We had a tough summer last year once news broke that we’d been granted an alcohol license. It shouldn’t have made for newsworthy articles but unfortunately the sign above the door called us a pharmacy and it took a lot of time and effort to repeatedly explain to excited journalists that the pharmacy hadn’t been granted a license but rather it had been given to the store that the pharmacy was contained within. I refused to be photographed for a Daily newspaper and had to phone the journalist to ask them to get the photographer to leave. One tabloid ran a large story online which exonerated us by mid-point but printed a pared-down version in a column which only included the juicy fake-news!
But how best to capitalise on the press? Do nothing and wait for it to pass? Nah! How about launch our own range of beers! We got in touch with a brewer and within a few months the winning entrants to our Facebook photography competition had their fantastic compositions on the bottles.
We quickly sold out of Pittenweem Torn Erse IPA and Elie Beach Golden Ale and have only recently replenished our stocks. We have a third beer in the pipeline which should arrive just in time for the tourist season starting.
When life gives you lemons… make beer!