It’s not enough to brew great beer, package it, and expect to be highly successful in today’s beer world – you have to find a way to stand out. By now you have probably heard one word that we use constantly to describe our company to people who are interested – swagger. It is the best way to describe the feeling we have, and the feeling we hope to give to consumers. It’s a feeling of rebellion, of attitude, of being a badass! When someone buys our product, we want them to feel like they were just accepted into the VIP room at the club – they are now a bandit, an outlaw, a gangster.
And what are we all rebelling against? The mundane, boring sameness that is so present in our society; cookie-cutter houses with white picket fences, light lager, chain restaurants, generic and kitschy products, lives lived without excitement and fulfillment. We are a company that prides itself on a genuine authenticity and a desire to appeal to the inspired and inspiring, and we plan to market our products in a way that draws this crowd in. We are going to package our products in a different format than is traditionally done in America. Instead of “dumbing down” the beer like so many companies are currently doing, we plan to use packaging that gives the products class and style, while maintaining its image of attitude and swagger. This will allow our beer to be enjoyed at venues normally reserved for fermented grape juice, at restaurants whose focus is on pairing amazing food with amazing drink, and to be enjoyed by people who seek out the finer things in life without having a false sense of pretension and arrogance. We are dedicated and hell-bent on making a sustainable and relevant company, and believe our strategy will allow us to do so.
And what are we all rebelling against? The mundane, boring sameness that is so present in our society; cookie-cutter houses with white picket fences, light lager, chain restaurants, generic and kitschy products, lives lived without excitement and fulfillment. We are a company that prides itself on a genuine authenticity and a desire to appeal to the inspired and inspiring, and we plan to market our products in a way that draws this crowd in. We are going to package our products in a different format than is traditionally done in America. Instead of “dumbing down” the beer like so many companies are currently doing, we plan to use packaging that gives the products class and style, while maintaining its image of attitude and swagger. This will allow our beer to be enjoyed at venues normally reserved for fermented grape juice, at restaurants whose focus is on pairing amazing food with amazing drink, and to be enjoyed by people who seek out the finer things in life without having a false sense of pretension and arrogance. We are dedicated and hell-bent on making a sustainable and relevant company, and believe our strategy will allow us to do so.
