We discuss how a last flight out of London at the start of the COVID lockdown kick-started the brand, the advantages of crowd-sourced product development, why embracing a COVID-enforced D2C strategy was so powerful, the process of moving from D2C only to a multi-channel player, using D2C data to inform your retail strategy, why not spending any money on acquisition until the eComm basics were in play was a smart move, why sticking to 0% alcohol, whilst difficult, has been a key ingredient for success and their five year mission to build the world's next great beer business.