Firstly, the founders – Gazz Williams and Brad Cummings - had always wanted to work for themselves. Both the freedom and the sense of pride in building something from inception were always very attractive. Secondly, they were keen to turn their hobby into their profession. The old saying of “do something you love and you’ll never work a day in your life” rings true– whilst running the business is hard work, it never feels like a chore. Lastly, and really the key point, was the desire to show their ability to produce better quality beer than they could find in shops. It was the realisation that they were brewing incredibly flavourful beer that friends and family were coming back for more of, as opposed to politely accepting and supporting their hobby through gritted teeth. They had actually produced something of real value to themselves and their peers, and that’s what really set the ball in motion.

Our main challenges when starting the business

The business needed investment at every step of the way in order to expand and grow. Spending time securing investment distracted from actually producing and making money on products. In the early days, when it was just two founders in the business, it was difficult to strike the right balance. Reaching new customers and creating demand is a challenge for any new company. Whilst friends and family were very receptive and kept coming back for more, they needed to spread the word and convert total strangers into potential customers and this was achieved through unique branding and building a reputation for very high quality. Ensuring the company culture remained exciting and fun - which is the key driver in the business overall - whilst bringing in new skills, more manpower and greater resources was challenging. Fortunately, that determination to keep the fun at the heart of the business was an attractive offer for prospective employees, and they were able to choose the best people for the right roles.

Success Factor

Tiny Rebel’s rapid growth is down to the quality and consistency of its beer, and the positive attention this has generated; the unique branding, and a sense of humour and light-hearted approach to the beer industry. The quality of the beer is the top priority and it is what Tiny Rebel has built its reputation on and its reason for being. Producing consistently high quality beer is always at the top of everyone’s minds and this has benefitted the firm massively as it has led to an excellent reputation that has really spread via word of mouth, and recognition in the form of awards. The branding is unique, really stands out from the crowd and piques the interest of people. The main challenge in any market is getting people to pick the product up in the first place, and then judge its quality. Even the world’s best product will fail if people never pick it up in the first place. Ensuring that the brand has that irresistible element ensures that the business can get across the real message – the flavour of the beer – to the customer. Finally, Tiny Rebel doesn’t take itself or the industry too seriously as beer is about having fun and without keeping fun as a central pillar in everything it does, the industry could become stale and boring. Tiny Rebel is the antithesis to bureaucracy and traditional business as nobody wants to buy beer off a guy in a suit and nobody wants to hear about how this particular beer will attract a different demographic. People want beer that tastes incredible and puts a smile on their faces. That’s all Tiny Rebel carex about.

The Future

Over the next five years, Tiny Rebel will do what they have always done and grow organically. Ensuring quality is on an upward trajectory at all times and increasing output gradually will ensure proper, sustainable growth. There is still huge demand for their products all around the world that they are not supplying and working towards fulfilling that ever-increasing demand is its main goal. In the short term, that means growing by 50 per cent by the end of 2017 which the business is on track to achieve. In the longer term, broader projects are exciting and have lots of potential - anything is possible at Tiny Rebel.