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Speaker 1: Nick Kaga, Welcome to the mentor mate.

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Speaker 2: Thanks Mark, it's great to be here. Are you up

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Speaker 2: from Melbourne though, Yeah, up from Melbourne, Talkie you sit

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Speaker 2: down on the.

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Speaker 1: Coast, Talkie O get beautiful down there.

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Speaker 2: It's a pretty good little spot hide away down there.

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Speaker 1: Yeah. You know you're the CEO and co founder of

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Speaker 1: of course Better Beer, which is on display for everybody.

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Speaker 1: Have a look there it is. I've done assure you

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Speaker 1: with your beer.

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Speaker 2: I did see that. We we use that in some

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Speaker 2: of our marketing collateral. We've got a complaint.

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Speaker 1: Come on the field.

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Speaker 2: We've got to complaint and had to take it down.

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Speaker 1: From the camp, from the advertising councils or.

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Speaker 2: The advertising camp. Really we had to take it down.

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Speaker 2: But we got it up there for a little bit.

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Speaker 1: And why do they what?

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Speaker 2: What for? What was wrong with that? It's just irresponsible

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Speaker 2: consumption of alcohol. So now yeah, well yeah, so irresponsible

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Speaker 2: for a couple of reasons, like we don't know what's

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Speaker 2: in the shoe when you're drinking out of it. But

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Speaker 2: at the end of the day, you can't scull a beer.

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Speaker 2: You can't trade armor beer. So all these you know,

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Speaker 2: sports stars that are doing after the events, we can't actually, yeah,

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Speaker 2: do it or promoted it as part of our part

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Speaker 2: of our brand.

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Speaker 1: You can't use it. But they can do it. They

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Speaker 1: can do it all their lives, and I can do it.

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Speaker 2: Put up on and I think Anthony Albanezi scull the

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Speaker 2: beer at then More Theater one night. So I think

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Speaker 2: everyone can do except for the beer company.

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Speaker 1: We might have to ralph this just to tell them.

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Speaker 2: I'm still a shoey virgin.

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Speaker 1: Are you serious?

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Speaker 2: Yeah, they just don't really entice me. I leave it

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Speaker 2: for the younger crew.

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Speaker 1: All but tired to of us Govin to do my

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Speaker 1: very first shoey and he famously is you know, shoey

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Speaker 1: two of us here. But I did one with with

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Speaker 1: him with his beer. Yeah, and of course I've done

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Speaker 1: one with the boys, your partners, and they'll be so okay,

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Speaker 1: let's talk about it, Nick, let's talk about it. So

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Speaker 1: you're pretty young bloke, and I know you guys are

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Speaker 1: killing it and Better Beer is killing it. Tell me

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Speaker 1: a little bit about how what was your first inkling

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Speaker 1: that a beer called better Beer could be something that

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Speaker 1: might kick off in Australia.

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Speaker 2: Yeah, it's really interesting. So my journey in beer and

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Speaker 2: alcohol and venues has been long, almost too long. I'm

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Speaker 2: forty hours so sort of being involved.

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Speaker 1: In it, you're a baby gone, I'm starting.

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Speaker 2: To feel So yeah, my journey, it's taken a while

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Speaker 2: to get to a point where we've had something at scale.

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Speaker 2: So I suppose back in the early days of when

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Speaker 2: I was sort of working out what sort of company

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Speaker 2: I would have sort of moving forward, it was in

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Speaker 2: that drink's innovation world. So I loved creating products, go

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Speaker 2: to market strategies, pitching the retailers and seeing if something sticks.

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Speaker 2: So the old sort of throw a few darts, sort

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Speaker 2: of darboard and see if something sticks and then put

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Speaker 2: all your effort behind it. So during that journey, I

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Speaker 2: sort of was watching Instagram one night and saw these

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Speaker 2: Alaricans dancing down the street in Kayama. So I thought, oh,

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Speaker 2: better reach out to these guys and maybe they can

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Speaker 2: promote my alcoholic cam butcher product Kibooch at the time,

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Speaker 2: So I reached out.

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Speaker 1: So you see, I had a kom Butcher prot had

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Speaker 1: an alcoholic yeah yeah, yeah, well most butcher has a

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Speaker 1: little bit about.

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Speaker 2: Yeah, it has a little bit. So they try and

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Speaker 2: ferment out the alcohol in the product and de al closet,

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Speaker 2: but I wanted to put the alcohol back into it.

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Speaker 1: I love the taste of ko Butcher.

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Speaker 2: Yeah, it's quite good. It's it's one of those products

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Speaker 2: I probably you know, the old I went all in

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Speaker 2: on the alcoholic kob Butcher category. I got national ranging

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Speaker 2: through Life Savings and more into it, and everything was

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Speaker 2: work great, like it was a great tasting liquid. The branding,

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Speaker 2: the marketing, it all.

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Speaker 1: Was called k Booch k Butcher And how how long

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Speaker 1: ago were talking about now?

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Speaker 2: I think twenty sixteen, twenty seventeen, right, so yeah, yeah,

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Speaker 2: so around that sort of. I had it for a

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Speaker 2: couple of years and then yeah, I saw these guys

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Speaker 2: dancing on Instagram and all they sort of surfy looking,

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Speaker 2: kind of funny. Maybe I'll reach out to them. I

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Speaker 2: think they had seventeen thousand followers at the time. Reached

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Speaker 2: out to the mass if they promote the product at

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Speaker 2: a music festival, offered them I think five hundred dollars

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Speaker 2: to drive themselves to Canberra and promote thekom Butcher product.

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Speaker 1: And they were the old influencer deal, the old.

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Speaker 2: Influencer deal, and that was with the inspired unemployed, and

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Speaker 2: I think it was their first influencer deal that they got.

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Speaker 1: That's ford AND's deal.

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Speaker 2: That's Forden's deal. Yes.

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Speaker 1: Yeah, so as in the Uninspired Boys, yeah, the inspired

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Speaker 1: now the uninspired Boys.

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Speaker 2: Sometimes they're un inspired uninspiring. So yeah, So I knew

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Speaker 2: that there was something in with those guys like Jack

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Speaker 2: and Matt. You've met them before, like they are like

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Speaker 2: determined to make a success of whatever that they do, But.

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Speaker 1: You didn't know that when you're just watching them on

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Speaker 1: on socials.

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Speaker 2: Yeah, I didn't know that that they had that. But

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Speaker 2: the first meeting we had, we had like deep business conversations,

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Speaker 2: like they were chewing my year off about business, especially Jack.

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Speaker 2: And then subsequently we met a couple of times over

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Speaker 2: the next year or two, and I was like, Oh,

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Speaker 2: these guys are onto something here, and they knew it

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Speaker 2: as well. Like they went from seventeen thousand followers when

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Speaker 2: I first met them to one hundred thousand before that

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Speaker 2: Christmas to two point something million today, So they knew

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Speaker 2: and I sort of had a feeling that they were

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Speaker 2: going to be big stars.

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Speaker 1: Were just can I just stop there, because this is

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Speaker 1: really important, Nick, because a lot of people listening to

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Speaker 1: this sort of stuff and they're thinking about, Oh, I've

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Speaker 1: got this idea, I've got a retail priority, and I

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Speaker 1: only get an influencer to sort of talk about it,

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Speaker 1: or a micro influencer to talk about it. And that

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Speaker 1: sounds good, like, let's like marketing one o one these

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Speaker 1: days digital marketing one on one. But there's something more

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Speaker 1: to it, much more to it. And perhaps you discovered

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Speaker 1: it when you sat down with the very first time

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Speaker 1: with the two boys, when they had seventy thousand followers,

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Speaker 1: for example, and they grew to do something to be

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Speaker 1: different fire and Bucks.

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Speaker 2: What was it?

