Tarquin Leadbetter dives into his absolutely genius strategy of focusing on local brand building in Cornwall, capturing the seasonal tourist market, and gradually expanding nationally. He describes how he used a regional focus to market cost-effectively across the UK—a concept he calls the "Doom Bar effect" - based on the small brewery born on the North Cornish coast that scaled to become the UK's best selling cask and bottled ale.

Key Takeaways:

you can market to a national audience on a local Level
market locally and then follow everyone back to their home
brand awareness builds meek fans

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Espresso: How the 'Doom Bar Effect' Took Tarquin’s Gin from Local Legend to £10M National