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CRAFT & COMMERCE PAGE NO. 2
CRAFT & COMMERCE
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PAGE NO. 3
A TALK IN TWO PARTS
(and one drink)
CRAFT & COMMERCE
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PAGE NO. 4
Part Two FOUR PILLARS GIN
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PAGE NO. 5
Part One WHAT’S GOING ON?
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PURPOSE BRAND TRUTH
INTIMACY
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PAGE NO. 7
Part One WHAT’S GOING ON?
I GREW UP IN THE 80s
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CRAFT & COMMERCE
BEEFEATERGORDON’S
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CRAFT & COMMERCE
LIMELEMON
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CRAFT & COMMERCE
TRIBALBINARY
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CRAFT & COMMERCE
STONESBEATLES
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CRAFT & COMMERCE
MOORECONNERY
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CRAFT & COMMERCE
BETAMAXVHS
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CRAFT & COMMERCE
SEGANINTENDO
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PEPSICOKE
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CRAFT & COMMERCE
MACPC
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CRAFT & COMMERCE
TRIBALBINARY
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CRAFT & COMMERCE
THEMUS
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CRAFT & COMMERCE
FICKLEPLURAL
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CRAFT & COMMERCE
DIGITAL REVOLUTION SOCIAL REVOLUTION
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CRAFT & COMMERCE
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PAGE NO. 22
2007
CRAFT & COMMERCE
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PAGE NO. 23
2017
CRAFT & COMMERCE
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PAGE NO. 24
DISCOVER DECIDE RETAIL
RECOMMENDCRAFT & COMMERCE
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PAGE NO. 25
DIGITAL IMMIGRANTS DIGITAL NATIVES
CRAFT & COMMERCE
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PAGE NO. 26
FORD SONY
HILTON NINE
CRAFT & COMMERCE
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PAGE NO. 27
UBER SPOTIFY AIRBNB NETFLIX
CRAFT & COMMERCE
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PAGE NO. 28
THIS IS THE BEGINNING OF THE GREAT DISRUPTION NOTHING HAS THE RIGHT TO SURVIVE
CRAFT & COMMERCE
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PAGE NO. 29
FIND NEW WAYS OF
PROCESSING
CRAFT & COMMERCE
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PAGE NO. 30
PURPOSE BRAND TRUTH
INTIMACYCRAFT & COMMERCE
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PAGE NO. 31
PURPOSE BRAND TRUTH
INTIMACYCRAFT & COMMERCE
CHALLENGEEVERYONE
CATEGORY COMPETITORS COMPANY COLLEAGUES CONSUMERS CULTURE ANSWERS QUESTIONS REALITY
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CHALLENGEEVERYTHING
CATEGORY COMPETITORS COMPANY COLLEAGUES CONSUMERS CULTURE ANSWERS QUESTIONS REALITY
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PAGE NO. 34
WHY DO YOU EXIST?
CRAFT & COMMERCE
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WHY DO YOU NEED TO EXIST?
CRAFT & COMMERCE
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PAGE NO. 36
WHY DO PEOPLE VALUE YOU?
CRAFT & COMMERCE
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PAGE NO. 37
WHY WOULD THEY MOURN YOU?
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PAGE NO. 38CRAFT & COMMERCE
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PAGE NO. 39CRAFT & COMMERCE
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PAGE NO. 40
PURPOSE BRAND TRUTH
INTIMACYCRAFT & COMMERCE
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PAGE NO. 41
WHETHER YOU HAVE AN IDEA…
CRAFT & COMMERCE
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PAGE NO. 42
OR YOU NEED TO BRING PEOPLE
WITH YOU…
CRAFT & COMMERCE
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PAGE NO. 43
YOU’RE A BRAND
BUILDER
CRAFT & COMMERCE
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PAGE NO. 45
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PAGE NO. 46
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PAGE NO. 47
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BRAND IS SIMPLY BIAS
CRAFT & COMMERCE
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PAGE NO. 49
WE’RE ALL IN THE BUSINESS OF BIAS CREATION
CRAFT & COMMERCE
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PEOPLE ARE BIASED
CRAFT & COMMERCE
PAGE NO. PAGE NO. 51
BIAS IS NOT RATIONAL
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PAGE NO. 52
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PAGE NO. 53CRAFT & COMMERCE
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MATT BLAND X BRAND PAGE NO. 54
PAGE NO. 55
BIAS IS OUR REALITY
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PAGE NO. 56
BIAS IS OUR IDENTITY
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PAGE NO. 57
BIAS IS NOT RATIONAL
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CRAFT & COMMERCE
PAGE NO. 58
BIAS HAS VALUE
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PAGE NO. 59
PURPOSE BRAND TRUTH
INTIMACYCRAFT & COMMERCE
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PAGE NO. 60
BIAS IS BUILT BY EXPERIENCES
(DIRECT & INDIRECT)
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BIAS IS ANCHORED
IN TRUTH
CRAFT & COMMERCE
PAGE NO. PAGE NO. 62
IS THE TRUTH OF YOUR BUSINESS GOOD ENOUGH?
