Note: Descriptions are shown in the official language in which they were submitted.
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METHOD OF DISTRIBUTING BEER
This application claims the benefit of U.S. provisional patent
applications serial nos. 60/702,476 filed on 26 July 2005, 60/771,371 filed on
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February 2006 and 60/784,816 filed on 13 March 2006.
TECHNICAL FIELD
The present invention relates generally to the distributing and marketing
of a product and, more particularly, to a method of distributing and marketing
beer.
BACKGROUND OF THE INVENTION
Many product vendors including particularly but not exclusively limited
to beer and soft drink vendors experience high transportation costs and
management challenges in providing just-in-time delivery services to their
high
demand retail customers. Typically those retail customers require daily or
every other day delivery of products such as beer, soft drinks, sports drinks,
milk and the like. It is a significant management challenge to design and
develop an efficient delivery system to meet retailer demand. Further,
transportation costs have recently spiked due to increases in gasoline and
diesel
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fuel prices. Significantly, further gasoline and diesel fuel price increases
are
anticipated.
The-present invention relates to a method for staging product wherein
transportation and man hour costs may be reduced dramatically by staging
inventory onsite at retailer locations. Such an approach also simplifies the
development and coordination of delivery schedules.
SUMMARY OF THE INVENTION
In accordance with the purposes of the present invention as described
herein, a method is provided for distributing beer. The method includes the
steps of providing a beer staging structure adjacent a retail location for the
beer,
stocking beer in the structure and advertising for the beer on the structure.
The
method may further include refrigerating the beer held in the structure. In
addition, the method may include restocking the shelves of the retailer with
beer taken from the staging structure.
Still further describing the invention the method may include
monitoring the inventory of beer maintained in the structure. This may be
done, for example, by detecting the removal of beer from the structure. In
addition the method may include providing the structure with an alarm system
for sensing unauthorized entry or beer removal.
Further describing the invention, in one embodiment the method may
include providing the structure with a first access door for stocking the
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structure with the beer and a second access door for removing the beer.
Typically the first and second access doors are provided at opposite ends of
the
structure. In one embodiment, the structure may be provided with a floor
conveyor to move the beer in the structure from the first or stocking access
door
to the second or retailer access door as the beer is sold.
In accordance with yet another aspect of the present invention the
method includes establishing a radio network for promoting the beer by
transmitting promotional information about the beer over a radio frequency
from the structure. In addition, the structure may be equipped with a message
board and/or a video display device. The message board and/or video display
device may be programmed from a remote location. Further the method may
include issuing an "Amber Alert" or other public service message over the
message board or video display device.
More specifically describing the invention the method may include
acquiring a site placement right from a retailer for the retail location. That
may
include offering the retailer advertising time on the structure. In addition,
the
method may include marketing the advertising space on the structure and even
sharing revenue produced from that marketing with the retailer. Still further,
the method may include promoting the sale of beer by informing the public of
the increased supply of cold beer available at the retail location.
In the following description there are shown and described preferred
embodiments of this invention, simply by way of illustration of two of the
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modes best suited to carry out the invention. As it will be realized the
invention
is capable of other different embodiments and its several details are capable
of
modification in various, obvious aspects all without departing from the
invention. Accordingly, the drawings and descriptions will be regarded as
illustrative in nature and not as restrictive.
BRIEF DESCRIPTION OF THE DRAWING
The accompanying drawing incorporated in and forming a part of this
specification, illustrates several aspects of the present invention and
together
with the description serves to explain certain principles of the invention. In
the
drawing:
Figure 1 is a perspective view of a beer staging structure provided
adjacent a retail location that sells the beer; and
Figure 2 is a schematical cross-sectional view of the storage structure of
Figure 1 showing the conveyor floor.
DETAILED DESCRIPTION OF THE INVENTION
One possible construction of a beer staging structure 10 is illustrated in
Figure 1. More specifically, the structure 10 includes a floor 12, two side
walls
14, two end walls 16 and a roof 18. An access door 20 is provided in one of
the
end walls 16. While a roll type door 20 is illustrated, substantially any type
of
door useful for the intended purpose may be utilized.
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Together the floor 12, side walls 14, end walls 16 and roof 18 define an
interior space 22. That interior space 22 may be customized to meet the needs
of product vendor including any particular rack, shelving and/or partitioning
layouts as required or desired for purposes of inventory storage and control.
The exterior of the structure 10 may be customized to match the trade
dress of substantially any desired party and/or architectural features of any
building near which the structure may be placed into service. Thus, for
example, the structure 10 may include a decorative roof cap 24 sized and
shaped to any desired specifications. The roof cap 24 may include advertising,
trade dress or a logo 26 if desired and/or as allowed by local regulations.
