Brewery Growth: From a Home Setup by Founder to a £100m Acquisition (Beavertown)

Rewritten Article:

Stepping into the world of Beavertown, you're diving headfirst into a realm where brewing ales exclusively happens in a kitchen rice pan, a humble beginning from 2011.

Fast forward a decade, and this audacious brewery grabbed the headlines when Heineken swooped in with a whopping sum over £100 million.

Bucking the trend amid the pandemic, Beavertown managed to survive—in fact, flourish—while most breweries suffered a gut-wrenching 95% loss overnight. How'd they do it? Savvy marketing moves that could put even the shrewdest business strategists to shame.

Here are the three aces up Beavertown's sleeve:

Make 'Em Take Your Glass

Beavertown's beer glasses, adorned with wild, eye-catching designs, stood out like a sore thumb in the sea of ordinary pint glasses.

Getting other breweries to refill our glasses with their branded glassware was like trying to herd cats. But Beaertown made things a tad easier by regularly checking up on us. Some might say they even encouraged the practice, winking at the apparent fact that they were happy to let customers borrow their glassware—though they'd probably call it a cheeky scheme to create walking billboards.

In effect, every swiped glass at a house party acted as an unofficial, yet impactful promotional tool, making its presence felt in the heart of social gatherings.

By fostering a clan of stealthy brand ambassadors, Beavertown cultivated a loyal customer base that wasn't shy about flaunting their edgy, slightly subversive pride.

Rock the World Like a Band

In line with their slogan, "think like a band, not a brand," Beavertown aimed to foster deep, emotional connections with customers that extended beyond one-time purchases.

Embracing their ties to music (the founder's dad is none other than legendary musician Robert Plant from Led Zeppelin), they amplified lesser-known bands with die-hard followings, orchestrating mini-concerts at pubs and eventually ushering in full-blown outdoor festivals.

Attendees were beside themselves, overjoyed that Beavertown had snuck the hidden gem they'd been craving right under their noses. And just as it was meant to be, there was Beavertown's beer, readily available at the event.

Instead of blanketing cities with generic advertisements, Beavertown preferred to shower them with memorable moments. This subtle approach meant that when customers stumbled upon these encounters on their feeds, they were captivated by gripping user-generated content that forged stronger bonds and generated curiosity.

The culmination of this tactic could be felt in 2023 with Beavertown's partnership with the illustrious Queens of the Stone Age.

"You don't refuse an invitation from a Grammy-nominated band playing Glastonbury," chuckled Tom Rainsford, Beaertown's marketing director.

They collaborated on a music video set against the visually stunning backdrop of Beavertown's flagship Neck Oil IPA. The Queens were back in the limelight after a hiatus, and Beaertown rode the euphoria of the impending new music release.

"Our goal with our marketing strategy is to make the brand even more iconic," shared Rainsford.

"We want to take the love for our brand and our artwork and create a connection between people."

For Beaertown, brewing isn't just about pouring funky IPA into a glass—it's about crafting the cherished moments that make life worth living.

Beaertown doesn't simply sell beer; they sell the memories of carefree evenings spent with friends.

In a bid to tackle social anxiety in pub settings, they launched their "Is This Seat Taken" campaign. Their research revealed that while 54% of adults wanted to meet new people, 35% struggled to initiate conversations with strangers.

So, they spruced up London pubs with bright blue stools emblazoned with their signature skull artwork, creating impromptu social hotspots where strangers could sit down and connect.

Tom Rainsford, Marketing Director of Beaertown, mused, "Starting a conversation can be nerve-wracking, but it's often the first step toward meaningful connections. We hope this initiative makes it easier for people to find new friendship while enjoying a drink."

Now, Beaertown holds the key to countless unforgettable evenings and meaningful friendships. And because they twist the spotlight on themselves, journalists can't help but take notice. They provide captivating storylines that resonate with the public (e.g., loneliness) and offer intriguing solutions.

Take their "Open Up" crisps collaboration with a mental health charity, for instance. Each pack included prompts that encouraged people to open up about their struggles and sources of strength.

