Language Selection

English French German Italian Portuguese Spanish

'Virtual brewery' could float on stock exchange

Filed under
Web

A 'virtual brewery' started by former employees of Computer Associates and Red Hat could be listed on the Newcastle Stock Exchange by the end of the year.

Brewtopia, described by former Red Hat employee and now chief executive officer Liam Mulhall as "... a marketing experiment to see if you could bring a product to market that did not exist without spending money on advertising", succeeded by using a strategy Mulhall calls "viral equity".

The scheme sees would-be customers awarded a share in the company if they join its email list, an additional share each time they buy a case of its "Blowfly" beer and another share each time they encourage four friends to join the email list.

The idea has worked so well the company has more than 29,000 members in 29 countries and - fuelled by a web-based custom beer labelling tool that makes it possible for anyone to produce their own brand of beer - sold out of its product last Christmas.

Members of the email list were also polled to design the company's product. "The whole point of the business model was to be a beer company by the people for the people," Mulhall says. "The public built our business. They built and designed the product.

"We always said we would float the business and make the shares worth something. This is the closing of the loop."

The company therefore polled a section of its membership by email earlier this year and 97 per cent of responses approved the idea of the IPO, generating what Mulhall characterises "pledges" of AU$1.5m.

The company will use its float to fund a push into retail sales. "Unless you drop your stuff in a shop people don't believe you are a real company," Mulhall says. "Virtual and viral marketing have given us a great start. Now it's time for the next step."

Source.

More in Tux Machines

today's howtos

Linux-Ready Hardware and Android Leftovers

Red Hat, Oracle's RHEL Clone, and Fedora

Debian and Derivatives: SnowCamp, Debian Gitlab, Debian/TeX Live, Snap Apps

  • Report from Debian SnowCamp: day 3
    Thanks to Valhalla and other members of LIFO, a bunch of fine Debian folks have convened in Laveno, on the shores of Lake Maggiore, for a nice weekend of relaxing and sprinting on various topics, a SnowCamp.
  • Report from SnowCamp #1
    As Nicolas already reported, a bunch of Debian folk gathered in the North of Italy for a long weekend of work and socialisation.
  • Debian Gitlab (salsa.debian.org) tricks
  • Debian/TeX Live 2017.20180225-1
    To my big surprise, the big rework didn’t create any havoc at all, not one bug report regarding the change. That is good. OTOH, I took some time off due to various surprising (and sometimes disturbing) things that have happened in the last month, so the next release took a bit longer than expected.
  • Ubuntu Software Will Soon Let You Install Beta, Bleeding Edge Snap Apps
    No, not TV channels, or the sort the that ferries goods between countries, but development channels, e.g, beta, bleeding edge, stable, etc. Snap developers are able to distribute different versions of their app over “channels”, and have for almost as long as Snappy has been around in fact.