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Speaker 1: Well, one, what was it that you did that you think, Wow,

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Speaker 1: I'm glad I did that, And what was it that

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Speaker 1: you discovered when you did that? And I mean, how

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Speaker 1: could you tell that they were they were a goer?

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Speaker 2: Yeah, so I suppose like I got up there to

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Speaker 2: this music festival in Camera. It was called Spilt Milk

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Speaker 2: and you went there. Yeah, I went to it. I

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Speaker 2: met them there and then I just let them do

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Speaker 2: their own thing. But by the end of the day

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Speaker 2: they were sort of bored of doing whatever they were doing.

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Speaker 2: They came back and had a chat and yeah, Jack

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Speaker 2: was just talking about business and opportunities and what he's

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Speaker 2: going to do with the Inspired Unemployed and how big

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Speaker 2: it's going to get and everything that they've got planned

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Speaker 2: for the next two years, and I think like that

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Speaker 2: for me, I was like came home thinking, oh, they've

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Speaker 2: got something here. Maybe I can do something with them

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Speaker 2: in the future in the beverage space. So we thought

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Speaker 2: about doing a Celtza together. We thought about doing different things,

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Speaker 2: but yeah, just some of those key moments, like I suppose,

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Speaker 2: I then went and met up with them a couple

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Speaker 2: other times and just built that relationship and that rapport

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Speaker 2: with them, so you know, when it got to the

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Speaker 2: point where they were like, hang on a second, we

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Speaker 2: know that we can create a product here as Inspired

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Speaker 2: Unemployed and promote it and market it really well. When

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Speaker 2: it got to that point, they reached out to me.

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Speaker 1: Yeah, they reached back to you sort of thing.

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Speaker 2: Yeah, so they reversed pitched me. So I had a

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Speaker 2: drinks in innovation incubator and they came back and pitched

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Speaker 2: me to do a craft beer brand, so sort of

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Speaker 2: similar to a bolterer or stone and wood sort of product,

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Speaker 2: you know, build a brewery and build out sort of

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Speaker 2: that type of liquid, which for me like being involved

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Speaker 2: in the industry so long, and seeing that there's eight

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Speaker 2: hundred nine hundred craft brewers out there, all doing the

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Speaker 2: same thing or with a bearded brewer, all creating amazing beers,

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Speaker 2: but all playing in the small market. So that they

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Speaker 2: were playing in I think craft beer maybe eight to

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Speaker 2: ten percent of all beer sold. It's not for everyone.

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Speaker 2: So when they reverse pitched me to do sort of

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Speaker 2: that craft beer, that origin story of having a brewer

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Speaker 2: and the hops in the east and really talking about

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Speaker 2: the product, I went back to them and said, hey,

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Speaker 2: I think we might have a better opportunity here and

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Speaker 2: make something that pretty much everyone in Australia can drink.

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Speaker 2: And that's sort of how we sort of formed what

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Speaker 2: would become better beer.

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Speaker 1: So yeah, because a lot of as you say that

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Speaker 1: after the Bolt success and during the build up to success,

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Speaker 1: a lot of people sort of said, let's write on

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Speaker 1: the coattails of balder b time and probably that by

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Speaker 1: the way, there were a few craft beers around, it

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Speaker 1: wasn't they. I mean, and I owned a couple and

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Speaker 1: they didn't do very well. In fact, kraft bees weren't

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Speaker 1: all that acceptable. They're just people didn't give a shit

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Speaker 1: about them, and the bolder sort of changed the whole

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Speaker 1: vibe around and everyone thought, well, hang on, this possible,

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Speaker 1: especially when they sold out. Like everyone, I wouldn't mind

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Speaker 1: repeating that sort of act and a transaction. You the

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Speaker 1: boys came to you and they reversed picture in this stage,

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Speaker 1: you've got your your k butcher Butcher Seltzer, and what

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Speaker 1: did you do with them?

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Speaker 2: With them? So I suppose it probably you know, a

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Speaker 2: couple of steps down the road. But you know, being

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Speaker 2: an entrepreneur, my whole life, it's always about like the

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Speaker 2: next thing, the next thing, the next thing, And that

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Speaker 2: really just comes from you know, two things, fear of

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Speaker 2: failing at that current thing and probably a guy whose

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Speaker 2: book I picked up when I was sixteen. It wasn't

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Speaker 2: yours because I would have been too young, but it

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Speaker 2: was Richard Brandson's where he you know, he had so

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Speaker 2: many entrepreneurial endeavors and like he was like the idol

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Speaker 2: for my age group growing up. So I was always

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Speaker 2: the same. I always had a restaurant and like a venue,

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Speaker 2: and that'd be thinking of the next thing or an

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Speaker 2: app or something else I could do. So when it

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Speaker 2: got to the stage where better beer was in market

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Speaker 2: and actually hammering. We just made a conscious decision to

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Speaker 2: close down the other product.

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Speaker 1: Were they involved in other products? So you just said

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Speaker 1: this and I'm going to leave that because it's going

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Speaker 1: too good. Yeah, but you did run them in parallel.

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Speaker 2: Yeah, so we ran him in parallel. So at one

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Speaker 2: point I probably had four different brands in the market,

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Speaker 2: so ranged in Lickland, so Dan Murphy's independent bottle shops

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Speaker 2: around Australia. But yeah, they've got to a point where

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Speaker 2: it's like, hey, we've got to go all in on

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Speaker 2: this thing because it is potentially the next big beer

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Speaker 2: brand in Australia. And when I say next big beer brand,

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Speaker 2: like the craft guys are really good, but they're kind

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Speaker 2: of like playing in a niche category that's not for everyone.

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Speaker 2: Whereas we think we can sort of take it up

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Speaker 2: to the big brewers with this product. You know, we

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Speaker 2: had a choice. We could go into a craft beer

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Speaker 2: compete against eight hundred different craft breweries putting out a

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Speaker 2: similar thing, or we can compete against two big global brewers,

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Speaker 2: which sounds daunting, but sometimes that's where the opportunity is.

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Speaker 2: They they're like big corporate behemoths and they're hard to

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Speaker 2: cut through. With any new products, So we thought we'd

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Speaker 2: just compete directly with you know, the Hans and the

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Speaker 2: pure Blondes and the Carton Drys of the world.

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Speaker 1: That's an interesting strategy. So you might explain the difference

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Speaker 1: between fitting into the craft brewing category and what type

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Speaker 1: of beer you need to produce or is it more

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Speaker 1: about the narrative compared to competing with big brands like

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Speaker 1: Toois or whatever. Is that a do you have to

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Speaker 1: produce a similar type of beer into the taste or

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Speaker 1: is it is it just more about the narrative, like

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Speaker 1: where are they are competing with the big guys and

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Speaker 1: we're not competing with the small guys. We don't understand that.

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Speaker 1: How does it work?

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Speaker 2: So traditionally a craft beer, it's a crafted product, so

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Speaker 2: it's you know, it's a slow process, more water hops,

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Speaker 2: ye East, it's really like small and localized. It's hard

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Speaker 2: to get national distribution, national scale, but it has essentially

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Speaker 2: a lot more flavor. Like you've probably drank and own

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Speaker 2: craft breweries Breweris before or bootep breweries back in when

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Speaker 2: you were doing it. There's a lot more flavor pro beer.

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Speaker 1: As one of moment Byron Baby, Yeah, the one from Borron. Yeah,

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Speaker 1: we end up selling everything, but because we could make any.

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Speaker 2: Money, yeah yeah, yeah, it can be tough because.

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Speaker 1: You know, of course we couldn't get into the liquor stores.

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Speaker 1: We could, but they had us at the back, and

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Speaker 1: people don't buy at the back, and to get at

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Speaker 1: the front, you had to drop your price exactly.

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Speaker 2: It was pro sensitive and it's so hard, and I

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Speaker 2: think you know that nearly goes to where the success

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Speaker 2: of Better Beer came from. We didn't just launch a

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Speaker 2: product and put it on the back shelf and hands selling.

