AIP-581: Brewing 10,000 Beers for Apes and friends: Community visibility and support initiative

PROPOSAL NAME:

Brewing 10,000 Beers for Apes and friends: Community visibility and support initiative

TEAM DESCRIPTION:

Heyden Van Giestland (Founder)

  • Background: Heyden is the founder of Apic Beer, a Belgian craft beer brand brewed in Belgium by Belgian brewers. With an MBA and extensive experience in entrepreneurship and brand building, he has successfully launched three flagship beers: the Triple Blond, Triple Scorpio, and Black IPA. Over the last six months, Apic Beer has sold over 6,000 units across both web2 and web3 channels.
  • Website: www.apic.beer
  • Email: APIC Beer
  • X: @apicbeer

PROPOSAL DESCRIPTION:

Apic Beer proposes to brew and distribute 10,000 cans of a custom session beer designed for the ApeCoin community. The initiative will:

  1. Provide Free Beers at NFT and Web3 Events Globally: Establish ApeCoin’s presence at high-profile events like ApeFest, NFT NYC, and Decentralized Drinks by distributing free, ApeCoin-branded beers.
  2. Strengthen ApeCoin Ecosystem Visibility: Branded cans will feature QR codes linking to educational content, rewards programs, and community information.
  3. Foster Community Engagement: Celebrate the ApeCoin culture by making a tangible connection with attendees at live events.

Example and proposed 2025 & early 2026 events for beer distribution include:

Start Date - Upon Approval
Production - Month 1
Beer Delivery - Month 2

• ApeFest side events (1,000+ beers)

• NFT Paris 2026 (500+ beers)

• Paris Blockchain Week (500+ beers)

• NFT NYC (1,000 beers)

• Consensus (500 beers)

• Ethereum Community Conference (1,000 beers)

• NFC Lisbon (500 beers)

• Decentralized Drinks (1,000 beers over 1 year supply)

• NFT Fest (2 events) (1,000 beers)

• Buffer for unplanned events (3,000 beers)



BENEFIT TO APECOIN ECOSYSTEM:

Brand Awareness

  • Enhance ApeCoin’s cultural presence by introducing branded beers to key NFT, blockchain, and web3 gatherings.
  • QR code integration will direct attendees to educational materials, rewards, and ecosystem initiatives, driving awareness and engagement.

Community Building

  • Free beer distribution at major events strengthens relationships within the Ape community while celebrating web3 culture.

Strategic Alignment

  • The initiative supports ApeCoin’s mission to promote culture, events, and education within the ecosystem by leveraging tangible, real-world activations.


DEFINITIONS:

• Session Beer: A low-alcohol beer designed for extended enjoyment, making it ideal for events and networking settings.

• Decentralized Drinks: A French community-driven initiative promoting informal networking and discussions around web3 topics, often featuring Made by Apes products.

ROADMAP FOR EVENT VALIDATION:

To ensure proper use of DAO funds and successful beer distribution, the following roadmap will guide the collaboration with events:

  1. Contact Main Event for Collaboration or Authorization:
  • Engage with the main event organizers to propose an official partnership or receive authorization to participate as a recognized side event.
  1. Confirm Collaboration for Side Events:
  • If the side event is selected as the preferred option, contact the side event organizers to confirm collaboration details and logistics.
  1. Address Beverage Agreements for Public Venues:
  • For side events held in public venues with pre-existing beverage agreements, reach out to venue management to discuss and finalize arrangements for distributing Apic Beer during the event.
  1. Validation Timeline:
  • All agreements between Apic Beer and the main event, side event organizers, or venue management must be finalized at least 8 weeks before the event date to ensure sufficient time for brewing, production, and shipping logistics.
  1. DAO Fund Allocation and Production Synchronization:
  • Beer production batches will be synchronized with validated events where Apic Beer’s participation has been confirmed. This ensures efficient fund utilization and avoids overproduction or wastage.

STEPS TO IMPLEMENT:

  1. Finalize Beer Brewing and branding - Upon Approval.

Timeline: First 3500 Beers batch to be delivered 4 - 6 weeks after DAO approval

Design ApeCoin-branded cans and finalize session beer brew.

  1. Production of 10,000 Cans - starts 2 Weeks after DAO approval.

Timeline: Takes 4 to 6 weeks to be ready - See Roadmap for more information (working in batches)

Costs: $17,500

  1. Event Coordination and Shipping

Timeline: Event coordination is an ongoing process that begins immediately after DAO approval. This is crucial as some events are already in the pipeline and require immediate attention.

Shipping timelines vary based on the type of event and partnership:

  • Major Events: Typically require beer delivery at least 2 weeks prior to the event date. This allows for proper logistics, inventory management, and any potential customs clearance for international events.

