"Looking to launch a brand new label from scratch in the high profile commodity beer industry? Don't intend to spend a cent on advertising, traditional marketing or even have a brewery? You must either be a sadist or a genius!

Liam Mulhall and his business partners founded Brewtopia, in 2002. He had no product, no distribution channels and minimal funding. How did he do it? He built the company up-side down. By assembling an initial database of 140 friends and associates online at www.blowfly.com.au, Brewtopia managed to create a demand for their product, Blowfly beer, well before it existed.