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Speaker 2: We went and partnered with Dance and BWS and did

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Speaker 2: an exclusive deal with them for three years. We would

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Speaker 2: be up the front of the sawce. So we did

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Speaker 2: a proper product launch into the market like one of

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Speaker 2: the major brewers would do, and that meant that everyone

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Speaker 2: could find it straight away. So as soon as you

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Speaker 2: saw the marketing or heard about Better Beer, you'd walk

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Speaker 2: in a bottle shop with Dan's BWS, you'd see it

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Speaker 2: and you'd buy it. You wouldn't have to go hunting

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Speaker 2: and asking the store manager and he'd have it out

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Speaker 2: the back.

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Speaker 1: How does that happen? Explain that to me? So I'm

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Speaker 1: I'm obviously your that's your experience from having done this

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Speaker 1: stuff before. But you you're launching a bit better a

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Speaker 1: beer better be but you're launching your beer with dem

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Speaker 1: of his and what did you talk to.

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Speaker 2: The not quite the CEO. But we have had some

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Speaker 2: interactions with Steve over the years. Yeah, So when we're

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Speaker 2: coming up with the business plan how to take it

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Speaker 2: to the market, we knew that we had a liquid

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Speaker 2: and we can go back to the difference between crafty

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Speaker 2: and macro.

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Speaker 1: That's just that first, and then and then cut into it,

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Speaker 1: how do you then do launcher marketing plan?

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Speaker 2: So, and the difference between like ourb is there macro lagers.

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Speaker 2: So you know, you go anywhere in the world and

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Speaker 2: the number one beer is always a macro lager. So

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Speaker 2: it's a high gravity brewed beer. So you brew it

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Speaker 2: high gravity.

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Speaker 1: What's that mean?

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Speaker 2: It means you brew it to like six percent and

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Speaker 2: then you filter it down alcohol alcohol, and then you

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Speaker 2: filter it down with reverse osmosis water and you just

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Speaker 2: get those synergies, which is what macro beer is.

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Speaker 1: Let's just I've never heard of that, so I should

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Speaker 1: have been. I didn't get involved in my beer business,

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Speaker 1: but macro tell me about it.

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Speaker 2: So it's all about like economies of scale, like anything.

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Speaker 2: So a craft beer will be brewed to its ABV

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Speaker 2: what's that mean, alcoholic strength, So it'll be brewed to say,

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Speaker 2: in the bolt to case five percent. We packaged off

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Speaker 2: and sent to the customer unfiltered, almost raw like raw milk, unpasteurized,

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Speaker 2: has a hard shelf life and it's sort of deteriorates

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Speaker 2: pretty quick, those type of beers. But in the macro

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Speaker 2: beer world, the Great Northerns and the Carton drafts and

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Speaker 2: the Tuoi's and the four X is, what we do

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Speaker 2: is we brew it at a higher ABV so we

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Speaker 2: get more bang for our buck. When we're brewing the beer,

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Speaker 2: we pasteurize our product so it stay shelf table.

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Speaker 1: That basically means you're head up a bit. Yeah, we

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Speaker 1: heat it up a bit, just kill off the bacterias.

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Speaker 2: Kill off any chance of any bacteria, so you don't

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Speaker 2: have product recalls the like. But what we do with

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Speaker 2: better beer is we use products like enzymes in there

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Speaker 2: to break down more of the carbohydrates and our competitive

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Speaker 2: set and that gives us our zero carb claim.

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Speaker 1: And so how did you learn all this stuff like.

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Speaker 2: How did I learn this stuff? I mean, here's the.

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Speaker 1: Four three of you sitting down and you know, you're

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Speaker 1: you know, they've they've got great platforms, the two boys,

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Speaker 1: Matt Jack, great platforms. You know, probably really interested in this.

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Speaker 1: You know, the curious guys there into business and they

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Speaker 1: want to how it all works. But then they never

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Speaker 1: brewed a beer. Okay, So you've got to find yourself.

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Speaker 1: And you're decided you're going to go on the macro

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Speaker 1: side of things. So that's your call, because this is

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Speaker 1: your market strategy. We're going to take on the big guys.

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Speaker 1: Let's put the name aside for a minute, and what

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Speaker 1: have you got to find yourself? You've got to find

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Speaker 1: yourself brower Yep, some dude who can make it to

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Speaker 1: it make beer?

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Speaker 2: Is that right? Yep? At scale? So I think that's

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Speaker 2: kind of an interesting story in itself. So you know,

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Speaker 2: the origins of like craft beer, I guess, And I

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Speaker 2: don't want to be doing this craft beer versus macrober

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Speaker 2: conversation too much because all annoy some people. But the

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Speaker 2: origins of craft year as you go out and you

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Speaker 2: buy a bunch of stainless steel, a canning line, a

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Speaker 2: bottling line, a keging line, build out your sales team

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Speaker 2: and go to market that way. As you probably found

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Speaker 2: out in your journey, it's labor intensive, it's capital intensive,

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Speaker 2: and it's hard to make any money out of it.

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Speaker 2: So what we thought was we knew the beer would

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Speaker 2: be relatively big, so we went out and had to

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Speaker 2: find sort of a brewer that could handle the volume.

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Speaker 2: So we went out to the Cassella family. So John

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Speaker 2: Cassella of Yellow Tale Wines, he's got one of the

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Speaker 2: bigger breweries in Australia out on his property out at Griffith.

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Speaker 2: So we went and partnered with them and developed the

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Speaker 2: product with them.

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Speaker 1: So because I remember now some of our stuff we

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Speaker 1: used to get roude and bottled in China.

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Speaker 2: Yeah, yeah, yeah, that was big back in those early

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Speaker 2: two seons.

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Speaker 1: Yeah, it was in the early two thousand periods. Yeah.

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Speaker 2: Yeah, I think there's a few beers that still do that,

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Speaker 2: but we yeah, we just we haven't even looked at

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Speaker 2: doing that. But yeah, it'd be challenging dealing with the Chinese.

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Speaker 2: At the moment, I would imagine we won't called Buddha beer, yeah, yeah,

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Speaker 2: that was yours. Yeah, remember that who was the celebrity designer.

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Speaker 1: Yeah, I can't remember so far back, but I remember

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Speaker 1: it was.

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Speaker 2: A little bit remember Baron's memory, Yeah.

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Speaker 1: Baron's Yeah, it was a little green.

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Speaker 2: Butder still around, is it? Yeah, I'm sure it's still around.

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Speaker 2: I'm sure. Yeah.

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Speaker 1: We designed we said a lot into the US. Actually

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Speaker 1: it was Chinese restaurants like to because it was when

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Speaker 1: good good went well with the Chinese food. But like,

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Speaker 1: so you so you go find yourself a brewer, and

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Speaker 1: you found this family and Cassele is it.

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Speaker 2: Yeah, John Cassella from Yellow Tower.

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Speaker 1: So and and what do you tell them? You told

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Speaker 1: them this is my secret.

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Speaker 2: Yeah. Now, we developed it ourselves. So I started in

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Speaker 2: year when I was sixteen. Dad had a micro brewery

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Speaker 2: down in Geelong. So I went in there and learned

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Speaker 2: a little bit of the ropes. But I'm not a

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Speaker 2: brewer by any sense, but I've got, like, you know,

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Speaker 2: a bit of an idea how to do things. So

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Speaker 2: I've been involved in that beer space for a long

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Speaker 2: time now. So when we went out there, we briefed

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Speaker 2: them in and say, hey, we want to make a

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Speaker 2: beer like this. We want it to have these attributes,

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Speaker 2: which would be you know, zero sugar and zero carbohydrates.

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Speaker 2: You guys, can you develop it for us?

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Speaker 1: See you going into a food scientist.

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Speaker 2: Or a brewer, a brewer and then you go to

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Speaker 2: the food scientist to work out, you know, the nutritional

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Speaker 2: claims and how to actually get down to zero.

