The KBC Pitch in 30 Seconds
"We're Kildare Brewing Co. — independent craft brewery based at Lock 13 Brewpub in Sallins. Five beers, all brewed on-site, unfiltered and unpasteurised. We've got a lager, a red, a pale ale, an IPA, and a session pale — something for every tap. Kegs start at €110 for a 30-litre, and you're looking at 65-70% GP on draught at standard pour pricing. Can I drop a sample keg for you to try?"
That's it. Thirty seconds. If they want more, you're in a conversation. If they don't, leave a card and the sell sheet.
Know Your Numbers Cold
Before you walk into any meeting, know these:
| Metric |
Number |
| 30L keg price range | €110 - €117 excl. VAT |
| 50L keg price range | €180 - €188 excl. VAT |
| Case price (24 x 330ml cans) | €48 - €55 excl. VAT |
| Pints per 30L keg | ~53 pints |
| Your cost per pint (30L) | €2.08 - €2.21 |
| GP% at €6.00/pint | 65-66% |
| GP% at €6.50/pint | 68% |
| GP% at €7.00/pint | 70% |
| Core range | 5 beers: Lager, Red, Pale, IPA, Session |
| ABV range | 3.5% - 5.5% |
| Keg formats | 30L and 50L (KeyKeg or Sankey) |
| Can format | 330ml sleek cans, 24 per case |
| Minimum order | 2 kegs or 2 cases |
| Delivery | Free: Kildare & Dublin. Available: Leinster |
| First order incentive | Free staff tasting + 10% off first keg order |
Channel Strategy
Channel 1: Pubs & Gastropubs (Primary Target)
Why they buy:
- Irish craft beer demand up 14% YoY — their customers are asking for local alternatives
- 65-70% GP on draught — better than most mainstream craft taps
- Five styles means one brewery covers a full rotation: lager for the everyday drinker, IPA for the craft fan, session pale for the mid-week crowd
- Genuine local provenance — "brewed 20 minutes down the road" is a story that sells at the bar
How to approach:
- Visit in person during a quiet period (Tuesday-Thursday, 2-4pm)
- Bring the sell sheet and ask to speak to the owner or bar manager
- Know what's on their taps already — mention what you'd complement, not replace
- Offer a sample keg: "Put it on for a week, see what your regulars think"
Opening script:
"Hi, I'm [name] from Kildare Brewing Co. We brew out of Lock 13 in Sallins — five beers, all unfiltered and unpasteurised. I noticed you're pouring [X craft beer] so I thought you might be interested in a local option. Our Chapel Lane Lager is doing well in pubs like the Silken Thomas and Killashee — it's a clean craft lager, €110 for a 30-litre keg, and you're looking at 65% GP at €6.00 a pint. Can I leave you a sell sheet and maybe drop a sample keg?"
Follow-up: Call or WhatsApp 3-5 days after the sample keg goes on. "How are the regulars finding it?"
Channel 2: Hotels & Restaurants
Why they buy:
- Premium craft beer on the drinks menu signals quality to guests
- 68-72% GP at hotel pour pricing (€7.00-€7.50)
- Non-mainstream option that pairs with food — "Irish craft beer brewed in Kildare" reads well on a menu
- Cans work for room service, mini bar, and functions
How to position:
- Bar menu: "Kildare Brewing Co. — Chapel Lane Lager / Soldiers Island Pale Ale / Electric Juice IPA — €6.50-€7.50"
- Food pairing: Lager with fish, Red Ale with steak, IPA with burger, Session Pale with salad
- Functions & events: Branded tap handles + tent cards. "Local craft beer served at [venue name]"
- Mini bar / room service: 330ml cans. Premium positioning at €5.00-€6.00 per can
Opening script (hotel):
"Hi, I'm [name] from Kildare Brewing Co. — we're the independent craft brewery in Sallins. I noticed [Hotel Name] has a strong food reputation and I thought our beers would sit well on your bar menu and pair with your kitchen. We supply Cliff at Lyons and Killashee Hotel already. A 30-litre keg gives you 53 pints at around €2.10 cost — at €7.00 on your menu that's 70% GP. Can I arrange a tasting for your bar team?"
Objection Handling
"We already have craft on tap"
"That's great — means your customers are already drinking craft. What I'd suggest is adding one KBC beer alongside what you've got. Chapel Lane Lager is a really clean Irish lager that sits well next to IPAs and pales — it fills the craft lager gap. Most of our accounts run us alongside other craft brands because we complement the rotation rather than compete with it."
"Craft doesn't sell here — our crowd drinks Heineken and Guinness"
"I hear that. The thing is, craft lager is the bridge. Chapel Lane isn't a big hoppy beer — it's a clean, crisp lager that Heineken drinkers actually like. The difference is you're making 65% GP instead of 50%. Put it on for two weeks as a trial — if it doesn't move, I'll take the keg back."
"The price is too high / my customers won't pay €6.50 for a pint"
"At €6.50, you're making 68% GP — that's significantly better than mainstream. And the customer who orders craft beer isn't the one complaining about 50 cent on a pint. They're already choosing quality over price. Most of our accounts tell me their craft pours outsell mainstream on margin even if volume is lower."
"We don't have space for another tap"
"Totally fair. Two options: we can do a guest tap rotation — put KBC on for a month, see how it goes. Or start with cans behind the bar. A lot of our accounts started with cans and moved to draught once demand proved out."
"I need to talk to my business partner / manager"
"Of course. Can I leave you a sell sheet with all the pricing and margin info? That way you've got the numbers to share. I'll follow up [day] to see if there's interest."
"We tried craft before and it didn't work"
"Which beer did you try? A lot of places tried an IPA or pale ale first, and the reality is the everyday drinker needs a craft lager to cross over. Chapel Lane is specifically built for that — sessionable, familiar, but with proper craft flavour. Different beer, different result."
Weekly Targets
| Stage |
Target |
| Getting started | 5 visits per week, 1 new account |
| Building momentum | 10 visits per week, 2-3 new accounts |
| Scaling | 15 visits per week, 4-5 new accounts |
Rule of Thumb
1 in 3 visits converts to a trial keg when you offer a sample. 3 in 4 trial kegs convert to regular orders when the beer is good. KBC's conversion should be strong because the beer genuinely holds up.
First Order Incentive
The offer: 10% off first keg order + free staff tasting session.
How to Present It
"For new accounts, we do 10% off the first order — so a 30-litre of Chapel Lane comes in at €99 instead of €110. And I'll come in and do a quick staff tasting so your team can talk about the beer with confidence. Takes 15 minutes. No cost."
Why it works:
- Lowers the barrier from commitment to trial
- Staff tasting means the team can recommend KBC to customers
- 10% off a keg is a small cost for a potentially long-term account
Key Accounts (Current)
These venues already pour KBC. Use them as social proof in every conversation.
| Venue |
Location |
Type |
| Lock 13 Brewpub | Sallins | Brewpub (own venue) |
| The Silken Thomas | Naas | Gastropub |
| Cliff at Lyons | Lyons | Luxury Hotel |
| JP Healy's | — | Pub |
| Fletcher's | Naas | Pub |
| 33 South Main | Naas | Bar/Restaurant |
| Kavanagh's | — | Pub |
| Killashee Hotel | Naas | Hotel |