Challenges

• Create New Revenue Opportunities: Media, Partnership & Sponsorship Revenue
• Lifestyle Positioning Opportunities: Create a lifestyle voice tone & brand to serve the alcoholic beverage/ beer category & the beverages role in sharing good times with good friends, kicking back, slowing life down & decompressing
• Category Perception Issues: Elevate the perception of beer & the value the beverage plays in unifying people

Sales Growth Opportunities:

• Usage Occasions: Ignite consideration for beer as a complement on more occasions
• Purchase Frequency: Create ideas & suggestions for additional usage occasions

Next Level Thinking

• Beer Store enjoyed ’80 Million’ male skewed transactions per annum
• Create a holistic property that was developed by & for Canadians to help people enjoy life
• Identify a relevant & strategic partner to develop the property & distribute the model
• Co-promote the lifestyle of a beer with good friends & celebrating everything after 5 & weekends
• Extend the original property – digitally, socially & experientially

Results

• Elevated to #1 one print property to Men in Canada – top 20 all gender
• Evolved from print to omnichannel media model including digital, social & 
• Evolved to a multi-million dollar per annum business model 
• 14 year shelf life (2002-2015) – consideration of relaunching a digital omnichannel model