The structure 10 may also be equipped with various electrical and/or
mechanical systems. For example, a climate control unit such as a
refrigeration
unit 28 may be provided on the structure 10 in order to provide climate
control
of a portion or all of the space 22 within the structure 10. Thus, beer in the
structure 10 may be maintained at a desired serving temperature of between
about 32 and about 65 F. This is true even in hot and humid environments.
In addition, the structure 10 may be equipped with a solar pane130 and
cooperating battery 32 to store energy for powering an internal lighting
system
34 for illuminating the space 22. Alternatively, the various electrical
components of the structure 10 may also derive their power from tapping into
the lines of the local electrical utility company and/or from connection with
some other form of electric generator. That electric generator may be powered
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by substantially any known fuel including but not limited to natural gas,
propane or fuel cell.
An electronic display device such as a message board or video display
device 36 may be mounted on the surface of the side wall 14, end wall 16 or
door 20 or recessed in a cavity in such a wall. A transparent, shatterproof
shield 39 may be provided over the device 36 to protect it from vandalism. The
video display device 36 may take substantially any appropriate form including
but not limited to a liquid crystal display or a plasma monitor. The device 36
may also include one or more speakers 41 for the presentation of audio. Thus,
audio/video advertising is possible. In this way, TV-like advertising is
brought
out of the home to a potential customer at or near a point of sale where it
can be
most effective.
Still further, the structure 10 may incorporate a radio transmitter 38 for
the transmission of audio such as low wattage transmission on 89.1 FM in order
to establish a radio network for promoting the beer product. Such a network is
a particularly effective marketing tool when one considers that literally
thousands of these structures may be placed at thousands of locations around
the country. Some or all of the structures may be equipped to transmit the
promotional programming into the automobiles of prospective purchasers via
the radio or even the cell phone.
The structure 10 may be constructed, for example, from modular
building materials such as prefabricated panels 40 of the type shown and
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described in, for example, U.S. Patents 6,279,287 to Meadows, 5,373,678 to
Hesser and 6,119,427 to Wyman et al. Such modular panels 40 typically
incorporate a core of thermal insulating material sandwiched between metal or
plastic sheathing. Such a construction provides both efficient and effective
control of the temperature and humidity of the environment in the internal
space 22 and excellent inclement weather durability for a long, low-
maintenance service life. Structures 10 constructed from such modular
building panels 40 are also characterized by high strength and will resist
high
winds and maintain a weather-tight enclosure to protect products held in the
space 22 from inclement weather. In fact, such structures may be easily
anchored to the ground such as by means of cooperating nut and bolt anchors
where the bolt is received and held in an underlying poured concrete pad. The
modular panels 40 also allow the structure 10 to be quickly and easily erected
and subsequently removed in a minimal amount of time while producing a
minimum of mess.
Reference is now made to Figure 2 illustrating an alternative
embodiment and various control features that may be incorporated into the
structure 10.
As illustrated in the Figure 2 embodiment, the structure 10 incorporates
a first access or inventory stocking door 20a and a second or retailer
restocking
access door 20b. As illustrated the two access doors 20a, 20b are provided at
opposite ends 16 of the structure 10. After positioning the structure 10 at
the
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desired site adjacent a retail store, the beer supplier opens the inventory
stocking door 20a (note action arrow A) and fills the structure 10 with beer
B.
After filling the structure the stocking door 20a is closed and locked.
Either an employee of the beer supplier or the retailer opens the retailer
access door 20b (note action arrow C) and removes beer B from the structure
to stock the shelves at the adjacent retail location as needed. Following
removal the retailer access door 20b is also closed and locked.
As illustrated in Figure 2, the structure 10 is equipped with a conveyor
floor generally designated by reference numera150. As illustrated the conveyor
10 floor 50 includes a conveyor belt 52, a drive roller 54, an idler roller
56, a series
of support rollers 58, a series of return rollers 60 and a drive motor 62.
When
the beer supplier returns to the structure 10 to restock the beer, the
conveyor
floor 50 is activated to advance any remaining beer inventory in the direction
of
action arrow D from the inventory stocking door 20a toward the retailer access
door 20b. An electric eye or other proximity sensor 63 can be provided to
automatically defeat operation of the conveyor floor 50 when the beer
approaches the end wall 16 by the retailer access door 20b. The supplier then
opens the inventory stocking door 20a and fills the structure 10 with a new
supply of beer. This method insures that inventory is used on a first-in and
first-out basis.
The structure 10 may also be equipped with an inventory monitoring
system. That inventory monitoring system may take any number of forms
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including, for example, a bar code scanner 64 provided adjacent the retailer
access door 20b. When the retailer or restocker 20b removes beer from the
structure 10 the retailer runs the beer past the bar code scanner 64 which
sends
a signal to a controller 66. The controller 66 can then send a signal via hard
wire, wireless internet connection or other means to the beer supplier so as
to
notify the beer supplier that the retailer or restocker is removing beer from
the
structure 10. By monitoring beer removals the beer supplier knows when to
return to the structure 10 to restock the beer.
