It's All About the Process

How has this idea enhanced your club's operation, etc.?

Exclusivity is a driving force of pride for members of clubs. On multiple occasions, craft beer brewers in our market have offered the opportunity for a “private label” beer for our Club, which they batch brew and sell to anyone who wishes to place their own label on the can.

Our Club's aspiration was to create a beer that would not only be exclusive but also deeply cherished by our members, as it would embody their unique identity and preferences. The essence of this endeavor was to empower our members and make them active participants in the beer-making process, allowing their valuable input and feedback to shape the final product. By placing our members at the forefront of this creative journey, we were confident that the resulting beer would truly be their own, a testament to the collaborative and member-driven spirit that defines our club.

The question was what process would provide the stated result?

How was this idea implemented, and what have been the club members' reactions?

• I- Interconnecting with a local business partner heightened the community connection. Leveraging the local craft brewer market to find a partner was the first and most challenging step.
• D- Dynamic involvement from members through a task force. Task force members were beer enthusiasts with large social networks to help promote the new brand, and represented key gender and age demographics. Using a multitude of operations managers also tapped internal creative sources, expanding the ownership group club-wide.
• E- Elaborate and methodical planning ensured the project’s thoroughness, including a reveal marketing campaign to build anticipation and launch the new beer;  and
• A- Authority and Responsible Leadership–the Food and Beverage team led the project, while utilizing skills and talents from managers across the Club for brainstorming and voting on the beer’s name.

Our Club's exclusive beer has been met with overwhelming enthusiasm and satisfaction from our members, who appreciate the exceptional quality, unique branding, making it a truly cherished part of their experience at our Club.