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Moa Brewing Company boss shares retail success secrets

  • News
  • June 23, 2015
  • Sarah Dunn
Moa Brewing Company boss shares retail success secrets

Ross was the main guest speaker at the awards, which are run by the Newmarket Business Association to recognise and reward successful businesses based in Newmarket. He spoke about the history and culture of Moa, explaining the thinking behind several of its ads.



Ross was unrepentant about using "hotness" to sell. Speaking about the below image, he said the thinking behind it was that the product it advertised was about skincare, so bare skin should be featured. He said it got a lot of attention and "started an important conversation". In 2011, the Advertising Standards Authority upheld complaints about the image when it was featured on a billboard in downtown Auckland, but was stolen before it could be taken down.



Starting conversations was important for selling, Ross said. He said the Trilogy team asked customers about retouching upon considering whether or not to retouch some promotional shots. "We said, ' Is that really our brand? Should we retouch?'" Customers responded well and when the un-retouched images were released, sales went up as well.

Speaking about celebrities and selling, Ross described former international cricketer Shane Warne as a "loveable rogue". He said using Warne to promote Moa beer in Australia got the brand needed attention and a lot of traction.

Ross discussed Moa's legal challenge from Comite Interprofessionnel du Vin de Champagne, the body which represents Champagne wine producers in the northeast of France. The challenge was issued in response to several instances in which Moa compared its beer to champagne. Ross says Moa sent the body a postcard featuring the Rainbow Warrior in response: "On the back of it is a Maori phrase and if you do Google translate, it basically says **** off". 

The incident was covered by a few French media outlets, Ross says, and resulted in some commercial inquiries.

Businesspeople should read widely, says Ross: "Keep filling your head up with good stuff." Word of mouth is still the most powerful medium for sales, he says, and being first to respond to opportunities gives a powerful advantage. 

Moa shares are currently trading at $0.31, and the company made a loss of around $5.5 million in the last financial year.

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InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

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Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

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How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

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Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

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Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
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Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

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What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

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