Matt Jones, Founder & Creative Strategy Director, Four Pillars Gin presented 'The Four Pillars to Freeing Yourself from PR'.

2. “The perfect example
of modern gin”
Gin Foundry, UK
(2015)

3. “Four Pillars is arguably,
the most exciting and
dynamic gin brand
anywhere in the world.”
Gin Foundry, UK
(2019)

5. From start-up to #2 in five years
>100% YOY growth three years in a row
2017, 2018 ALIA Best On-Premise Spirit
(beating Aperol, Campari, Jameson, Tanqueray)
20+ markets worldwide
Strategic partnership with Lion Australia

6. Rocket Science
Strategy & Simplicity

7. Purpose
Craft
Experience
Community

8. 1_Our Purpose
We make gin.
Very delicious gin.

9. Botanicals Water
Stills Love

10. Celebrate
the CRAFT of
cocktails
Share
the CRAFT of
Mod Oz
Elevate
the CRAFT of
gin distilling
Support the community our CRAFT depends on

11. 2_Our Craft
We make gins.
Plural.

33. 3_Our Experiences
It’s all about
craft intimacy!

46. MYER MELBOURNE

47. #ThornburyPictureHouse
fourpillarsgin.com.au/summer
#DrinkBetterGin
Thornbury
Picture
House
Before
Sunrise
Hot in the City
Film + Gin Festival
Four
Pillars
Gin
Don’tdrinkmore,drinkbetter
Thursday
7 February
2019
#ThornburyPictureHouse
fourpillarsgin.com.au/summer
#DrinkBetterGin
Thornbury
Picture
House
Lost in
Translation
Hot in the City
Film + Gin Festival
Thursday
21 February
2019
Four
Pillars
Gin
Don’tdrinkmore,drinkbetter
#ThornburyPictureHouse
fourpillarsgin.com.au/summer
#DrinkBetterGin
Thornbury
Picture
House
City
of God
Hot in the City
Film + Gin Festival
Thursday
28 February
2019
Four
Pillars
Gin
Don’tdrinkmore,drinkbetter

50. 4_Our Community
So many stories
to share with you

56. ACG behind scenes family shots

62. ACG 2018 CONTENT

75. Purpose
Craft
Experience
Community

76. Four Pillars
of freeing yourself
from PR

77. Ten things I know
now, that I wish
I’d known then

78. NO.1_
BRAND PURPOSE IS KEY
BUT YOUR CUSTOMER
(PROBABLY) DOESN’T CARE

79. NO.2_
VALUE YOUR BRAND MORE
AND KNOW IT DOESN’T EXIST

80. NO.3_
HAVE A THEORY OF BRAND SUCCESS
AND TEST REALITY AGAINST LOGIC

81. NO.4_
FOCUS ON THE BRILLIANT
DELIVERY OF SMALL IDEAS
NOT THE BRILLIANT PITCHING
(& AVERAGE EXECUTION) OF BIG IDEAS

82. NO.5_
DON’T BE A ‘MARKETER’
CREATIVELY GROW BRAND OR SALES
(IDEALLY BOTH AT ONCE)

83. NO.6_
DON’T CHALLENGE THE BRIEF
WRITE THE BRIEF

84. NO.7_
VALUE EXPERIENCES MORE
AND FACILITATE SHARING OF THEM

85. NO.8_
TAKE BETTER PHOTOS
AND MORE OF THEM

86. NO.9_
VALUE QUALITY
OVER QUANTITY

87. NO.10_
FOCUS ON SWIMMING POOLS
NOT OCEANS (thanks Seth)