Liam Mulhall

Founder, Brewtopia

So, how do you get consumers to demand a product that doesn't exist, from a company they've never heard of in the high-volume commodity beverage industry, without spending a dime on traditional marketing and without a production facility, staff, or any money?

Answer: start with a large dash of ignorance, forget industry best practice and do everything 'wrong'!

This may sound reckless but such an approach has enabled a bootstrapped, start-up beer company called Brewtopia to compete with the largest duopoly in Australia in just two years. At the time of writing, Brewtopia is licensing its product in the UK, New Zealand and Singapore, and is finalizing talks to export beer to the US. This is all despite the fact that it has never paid for advertising or any traditional marketing and has never employed more than four people.

Brewtopia's success is due to a highly unconventional approach to business that embraces out-of-the ordinary approaches in every aspect of its operation. This in turn has meant that it has been able to extract huge benefit from a connected marketing strategy that puts the customer centre stage as a vehicle to not only sell the beer by word of mouth but also to shape the company.

Continue reading here: Case Study 2 Condomi Size Him Up

Was this article helpful?