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Speaker 1: Right, the zero bit in your relationship to your beer anyway,

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Speaker 1: the zero bit's pretty important because it sits with the brand. Yeah.

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Speaker 1: So yeah, did the three of you sit down and say,

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Speaker 1: how did you work out which market to attack relative

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Speaker 1: to the beer attributes that you had to develop?

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Speaker 2: Yeah, so we knew that the whole better for you

396
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Speaker 2: world was just about to swarm Australia post COVID. Like

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Speaker 2: in the USA, there was a product called Mick Calibultra

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Speaker 2: and it went from maybe outside the top ten beer

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Speaker 2: brands in the world up to number one. Well and

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Speaker 2: it's currently number one in the USA. Still we saw

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Speaker 2: the White Claw creze. So everyone wanting you know, zero sugar,

402
00:18:14,920 --> 00:18:19,359
Speaker 2: zero carbohydrates in when they get their alcohol delivery from.

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Speaker 2: So we were like, not everyone wants to just finish

404
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Speaker 2: work on a Friday night and smash a pineapple seltzer

405
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Speaker 2: or a mango something. Some people just want to beer.

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Speaker 2: So if we can make a beer that similar to that,

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Speaker 2: we think we can probably get the jump on maybe

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Speaker 2: the industry storewarts that were probably asleep at the wheel

409
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Speaker 2: with some of their products. So we had a fi

410
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Speaker 2: at a thesis that maybe pure Blonde would resurge back

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Speaker 2: in Australia.

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Speaker 1: It had a huge you know, sure did.

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Speaker 2: Yeah, it was huge.

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Speaker 1: That's all I drank at one stage.

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Speaker 2: It was a great product. We thought it might I

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Speaker 2: thought it might have had a big chance of going back,

417
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Speaker 2: kind of like Micallibultra And just with the timing with us,

418
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Speaker 2: we sort of just slipped in before I guess anyone

419
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Speaker 2: sort of started looking for better for you be is in.

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Speaker 1: Mass timing is always like that's a godsend if you

421
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Speaker 1: can get it. So then what comes from that is

422
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Speaker 1: how you get good timing is you've got to be

423
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Speaker 1: sniffing around all time. So you're obviously a person interested

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Speaker 1: in You're following the world, yeah, on everything.

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Speaker 2: When it comes to bit relentless and tiring, Yeah.

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Speaker 1: Yeah, you're. But you're reading all the magazines. You're reading

427
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Speaker 1: what was being what's newest, latest, what's greatest, what's trending?

428
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Speaker 2: Traveling, drinking, taking photos, reading everything, trying to find something

429
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Speaker 2: that is innovative that you can take to market and

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Speaker 2: get to scale.

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Speaker 1: So in other words, you're looking for what I call

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Speaker 1: the rising tide. Where's the trend coming from? And so

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Speaker 1: the trend that you guys landed on. Did you find

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Speaker 1: the trend and you put it to the boys or

435
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Speaker 1: did the boys sort of was it a.

436
00:19:47,560 --> 00:19:49,520
Speaker 2: So I put the Better for You beer to the

437
00:19:49,520 --> 00:19:51,639
Speaker 2: boys and as soon as I heard that, they were

438
00:19:51,680 --> 00:19:53,119
Speaker 2: all over it. They were just like that, this is

439
00:19:53,160 --> 00:19:56,600
Speaker 2: exactly what we should be doing. But I had as

440
00:19:56,680 --> 00:19:58,560
Speaker 2: part of I had an a sexist company that was

441
00:19:58,600 --> 00:20:02,240
Speaker 2: invested in my innovation business, and as part of that,

442
00:20:02,359 --> 00:20:05,240
Speaker 2: I have this innovation deck that I presented and yeah,

443
00:20:05,240 --> 00:20:07,119
Speaker 2: it's a pretty good deck. Like I didn't launch a

444
00:20:07,160 --> 00:20:08,720
Speaker 2: lot of the products, but a lot of products that

445
00:20:08,720 --> 00:20:10,840
Speaker 2: are succeeding the market in Australia at the moment we're

446
00:20:10,920 --> 00:20:13,800
Speaker 2: in this deck. And one of them in there was, yeah,

447
00:20:13,960 --> 00:20:16,240
Speaker 2: let's create the next Better for You beer in Australia.

448
00:20:16,320 --> 00:20:20,639
Speaker 1: So okay, so we should talk about the brand, the

449
00:20:20,720 --> 00:20:23,840
Speaker 1: name better Be, and maybe just a little bit about

450
00:20:23,840 --> 00:20:27,439
Speaker 1: the branding, the way you image the branding before we

451
00:20:27,480 --> 00:20:29,080
Speaker 1: get onto it. He went, did they do with some

452
00:20:29,119 --> 00:20:30,960
Speaker 1: of my damn movies in terms of going to market?

453
00:20:31,400 --> 00:20:35,560
Speaker 1: So let's talk about the name better for you? But

454
00:20:36,359 --> 00:20:37,560
Speaker 1: who came up with the name better beer?

455
00:20:37,640 --> 00:20:39,960
Speaker 2: Yeah, definitely not me. So I came up with bests,

456
00:20:40,200 --> 00:20:41,960
Speaker 2: so I wanted to do bests, and then Matt and

457
00:20:42,000 --> 00:20:45,400
Speaker 2: Jack randomly had the word better beer. So yeah, they

458
00:20:45,440 --> 00:20:48,600
Speaker 2: won that easily. It was a much better name. There

459
00:20:48,640 --> 00:20:52,320
Speaker 2: was a few risks around it. It just calls it out.

460
00:20:52,359 --> 00:20:54,439
Speaker 2: So you just want that, like you want someone to

461
00:20:54,440 --> 00:20:56,439
Speaker 2: know what your product is within one or two seconds.

462
00:20:56,480 --> 00:20:57,840
Speaker 2: Like you don't want people to have to go to

463
00:20:57,840 --> 00:20:59,600
Speaker 2: the back and figure things out. You just need them

464
00:20:59,640 --> 00:21:01,199
Speaker 2: to look at it and go makes sense. I know

465
00:21:01,240 --> 00:21:04,000
Speaker 2: what I'm about to drink, So better beer just says

466
00:21:04,160 --> 00:21:06,800
Speaker 2: it must be better for you. So yeah, it was

467
00:21:06,840 --> 00:21:09,840
Speaker 2: a challenging word. So I think at the start we went, okay,

468
00:21:09,920 --> 00:21:12,680
Speaker 2: let's go and trademark this, and our trademark lawyers said,

469
00:21:13,200 --> 00:21:16,080
Speaker 2: no chance you'll ever get that word trademarked. It took

470
00:21:16,200 --> 00:21:17,640
Speaker 2: a couple of year where we ended up getting better

471
00:21:17,640 --> 00:21:20,760
Speaker 2: Beer trademarked in twenty twenty four.

472
00:21:21,119 --> 00:21:25,400
Speaker 1: Wow, and it's funny. I'm just looking at these cans here,

473
00:21:25,520 --> 00:21:27,040
Speaker 1: you decide to go cans on bottles like.

474
00:21:27,359 --> 00:21:29,800
Speaker 2: We do bottles as well. We did bottles out of necessity,

475
00:21:30,400 --> 00:21:32,919
Speaker 2: first off? Would you do so? When we launched, we

476
00:21:32,960 --> 00:21:36,399
Speaker 2: did cans because that's where we thought the market was going.

477
00:21:36,880 --> 00:21:39,040
Speaker 2: Because we sold out so quickly in that first sort

478
00:21:39,040 --> 00:21:41,879
Speaker 2: of two or three months. Standing up can supply chain

479
00:21:42,520 --> 00:21:44,720
Speaker 2: takes a lot more time. So what we did was

480
00:21:44,760 --> 00:21:47,000
Speaker 2: we went and put the product in bottles because there

481
00:21:47,000 --> 00:21:49,680
Speaker 2: was so much demand for it across Australia. So we

482
00:21:49,760 --> 00:21:52,960
Speaker 2: launched the bottles within three months of launching, essentially out

483
00:21:52,960 --> 00:21:54,800
Speaker 2: of necessity just to keep the stock on the floor.

