Building a big brand presence on a 'boutique' budget. 

DNA was approached by the Steam Brewing company, owners of the successful brew pub chain the Cock and Bull. Head brewer Luke had years of experience and had won many beer awards. A larger brewing facility had recently been purchased for increased production and it was decided that there was additional capacity. They had a big dream to develop a beer of the highest quality and deliver it successfully in a crowded market dominated by big players. With a limited budget, the intention was to produce an award winning beer that would appeal to the growing beer connoisseur market and the developing palates of more discerning beer drinkers '" as well as the mass market. The Challenge An expert team of brewers with a vision to make the biggest, gutsiest, hoppiest beers possible. They also saw room in the market for a highly attitudinal beer brand '" rather than the traditional boutique, heritage approach. All this and a total budget Macs would probably spend on a few beer coasters! The Solution These blokes are truly '~Inspired and Obsessed' with the magic and alchemy in what they do. They're uncompromising. They want to break the rules. They believe life is for celebrating with great beer. Naming and brand development had to reflect this. The first step was to develop a brand strategy for Epic that fitted with the product and the aspirations of the brewer. We also had to define and create a brand doing everything that craft shouldn't. This had to be a brand that jumped off the supermarket shelf and says '~look at me buster', introducing you to a brew that wraps itself around your taste buds like a limpet mine. We went through a naming program that identified Epic as the most appropriate name for the brand. A complete brand identity was developed following DNA's proven and unique strategic process '" thus Epic was born. The Result Late 2006: Epic is launched (well released actually '" they couldn't afford a launch) and immediately wins the 2006 Supreme Champion Award at the New Zealand International Beer Awards. January 2007: Distribution deal struck with Glengarrys and Auckland supermarkets. June 2007: Although brewing at capacity, Epic is seriously struggling to keep up with demand. With investment now secured, expansion of production capacity and a proper marketing budget Is the next step.

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