Jan 5, 2017
The Challenge
Imake, an established business specialising in malt extract homebrew kits, was operating in a crowded, undifferentiated market. Their products appealed to an ageing demographic, but they were struggling to attract younger customers. With the craft beer movement exploding globally, Imake needed to rethink its value proposition and find a way to stay relevant — or risk decline.
The Approach
I led the development and launch of The Grainfather, the world’s first all-in-one electric brewing system for everyday homebrewers.
Business Design Audit: Identified diversification opportunities beyond extract kits.
Customer Insights: Interviewed 20 homebrewers in Portland, validating demand for “craft-brewing at home.”
Product Development: Worked with engineering to bring the all-in-one electric brewing system to life.
Brand Strategy: Positioned The Grainfather as an affordable yet professional system, appealing to both serious and new brewers.
Go-To-Market Plan: Designed a hybrid strategy — direct-to-consumer sales, international distributors, and e-commerce.
Team Leadership: Led a marketing team of 10 to deliver a successful global launch.
The Outcome
Generated $1 million in e-commerce sales in the first year in New Zealand.
Sold 25,000 Grainfathers in more than 30 countries, generating $35 million in sales within three years.
Achieved high brand recognition — consistently ranking in the top 10 brands in leading craft brewing publications.
Positioned Imake at the forefront of homebrewing innovation, ultimately contributing to a successful business exit.
Client Feedback
“When Saskia came to me saying we should get into brewing from grain rather than our extract kits, I thought she was nuts! At the time, brewing extract was our bread and butter, and I was worried that getting into brewing from grains and hops would cannibalise our extract sales. Saskia persevered with pushing the idea, and I’m so glad I listened. Craft beer was a fantastic trend for us to ride on. The Grainfather didn’t cannibalise at all; instead, it brought on a fresh new group of customers and helped position our umbrella business as being at the forefront of our industry, which eventually led us to a successful exit.”
- Peter Eastwood, Managing Director.
Why This Matters
The Grainfather shows how customer insight, bold positioning, and a clear go-to-market strategy can transform an established business. By spotting a global trend and translating it into a disruptive product and brand, Imake not only sold 25,000 units across 30+ countries, but also repositioned itself as an industry leader ready for acquisition.