How OlutMylly is managing their growing brewery business – with some help from Hookle
In January 2018, Anne and Mikko Silmälä started to realize their dream. They rented a 100 sqm (about 1100 sqft) space from an industrial building in Forssa, Finland, and started building their brewery equipment with the help of local engineering expertise. By June 2018, they had the first batch of OlutMylly Forssa beer brewing. Starting with three 500-liter brewing tanks, the firm has seen rapid growth and is expected to produce 80,000 liters of beer in 2022.
The team has grown by two more important business partners but the couple is still doing operative business as a "two-person family firm", and the Silmäläs’s days are busy. Brewing, canning, bottling, hopping, measuring, cleaning, delivering the beer to the customers – everything is done as artisanal handicraft. The lobby of the brewery works as a brewery shop, and customers can also enjoy OlutMylly’s beers in their TapRoom or, weather permitting, on the summer terrace.
Entrepreneurs Mikko and Anne Silmälä
Starting with three 500-liter brewing tanks, the firm has seen rapid growth and is expected to produce 80,000 liters of beer in 2022.
The biggest challenge in the early parts was the investment needed, and the company started small as the Silmäläs both still had their other jobs. Now, with twelve brewing tanks, they have been able to focus on the brewery full time. “You need to be a mid-sized small brewery to pay a salary,” says Anne Silmälä. Still, the work is challenging – and the current situation has created even more challenges with securing the needed raw material and beer cans. However, with hard work the Silmäläs have managed to keep everything running.
Marketing happens on social media
Sales is a large part of the work of the busy brewery couple. Most of OlutMylly’s marketing happens on social media, and Hookle has been a great tool for that, says Anne Silmälä.
Most of OlutMylly’s marketing happens on social media, and Hookle has been a great tool for that, says Anne Silmälä.
OlutMylly is active on Instagram, Facebook, LinkedIn, and Twitter, and the Silmäläs try to find the time to post at least a few updates each week.
Instagram update of a product post
OlutMylly's Facebook event promotion
Reach audiences quickly and conveniently
For Anne, the best feature in Hookle is the time-saving ability to post to all channels at once and quickly and conveniently reach the different audiences. This is the reason why almost all their social media posting is done through Hookle, says Anne. Most of the time, the Silmäläs post in real time, although occasionally they make use of the quiet hours of the evening to schedule a post they know they want to send off the next day. “Use Hookle, and you’ll save valuable time and energy,” Anne advises her fellow entrepreneurs.
“Use Hookle, and you’ll save valuable time and energy,” Anne advises her fellow entrepreneurs.
If you are interested in great craft beer from Forssa, have a look at their website olutmylly.fi.
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