  • Side Events: These often operate on a tighter schedule. Shipping arrangements are made directly with the side event organizers or the hosting facility. The delivery timeframe is usually closer to the event date, allowing for more flexibility.

Continuous Tasks:

  • Maintain an up-to-date event calendar

  • Liaise with event organizers and venues

  • Coordinate with the brewing team to ensure timely production

  • Arrange shipping logistics, considering factors like distance, quantity, and local regulations

  • Prepare necessary documentation for each shipment (e.g., invoices, certificates of origin)

Follow up on deliveries and resolve any issues promptly

Costs: $5,500

Partner with event organizers to distribute beers at designated events globally.

  1. QR Code Integration

Timeline: We will adopt a campaign-based approach to integrate QR codes into our sticker designs. This process is straightforward since our cans are stickered rather than metal printed.

Process Overview:

  • Sticker Creation: The design and production of the stickers will take approximately 3 days.

  • Sticker Printing: Following creation, printing will also require an additional 3 days.

Once we receive DAO approval, we will initiate the generation of the first batch of stickers linked to our firsts events. Given that the first batch of beers will be ready for distribution 6 to 8 weeks after DAO approval, we can effectively create distinct stickers featuring unique QR codes for specific beer quantities associated with each event.

Packaging Strategy: Cans will be packed in separate conditioning tailored to their respective events, ensuring that each event’s branding and QR code are accurately represented.

Include links to ApeCoin educational content, rewards, and MBA community resources on every can > Partnering with ApeCoin and MBA community

This initiative will be considered fully implemented 12 months after receiving DAO approval. This timeline is based on our projection of distributing approximately 10,000 beers across various events throughout the year.

Key points to consider:

  1. Flexibility: The actual implementation period may vary slightly depending on the frequency and scale of events, as well as market response. It could be slightly longer or shorter than 12 months.

  2. Continuous Monitoring: We will provide quarterly intermediary reports to track progress, allowing for real-time adjustments if needed.

  3. Potential adjustments: If the 10,000 beers are distributed before the 12-month period ends, or if there’s remaining inventory after 12 months, we will assess the situation and potentially propose adjustments.


Key performance indicators will include:

  • Social media engagement (e.g., user posts)
  • Number of emails collected for contests
  • Number of NFTs minted on ApeChain (freemint)
  • We plan to integrate ApeChain by linking NFTs to our beers and featuring the ApeChain logo prominently on our cans and rewards. This initiative aims to enhance ApeChain’s visibility and drive adoption.

REPORTING EXPECTATIONS:

  • Quarterly Reports: Detailed updates on beer distribution, event participation, and QR code engagement metrics.

  • Final Report: Comprehensive summary of project outcomes and impact on the ApeCoin ecosystem.

  • To ensure clarity and transparency, we will report all expectations related to this proposal on Discourse and through our team’s Twitter/X account.

  • The team will deliver the final report within 4 weeks after the last event of the 12-month period. This allows time for comprehensive data collection, analysis, and compilation of results from all activities throughout the year.

  • In addition to the final report, the team will provide quarterly intermediary reports throughout the 12-month period. These quarterly reports will include:

  1. Beer production status updates
  2. List of events booked for the upcoming quarter
  3. Feedback from past events, including:
  • Positive outcomes
  • Areas for improvement
  • Event photos and visual documentation
    These quarterly reports will ensure regular communication of progress, allow for timely adjustments to the strategy if needed, and provide ongoing insights into the project’s performance.

OVERALL COST:

“Total amount requested from the ApeCoin Ecosystem Fund = $27,000.”

A lump-sum payment is request and is broken down as follows:

  • Production Costs: $17,500 (10,000 beers)
  • Shipping Costs: $5,500 (global distribution to events)
  • Marketing support on events (merch, rollups, flyers, booth…): $2,000
  • No additional requests to the APE Foundation are necessary for this initiative.


This proposal is designed to bring the ApeCoin community together, enhance its cultural visibility, and support web3 initiatives with a real-world, impactful product.

2 Likes

Hi @ApicHeyden ,

The community feedback period for your proposal would be ending in roughly 24 hours.

  • If you’re content with the feedback received, your next steps are to finalize your proposal using the AIP Draft Template.

  • A moderator will reach out to the author to finalize the AIP Draft. Upon receipt of the final Draft, we will review and provide instructions on the next steps.

  • Are you ready to proceed to the next phase or do you wish to extend community discussion for another 7 days?

We look forward to hearing from you.

-@Facilitators

This topic was automatically closed after 7 days. New replies are no longer allowed.

Hi @ApicHeyden ,

Thank you for your ideas [and the ApeCoin DAO community for the insightful discussions].

A moderator will reach out to the author to finalize the AIP Draft using the appropriate template.

