Tui, Taking the Risk and Enjoying the Payoffs

Dominion Brewery's 'Tui' has taken some big risks with their brand over recent years and it's paying off. As an old Wairarapa boy this news from Stuff today amazes me.

BRAND SUCCESS
Tui HQ turnover more than $1.25 million. Clothing, merchandise and food brings in another $1.5 million. Tui Brewery receives about 35,000 visitors a year. Tuimato sauce sells 7000 bottles a week, second only to Watties. More than 5000 Tui pies produced weekly.

I've a soft spot for the ole Indian Pale Ale. Mainly due to a localised tax loophole, during my teenage years, making a 12 pack of Tui a good few dollars cheaper than its nearest rival. Any alcohol traversing the Rumutaka Ranges from Wellington Port got extra taxation. Mangatainoka - the home of Tui brewery - was exempt... Good for them and good for teenagers weaning off mums home cooking onto beer and bbq.

Low cost Tui and its bi-product 'empties' littered the first abode I shared with like minded folk. We didn't have Tuimato sauce but of course we did have Watties - it was all good! At the time Tui was the cheaper option without the heavy branding we see today. The statement we made then by drinking the beer was different than those who drink it now.

The Stuff article highlights the posture of the DB commercial manager, Nick Rogers. "There are 101 ideas out there it's just about having the balls to see them through," he said. "It's amazing what people are willing to buy if you slap the Tui brand on it. I mean, Tui pies? Who knows, maybe we will have Tui ice-cream next."

101 ideas out there? Looks like we're far from hearing the last word from this powerful brand. What was once a low-end player now means a lot to its market.

Tui is living proof that taking the risks, challenging the status quo and doing things differently can pay off - big time!











Who knows what's next on the 101 list, 'Tui power' for household energy? Your guess is as good as mine...

One thing is for sure, Tui has a thriving audience - a tribe of at least 35,000. They have something in common - they all like beer and they have the places to meet and share their interest -bars and Tui HQ. They can even get married (yep, they do weddings at the brewery)! We'll keep following if DB don't burn us on the way. Now it depends on what Tui 'have the balls' to do next.

What would you have the Tui brand on?