Live The Dream — Own shares in a beer company
Love a beer from time-to-time? Imagine owning shares in a brewery then? Kent Grogan, owner of Broo brewery can make it happen! Kent, from Blairgowrie on the Mornington Peninsula, wants to give away shares in Broo to keep it solely Australian owned – gotta love an Aussie brand and an Aussie idea!
Working for a Brand Identity Agency in Melbourne we’re always on the look out to see how clever people can be in creating sensational brand awareness and differentiating their brands from their competitors – this one is certainly no exception!
So how does it work? It’s pretty simple really, anyone over the age of 18 can purchase between 1 and 50 cases of Broo Premium Lager at $55 per case during the promotion, but the share offer only applies to cases purchased online from Broo. You are then offered ten shares for each case purchased but there’s a cap of 500 shares (50 cases) per person. The shares carry full voting rights and are exactly the same as the shares held by the founder, with Broo Ltd. planning to list on the ASX – it will be at this point you will be able to trade your shares.
An official share certificate gets emailed to the recipient within five days and the redeemable voucher(s) posted after the promotion closes on 28th February 2011 and all validation has been completed. Every person receives one voucher for each case purchased and you can then pick up your cases all at once, or one at a time. Vouchers can be redeemed and cases picked up from over 800 locations around Australia, so getting your hands on them has been made easy!
“I’m living the dream by starting my own beer company, but I want to make sure my lager stays in Australian hands” says Mr. Grogan and goes further to say that “It’s a disgrace that a heap of Australian beers are owned buy the Japanese. Boag’s, XXXX, Tooheys, Hahn, Swan, Emu and James Squire aren’t Australian. They’re owned by Lion Nathan, which is 100 percent owned by Kirin in Japan.”
“I want to take this big company on, but I can’t do it without the support of the Australian public. So I’m giving away 10 percent of my company to beer drinkers. Buy one box and you’ll get one share, it’s a simple as that.”
Kent Grogan wants you to have a share in his Broo brewery!
Check out some Broo Tubeclips here.
If you need to build brand awareness around your product(s) or brand(s) the Truly Deeply way, why not give us a call.
Dominic Guthrie
Client Account Director
Tags: Advertising, ASX, Australia, Blairgowrie, Boag's, Brand Agency, Brand Awareness, Brand Communication, Brand Design, brand designer, brand designer Melbourne, Brand Expression, Brand Identity Agency Melbourne, Brand Strategy, Broo Brewery, Broo Premium Lager, Client Account Director, Corporate Image, Dominic Guthrie, Emu, Graphic Design Melbourne, Hahn, James Squire, Japan, Kent Grogan, Kirin, lion-nathan, Mornington Peninsula, Swan, TOOHEYS, Truly Deeply, XXXX
What a great idea Dom. In this current climate where it it is rare to find an Australian made and owned product their proposition is a ripper. While some may think it a little naff, I actually think the name is quite clever.…however I am not so sure about the visual language.
Thumbs-up to this great piece of brand positioning. Broo are not only looking to become the Australian beer of choice, but by sharing ownership around the country they lock-in brand loyalty. The PR they’ll get wont harm the start-up either. Some good brand strategy all around – pity they didn’t ask us to design their packaging. With all this promotion, their labels and cartons are a brand image let-down.
What a fantastic story! I always love hearing about underdogs taking on the big corporates, and this is certainly going to be a great brand story to watch unfold. I agree with Cassie, love the name but we really should have been asked to help with the brand design.
Great promotional idea, but not sure of the ‘real ownership’ value in terms of shares, as one could argue that they are simply giving them away.….but what the F###, here we are gas bagging on line about it. But I must declare, I am something of a beer expert, and my first requirement is that it is a good drop.…not only is that for personal satisfaction, but because that will ultimately determine if there is an value at all in those shares on offer.
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Thanks Cassie, I actually think that the name works for the market there targeting and also the visual language. It certainly isn’t ground breaking but I reckon it does the trick.
Cheers David. It is a great piece of brand positioning and the leverage they may get from brand loyalty could be exponential! I agree their labelling and packaging does let them down but as I mentioned to Cassie the type of market they’re appealing to probably won’t give two hoots!
Thanks for your comment Nikki and it will be interesting to see how this brand story unfolds. I’ll be watching post February 28th that’s for sure.
Agree on all counts Reg and thanks for your comments. I to think I’m somewhat of a beer expert so I’ll see if I can get my hands on a cuppla stubbies and we can have taste test on arvo.
Good idea. I saw Scottish brewery Brewdog do something similar last year.
see http://eaonpritchard.blogspot.com/2009/12/this-beer-is-mental.html
and also
http://www.equityforpunks.com/
Thanks Eaon for posting your comment and forwarding the links.
Love an Aussie Entrepreneur. What a great idea to raise your profile and maintain your vision at the same time.
Thanks for your comment Hannah, I couldn’t agree with you more.