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Entrepreneur In Descanso, In Santa Catarina, Turns Trip To Europe Into Inspiration To Create Big John Brewery And Invest In Artisanal Beer Production
The creation of artisanal beer Big John began after a trip to Europe that inspired entrepreneur Diovana Strieder Schacker. The business was inaugurated in 2017 in Descanso, in the Far West of Santa Catarina, after years of working in the healthcare sector.
The Dream Of Entrepreneurship In The Industry
The desire to create an industry arose during university for Diovana Strieder Schacker. Even with the interest, the idea took years to take concrete form while she built a career in other areas.
During her Business Administration course, she identified three possibilities for entrepreneurship: retail, services, or industry. At that moment, the industrial sector seemed more distant and required more preparation.
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Her experience in retail started early. Diovana helped at her mother’s store and participated in various tasks of the business, from cleaning and organizing the space to customer service and sales.
In the service sector, she also gained experience by assisting in the setup of a medical clinic managed by her husband, helping to establish the business in the regional market.
Despite these activities, the desire to produce something of her own never disappeared. She knew she wanted to create an industry, although she still hadn’t defined what product to manufacture.
Pharmacy And Business In Healthcare
Before investing in an industry, Diovana decided to invest in a more established business. She opened a pharmacy in a strategic location in the city.
The venture showed good results and opened opportunities to expand the business. Over time, the work expanded to the vaccine market.
This development occurred during a time when several vaccines were still unavailable through the public health system (SUS). The clinic began offering this service to the community.
For over a decade, the entrepreneur balanced the management of the pharmacy, the vaccination clinic, and her husband’s medical clinic.
Despite the intense work routine, the desire to invest in an industry remained present. The idea of producing something of her own continued as a personal goal.
Trip To Europe Changed The Course
The turning point occurred during a trip to Europe. The entrepreneur decided to explore Germany, the country of her ancestors.
During the trip, she encountered different styles and flavors of artisanal beer that she had never known before. The experience opened her eyes to a new universe.
She realized that the drink could be enjoyed differently, with aromas, flavors, and stories associated with each style.
Another aspect that piqued her interest was the presence of various local breweries in small European towns, each with its own identity.
From this interaction with the sector, the idea of turning her old industrial dream into a brewery emerged.
Education And Learning In The Brewing Sector
Even motivated, Diovana faced challenges. At the time, she was a mother of two small daughters and managed the family business.
These responsibilities made it difficult for her to study abroad to become a master brewer.
The opportunity arose in Santa Catarina with the establishment of the Superior School of Beer and Malt in Blumenau, regarded as the first specialized institution in beer in Latin America.
Diovana enrolled in a postgraduate program at the school and spent three years traveling regularly to attend classes and activities.
During this time, she deepened her knowledge of artisanal beer production, expanded her professional contacts, and participated in courses on setting up breweries.
These experiences helped build the necessary foundation to bring the project to life.
Big John Brewery Is Born
After drafting the business plan and selecting the land, the brewery began to be constructed. The location was chosen considering logistics and tourism.
The area is situated at a high point near the highway, with the potential to attract visitors interested in learning about production.
In 2017, after about 9 months of construction, Big John Brewery was inaugurated in Descanso.
At the opening, five styles of artisanal beer were available on tap. The event attracted thousands of curious people to explore the space.
According to the entrepreneur, the audience came to taste the drinks, listen to music, and get to know the brewery’s new structure.
Origin Of The Name And Creation Of The Character
The choice of the name also underwent a lengthy process. Initially, many people imagined that the brand would have German inspiration.
After learning about different brewing schools, Diovana decided that the brand should not be tied to just one specific tradition.
The brainstorming process gathered over 200 name suggestions until it reached the two finalists: Pato Preto and Big John.
The final choice was Big John, primarily for the opportunity to create a character that would represent the brand.
Thus, Mr. Big John was born, described as a brewer who traveled the world discovering different styles and cultures of artisanal beer.
Each beer created would be inspired by these experiences. According to the entrepreneur, the character chooses a different hat each morning to define the day’s inspiration.
The brand’s proposal is to value freedom, creativity, and shared moments around the table.
Challenge Of Showing The Value Of Artisanal Beer
For Diovana, artisanal beer is connected to moments of gathering and celebration among people.
She claims that the drink is part of gatherings where friends and families come together to share experiences.
According to the entrepreneur, the main challenge for the sector is still to show consumers the difference between artisanal beer and mass-produced products.
According to her, it is often necessary to better explain the value of the product so that consumers understand why it is worth choosing this type of drink.
With information from ND Mais.
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