As reported by SmartCompany, our partnership with F1 driver Jack Doohan and the BWT Alpine Formula One Team is more than just fast-paced branding — it’s fuelling global growth. From Melbourne street circuits to UK store shelves, this collaboration is helping Beforeyouspeak shift gears into international expansion ⬇️
'When Brisbane-based Beforeyouspeak Coffee brought on Australian F1 driver Jack Doohan as a global brand ambassador, little did the business know it would soon pave the way for an official partnership with the BWT Alpine Formula One Team.
Speaking to SmartCompany, Beforeyouspeak co-founder Jaryd Terkelsen explains how the brand landed across Alpine’s paddock and how the partnership is helping fuel the business’ plans for expansion. When Brisbane-based Beforeyouspeak Coffee brought on Australian F1 driver Jack Doohan as a global brand ambassador, little did the business know it would soon pave the way for an official partnership with the BWT Alpine Formula One Team.
Speaking to SmartCompany, Beforeyouspeak co-founder Jaryd Terkelsen explains how the brand landed across Alpine’s paddock and how the partnership is helping fuel the business’ plans for expansion. Using F1 to create brand engagement
Beforeyouspeak has also been leveraging this partnership to build a deeper relationship with its customers using branded merchandise and community runs.
“We did a bunch of Jack Doohan t-shirts for this race [in Melbourne], and we sold them out almost in the first 24 hours down here in Melbourne.
“We’ve been able to do a couple of community runs as well for Jack to create engagement. So we’ve done two last year, and each had 150 plus people turning up,” Terkelsen reveals. These ‘Run with Jack’ community runs helped the brand engage with the community while giving F1 fans a chance to have face-to-face time with Doohan. Beforeyouspeak has also been utilising this collaboration with Doohan and the Alpine team to create a buzz in its online community. The brand’s current campaign featuring Jack Doohan and Alpine for the Australian Grand Prix racked up 2.5 million views on Instagram alone.
The brand has seen “great engagement” Terkelsen says, especially with posts featuring Doohan.
On the business side of things, the co-founder says the brand is “on track to see revenue growth of 80-100% this calendar year”.
For now, Beforeyouspeak will be jet-setting to join the Alpine team in Miami and then Silverstone, “which is kind of their home race, and then we’ll have Singapore and Abu Dhabi”. Beforeyouspeak Coffee’s plans for expansion
The partnership has also opened doors for the business to expand to new markets, especially the UK.
“So that’s somewhere we hadn’t really considered, but we’re going to be able to leverage our plans, home audience and connections in the UK,” he says.
“We’re also about exporting to both Saudi and the UAE markets and will have containers on the water this month. So given the Abu Dhabi Grand Prix is the last one of the season in December, we should have been in the market for about six months. So we’ll go over there do some brand activates and leverage Alpine and Jack in those markets.”
Back home Beforeyouspeak is also in conversations with major retailers including Woolworths and Ampol with its products like the new iced latte cans set to hit the shelves in May.
Apart from Doohan, Beforeyouspeak is looking forward to adding more sporting athletes to its roster of ambassadors with advanced conversations underway.
“Being an Australia-based company supporting an athlete is kind of at the forefront of our strategy… and creating those opportunities for innovation around it, for both fans and our community,” Terkelsen says.'
Source: Smart Company