While I focus on cocktails, I am always on the look out for a good and unique drink. During college, I would throw some decent parties and each one had a logo (we had a lot of design friends). We would etch those logos on to beer pints (did I mention we had promotions friends too). We would host games of beer pong during the party and the winners would get a logoed pint glass.

I heard about Pong Beer and it instantly brought back memories. I had a great chat with the CEO of the company, Neal Frank.

Nick Drinks: Why do you believe the market needed a specialized beer for beer pong?

Neal Frank: It is less about specialized and more about a personality and tastes great. In the largest segment of beer business, domestic light, the brands are starting to be challenged by competitors that have good tasting beer and a better brand personality and equity. What happens is, the big brewers are selling lots of beer, for not only beer pong, but social gatherings for young adults because it is inexpensive. But they are losing market share to craft. They are exposed and a brand with bigger personality that starts out as part of their (college students) social environment will succeed.

ND: When we played in college it was always with the cheapest beer? What makes Pong better?

NF: Price is very important but research is showing that they are trading up. Since they are drinking so much beer for slightly more money (50-50 cents a case) they can drink a better beer. Pong Beer has done several blind taste tests and they win hands down. With buzz of the craft category, a lot of beer companies have lost their focus on what is the work horse of the industry. The light beer category. It is 8 to 10 times bigger than all the crafts combined. There is a lot of category clutter in the craft segment. However, there is a lot of opportunity for a new domestic light beer.  We can come into the market with a lot of brand equity and personality. We have built in brand equity from fun times, social get togethers, nostalgia (graduated and holding on to fun times) could not compete without this.

ND: Slapping the ball and bouncing? Fair or bad rules?

NF: We don’t take the rules that seriously. This is a problem with the game.  You can play in your garage, tail gates and wedding. It’s not about the rules. We leave rules up to the leagues and tournaments around the country. We focus on making a quality light beer that has major innovation.

ND: How many states is the beer available in?

NF: 12 states now and 6,000 retailers.  Michigan is one of them.

ND: What are you doing to get the word out?

NF: Today you can launch a brand by using a variety of grass roots (one to one, interpersonal selling) combining that with digital and social media. We hirer campus brand ambassadors which help identify parties and events. Do lots of sampling. Work closely with the beer pong leagues. Lots of POS. Days of launching a brand with very glitzzy broadcast and radio and outdoor are not necessary and are inefficient. Once they have national distrobution, those mediums become more effective. We want to see the effect of a consumer holding a can verse the competitor.

ND: Please explain more about the Ambassador Program.

NF: We select them based on campus recruiting vehicles. We get tons of resumes. We review them and confirm against Facebook and other social outlets. Also, we work closely with Greek organizations. We take the Red Bull approach to marketing. big events, experiential, and are looking to have 1,000 of ambassadors. Reach out to info@pongbeerusa.com for more info or if you are interested.

ND: The alcohol content seems lower than many of the mass market beers. Is this on purpose?

NF: No. It is in the federally approved range. It is meant to be enjoyed and we didn’t want come out with a high alcohol beer for the obvious reasons (pong responsibility policy).

ND: Do you consider craft light beer?

NF: No, the lines between craft and not craft are blurred. ShockTop, Blue Moon. Those are major brewers. The real definition of craft is changing. We are craft from size but are more a sub-premium value priced compared to competitors. 110 calories. 1,000 barrel increments v. 100,000 – 500,000 increments. There is a science to the art. Price: $15.99 – $16.99 for 30. Not the cheapest but priced competitively to Natural Light and Keystone. However, we come with two pong balls.

ND: Which celebrity would you most like to partner with?

NF: Jimmy Fallon and giveaway beer to the audience and pong balls for the audience to shot out. Working hard not to be pigeon holed into beer pong only. Pong is more than just beer pong. It’s a lifestyle brand. It is a way to gain trial for a new brand and the taste.

ND: After Pong has made its mark, what is next?

NF: A vacation. It is a real time consuming business. A minute doesn’t go by that there isn’t a person calling that needs your time.