Lion: Beerworks
Turning employees into advocates.
Problem
Problem
Problem
The Australian beer market has been in decline for the past four decades, battling increased preference for wine & spirits and negative social perceptions. Lion wanted to evolve the culture around beer in Australia – starting with more powerful internal advocacy.
The Australian beer market has been in decline for the past four decades, battling increased preference for wine & spirits and negative social perceptions. Lion wanted to evolve the culture around beer in Australia – starting with more powerful internal advocacy.
The Australian beer market has been in decline for the past four decades, battling increased preference for wine & spirits and negative social perceptions. Lion wanted to evolve the culture around beer in Australia – starting with more powerful internal advocacy.
Arming advocates for the real world.
Reframe
Reframe
Through our research, it became clear that advocacy for this category was not going to be born out of formal training programs. It needed to translate to the BBQs, bars and pubs where real world conversations about beer actually happen. To best prepare employees to advocate in this environment, we designed a multi-sensory education experience designed to emulate these conditions.
Our content and approach had to therefore be easily understood, bite sized and accessible for employees.
Brewing is a multi-sensory experience, so we applied the Jennings 10:20:70 learning model through a series of learning events, community exercises & ongoing challenges. We designed and piloted a series of workshops, which we then trained our newly minted advocates to facilitate.
Through our research, it became clear that advocacy for this category was not going to be born out of formal training programs. It needed to translate to the BBQs, bars and pubs where real world conversations about beer actually happen. To best prepare employees to advocate in this environment, we designed a multi-sensory education experience designed to emulate these conditions.
Our content and approach had to therefore be easily understood, bite sized and accessible for employees.
Brewing is a multi-sensory experience, so we applied the Jennings 10:20:70 learning model through a series of learning events, community exercises & ongoing challenges. We designed and piloted a series of workshops, which we then trained our newly minted advocates to facilitate.
Through our research, it became clear that advocacy for this category was not going to be born out of formal training programs. It needed to translate to the BBQs, bars and pubs where real world conversations about beer actually happen. To best prepare employees to advocate in this environment, we designed a multi-sensory education experience designed to emulate these conditions.
Our content and approach had to therefore be easily understood, bite sized and accessible for employees.
Brewing is a multi-sensory experience, so we applied the Jennings 10:20:70 learning model through a series of learning events, community exercises & ongoing challenges. We designed and piloted a series of workshops, which we then trained our newly minted advocates to facilitate.
Solution
Solution
Beer Works is a multi-tier programme containing 4 progressive levels of advocacy, multiple interactive and hands-on workshops, discovery and communication challenges and more than 20 animated videos.
How To Impact designed the content, built the programme structure and led the Lion Co. team through rounds of prototyping and pilots for all structured education sessions. In total, we scripted, filmed, edited and uploaded 23 hours of video content. …and wrapped all this up in a new brand and a complete beer lexicon.
The programme applies as much to an experienced brewer as it does to a beer novice from an office support function.
Beer Works is a multi-tier programme containing 4 progressive levels of advocacy, multiple interactive and hands-on workshops, discovery and communication challenges and more than 20 animated videos.
How To Impact designed the content, built the programme structure and led the Lion Co. team through rounds of prototyping and pilots for all structured education sessions. In total, we scripted, filmed, edited and uploaded 23 hours of video content. …and wrapped all this up in a new brand and a complete beer lexicon.
The programme applies as much to an experienced brewer as it does to a beer novice from an office support function.
Beer Works is a multi-tier programme containing 4 progressive levels of advocacy, multiple interactive and hands-on workshops, discovery and communication challenges and more than 20 animated videos.
How To Impact designed the content, built the programme structure and led the Lion Co. team through rounds of prototyping and pilots for all structured education sessions. In total, we scripted, filmed, edited and uploaded 23 hours of video content. …and wrapped all this up in a new brand and a complete beer lexicon.
The programme applies as much to an experienced brewer as it does to a beer novice from an office support function.
90%
of the business
has completed the Beerworks Programme.
90%
of the business
has completed the Beerworks Programme.
67%
of staff
now understand 'why different beer styles are the way they are'.
40%
increase in mastery
of how to pour, taste and appreciate beer.
40%
increase in mastery
of how to pour, taste and appreciate beer.
90%
of the business
has completed the Beerworks Programme.
67%
of staff
now understand 'why different beer styles are the way they are'.
67%
of staff
now understand 'why different beer styles are the way they are'.
40%
increase in mastery
of how to pour, taste and appreciate beer.
Impact
Impact
Since its launch, Beer Works has contributed to a sizeable rise in key metrics. More than 1,500 Lion staff have moved through the programme, which has now been extended to retail partners.
As a platform, it allows Lion to engage and equip staff with critical Customer Experience assets and training wherever they are.
Since its launch, Beer Works has contributed to a sizeable rise in key metrics. More than 1,500 Lion staff have moved through the programme, which has now been extended to retail partners.
As a platform, it allows Lion to engage and equip staff with critical Customer Experience assets and training wherever they are.
Since its launch, Beer Works has contributed to a sizeable rise in key metrics. More than 1,500 Lion staff have moved through the programme, which has now been extended to retail partners.
As a platform, it allows Lion to engage and equip staff with critical Customer Experience assets and training wherever they are.
"We chose How To Impact for Beer Works because we needed to un-think / re-think a highly important cultural change project for Lion - It was your vision and ingenuity which we bought into originally, and these are the things which keep the project team excited about our journey. Your enthusiasm, energy and determination are what keep all the many pieces of the process together."
"We chose How To Impact for Beer Works because we needed to un-think / re-think a highly important cultural change project for Lion - It was your vision and ingenuity which we bought into originally, and these are the things which keep the project team excited about our journey. Your enthusiasm, energy and determination are what keep all the many pieces of the process together."
Richard Spicer, Beer Works Project Leader, Lion Co
Richard Spicer, Beer Works Project Leader, Lion Co
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