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Creating something worth writing about is a million times more impactful than paying for a single page of advertising. Where we have invested in paid placements, we’ve been careful to ensure the content is still worth talking about.
SOPHIE: In the beginning, it was just being as loud and noisy as possible and getting people talking about us. And in doing so, we managed to build
a community. We now want to continue to do that, but in a way that furthers our mission and brings more people into the category.
So we are trying to be more open and inclusive and to say to people that are mainstream or lager drinkers, ‘Come and try craft beer.’ We are using lots of different media types, whereas before it was mostly about PR, word of mouth and stunt-led activity.
How does that irreverent nature play out in the company culture?
JAMES: One of the key drivers of our growth
has been our awesome global team of beer geeks. Finding those craft beer superstars has been paramount to our success. We want to be the world’s greatest employer and we have a number of staff benefits to ensure our team stays happy, such as amazing training like our Cicerone programme, and sharing 10% of profits with
our team every single year.
130 Irreverent Maverick