In Building a Brand Portfolio Danielle, co-owner of Two Birds Brewing, will discuss how important that understanding is to helping you determine your product mix.
Danielle will look at how to draw out your brand position and values, identifying your customer and how to reach them, packaged beer vs on premise etc and talk about how this becomes the key driver in creating your product mix…. how big do you want to be, who are you servicing and can you back this up?
Danielle Allen completed a Bachelor of Commerce, majoring in Marketing & Public Relations at Curtin University of Technology. Upon completion in 2000, Danielle first worked in marketing roles for global kitchenware brands such as Pyrex and Le Crueset. In 2001 Danielle moved to Sydney where she began working as a Marketing Assistant in the liquor industry. Danielle spent 4 years with Metcash Trading (ALM) working with brands such as Cellarbrations and IGA Liquor and when the time came for change, Danielle wanted a role that would encompass her passion for both food and beverages. Danielle moved in to the product development space for the Woolworths private label brand ‘Select’. After nearly 5 years of working in development across most grocery categories, Danielle has a thorough appreciation for the food and beverage industry from a manufacturing and retail perspective and has developed products with both small and large manufacturers from all corners of the globe. It was in 2010 that Danielle and Jayne Lewis, a friend of 12 years realised that they both had a passion to start their own business and with Jayne’s brewing skills and 10 years of experience, Two Birds Brewing was born. Together they launched ‘Two Birds Golden Ale’ in October 2011 and went on to open The Two Birds Nest – Brewery & Tasting Room in Melbourne’s West in June of 2014. They now have 4 core beers distributed nationally and hope to encourage other females to follow their dreams.