When an athlete/personality enters their “prime” during their professional career, there is a limited window to build business extensions that will endure long after their career is over and leave a legacy.


Quick Case Study: PGA TOUR Player Graham DeLaet


Graham DeLaet


Graham DeLaet had a breakthrough year in 2013 that put him on the international stage of golf. This opened the window to build business extensions around his brand


SBX recommended DeLaet launch a craft beer company, that would act as a standalone brand/entity, while leveraging his star power to significantly expedite the growth of the company over the next 5 years.


Results to date include:

  • In just one year, Prairie Baard is currently in half of the Canadian market, with plans to expand nationally within the next 2-3 years.
  • Riding off year one’s success, SBX launched a pilot merchandise line in end of 2016/ spring 2017 around the brand. Based on the success,  an extended roll out is planned for 2018.
  • In addition to launching a pilot merchandise line, SBX expanded Prairie Baard to draft beer and kegs in 2017, increasing distribution channels to on-premise (restaurant, bars, etc) as well as in retailers
  • We are currently in conversations to become listed in the largest international purchaser of liquor in the world