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Big Rock - The Gathering

Cult event at Banff Springs February 20, 2014
by

Perfect Pitch Consulting Group

on 30 September 2014

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Transcript of Big Rock - The Gathering

Big Rock Brewery appoints
new CEO
By: James Wilmore
March 16, 2012
Big Rock Brewery has appointed a new CEO
after founder Ed McNally stepped down
from the position.

McNally has retired with immediate effect
and is replaced in the role by Robert Sartor,
the company announced yesterday.

Sartor, who was appointed after an 'extensive
search', was formerly CEO of The Forzani
Group before it was acquired by Canadian
Tire last August.
volume
+ trinkets & trash
= LOST
what's in

our beer??
TO DO:
WHO
is our customer?
OR
young, daring
TRENDSETTING
HOW
is our team?
BIG ROCK is...
what team???
VOLUME
"How much liquid
did I sell?"
DELIBERATELY DIFFERENT BEER
artificial ingredients
!!!
other
maltose
MARGINS
READ Blogs
traditional
May 2011
BeerAdvocate.com
"Craft beer enthusiasts
will probably not be
impressed."
??
our brand
What is
THE OFFERING
Paul calls the
"No
Round up
HOW TO BUILD A CRAFT BEER CULT
shots.
compromise..."
the loyal followers.
Dare to be
different.
"The Harvest Ale
will feature barley
and hops from their own 'grow-op.' It doesn't get more locally sourced than that."
Dave Breakenridge
Thirsty Writin' Scoundrels
January, 2014
THE VISION
To be Canada's most innovative,
local, national craft brewer.
2014
2015
DELIBERATELY DIFFERENT BEER
consistent
price conscious
?
"So fabulous - don't think my lips will ever touch Fuller's again, lol.
So sad we drank our six pack so quickly!"
Big Rock Facebook Fan
(a.k.a Big Rock Cult Member)
January, 2014
THE OFFER
Full transcript