Former Lion marketing boss launches personal alcohol branding service
Andrew Coates, former brand director of Lion’s mainstream beer brands has launched his own business, My Brand and Me.
The starup offer personalised label for Lion beer brands including XXXX Gold, XXXX Bitter, Tooheys New, West End Draught, and Emu Export.
After leaving Lion Nathan in 2011, Coates was marketing director for Beam Australia before returning to Lion in 2012 as customer director for the Woolworths Liquor Group account which included Dan Murphy’s and BWS.
Coates said the idea for the new business came to him when he received his own personalised framed XXXX GOLD bottle in 2009 for service to Lion.
“I’m proud because this is an idea I’ve had for some time but never gotten off my arse to do anything about it until now,” he said in a LinkedIn post.
While the service is currently offering personalised beer labels, Coates says the business plans to move into wine, sparkling champagne, fortified liquor, and spirits along with expansion to the US and European markets.
Why
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I’d never buy beer online, let alone put my face on it.
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This is an old idea executed in a dusty way.
The Myer Giftorium has been doing this for a while and they’re widely viewed as a dying retailer. Maybe if these brands were more aligned to the implied energy and innovation of a start up, brands like the far more creative and meaningful craft brews filling bottle shops, it would feel more exciting.
As it is, it’s labels on pretty average beer bought by people unlikely to pay extra other than for a pretty basic gimmick or event.
Perhaps the real reason Andrew hasn’t done anything until now is because there’s unlikely to much of a market for it.
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He was never Lion marketing boss
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