬ -
The Craft Beer Channel -
BrewDog Channel -
Great British Beer Festival: Exploring London's Booming Craft Brewing Sector -
Craft Beer: The Uk Scene -
Places: BrewDog, BottleDog, Rutherfords, Bear Claw Nano-Brewery, Holyrood 9a, The hanging Bat, Bier Halle etc.
Books: Business for Punks by James Watt
Other:

10. The radio station… BBC RADIO 1
“The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech.”
“It should offer a range of new music, support emerging artists - especially those from the UK - and provide a platform for live music, news, documentaries and advice campaigns should cover areas of relevance to young adults.”

11. The radio station style…
Fast paced yet informative.
Current topics that are relevant and interesting to the youth of the generation within the UK.
Overall upbeat tone.
Radio 1 style music used (bed music, links)
Informal, casual, friendly language. (Used by my presenter and the interviewees)
Young adult orientated nature

12. The target audience… 18+ (Radio1 TA 16-25) Young adults
A UK based audience
College / Uni students
Primarily males
Self-expressive, rebellions types
Beer drinkers / enthusiasts
Pubs goers
Pub owners, bar staff and beer brewers
People interested in knowing more and understanding craft beer

13. keep the listener interested…
A strong powerful opening (clinking glasses, vox pops of people in a pub talking about the great taste of their favorite craft beers)
Catchy bed and transition music
Asking the listener direct questions
A quirky presenter script
Interesting and insightful interviews from a range of different people within the Beer brewing industry
On location interviews (In craft beer pubs)
Informative facts and figures
keeping the tone casual, lighthearted and friendly

14. Influences…
Brewdog - what the brand and company stand for, their Equity For Punks campaign.
Craft Beer Radio on Mixcloud (Jeff and Greg) – conversational, laid-back approach, impressive beer knowledge.
The Craft Beer Channel on Youtube (Jonny and Brad) – quirky style, clearly beer-geeks and passionate about good craft beer.

15. the Magazine… The theme of SUPPORT
Informing, influencing and promoting support for local craft beers and breweries with the UK
Other support topics in the radio magazine show: OCD/Depression, Cancer survivors, The LGBT youth community, Hidden Door art festival, Young carers.
The lighthearted topic of Craft Beer and it’s rise against big beer corporations breaks up the more intense stories involved within our magazine package.
Craft beer brewing is an art form, which relates with the Hidden Door art festival.