In 2003, Bruce Dean was doing consulting work for Big Rock Brewery in Alberta when he was asked to review the operations of a small brewery Big Rock owned in British Columbia.
“At that time the B.C. government and the Olympic organizing committee had announced that the 2010 Olympics were coming to town,” Dean said. “I thought, wow, that’s an opportunity to create a brand and maybe, through the Olympics, leverage it internationally.
“I called it the ‘Corona of the North’ strategy.”
When Big Rock didn’t go for the idea, Dean decided to buy the brewery himself in October 2005.
“We then went crazy rebuilding the Whistler brand … and launching it in 2006.”
Large sporting events like the Olympics usually choose a large beer sponsor and a smaller secondary beer sponsor. Dean was counting on his company getting the minor beer sponsorship with VANOC, the organizing committee for the Vancouver 2010 Olympics.
But to his surprise, VANOC gave beer exclusivity to Molson (TSX:TPX.B).
Immediately after the Olympics, sales of Whistler Brewing beer started to drop sharply. Dean realized he needed a new strategy.
“I determined to appeal more to the local craft consumer,” he said. That required changing the packaging and beer recipes once again and relaunching the brand.
He also had to convince his staff and investors that it was the right move.
Today, sales are strong and the company is benefiting from the surging popularity of local craft beer.
“If we hadn’t changed strategy, if we hadn’t recognized that the founding strategy was exhausted, I don’t think we’d be around today,” he said.
On changing course: “I involved [my senior team] in the … brand renaissance every step of the way, even though they did it with a lump in their throat. An entrepreneur has to have the courage of their convictions. You have to do what you’ve researched to be right and you intuit to be right – even if there are people who say, ‘I don’t believe in that.’” •
