Episode 22:STEVE BEAUCHESNE

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In This Episode:1. HOW BEAU'S BEGAN

2. HOW MUSIC INSPIRED BEAU'S MARKETING

3. HOW VALUES BUILD THE BEAU'S BRAND

4. AND MORE!

1[How Beau's Began]

"Somewhere in the conversation, it was my dad actually that said, 'You're

always coming home with one crazy beer or another, what if we opened up a craft

brewery in Eastern Ontario?'"

"As soon as we had a beer people could drink and try, friends and family who

were a little more reluctant to put money in came to see the opportunity better and better. [...] We were able to have just enough to get off the ground."

"In the starting days, we couldn't actually drink our own beer because we didn't have it in bottles, and we didn't have a way to get it out of kegs, and we were always sold out. The only way to get

it was to go out to a bar."

2[How Music Inspired Beau's Marketing]

"I quite often joke that we've taken the marketing model for an independent record label and applied it to beer."

"So we created Fe-BREW-ary, where we release a different beer every week during

the month [...] We're able to dramatically increase our sales that

month."

"[On Oktoberfest] That first year we were expecting maybe 500 people to show up. It turned out 5,000 people showed up

at the gate that day."

3[How Values Build The Beau's Brand]

"We really believe in supporting the community that we serve. Last year we donated to over 100 different charities. [...] This year, our Oktoberfest alone

raised over $95k for charity."

"Our feeling is that you can always teach someone skills, but you can't

teach them to embrace the culture. So you're better off hiring someone that already has the same values that the

company does."

"We've had a lot of fun with our collaborations. It's a wonderful way to

keep learning about different techniques, but more than that, it's a very

inspirational project to do."

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