In this week’s segment we discuss the inner workings of Beer distribution and how Breweries work with distributors and retailers to send their beer far and wide into bottleshops and pubs and clubs. We chat with local, state and national distributors here in Australia, as well as an interesting chat on importing into China and an exciting new platform on streamlining the supplier and customer relationship in regards to distribution of alcoholic beverages.
A breweries brand is so important in a continuously growing and competitive marketplace. Brewing beer is only a small part of a brewery’s overall operations, and whilst a good quality and consistent product can speak for itself at times, having a well thought out marketing plan on how you are going to ensure your beer is getting into more thirsty beer drinkers’ hands is another key aspect, and in my opinion an often under prioritised focus for a new brewery. This segment we talk to marketing, design & media professionals on the importance of a brewery’s brand.
Part 1 – Wade Curtis (Formerly Ballistic Brewing & 4Hearts Brewing)
A breweries brand is so important in a continuously growing and competitive market place. Brewing beer is only a small part of a brewery’s overall operations, and whilst a good quality and consistent product can speak for itself at times, having a well thought out marketing plan on how you are going to ensure your beer is getting into more thirsty beer drinkers hands is another key aspect, and in my opinion an often under prioritized focus for a new brewery.
In part 1 of the segment, I talk with former Head of Marketing at Ballistic and Founder of 4Hearts Brewing Wade Curtis to discuss the importance of a brewery having a plan of attack when it comes to their marketing and brand development. Having a career background in Marketing, Wade wet his appetite for good beer during at trip overseas in 2001 sampling beers from the UK, Belgium, Germany and the like. His first step into commercial brewing came with doing a test batch as Bacchus Brewing in 2010, and got going this way through the gyspy and contract brewing route. He then went onto open up 4Hearts Brewing and then joined the Ballistic guys taking the role as Head of Marketing. Thoroughly enjoyed my chat with Wade, who shares an absolute wealth of information as well as industry insider tips and tricks when it comes to product buzz, exposure and brand development
Part 2 – Adam Mumford from Men At Work Agency
In this episode, I chat with Adam Mumford from Men At Work Agency who provide full marketing & advertising suite of services including Public Relations, Content Creation, Digital, Social Media and much more. As the name implies, they lean more towards male driven products and brands including Ryobi, Kennard's Hire and also within the craft beer space, having worked with the Australian Brewery on their re-branding a few years back. In our chat we discuss the importance of a brewery having a marketing strategy and the services a full suite Marketing Agency can provide breweries.
Part 3 – Jarrod Fuller from Zendoke Design
In this episode, I chat with highly sought-after Graphic Designer within the Craft Beer Industry, Jarrod Fuller from Zendoke Design. A very chilled out and down to earth character, Jarrod has a large portfolio of breweries both here in Australia and Internationally, and many listeners may have put hands on cans that he has designed such as Nail Brewing, Six Strings, The Australian and many more. In our chat we discuss the process of engaging graphic designers, and outline that it’s a two-way street in regards to making sure it’s a good fit for both parties, as well as covering design concepts for logos, cans and packaging and even going deep into a breweries brand identity and developing an authentic story that the brewery wants to send out to its target consumer base. This is another interesting chat and topic in the overall marketing & branding piece.
Part 4 – James Smith from Crafty Pint
In this episode, I chat with well-known figure within the Australian Craft Beer Industry, James Smith, who was the founder of Good Beer Week and online magazine & new resource, The Crafty Pint. Originally from the UK and working for a newspaper over there, James and his wife then moved over to Australia in 2008.
After being introduced to a few people in the brewing industry, he started to realise that there was a few breweries and a small craft beer scene developing in Australia around the time but had very little media coverage on it. In 2010 he then launched Crafty Pint, and only a few months after that Good Beer Week, which was a week long of events related to craft beer. In modern day, crafty pint is an industry leading news publication for the craft beer scene in Oz, and Good Beer Week has grown to become a National Event being taken over by the Independent Brewers Association. In our chat we discuss the media options available to new and established breweries that they can take advantage of to get their name out there and create a bit of buzz about their beers. We talk about the rise of craft beer in relation to social media and much more.
Having an obsession for information, Chris found that there was a massive gap in his part of the world on how to go about starting a brewery, as well as being delivered in a way to provide a foundation for the layman to understand and act upon it.