A Strategic Alliance? — Beer and Taxidermy
Yes...that's a beer in a squirrel. A dead squirrel.
Next time you find roadkill, you’ll be looking at a marketing idea from a Scottish craft brewery.
Scottish craft brewery BrewDog produced a beer with 55 percent alcohol called “The End of History.” But that’s not its highest selling point, according to BrewDog — this beer comes packaged inside a taxidermic rodent. At £500/$760 per beer, and from photos of the product, at least it’s not just roadkill wrapped around a cheap beer.
What BrewDog did was take an “out there” idea, and combined it with an in-demand product — a beer with a high alcoholic percentage. Combining two otherwise completely separate businesses and products might not normally work — such as beer and taxidermy — unless it’s very well-thought out and marketed well.
Oh, and in case you were wondering: the first batch of the beer served in dead rodents sold out on its first day on the market.
Can you think of any other small business that has combined a highly unusual product with its own to test and measure how that effects sales? Why do you think this idea was so successful?
Business Coaching | Stephanie Sims | July 28, 2010
business, Business Coaching, craft brewery, Marketing, small business, small business owners, strategic alliance, target market, targeting customers
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