Hop to it: starting from scratch
Building a brand from the ground up is no mean feat, even for a business like Laithwaite's - the UK's leading wine clubs provider and the parent brand behind the Brew Republic launch.
The key to getting the product and targeting right was understanding the insights behind a vibrant UK and international independent brewing industry, and the growing army of craft beer enthusiasts.
We wanted to know: was this really an opportunity for business growth, or just another fad? What experience did consumers want? And what type of product was worthy of investment?
We knew from working with Laithwaite's for several years that consumer experience of wine clubs is paramount to success. It's no different in beer. An approach that firstly established feasibility of a craft beer club was paramount.
In creating the product from scratch, we adopted a four-stage process:
- Discovery and Definition
- Brand development
- Customer acquisition/digital marketing