484
00:21:55,920 --> 00:21:59,639
Speaker 1: Were you constrained by any analysis in terms of just

485
00:21:59,680 --> 00:22:02,280
Speaker 1: going back to the type of bee you've got a

486
00:22:02,320 --> 00:22:06,000
Speaker 1: brew and maybe the branding and the story, the messaging,

487
00:22:06,400 --> 00:22:10,080
Speaker 1: where you're constraining any in any respect in relation to

488
00:22:10,200 --> 00:22:13,399
Speaker 1: the audience of the two boys? So like what I

489
00:22:13,440 --> 00:22:16,200
Speaker 1: mean by that, Nigga, Like, did you sort of say, well,

490
00:22:16,400 --> 00:22:20,560
Speaker 1: that's our big opportunity obviously, and they've got heaps of followers,

491
00:22:21,359 --> 00:22:24,399
Speaker 1: but they're all thirty five to twenty ers. I like,

492
00:22:25,119 --> 00:22:27,280
Speaker 1: that's what they're interested and they're interested in stuff that's

493
00:22:27,320 --> 00:22:30,240
Speaker 1: better for you, or you're just thinking broadly.

494
00:22:30,359 --> 00:22:33,399
Speaker 2: More broadly, Yeah, we thought this beer had broad mass appeal.

495
00:22:34,160 --> 00:22:35,840
Speaker 2: You know, when we first started, it was Matt and

496
00:22:35,920 --> 00:22:38,840
Speaker 2: Jack's audience every day of the week. But since then

497
00:22:38,920 --> 00:22:41,639
Speaker 2: we've just we've built out a distribution to call it

498
00:22:41,640 --> 00:22:44,480
Speaker 2: one hundred percent of all independent Cole's and Dan's and

499
00:22:44,520 --> 00:22:47,719
Speaker 2: BWS bottle shops, so it's now available everywhere, and the

500
00:22:47,760 --> 00:22:51,080
Speaker 2: mix of customer is growing every day. There are former

501
00:22:51,280 --> 00:22:54,160
Speaker 2: hard drinkers, former four x drinkers coming across to Better

502
00:22:54,200 --> 00:22:58,080
Speaker 2: Beer because they believe in the product Australian owned, Australia made,

503
00:22:59,000 --> 00:23:01,639
Speaker 2: and it's a zero carbohydrate products. So we are getting

504
00:23:01,640 --> 00:23:05,000
Speaker 2: a lot of people from different demographics now and that's

505
00:23:05,000 --> 00:23:07,199
Speaker 2: probably something over the next two years, we're going to

506
00:23:07,280 --> 00:23:10,560
Speaker 2: really start dialing up what we do. So we've got

507
00:23:10,600 --> 00:23:12,640
Speaker 2: to where we are today built off the back of

508
00:23:12,720 --> 00:23:17,480
Speaker 2: some great social media campaigns and retailer mechanics, but now

509
00:23:17,480 --> 00:23:19,919
Speaker 2: we're sort of about to enter the world of you know,

510
00:23:20,000 --> 00:23:24,719
Speaker 2: above the line marketing, TV, radio billboards and actually spends stuff.

511
00:23:24,920 --> 00:23:26,879
Speaker 2: It's expensive, but that's the way we get to the

512
00:23:26,880 --> 00:23:29,840
Speaker 2: next stage growth. We're you know, fourteen fifteen million leaders

513
00:23:29,840 --> 00:23:32,200
Speaker 2: this year, which is unheard of as an independent brand

514
00:23:32,240 --> 00:23:35,679
Speaker 2: in Australia. And for us to get any bigger to

515
00:23:35,760 --> 00:23:39,200
Speaker 2: twenty thirty million leaders, it takes time and it takes

516
00:23:39,320 --> 00:23:41,680
Speaker 2: more money. And we're lucky we've got like a core

517
00:23:41,760 --> 00:23:44,439
Speaker 2: business sitting there that's making us a couple of dollars.

518
00:23:45,440 --> 00:23:47,359
Speaker 2: But yeah, it's time for us to sort of, you know,

519
00:23:47,560 --> 00:23:50,359
Speaker 2: take our household awareness from about thirty percent up around

520
00:23:50,400 --> 00:23:54,280
Speaker 2: sixty seventy percent the next two years through different mechanics.

521
00:23:54,320 --> 00:23:56,600
Speaker 2: We've just I'm not sure when this is going live,

522
00:23:56,680 --> 00:23:58,760
Speaker 2: but we've just signed Travis Head's a better be a

523
00:23:58,840 --> 00:24:03,400
Speaker 2: brand ambassador. Good timing, great timing. We've just got him.

524
00:24:03,400 --> 00:24:05,600
Speaker 2: We've got a few v supercar drivers and we're going

525
00:24:05,680 --> 00:24:09,080
Speaker 2: to build out a bit of an ambassador program. So yeah,

526
00:24:09,119 --> 00:24:11,639
Speaker 2: hopefully we'll see more households in the coming years.

527
00:24:11,720 --> 00:24:13,919
Speaker 1: So when you decided in terms of the branding, I

528
00:24:13,960 --> 00:24:16,399
Speaker 1: mean don't mean influence, but in terms of what the

529
00:24:16,400 --> 00:24:18,160
Speaker 1: beer looks like in the colors and all sort of stuff.

530
00:24:18,160 --> 00:24:20,960
Speaker 1: It's interesting I was talking and if you meet Fanning recently,

531
00:24:20,960 --> 00:24:22,320
Speaker 1: and he was telling me when they're doing the ball

532
00:24:22,320 --> 00:24:23,520
Speaker 1: to be the first thing they want to do as

533
00:24:23,520 --> 00:24:26,480
Speaker 1: a white can, and your can is not quite white

534
00:24:26,480 --> 00:24:29,160
Speaker 1: but as closing off to white. And then you've got

535
00:24:29,359 --> 00:24:34,520
Speaker 1: a yellow orange yellow, two yellows. I guess orange are

536
00:24:34,560 --> 00:24:40,680
Speaker 1: black nearly Australian Aboriginal flag colors or very Australian anyway,

537
00:24:41,160 --> 00:24:46,959
Speaker 1: particularly out back, and a white can. You get explained

538
00:24:46,960 --> 00:24:48,480
Speaker 1: to thinking about that, it was it just happened to

539
00:24:48,480 --> 00:24:49,160
Speaker 1: be the way it works.

540
00:24:49,200 --> 00:24:51,119
Speaker 2: Yeah, it's funny. That was a really good interview with

541
00:24:51,280 --> 00:24:54,359
Speaker 2: the board short piece that Sterling did we make. That's

542
00:24:54,480 --> 00:24:58,520
Speaker 2: really interesting. So yeah, I guess we ours probably isn't

543
00:24:58,520 --> 00:25:02,000
Speaker 2: as scientific as that. We sent the designer. We sent

544
00:25:02,000 --> 00:25:03,880
Speaker 2: the brief off to a bunch of designers. We said

545
00:25:04,080 --> 00:25:07,240
Speaker 2: we don't have the eighties retro sort of feel to Australiana.

546
00:25:08,200 --> 00:25:11,240
Speaker 2: So we sent design this off to design houses across Australia.

547
00:25:11,240 --> 00:25:13,960
Speaker 2: And then one guy in California that I'd work with before.

548
00:25:14,720 --> 00:25:16,440
Speaker 2: The one guy in California came back with this.

549
00:25:16,800 --> 00:25:18,679
Speaker 1: So wasn't Australian, it wasn't Astralian.

