The Year of Magical Thinking

March 1, 2010 8:23 pm

TRANSITION We at FINNEGANS are in transition or I think more accurately in a state of exciting transformation. It feels to me that the stars have aligned and that our brand is exploding beyond where we ever thought possible. The most notable changes – our new packaging for FINNEGANS Irish Amber, new website and overall […]

TRANSITION

We at FINNEGANS are in transition or I think more accurately in a state of exciting transformation. It feels to me that the stars have aligned and that our brand is exploding beyond where we ever thought possible. The most notable changes – our new packaging for FINNEGANS Irish Amber, new website and overall new brand identity. With great thanks to our pro-bono partnership with Martin|Williams ad agency, we have a new look and feel to our brand that is truly aligned with who we are and where we are going. Our new packaging is rolling out in the MN Metro area in March and in Greater MN, WI and ND in April. I would love to hear your thoughts on our new packaging, website etc. – all feedback welcome!! Another notable change in our brand is that we are repositioning ourselves to be more than a beer company. I have always envisioned FINNEGANS to be a brand that would have several products and revenue generating streams supporting our non profit activities. I would look at the donation numbers from Paul Newman’s products “over $250 million donated to charities” and thought – We can do that!

It has taken me 10 years to get this brand rolling and now, based on the talent sitting around the FINNEGANS table, I believe we are well poised to hit our goal of rolling out a new ‘FINNEGANS product’ in 2011! In order to achieve our goal of donating millions of dollars to alleviate poverty, we need to move to this next chapter for FINNEGANS and focus on partnering with strong, community minded businesses and get more products out to the marketplace and to continue to grow our beer brand, FINNEGANS Irish Amber.

I typically name each new year, 2009 was ‘The Year of Abundance’ … I have named 2010 ‘The Year of Magical Thinking’. What this means to me is that here at FINNEGANS, we are going to think bigger and bolder than we have ever thought before. We are going to celebrate our 10 year anniversary by opening all the doors and windows and blowing the roof off with bold new ideas and possibilities for growing FINNEGANS and reaching our goal of millions in donations. I think we had our first big ‘2010 magical moment’ when CNN came into town last week to do a story on FINNEGANS … never thought I would see that day arrive. We will for sure be posting when our story will run on CNN so you can tune in!

My hope is that during this magical year we are successful at engaging more folks out there to join us on our journey. There is no better time to get on board…it is the St. Patrick’s Day season, our favorite and busiest time of the year. There are loads of ways to plug in and support our mission this St. Patrick’s Day season…explore our website and you will see.We are primarily a volunteer run organization – I am the only full time employee. This brand has grown and succeeded due to the commitment of many talented volunteers that have chosen to share their time and talents with us in order to make a difference in our local communities. We hope you’ll join us!!

Slainte and have a fabulous St. Patrick’s Day season!
-Jacquie

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