From Marketer to Brewery Owner

Danielle Allen was introduced to the concept of working for herself at a young age. Growing up in Perth, she watched her father build a successful workwear-importing business out of the family garage.\r\n\r\n\u201cI have similar personality traits to my dad,\u201d says Allen. \u201cBy watching him, I knew what could happen if you applied yourself.\u201d\r\n\r\nBefore pursuing her own business, Allen worked in the corporate world. Armed with a Bachelor of Commerce, majoring in marketing and public relations, she moved to Sydney and worked her way up the marketing arm of Metcash, a wholesale distribution and marketing company.\r\n\r\nThat experience led to a job at Woolworths, where for the next five years she oversaw the development of long-life food products, including confectionery, bread and beverages.\r\n\r\n\u201cI like to have a hand in everything,\u201d says Allen. \u201cSo seeing a product right through to the shelf was really rewarding for me.\u201d \r\n\r\nAt Woolworths Allen liaised with buyers, worked with the quality-control team and suppliers, reviewed submissions and handled financials. Although the role dramatically diversified Allen\u2019s skillset, she knew she didn\u2019t fit the corporate mould. Feeling restricted, Allen decided to branch out on her own.\r\n\r\nThe impetus came during a 2010 holiday with friend and beer brewer Jayne Lewis. The pair came up with the idea of starting their own brewing company.\r\n\r\n\u201cWe were probably having a complaining session about our bosses,\u201d says Allen. \u201cJayne started talking about ideas for beers. I knew that with her skills as a brewer, and mine with marketing and business, we had something.\u201d\r\n\r\nThey sat down and wrote a business plan. In July 2011, armed with their combined previous experience, the pair quit their jobs and launched Two Birds Brewing.\r\n\r\n\u201cIf I hadn\u2019t worked those roles [at Metcash and Woolworths], I wouldn\u2019t have had the confidence to start Two Birds,\u201d says Allen.\r\n\r\nTwo Birds now employs 20 full-time staff and has its own brewery, tasting room and bar in Spotswood, Melbourne. They\u2019re currently expanding to the warehouse next door, which will include a dedicated packaging hall for specialty and seasonal brews.\r\n\r\nAs Two Birds grows, Allen continues to find the knowledge she gained at her previous jobs an advantage. This includes sideline skills to the core product, such as costings and logistics with transport.\r\n\r\n\u201cMy experience equipped me with knowing what it takes to get something onto a shelf,\u201d says Allen. \u201cYou have to make sure you do your numbers right and work through every scenario. That\u2019s something you get better at with experience.\u201d\r\n\r\n\u201cYou also get an understanding of how product has to move around,\u201d she says. \u201cI truly believe if I hadn\u2019t had that understanding of logistics and transport, our business would have failed.\u201d\r\n\r\nFor those looking to turn prior experience into a new role, Allen\u2019s advice is to be open to all opportunities.\r\n\r\n\u201cThere\u2019s the old saying about taking one step back to go forward,\u201d says Allen. \u201cWe have people who come into our business who start in one role, but transfer to another that suits them better.\u201d\r\n\r\nAlso, planning is paramount.\r\n\r\n\u201cYour key to success is your business plan,\u201d says Allen. \u201cOne hundred per cent. Take time to map out what one year will look like, then two, then five. It\u2019s so important to have a road map.\u201d\r\n\r\nIt also helps to love what you do. \u201cBeer is fun,\u201d says Allen. \u201cWe\u2019re forever motivated by people\u2019s fascination with it. It\u2019s never ending.\u201d\r\n\r\nThis article is presented in partnership with Hostplus, which has your super covered no matter your role and how it changes through your career.\r\n\r\n