550
00:25:20,080 --> 00:25:22,800
Speaker 2: Guy from California. That's cool yet, on.

551
00:25:23,840 --> 00:25:24,480
Speaker 1: How does that work?

552
00:25:24,520 --> 00:25:24,680
Speaker 2: Then?

553
00:25:24,720 --> 00:25:26,880
Speaker 1: So Nick has a work You sent it a design

554
00:25:26,960 --> 00:25:31,000
Speaker 1: brief off to not half a dozen designers and they

555
00:25:31,200 --> 00:25:34,720
Speaker 1: don't pay them and just say we're wins the jobs.

556
00:25:34,840 --> 00:25:36,480
Speaker 2: We paid most of them. Yeah, we pay them for

557
00:25:36,520 --> 00:25:38,200
Speaker 2: their time. I think it's a bit harsh to say, hey,

558
00:25:38,200 --> 00:25:40,400
Speaker 2: you design this, if you design this house, if you win,

559
00:25:40,520 --> 00:25:42,439
Speaker 2: you get the content. Might just have to pitch up

560
00:25:42,600 --> 00:25:44,600
Speaker 2: a few ideas. It would be good to do that.

561
00:25:44,640 --> 00:25:45,639
Speaker 2: Now we paid a lot of people.

562
00:25:45,920 --> 00:25:48,200
Speaker 1: Yeah, you pay, yes, and then and then they will

563
00:25:48,200 --> 00:25:48,639
Speaker 1: pitch to you.

564
00:25:48,800 --> 00:25:52,200
Speaker 2: They will pitch and we just go that can print

565
00:25:52,240 --> 00:25:52,560
Speaker 2: it out.

566
00:25:52,840 --> 00:25:54,200
Speaker 1: So what did you want to get? What message you

567
00:25:54,200 --> 00:25:55,760
Speaker 1: would you want to get out of this?

568
00:25:56,200 --> 00:25:58,280
Speaker 2: We just like the look of it so much. The

569
00:25:58,320 --> 00:26:00,960
Speaker 2: message We thought the word better be gives the message

570
00:26:01,119 --> 00:26:03,400
Speaker 2: our trademark day for it gives you, like the time

571
00:26:03,440 --> 00:26:05,040
Speaker 2: and place when you should be drinking it, which is

572
00:26:05,119 --> 00:26:05,960
Speaker 2: almost any time.

573
00:26:06,119 --> 00:26:07,399
Speaker 1: Doesn't realized that day for it.

574
00:26:07,840 --> 00:26:10,280
Speaker 2: That's a realizing it is in it's trademark.

575
00:26:10,359 --> 00:26:11,240
Speaker 1: Yeahs.

576
00:26:11,560 --> 00:26:12,520
Speaker 2: Yeah.

577
00:26:12,840 --> 00:26:15,879
Speaker 1: The colors are great as it stands out, clean and simple,

578
00:26:16,000 --> 00:26:18,400
Speaker 1: and that's what mix said. Like you wanted a can,

579
00:26:18,480 --> 00:26:21,480
Speaker 1: a white can in the fridge that popped. Yeah, like

580
00:26:21,840 --> 00:26:24,919
Speaker 1: you know, because everyone el's got something to different colored silver, understand.

581
00:26:24,960 --> 00:26:27,320
Speaker 2: Yeah, you just want to clean clean, clear message. Yeah,

582
00:26:27,359 --> 00:26:28,520
Speaker 2: that bolt can is amazing.

583
00:26:28,680 --> 00:26:31,080
Speaker 1: Let's just go back then to the question how you launch,

584
00:26:31,119 --> 00:26:33,160
Speaker 1: because I mean, everybody loves to know how these things happen,

585
00:26:33,200 --> 00:26:36,360
Speaker 1: particularly like you're you're you're going to big box companies,

586
00:26:36,680 --> 00:26:39,399
Speaker 1: you know, because Dan Murphy's and they're all owned by

587
00:26:39,440 --> 00:26:42,040
Speaker 1: the big organizations like war Worst and Coals and et cetera.

588
00:26:42,200 --> 00:26:45,359
Speaker 1: So you know these there are independent lia stores, but

589
00:26:45,680 --> 00:26:48,720
Speaker 1: generally the big guys, you know, but the rest they're

590
00:26:48,720 --> 00:26:52,680
Speaker 1: all owned by the big guys, the big box organizations.

591
00:26:52,720 --> 00:26:55,879
Speaker 1: And of course you're a commodity within those places. But

592
00:26:55,960 --> 00:26:57,800
Speaker 1: therefore you don't want to get commoditized with all the

593
00:26:57,840 --> 00:26:59,480
Speaker 1: other beer brands. And as I said earlier, you don't

594
00:26:59,480 --> 00:27:01,359
Speaker 1: want to be stuck on the back. You don't want

595
00:27:01,359 --> 00:27:02,639
Speaker 1: people have to go ask for it. You don't wan peo.

596
00:27:02,720 --> 00:27:03,800
Speaker 1: People don't want to ask for it. You don't have

597
00:27:03,800 --> 00:27:05,720
Speaker 1: to get they'll go and they go. I was going

598
00:27:05,760 --> 00:27:07,200
Speaker 1: to get a better bit, but I just saw Toois

599
00:27:07,200 --> 00:27:08,600
Speaker 1: on special. Fuck it, I'll buy it tooies.

600
00:27:09,760 --> 00:27:09,960
Speaker 2: You know.

601
00:27:10,520 --> 00:27:12,320
Speaker 1: Unfortunately, I love tooys, but you know, you don't have

602
00:27:12,400 --> 00:27:15,159
Speaker 1: to crack at them. But and then, and you've got

603
00:27:15,200 --> 00:27:17,119
Speaker 1: to be able to price it, yes, because if you

604
00:27:17,200 --> 00:27:19,160
Speaker 1: if you're going to buy yours and it's one hundred

605
00:27:19,160 --> 00:27:24,000
Speaker 1: bucks a case and the next one is VB is

606
00:27:24,240 --> 00:27:29,200
Speaker 1: you know eighty five? Yeah, you're cooked. So pricing and

607
00:27:29,240 --> 00:27:32,200
Speaker 1: positioning you have to. You said you did a deal

608
00:27:32,240 --> 00:27:34,919
Speaker 1: with the damn movies guys for example, why would they

609
00:27:34,920 --> 00:27:37,399
Speaker 1: do a deal with you? I mean everybody wants to

610
00:27:37,440 --> 00:27:38,960
Speaker 1: do a deal with them, by what are you guys?

611
00:27:39,320 --> 00:27:41,800
Speaker 2: Yeah, So when we when we were coming up with

612
00:27:41,840 --> 00:27:44,119
Speaker 2: the business strategy and go to market, I think you

613
00:27:44,160 --> 00:27:46,320
Speaker 2: get a few different options. You can go out there

614
00:27:46,359 --> 00:27:48,879
Speaker 2: and sort of hand sell or do some smaller deals

615
00:27:48,920 --> 00:27:52,040
Speaker 2: with different banner groups. The problem with that is when

616
00:27:52,080 --> 00:27:56,199
Speaker 2: you have like a celebrity partner involved, when they promote

617
00:27:56,200 --> 00:27:58,720
Speaker 2: the product, it needs to be available. So you can't

618
00:27:58,760 --> 00:28:01,560
Speaker 2: just have it in Queensland and only or Victoria only.

619
00:28:01,840 --> 00:28:03,200
Speaker 2: We're going to get to the next states, Like you

620
00:28:03,320 --> 00:28:06,199
Speaker 2: just lose momentum. So we knew that we needed this

621
00:28:06,280 --> 00:28:08,800
Speaker 2: to be found as far and as wide as we could.

