Located in Southern Ontario on the northwestern shore of Lake Ontario, Toronto is the pulsating hub of cosmic pluralism. It is a truly multicultural city of North America that was established as York in 1793. Recently, the great city was in news for successfully organizing the PanAm games which went from July 10th to July 26, 2015. It was a massive international operation that included 400 events with a budget of $2.5 billion. Canada even came in second place to the United States in the medal count with a grand total of 217 medals.
The city has its coveted position in the world as a prominent center for media, digital genes, historical monuments, sun kissed lake and a tantalizing cuisine. Oh sorry! Let’s also not forget our passionate craft brewers who quench the pallets of millions of Canadians. But where do we stand when it comes to offering this greatly brewed passion to the world? Perhaps, none of our finest wine beverages, or spirits industry, have been much acknowledgement in the global market?
Toronto’s openness to change attracted a new breed of entrepreneurs from all walks of life to create new industries, from our oil sands and natural resources to the innovation in the brewing industry. There is a firm, however, that is in the process of filling the gap and is ready to brand Toronto into the global market. I got a chance to share a pint with Azim Capital`s colorful CEO, Mr. Jack Azimi and the president Mr. Mike Azimi. Their claim to fame is their business presence across diverse industry sectors. Be it construction, mining, media, trade, investment banking and many more, Azim Capital has a magnetic tendency to attract anything that can make a great business. For the record, Jack and Mike Azimi ran and operated a number of successful companies from construction to mining and investment banking. In fact, they are a successful power house dual in business. Not many have come from a war torn country, lived with the experience of seeing life defining moments, forced to leave ones homeland due to war to come to Canada and find success. They are proud Canadians and they are ready for their firm to go global!
Toronto Ale Brewing Co is a reinvention from the think tank of Azim Capital who are looking to cater to a global market and diverse audience with their proud, rich and diverse background to make history with ‘1793 KROY.’ 1793 Kroy is their first beer lager product to be launched soon. Everyone should expect to ask: What is 1793 Kroy? “1793 is a year Toronto was established as YORK,” answered one of the Brewster moguls, “Sir John Graves Simcoe’s bicameral Legislature founded York and was instrumental in introducing institutions such as courts of law, trial by jury, English common law, land ownership, and the abolition of slavery,” he added. “We are just branding the city of Toronto across the globe along with our beer. Sir John Graves Simcoe will be our mascot and our ingenious efforts of branding Toronto is a small tribute to this soil,” he further added.
I got a chance to have an overview of the design that will adorn their cans and beer bottle. “All the images and creative blend behind this sharp and edgy renders took lot of drawing room meetings,” Mike said. Jack and Mike are chief executives of this project and they are motivated to bring this endeavour to the next level. “We will not proceed to the next step in our designing until we are proud to share it with the whole world,” Jack added.
Moving back to 1793 KROY, how does one be productive and adapt to the fast, moving global economy? “How do we place our product in the hands of billions?” asked one of the brewing brothers. “How do we associate our product with class, stature, and with the quality of pristine, Canadian waters? When one thinks of Toronto, Montreal, Alberta, or even Vancouver, they should think of 1793 KROY.” People, however, often associate Canada with the cold weather. How many Hollywood films are made in Canada and yet we are more known for hockey, Blackberry, Peacekeepers, and Justine Bieber? “We want 1793 KROY to be the next product,” proclaimed Mike, taking a sip of beer. “When you think of Toronto, we want you to think 1793 KROY; we want 1793 KROY to be a proud brand ambassador of Canada.”
They will brew 1793 KROY in Canada and ship it around the world within the first decades, starting with a focus on Asian and African markets in the first phase. “We plan on being a socially responsible company,” spoke one of the brewing brothers, “Contribute positively to countries where we operate.” They plan on being a good corporate citizen, to empower the local talents, and be innovators in any industry that they decide to operate their businesses.
I was further surprised to hear that Azim Capital is not just planning to enter the beer business. For one thing, a great beer needs marketing push and this is a reason the company is in the process of opening one more organization under their umbrella. It’s a media company that will market their beer worldwide and creative marketing professionals, digital artist all over the globe will be part of this operation. “In fact we already started recruiting artists from India,” said Jack. Azim Capital believes in the globalisation of the market and the opportunity that the Internet provides to bring the world population to one platform. “But whatever we do, it will have a proud ‘made in Canada’ stamp,” Mike said proudly.
The brain trust at Azim Capital, who formulated the business strategy are aware of the immense competition within the brewery industry. But they have set their mind and heart to make themselves one of the best who can compete with the other major players in the industry. Jack Azimi, being CEO plans and guides their efforts to bring this awesome beer into the hands of their customers. Why do you think Coca Cola is Coca Cola? Why did Kodak die? Coca Cola always reinvents their brand. Blackberry is dead. Why? “Blackberry trades now at around 9-10 dollars from mid 200s in 2006 or so, and for me blackberry is a model of what not to do,” proclaimed the banker. “With Blackberry, the executives lost focus, while coke paid people to stay focused.” That’s what separates winners from the rest of the pack, or Apple from Kodak? It is the brand management. Kodak forgot what made them KODAK and Apple paid people to stay creative.
I am looking forward to see this great brand in the market and wish Azim capital and Toronto Ale Brewing Co the best of luck in their venture. Hopefully, I will get few more chances to have a pint and listen to more successful business stories from the Azimi brothers.
Paul Collins, author of Mack Dunstan’s Inferno / Mystery of Everyman’s Way
See his videos at https://www.youtube.com/user/pollywolly77