Nothing screams Denton like Audacity. Founded by a UNT grad, Audacity has UNT and Denton totally ingrained in its brand. But how do you make a brand like Audacity, based on its locality and Denton pride, successful in London? I have a few ideas.
First off, Audacity should stay local. Its originality and uniqueness will appeal to hipsters all across London. Having an IPA from a small brewery in Denton would appeal to people. Many people in London have probably never heard of Denton, and being a town of only 40,000, it makes the brand exceptionally exclusive. I could see bars in Shoreditch selling Bullet Proof Ale and putting a big “Texas” in front of it.
Texas is one of the most recognizable shapes, even abroad. Texas is huge and a southern-most point on the map and automatically recognizable. Some of the locals say are fascinated by my heritage, and some, yes, think we still ride horses to school and wear cowboy hats, but most importantly are exceedingly interested in Texas culture. A beer from Texas would be ultra-rare, therefore exclusive.
To market Audacity, I think the owner, Scott Lindsey, would have to come to London to build relationships. People in pubs are very friendly, I’m sure pub owners would be happy to chat up a Texan brewer. Getting it here would not be an issue, but I have visited Audacity and interviewed Lindsay before. While Audacity is a growing brewery, they just recently came out of the red. They are not looking to totally overwhelm the London market, but remain on tap in only a small number of very hip pubs in London. This way, Audacity not only stays exclusive, being a beer that you can only get in Texas and London, the brewery also doesn’t stretch itself too thin.
I think that only including one beer to export, the Bullet Proof Pale Ale is a great choice. Even places like BrewDog would be interested in having such a neutral, but totally different, beer on its tap. Audacity could consider any hip European city as a place to slowly start expanding internationally, but after seeing London’s love for craft beers, I think this is a great market for Audacity.