Lately I’ve been really interested in company culture. I’ve been incredibly lucky in that my last several posts have been with companies that value, above all else, honesty and integrity. My last three job interviews were all casual and informal and involved discussions about poker, beer and video games and I’ve been offered anything from a sandwich to a beer during those discussions. But most importantly, that atmosphere has carried over from the interview process to the actual position. Many companies will wine and dine you and then put you in the basement while you ask for you red stapler back. That’s the difference between a good company and a bad company. Does your branding and your bravado match who you really are? In the case of Halifax’s newest micro-brewery, Unfiltered Brewing, the answer is a resounding “fuck yeah”.


Since we’re all grown-ups here, I’ll stress that this particular post will have a few more expletives than usual. That’s because I’m writing about a company that is staking their reputation on an honest approach to marketing matched with an outstanding product. This is largely untried in most business markets, particularly the beer business. Most beer companies rely on giving away toques of shitty hockey team or a magical color changing can to draw your interest. They regale you with stories where their beer will turn your regular house party into a supermodel mash-up and how everything will be made better with a clear, cold, unoriginal beer. Unfiltered Brewing says fuck that. 

What’s the point here? Well, Unfiltered makes the wild and potentially false assumption that we’re all mature and that we’re all individuals. Rather than create a homogenous product that markets itself to every single demographic, they’re working towards establishing themselves as a very particular brand. Their website is unfuckingfiltered.com. Are you shitting me? Their branding is simple and clean and they have a no-nonsense approach to their message. You will fucking love our beer. And if for some reason you don’t fucking love our beer, then toddle off and drink your Corona. They’ve recently launched their membership options with the tagline, “join the fucking club”. They offer memberships that provide real value to the customer. This helps create the community they’re looking to foster. Essentially, they’re creating a market for their product through carving themselves a unique corner. While they’ve yet to actually produce and sell beer, they’ve put themselves in a very good position going forward.

There are a lot of local options for beer in Halifax. But over time, they’ve all sort of migrated towards the middle. They have identical looking growlers, identical pricing and incredibly similar products. Several of them even have similar branding, logos and colors. It becomes difficult to differentiate one from another. Unfiltered Brewing has differentiated themselves through unique branding, interesting products (like a stainless steel growler), an experienced brew-master who has a history of making great beer and a punk rock attitude that says we are who we are and if that’s not good enough for you then drink something else because we don’t give a fuck.

Now, saying that you don’t give a fuck if people don’t like you is different than not giving a fuck about your customers. It’s very different. When you have faith in your product and in your vision, as Unfiltered Brewing obviously does, you understand that you stay the course and that tight knit customer base that you’ve built through your honesty and forthright nature will keep you going. One of the things I’ve learned in running my own business is that you can’t please everyone and that you shouldn’t try. There are people that you don’t want as customers. I have the utmost faith that Unfiltered will only have the customers that they want; the customers that fit with their brand. They’ve created an emotion that connects people with their brand and I can’t wait to see what they do next. If you’re interested in learning more about what Unfiltered Brewing is all about check our their blog, here and if you want to “join the fucking club”, you can do that right here. I know I will. Because fuck yeah. 
And if you want my advice on how you should run your business,


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