In early 2020, the founders of Garage Project had a thriving business. The craft beer brand they’d built out of a derelict Aro Valley petrol station had become a national sensation. Orders from top bars flowed as fast as the taps at their cellar door and tap room. But in March that year everything changed. The government called for a lockdown that shut hospitality and within 24 hours the orders and revenue stopped.

‘We had a tiny direct to consumer operation,’ said George who now runs Direct of Consumer for the business. ‘The stock we sold online fitted in a tiny cupboard’.

The team quickly grouped together and devised a plan to pivot their business completely.

‘Now we have a massive warehouse dedicated entirely to shipping product sold from our website,’ said George.

In this special event workshop, we’ll meet two of the forces behind Garage Project’s recent growth. They’ll share how the business has approached the challenges of the past two years, what they’ve tried, what’s worked and what hasn’t. Janna and George will share their learnings openly in a format that is designed for business owners to learn key insights as well as a process to use when considering different growth options for your business in 2022.

Workshop outcomes:

- Learn the story behind Garage Project’s recent business model pivot including never before shared stories of what’s worked and what hasn’t

- Develop a process for rethinking your business model and identifying different revenue streams that you might not have thought of

- Learn what ‘great’ looks like in direct-to-consumer sales and marketing

About the experts:

Janna James is Head of Marketing at Garage Project. She is a strategic communications, brand and marketing specialist with over twelve years’ experience developing and executing brand, marketing, and communication campaigns to drive business results with strong experience in government, fast moving consumer goods, and the sport sectors.

George Daroux has been a leader at Garage Project in numerous roles including as Manager for the Kingsland Cellar Door and now as Head of Direct-to-Consumer Sales.

Unlock Digital Marketing:

Learn the secret tactics of Wellington’s top businesses

2022 has been a tough year for Wellington so why are some businesses still growing faster than ever? In this one-off series, we’ll uncover the digital marketing tactics of some of our most successful business leaders. You’ll learn the secret strategies they’ve used to grow using Google, Facebook, Instagram, LinkedIn, Canva, Shopify and much more. The content is designed to support all businesses including professional services, retail, hospitality, tourism, start-up and established.

Join us every Monday at 12pm for free one-hour sessions led by business owners you know and love. Each event will be packed with insights and practical tips you can use to grow your business now and you’ll have an opportunity to have your questions answered.

These workshops are free, but capacity is limited. Register now to ensure you don’t miss out.