It should also be noted that the structure 10 may be equipped with an
alarm system. The alarm system may include sensors 68 to detect the jimmying
of any lock or the unauthorized opening of any door 20a, 20b. The sensor 68
may be connected to the controller 66 which automatically contacts the beer
supplier and/or local law enforcement in the event of a break-in. Once again,
it
should be appreciated that the contact may be made by hard wire, wireless
internet connection, telephone connection or any other appropriate means. Of
course, if desired, the structure 10 may also include one or more security
cameras 72.
The present method of distributing beer comprises the steps of providing
a beer staging structure 10 adjacent a retail location from which the beer is
sold,
stocking beer in the structure and advertising for the beer on the structure.
The
method may also include maintaining the beer in the structure at a desired
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serving and/or storing temperature of between about 32 and about 65 F. This
may be done by refrigerating the interior space 22 of the structure.
As also noted the method may also include monitoring the inventory of
beer maintained in the structure 10. That monitoring may include detecting
removal of the beer from the storage structure. In the previously described
embodiment, the monitor in question is a bar code scanner. This is exemplary
of just one possible monitoring system that may be utilized and the invention
should not be considered as being limited thereto.
As also previously noted the structure 10 may be provided with an alarm
system for sensing unauthorized entry. Such a system may include security
cameras 72 and a controller 66 that functions to contact the beer supplier
and/or
local law enforcement in the event of the detection of any unauthorized entry.
As also described above and illustrated in Figure 2, the structure 10 may
be provided with a first access door 20a for stocking the structure with beer
and
a second access door 20b for removing the beer from the structure and
restocking of the shelves in the retailer's store. The first and second doors
may
be provided at opposite ends of the structure and the floor of the structure
may
include a floor conveyor 50.
In accordance with an additional aspect of the present method there is
the step of establishing a radio network for promoting the beer by
transmitting
promotional information about the beer over a radio frequency from the
structure 10. Still further, the method includes the steps of equipping the
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structure 10 with a message board and remotely programming the message
board. This allows one to change the message board message at any desired
time from a remote location. This allows tremendous flexibility including the
possibility of issuing an "Amber Alert" or other emergency or public service
message over the message board.
Similarly, the method may include equipping the structure with a video
display device such as a plasma monitor, a liquid crystal display or an LED
display. The method may also include remotely controlling the programming
over the video display device. Once again this allows flexibility in
advertising
or for other purposes. For example, in the event of an "Amber Alert", details
respecting the situation including photographs of the missing child and/or
presumed abductor may be displayed over the video display device. Where
such structures 10 are provided at convenience stores and gas stations located
along the exits of an interstate highway, such a system can be particularly
effective in the safe return of the missing child and apprehension of the
suspect.
In accordance with additional aspects, the present method includes the
acquiring of a site placement right from a retailer for the retail location.
The
acquiring may include offering the retailer advertising time on the structure.
Thus, the retailer may wish to advertise a special on sausage and biscuits in
the
morning and/or a special on fried chicken from the deli in the afternoon. The
programmable video display or message boards allow such advertising
flexibility including the possibility of time sensitive advertising.
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In addition the method may include the marketing of advertising space
on the structure. Accordingly, the owner or operator of the structure 10 may
market advertising to another entity for products other than the beer that is
staged in the structure. Thus, for example, a soft drink manufacturer may
purchase advertising time on the side of the structure 10. As incentive for
acquiring the site placement right, it is possible for the owner or operator
to
share the revenue produced from the marketing of advertising space with the
retailer.
Still further, the method may include the step of promoting the sale of
beer by informing the public of the increased supply of cold beer available at
the retail location. Such a promotion has a strong tendency to increase sales
of
beer and foot traffic at the retail location. This is because consumers often
wish to purchase cold beer that is ready to drink at a desired serving
temperature.
The foregoing description of a preferred embodiment of the present
invention has been presented for purposes of illustration and description. It
.is
not intended to be exhaustive or to limit the invention to the precise form
disclosed. Obvious modifications or variations are possible in light of the
above teachings. For example, the staging structure 10 could be equipped with
a rotary sign assembly such as disclosed in U.S. Patent 4,021,946. Such a
three-sided sign allows the periodic display of three different
advertisements.
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Further, the conveyor floor 50 could be formed by a series of aligned rollers
allowing one to simply push product across the floor over the rollers.
The embodiments were chosen and described to provide the best
illustrations of the principles of the invention and its practical application
to
thereby enable one of ordinary skill in the art to utilize the invention in
various
embodiments and with various modifications as are suited to the particular use
contemplated. All such modifications and variations are within the scope of
the
invention as determined by the appended claims when interpreted in accordance
with the breadth to which they are fairly, legally and equitably entitled. The
drawings and preferred embodiments do not and are not intended to limit the
ordinary meaning of the claims and their fair and broad interpretation in any
way.
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