622
00:28:09,480 --> 00:28:12,160
Speaker 2: So yeah, we pitched the dance and bwwas that Hey,

623
00:28:12,160 --> 00:28:14,080
Speaker 2: you put this in all these stores. We'll do all

624
00:28:14,080 --> 00:28:17,560
Speaker 2: this great promotion and we think it'll go alright, So

625
00:28:17,960 --> 00:28:20,280
Speaker 2: we pitched it to them. They they knew that it

626
00:28:20,359 --> 00:28:22,320
Speaker 2: was going to be a success from the start, so

627
00:28:22,400 --> 00:28:25,120
Speaker 2: we signed an exclusive deal with them for the first

628
00:28:25,160 --> 00:28:26,040
Speaker 2: three years of our business.

629
00:28:26,200 --> 00:28:27,800
Speaker 1: Why do they know that? Is it because of the

630
00:28:27,800 --> 00:28:28,119
Speaker 1: the Matt and.

631
00:28:28,160 --> 00:28:31,520
Speaker 2: Jack were big at that time. Yeah, they knew the product. Yeah,

632
00:28:31,520 --> 00:28:34,959
Speaker 2: and they're still huge, and they knew that the product

633
00:28:35,000 --> 00:28:36,960
Speaker 2: was the right product as well. We weren't making it

634
00:28:37,040 --> 00:28:40,560
Speaker 2: challenging for people to go back and repeat purchase. And

635
00:28:40,600 --> 00:28:43,000
Speaker 2: it was at the start of the whole better for

636
00:28:43,160 --> 00:28:44,600
Speaker 2: You beer trend, which is now.

637
00:28:44,800 --> 00:28:46,880
Speaker 1: Yeah, did you have to sell it in like, you know,

638
00:28:47,120 --> 00:28:47,880
Speaker 1: present stuff?

639
00:28:47,960 --> 00:28:48,920
Speaker 2: Yeah, we present stuff.

640
00:28:48,960 --> 00:28:51,000
Speaker 1: Yeah, how did you know the dudes? Like, how'd you

641
00:28:51,000 --> 00:28:51,280
Speaker 1: find that?

642
00:28:52,920 --> 00:28:55,560
Speaker 2: I've dealt with them for years? So that was the

643
00:28:55,600 --> 00:28:58,640
Speaker 2: advantage our sales director, he was formerly a dance a

644
00:28:58,680 --> 00:29:01,320
Speaker 2: bit of us, so we all know. And yeah, you know,

645
00:29:01,400 --> 00:29:03,440
Speaker 2: it's not as big and daunting as maybe it was

646
00:29:03,640 --> 00:29:05,720
Speaker 2: ten twenty years ago. They are so good to deal

647
00:29:05,800 --> 00:29:09,720
Speaker 2: with these days. You know, their email addresses are on

648
00:29:09,760 --> 00:29:11,880
Speaker 2: their website, you can email, you can talk to them.

649
00:29:11,880 --> 00:29:15,280
Speaker 2: So yeah, the pitch probably wasn't that daunting as opposed

650
00:29:15,280 --> 00:29:17,320
Speaker 2: to some of the other products where if they don't

651
00:29:17,880 --> 00:29:19,760
Speaker 2: don't range it, then we don't launch.

652
00:29:20,160 --> 00:29:22,640
Speaker 1: And would you walk in with Matt Jack, Yeah.

653
00:29:22,440 --> 00:29:25,240
Speaker 2: We walk in with Sorry, go back a step. It

654
00:29:25,280 --> 00:29:28,840
Speaker 2: was during COVID, so all through teams and right and stuff. Yeah.

655
00:29:28,920 --> 00:29:30,280
Speaker 1: Were they in character or they.

656
00:29:30,720 --> 00:29:32,719
Speaker 2: They were in I think they had blue and purple

657
00:29:32,760 --> 00:29:34,640
Speaker 2: hair and they were stuck in Queenstown.

658
00:29:34,840 --> 00:29:38,840
Speaker 1: So so they're in character. In character because like out

659
00:29:38,880 --> 00:29:41,200
Speaker 1: of character, they're pretty serious business guys.

660
00:29:41,280 --> 00:29:41,760
Speaker 2: Yeah.

661
00:29:41,800 --> 00:29:44,040
Speaker 1: I mean they're fun, but they're pretty serious business guys.

662
00:29:44,560 --> 00:29:45,480
Speaker 1: They're not fucking around.

663
00:29:45,480 --> 00:29:48,680
Speaker 2: They were some of their days, like you know, they're

664
00:29:48,760 --> 00:29:52,200
Speaker 2: in business meetings all day, working in their next TV show,

665
00:29:53,040 --> 00:29:55,680
Speaker 2: their travel coming arrival. They spent a heap of time

666
00:29:55,720 --> 00:30:00,160
Speaker 2: on better beer and yeah that they work really hard. Yah.

667
00:30:00,200 --> 00:30:01,280
Speaker 1: Yeah, and most people don't know that.

668
00:30:01,720 --> 00:30:01,920
Speaker 2: Yeah.

669
00:30:01,960 --> 00:30:07,840
Speaker 1: So you launched it through Dan Murphy's and One Spirits.

670
00:30:07,960 --> 00:30:09,840
Speaker 1: So what happened?

671
00:30:10,600 --> 00:30:13,680
Speaker 2: Yeah, so the launch was a success. We sold through

672
00:30:13,720 --> 00:30:15,280
Speaker 2: three months worth of stock in a week.

673
00:30:15,680 --> 00:30:15,920
Speaker 1: Wow.

674
00:30:16,360 --> 00:30:16,600
Speaker 2: Yeah.

675
00:30:16,720 --> 00:30:18,520
Speaker 1: Well that can be a problem though in those environments

676
00:30:18,520 --> 00:30:20,640
Speaker 1: because they say, well, we want to make sure don't

677
00:30:20,680 --> 00:30:22,320
Speaker 1: you can't come in unless you can keep stocking.

678
00:30:22,520 --> 00:30:25,360
Speaker 2: Yeah, And it's funny like one of Our earlier ideas

679
00:30:25,440 --> 00:30:27,239
Speaker 2: was to just do a fake out of stock and

680
00:30:27,280 --> 00:30:29,600
Speaker 2: see what happens, because we think that would build the

681
00:30:29,640 --> 00:30:32,800
Speaker 2: hype and demand. But it happened naturally, so we had

682
00:30:32,800 --> 00:30:35,120
Speaker 2: to blitz scale, like we had to just pull in

683
00:30:35,160 --> 00:30:37,479
Speaker 2: all resources to try and get product around the country.

684
00:30:37,520 --> 00:30:40,560
Speaker 2: There was Reddit forums where better Beer is and people

685
00:30:40,600 --> 00:30:42,920
Speaker 2: would be just hassling the staff and pretty much every

686
00:30:42,960 --> 00:30:46,520
Speaker 2: bottle shop owner in Australia for better Beer. Were lucky.

687
00:30:46,600 --> 00:30:49,640
Speaker 2: We had the Cassala guys who scaled Yellowtail from nothing

688
00:30:49,640 --> 00:30:51,800
Speaker 2: in two thousand to one of the biggest wine brands

689
00:30:51,800 --> 00:30:54,760
Speaker 2: in the world. So we had that supply chain management

690
00:30:54,840 --> 00:30:58,840
Speaker 2: team just supporting us and trying to help us get

691
00:30:58,840 --> 00:31:00,400
Speaker 2: back into stock capital.

692
00:31:00,680 --> 00:31:03,440
Speaker 1: How'd you fund all this because these things can You've

693
00:31:03,440 --> 00:31:04,680
Speaker 1: got to spend before you.

694
00:31:04,920 --> 00:31:08,000
Speaker 2: Yes, we're sort of lucky. We just have good Yeah,

695
00:31:08,000 --> 00:31:09,880
Speaker 2: it's all about terms. So we've got good terms with

696
00:31:09,960 --> 00:31:13,280
Speaker 2: all our supply So yeah, funding probably hasn't been one

697
00:31:13,320 --> 00:31:16,360
Speaker 2: of our issues. So we haven't raised capital or anything

698
00:31:16,360 --> 00:31:16,480
Speaker 2: like that.

