This beer is life changing.

Disability is something that happens when people with impairments face barriers in society. It’s society that disables them, not their impairments. Neville, Janie, Cameron and Nathan struggled to find fulfilling work that let them live independently – they felt helpless. Gordon, their advisor at IHC, decided to work with them to start a business brewing beer. They won over the local Kāpiti community with their first brew but were losing money and needed support. We offered our services to give them a strategy to scale, a compelling brand and a chance at national distribution – 100% pro bono.

Our research, immersion and strategy process looked at the category, audience sets (consumer & retailer), demographics, psychographics, and brand positioning – this gave us the data to form 3 key insights:

Credibility – Prove the beer tastes great (even though the foursome lacked brewing experience).

Storytelling – Tell the social story and bring consumers on the journey.

Boldness – Stand out in a category that's highly experimental and saturated.

Armed with these 3 insights we built a brand capable of going national.