We are a beer company that sells our beer through a lens of a lifestyle brand, so we have a lifestyle marketing orientation. And then, in terms of the brand 805, we started by setting out to establish 805 as a lifestyle brand.
It's a lifestyle brand, and it has to stand for something. It's hard to be a lifestyle brand if you don't have any attributes or values that people can engage with or if you don't break any stereotypes.
I think there was a feeling around here that we were becoming a little stodgy, doing the same thing over and over again, so there was a little bit of 'Hey, who is this new guy?' and 'What's he gonna do?' I think there was some curiosity and anticipation.
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