$195 – $295

Packaging, Branding & Marketing Workshop for Distilleries

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McHenry Distillery

229 Radnor Road

Port Arthur, TAS 7182

Australia

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ABOUT THE WORKSHOP

This workshop is designed to help guide new or existing distilleries to create or improve existing marketing and branding practices within their business.

Why is 'Packaging' so important? Packaging is powerful because it tells consumers why your product and brand are different. Great packaging is especially significant for growing startups because it can have a direct impact on sales and a company's overall appeal.

Why is 'Branding' so important? Because it aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding is essentially a product's perception in the consumers' mind, while maintaining a consistent theme, image, worth or value.

Why is 'Marketing' so important? It's basically the management process through which your booze and distillery related events move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:

(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.

Do it yourself or delegate? From setting up a website to designing a social media campaign to packaging design we will show you the options and services available for every budget.

Below is a snap shot of what topics we will cover in our one day Workshop...

  • How to build a Brand
  • How to create a Marketing Plan
  • Packaging & Design
  • Distribution & Pricing
  • The importance of Social Media
  • Market Insights locally & globally
  • Who is your customer
  • Case Studies




HOST

Kathleen Davies | Founder

Nip of Courage

  • Kathleen is an experienced sales and marketing professional with almost 25 years front line experience in the liquor industry in Australia and abroad. Kathleen has experience across various roles in hospitality, export, national sales and marketing roles within blue chip companies such as 'Bulmers', 'Carlton & United Breweries', 'Fosters Group', 'Lion' and 'Coca Cola Amatil' majoring in sales and marketing. Kathleen now runs Nip of Courage established in 2013 which is a domestic distributor and exporter of Australian made and owned craft spirits including award winning spirits in the categories of Whisky, Gin, Rum and more...

GUEST SPEAKERS

Jon Clark | Group Creative Director

BoldInc Brand Innovation

  • With a passion for brands, business and lifestyle, Jon has managed the marketing, communications and P&L for a number of market leading brands in specialty food, alcohol and hair over the last 10 years. With a background in graphic design Jon understands design and the creative process. This fundamental blend of skills adds value to client relationships and solving brand problems. Jon loves sharing his market knowledge with designers to help them think commercially. Jon is motivated by collaborating with brand teams and finding that ‘thing’ that isn’t working that can be solved by design. Jon and his team at BoldInc have worked with well known global spirit brands such as 'Jameson Whiskey', 'Absolut Vodka', 'Black Douglas' and more recently local brands such as 'The Aussie Tipple Company' and 'Corowa Distilling Co.'

John O'Brien | Asia Pacific Managing Director

CCL Labels

  • John has a wealth of experience in the printing and label industry, he is the Asia Pacific Managing Director of CCL Labels. CCL Industries is the largest label company in the world providing innovative solutions to the Home & Personal Care, Food & Beverage,Healthcare & Specialty, Automotive,Electronics & Consumer Durables and Retail & Apparel markets worldwide. The Company is divided into five reporting segments: CCL, Avery, Checkpoint, Innovia and Container. With approximately 20,000 dedicated employees, we operate 154 state-of-the-art manufacturing facilities in North America, Latin America, Europe, Asia, Australia and Africa.

William McHenry | Founder & Master Distiller

McHenry Distillery

  • William McHenry left a corporate career to start up his own distillery in Tasmania back in 2011. McHenry Distillery is Australia’s southern-most whisky distillery and with its family heritage makes it the southernmost family run distillery in the world. Its southern location takes advantage of the cool-moist-maritime environment, giving the maturing spirit the right conditions to make the most of its time in the wooden barrels. The property also has its own abundant pure spring water which becomes the heart of the developing spirit. In the past year William and his team have developed the site to transform it into an educational facility and tourist attraction to help the local economy in the Port Arthur region.




WORKSHOP INCLUSIONS

  • Pre-Workshop online survey
  • Refreshments & Snacks
  • Lunch
  • Course Notes




DATE Sunday 12th November 2017

TIME 10am - 4pm





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Date and Time

Location

McHenry Distillery

229 Radnor Road

Port Arthur, TAS 7182

Australia

View Map

Refund Policy

No Refunds

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