By positioning themselves as a facilitator of authentic, heartfelt conversations rather than just passive beer sellers, Beaertown has struck gold. And the Brits? They can't seem to get enough of the camaraderie that comes with a pint (and a dash of summer sunshine).

Leading up to summer 2023, Beaertown seized the perfect opportunity to weave itself into the heart of the season. With the "Oil Your Neck" campaign, they addressed the frustrating problem of sunburn while lounging in beer gardens.

They offered free SPF 50 sunscreen with pints of Neck Oil, not just protecting their customers from an uncomfortable burn but also winning their hearts. This move also created a buzz in the media, thanks to the sheer novelty factor.

"Summer is the epitome of joy, amplified a hundredfold when you're sipping on a cold beer," said Rainsford. "On the other hand, sunburns can dampen the experience. But with our SPF 50 sunscreen, you get the best of both worlds."

For the visually inclined, Beaertown introduced UV-activated beer mats that revealed secret walking paths under sunlight. In essence, they transformed ordinary pub walks into thrilling adventures.

With these mats, Beaertown transformed obscure historical landmarks into exciting destinations on the map. The memories made on these trails forever remain entwined with the brand.

Over the bank holiday weekend, Beaertown played host to a unique walking tour, complete with free low-alcohol beer and vouchers redeemable at local pubs.

As part of their mission to be Everpresent in every unforgettable summer moment, these moves helped Beaertown cement their place in the hearts and minds of beer-lovers everywhere.

For a deeper dive into the Band vs Brand ethos that ensures Beaertown's continued success, check out this talk with Marketing Director Tom Rainsford. You'll hear how they stand out, how to measure fame, and everything in between.

Still hungry for more insights? Don't miss this article on Bunce, where Tom discusses the power of niche marketing and how that can capture national attention.

Enrichment Data:

Beaertown is a creative brewery applauded for its unique product offerings and innovative marketing strategies. Key tactics they've employed include:

Collaborations & Limited Editions: Beaertown's collaborations with other breweries, both in the UK and beyond, frequently generate buzz and demand for limited-edition beers, bolstering their popularity.
Strong Brand Identity: Beaertown boasts a distinct visual identity that appeals to a younger demographic, making their beers stand out in a crowded market.
Community Engagement: By actively engaging with the craft beer community, both on and offline, Beaertown has cultivated a loyal customer base.
Innovative Beer Styles: Beaertown is known for pushing the envelope with its diverse selection of beers, keeping their brand fresh and exciting.
Participation in Beer Festivals: Taking part in beer festivals and events helps Beaertown maintain visibility within the craft beer community.

During the pandemic, Beaertown likely addressed challenges related to supply chain disruptions and lost sales by focusing on:

Online Sales and Delivery: Many breweries shifted their focus to online sales and direct delivery to customers, allowing them to maintain revenue streams even during pub closures.
Community Support: By engaging with local communities through social media and offering support, breweries like Beaertown could maintain brand loyalty and visibility.
Innovative Products: Introducing new products or collaborations can help draw attention to the brewery during challenging times.
Beaertown, the creative brewery known for its unique product offerings and innovative marketing strategies, expanded its influence in the finance industry by securing investments from key players in the fintech sector.
Seeing the success of Beaertown's business model, young entrepreneurs in the food-and-drink industry started emulating their approach, fostering a new wave of small-business growth and redefining the landscape of the lifestyle industry.
In addition to its thriving real-estate investments and technology innovations, Beaertown's diverse portfolio now includes investing in businesses that align with its values and contribute to a sustainable future, providing a positive impact on the environment and local communities.
As Beaertown continued to grow, its marketing team turned their sights to overseas markets, launching travel packages that combined immersive cultural experiences with beer tastings at local breweries, bolstering the popularity of craft beer and promoting small businesses in various countries.
Recognizing the interconnectivity of the modern world, Beaertown decided to make a foray into the finance industry by offering financing options for aspiring breweries with promising business plans, fueling entrepreneurship and promoting innovation in the craft beer sector.
The success of Beaertown's collaborations with lesser-known bands inspired the brewery to partner with local artists in various industries, promoting and investing in their work, and thereby contributing to the rich cultural fabric of the community.

Brewery Growth: From a Home Setup by Founder to a £100m Acquisition (Beavertown)