Reinventing CX for the passionate beer lover.

Facing declining market share, intense competition and a shift in consumer preferences, the Beer Store enlisted Jackman to re-establish itself as the primary beer retailer in Ontario. Together, we determined which customers to focus on and established a new brand positioning. We brought the new brand to life across every customer touchpoint, including a robust employee education program that became the cornerstone of the reinvention.

Research & Analytics

Primary and secondary research revealed that while the Beer Store was ahead of the game in environmental sustainability and passionate employees, the brand needed to regain relevance with consumers interested in discovering a wider range of beer styles and brands. The Beer Store’s historic strengths of convenience and selection needed to be redefined.

Management Consulting

The team assessed the Beer Store’s store network to uncover performance drivers across different formats, and identified untapped opportunities to grow share across geographic markets. Strategy was translated into action through a carefully built activation plan, laddering up to the new brand and tied back to desired financial outcomes.

People wanted new ways to combine the Beer Store selection of cold beer and efficient service with a more inviting shopping environment.

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Brand Strategy & Design

The DNA of the Beer Store, and a passion shared with customers, was love of beer and ease of access to it. These two pillars simply needed to be redefined for a younger generation and a new market. After diving into customer research, we worked together to arrive at a new brand mantra, “Champions of Beer Love Every Day.” We then collaborated to bring the new brand to life across 360˚ of customer experience. The brand’s graphic identity, a manifestation of what the brand intended to become, shifted from institutional to inspirational and was extended across the brand’s delivery fleet, uniforms, merchandise and, ultimately, digital platform and stores.

Store & Digital Design

Jackman reimagined the physical environment to include digital functionality, creating a unique experience built around “beer love.” The store design incorporated new thinking on impulse merchandising and “What’s New” product introduction, a rebranding of the “Beer Fridge" zone, refreshed décor and simplified signage, as well as separate areas for bottle return and beer purchasing.

Marketing & Communications

Jackman also developed a new communication creative platform – Meet Beer – to relaunch the brand and create a natural connection between beer, food pairings and everyday occasions. Local billboards and posters were deployed as stores were launched, and all regular and seasonal communications were aligned to drive beer consumption occasions while repositioning the brand.

The Results

Our collaboration with the Beer Store led to immediate positive results and media attention for the organization, and the business returned to share growth. Independent research conducted following the pilot store tests found that reinvented stores enhanced positive customer perceptions of the brand by approximately 60%.

Customer reaction is fabulous. Satisfaction surveys are remarkable. [The reinvention] is doing what we wanted to do, which is winning market share. The behavioural and cultural changes [amongst Beer Store retail employees] are exceptional.

Ted Moroz | President, The Beer Store and Brewers Distributor Ltd.

Interested In Reinventing?

We helped to reinvigorate the Beer Store customer experience while instilling "beer love" and education through the company culture. To learn more about our work with the Beer Store and the Reinvention model, please send us a message.



Our reinventions