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CRAFT & COMMERCE
WE ARE CHANGING AS PEOPLE…
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WE ARE EVOLVING INTO NARCISSISTIC
CYBORGS…
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EXPERIENCE OBSESSION
Utility, control,
immediacy.
EXPERIENCE OBSESSION
Beauty, story,
authenticity.
PAGE NO. PAGE NO. 71
SANDWICHES &
PEACOCKS
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“Well, I am not crossing
the road”
PAGE NO. PAGE NO. 74
AMAZON “Our vision is to be earth's most
customer-centric company.”
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PAGE NO. PAGE NO. 77MA
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PAGE NO. PAGE NO. 78
AESOP “We believe unequivocally
that well-considered design improves our lives.”
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PAGE NO. 85
SO…
CRAFT & COMMERCE
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PAGE NO. 86
FIGURE OUT WHAT YOUR ‘TRUTH’ IS… AND MASTER IT!
CRAFT & COMMERCE
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PAGE NO. 87
BE SHOCKINGLY USEFUL OR AWESOME (OR BOTH)
CRAFT & COMMERCE
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PURPOSE BRAND TRUTH
INTIMACYCRAFT & COMMERCE
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PAGE NO. 89
BE SHOCKING… AND HELP PEOPLE GET UP CLOSE AND
PERSONAL WITH THAT SHOCKINGNESS
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PAGE NO. 98
OK, enough from me…
Now say hi to Stuart…
CRAFT & COMMERCE
1_Our Story
2_Our Home
3_Our Gins
4_Our Community
Hello friend.
PURPOSE
BRAND
TRUTH
INTIMACY
1_Our Story
We make gin. Very delicious gin.
Three bald blokes.One bold dream...
Celebrate the CRAFT of
cocktails
Sharethe CRAFT of
Mod Oz
Elevate the CRAFT of gin distilling
Support the community our CRAFT depends on
Now we just needed a name.
We called ourselves Four Pillars Gin.
Our ‘four pillars’ were the four things we thought could make our modern Australian take on gin just a little
bit delicious and awesome…
Botanicals Water
Stills Love
2_Our Home
We’re from Australia.
This our home.
It’s in Healesville, awesome heart of the Yarra Valley*.
* home to some of the world’s most delicious food, wine and gin in a cool climate wine region just an hour from Melbourne’s bars, restaurants, galleries and laneways.
Yep, we’re lucky.
#blessed #hashtag
Here’s our Four Pillars Distillery.
On this side we talk, taste & DRINK GIN…
…and on the other side of those four portholes are Wilma, Jude, Eileen and (usually) Cameron.
Come MAKE GIN with us some time.
3_Our Gins
Yep, there’s more than one.
We make our gin in gorgeous German copper gin machines.
RARE DRY GINWe’re lucky to have access to the world’s greatest botanicals and fresh produce.
Which is how we’ve been able to make so many expressions of gin, all in a Modern Australian style… 10 gins to date and counting.
Double Gold, San Francisco WSC 2014 Gold, Hong Kong IWSC 2014
Double Gold, San Francisco WSC 2016 Gold, The Global Gin Masters 2016 Double Gold, New York WWSC 2017
115
Best Gin in Show, Hong Kong IWSC 2016 Master, The Global Gin Masters 2015 Master, The Global Gin Masters 2016 Master, The Global Gin Masters 2017
116
4_Our Community
Making gin and(gin) friends.
We’re makers, not marketers. Which means we spend every
moment trying to do more with our craft, and trying to bring people closer to our craft…
It’s why we turn the oranges that make
our Rare Dry Gin into marmalade.
It’s why we work with Brett our local pig breeder to feed up his Rare Breed
Pure Black Berkshire pigs, with spent (but still
delicious) gin botanicals.
#GinPig
It’s why just about our favourite thing in the
world is a ‘maker session’ with Eileen and friends.
It’s why we’re so focused on helping others
celebrate their gin passion and tell our story for us.
ACG behind scenes family shots
And it’s why the best brand stories we can tell are simply stories of the
gins we make…
ACG case study (Website takeover)
It’s why we’re making friends and drinks in more and more countries
around the world.
USA
Canada
Denmark
UK
Netherlands
Vietnam
Thailand
Cambodia
Philippines Australia
China
Hong Kong
New Zealand
Sweden Singapore
Ireland
GTR
And wherever you are in the world, you can keep up with us on the socials,
or visit us in person
fourpillarsgin.com.au @fourpillarsgin#fourpillarsgin
Four Pillars Distillery 2a Lilydale Road
Healesville, Yarra Valley
2018 Targets
100k Facebook Fans
80k Distillery Visitors
60k Instagram Followers
50k Database Members
500k Bottle Sales