  • Once the AIP Draft is confirmed by the author and meets all DAO-approved guidelines, it will receive an AIP ID number and move forward for Draft Analysis Review.
  • @ApicHeyden please see your messages for the next steps.

Follow this Topic as further updates will be posted here in the comments. In accordance with DAO-approved guidelines, if the author does not respond within 30 days, the proposal will be automatically transferred to the Withdrawn category, and the author can re-submit the idea.

-@Facilitators

Hi ApeCoin DAO Community,

The AIP Draft submitted is currently incomplete and feedback has been provided to the author.

Follow this Topic as further updates will be posted here in the comments.

Thank you,

-@Facilitators

Hi ApeCoin DAO Community,

@ApicHeyden has completed editing their AIP Idea to be their AIP Draft.

This proposal has been assigned the AIP ID Number 581.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

Hi, simple question, but I thought that option came later, but how could I add pictures in the proposition ? Is it too late ?
Thx

Hi @ApicHeyden ,

Please check our DM thread for instructions regarding this.

Best,
-12GAUGE

Hi ApeCoin DAO Community,

Our team has reviewed and discussed @ApicHeyden 's AIP Draft and have sent a list of initial questions. We await answers.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

Hi ApeCoin DAO Community,

@ApicHeyden has responded to our questions and they are in our review once again.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

Hi ApeCoin DAO Community,

We have sent a list of follow up questions to the author.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

Hi ApeCoin DAO Community,

@ApicHeyden has responded to our questions and they are in our review once again.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

Not crazy ask.

Questions

How to bring down the production cost to a price you can sell wholesale to stores or supermarkets?

What is your sales strategy to get beers sold?

What is your annual production? Like how many cans do you need to sell to bring the production cost down?

Hi @bigbull ,

Thank you for your feedback and questions. While I can’t give an exact answer since it depends on several factors, primarily the quantities we produce and our ability to negotiate raw material prices with suppliers, I can provide some insights into our pricing structure and production capacity:
Currently, we have the capacity to produce 1,000 liters per batch (around 3,000 beers) and can run 5-6 batches annually. However, atm, our production is limited by volume warehousing constraints (raw materials and production).
Last year (we started production in June 2024), we produced around 6,000 beers across 2 batches of high fermentation beers. These were distributed at Apefest and sold in France, the Netherlands, Germany, Luxembourg, and Belgium.

All else being equal, to reduce production costs, scaling up production is key. Based on our experience, here’s a conservative breakdown of how degressivity pricing could be at different production levels if we order raw materials upfront from our suppliers:

  • 15,000 units/year (current planned production): Base cost around €1.75 per unit.
  • 20,000 units/year: Cost reduction of approximately 10–15%, bringing the unit price to €1.48–€1.58.
  • 25,000 units/year: Cost reduction of approximately 20–25%, bringing the unit price to €1.31–€1.40.
  • 30,000 units/year: Cost reduction of approximately 30–35%, bringing the unit price to €1.14–€1.23.

Achieving these production levels, or even exceeding them while decreasing costs, is entirely feasible. However, it requires adaptation and cannot be accomplished in just a few days.

Regarding our sales strategy, we have a three-pronged approach:

  1. Supermarket sales: This year, we plan to approach supermarkets in Belgium to secure agreements to be sold in the craft beer area of large supermarkets. Our increasing volume over time will help us achieve competitive pricing for this channel.
  2. Beer Festivals: We aim to increase our presence at beer festivals across Europe, which are excellent opportunities for exposure and direct sales.
  3. E-Commerce acceleration (Web2 and Web3): We’re improving our e-commerce strategy, transitioning from bottles to cans (which are more cost-effective and shipping-friendly) and introducing session beers instead of triples. With increased production and better pricing, we’re aiming for free shipping options, which will make online orders more attractive to customers.

A fourth strategy is under discussion, focusing on establishing collaborations with other breweries to enhance our negotiation power. However, this is still in the early stages of planning.

I hope this answers your questions. Let me know if you need any further clarification.

Have a nice one!

Heyden

1 Like

Hi ApeCoin DAO Community,

Edits have been made to this Topic, by the author, by the author’s request, or with the author’s consent.

You can click the Pencil icon at the top of the post to see these edits.

Follow this Topic as further updates will be posted here in the comments.

Kind Regards,

-@Facilitators

hi @12GAUGE.Admin ,

I start a production on the 20th February. Would you think we could move forward on the AIP to try to plug the first brew on this production ? Would help to keep deadlines with crypto events.

Thx a lot

Have a nice one

Heyden

Hi @12GAUGE.Admin any idea when we can launch the AIP ?

Thx a lot :pray:

Hi @ApicHeyden ,

I have no further updates at this time, but I’ll be sure to provide them as they become available. Thank you for your patience.

Best,
-@Facilitators