While the flatter structure means traditional promotional ladders aren’t always present, team members are encouraged to stretch their skills and explore multiple roles—true to the “many hats” culture that defines family-run businesses. INNOVATION WITH PURPOSE As the business matures, so too does its approach to innovation. In the early years, it was all about ideas, energy, and experimentation. Now, Moir explains,“it’s about stripping away the noise, focusing on what we’re really good at, and being smarter about where we invest.” This mindset is driving innovation not just in products but in business models. Most recently, Cassels announced a major distribution partnership with Zeffer, a New Zealand-based cider and RTD brand.The partnership will double Cassels’ logistics scale, creating cost efficiencies and allowing for a more robust, shared sales team. “It’s a win-win,” says Moir. “We now have a more compelling offering for retailers—beer, cider, RTDs— and we can accommodate the salesforce we need. It’s about scaling sustainably.” SUSTAINABILITY: DOING GOOD WHILE DOING WELL Sustainability is embedded into Cassels’ operations, not as an afterthought, but as a business imperative. And in many cases, the environmentally responsible decision has also been the profitable one. Recent initiatives include, a CO₂ bulk tank investment that has drastically reduced transportation emissions 109 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 08 CASSELS BREWING CO
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