699
00:31:16,560 --> 00:31:17,560
Speaker 1: We haven't raised any capital.

700
00:31:18,000 --> 00:31:18,440
Speaker 2: No.

701
00:31:18,440 --> 00:31:20,320
Speaker 1: No, the whole thing's been bootstrapped by the three of you.

702
00:31:20,400 --> 00:31:22,840
Speaker 2: Your whole thing has been bootstrapped. Yeah, so it's yeah,

703
00:31:22,960 --> 00:31:24,960
Speaker 2: just favorable trading terms.

704
00:31:25,120 --> 00:31:26,800
Speaker 1: Yeah, what do you mean by that? They just for

705
00:31:26,840 --> 00:31:32,160
Speaker 1: those are listening. Yeah, hopefully you're matching your sales or

706
00:31:32,200 --> 00:31:34,600
Speaker 1: the sales are demovies get that they pay you, you're

707
00:31:34,640 --> 00:31:37,280
Speaker 1: trying to match that with the cost of production to

708
00:31:37,440 --> 00:31:38,719
Speaker 1: your production company.

709
00:31:38,800 --> 00:31:41,440
Speaker 2: Yeah, and there's distributors and different bibs and bobs in

710
00:31:41,480 --> 00:31:44,000
Speaker 2: the middles. But yeah, essentially that's how to do it.

711
00:31:44,080 --> 00:31:47,240
Speaker 2: Like if anyone, you know, any aspying entrepreneur, they or

712
00:31:47,320 --> 00:31:50,120
Speaker 2: know that, like managing that working capital thing is probably

713
00:31:50,160 --> 00:31:52,560
Speaker 2: something they don't think about before they go into business.

714
00:31:52,600 --> 00:31:54,520
Speaker 2: The next order, the next order when you get paid.

715
00:31:54,560 --> 00:31:58,480
Speaker 2: But yeah, we were pretty determined when we were when

716
00:31:58,480 --> 00:32:00,600
Speaker 2: we're setting up the business, to set it up positive

717
00:32:00,640 --> 00:32:02,360
Speaker 2: cash flow business.

718
00:32:02,120 --> 00:32:04,640
Speaker 1: Because like what can happen, particularly when you're dealing with

719
00:32:04,640 --> 00:32:07,360
Speaker 1: the big box stores, is that they're saying, well, we

720
00:32:07,480 --> 00:32:10,520
Speaker 1: pay in ninety days. So you know, if someone goes

721
00:32:10,560 --> 00:32:13,680
Speaker 1: in their store buys you beer paced immediately, but they say,

722
00:32:13,680 --> 00:32:16,200
Speaker 1: we'll look at how much you're sold over the next

723
00:32:16,280 --> 00:32:19,000
Speaker 1: month and we'll pay you in three months time. But

724
00:32:19,040 --> 00:32:21,160
Speaker 1: then the person who's brewing for you in your case

725
00:32:21,240 --> 00:32:23,840
Speaker 1: or manufacturing, it's somebody else might. So now we have

726
00:32:23,880 --> 00:32:27,600
Speaker 1: to get paid every month. Then you're stuffed, yes, because

727
00:32:27,680 --> 00:32:31,320
Speaker 1: you're always two months behind. And if you're growing, it's

728
00:32:31,320 --> 00:32:35,320
Speaker 1: even stuff more because you're producing more all the time,

729
00:32:35,480 --> 00:32:37,280
Speaker 1: like marginally more and more and more, so it's costing

730
00:32:37,320 --> 00:32:39,360
Speaker 1: margin more and more, marginally more and more behind all

731
00:32:39,360 --> 00:32:41,920
Speaker 1: the time. So you guys managed to sort of match

732
00:32:41,960 --> 00:32:42,400
Speaker 1: those two.

733
00:32:43,040 --> 00:32:45,760
Speaker 2: Yeah, it's probably one of the one of our business

734
00:32:45,840 --> 00:32:47,840
Speaker 2: highlights is that we were able to do that from.

735
00:32:47,760 --> 00:32:49,760
Speaker 1: Day one, match those that's a massive strength.

736
00:32:50,120 --> 00:32:52,760
Speaker 2: It's been pretty good. Yeah, not having a raised capital,

737
00:32:52,800 --> 00:32:55,120
Speaker 2: not having raised debt, not having someone knocking on your

738
00:32:55,160 --> 00:32:58,360
Speaker 2: door saying you are us this money. Yeah, it's been good.

739
00:32:58,360 --> 00:32:59,520
Speaker 2: It's been so successful.

740
00:33:00,560 --> 00:33:02,920
Speaker 1: Where are at now, So, like, how many years you've

741
00:33:02,920 --> 00:33:06,280
Speaker 1: been at it? This is the fourth year, fourth year,

742
00:33:06,320 --> 00:33:07,240
Speaker 1: So what do your sales look?

743
00:33:07,240 --> 00:33:09,640
Speaker 2: Great? Yeah, they're pretty good. So we just we do

744
00:33:09,720 --> 00:33:12,760
Speaker 2: this promotion called Day four It Day, so it's pretty

745
00:33:12,800 --> 00:33:15,160
Speaker 2: much our version of Black Friday, and we created it

746
00:33:15,200 --> 00:33:20,040
Speaker 2: four years ago. So last week we did roughly seventy

747
00:33:20,080 --> 00:33:23,360
Speaker 2: thousand cartons a beer to customers, So like huge week

748
00:33:23,440 --> 00:33:25,920
Speaker 2: last week. We got the sales figures this morning, so

749
00:33:25,920 --> 00:33:28,200
Speaker 2: I was pretty excited when I saw them. So that

750
00:33:28,280 --> 00:33:30,280
Speaker 2: was one of our top sort of three or four

751
00:33:30,320 --> 00:33:31,400
Speaker 2: weeks we've ever had.

752
00:33:32,440 --> 00:33:32,640
Speaker 1: Yeah.

753
00:33:32,680 --> 00:33:35,000
Speaker 2: So this year, like most of our information is pretty

754
00:33:35,000 --> 00:33:37,640
Speaker 2: public as well, so it's not like we're just talking

755
00:33:37,680 --> 00:33:39,720
Speaker 2: off the cuff. But this year we should be on

756
00:33:39,760 --> 00:33:42,840
Speaker 2: track to do about fourteen million leaders of beer, about

757
00:33:42,840 --> 00:33:45,840
Speaker 2: eighty three revenue in a bit of profit there too.

758
00:33:46,000 --> 00:33:49,760
Speaker 1: So where where do you go to from here? I mean,

759
00:33:49,920 --> 00:33:53,560
Speaker 1: I mean everybody in the beer game, all Liga games,

760
00:33:53,680 --> 00:33:57,160
Speaker 1: they all think I want to do a Bolt, Maybe

761
00:33:57,160 --> 00:33:59,880
Speaker 1: you want to do a Cooper's and just stay niche

762
00:34:00,040 --> 00:34:05,800
Speaker 1: and we like not stay owned, you know, the big organizations.

763
00:34:06,960 --> 00:34:10,839
Speaker 1: What's his name? Just hang on sick? What's his name from?

764
00:34:11,120 --> 00:34:17,480
Speaker 1: Byron stone Wood Stonewood? Yeah, stone and Wood sold, but

765
00:34:17,680 --> 00:34:20,080
Speaker 1: he sold, I think he sold. He kept one part.

766
00:34:20,200 --> 00:34:23,719
Speaker 1: He sold a couple of his pubs and well the

767
00:34:23,719 --> 00:34:25,760
Speaker 1: family sold a couple of the pubs plus the Stone

768
00:34:25,760 --> 00:34:28,400
Speaker 1: and Wood brand, and I think they kept one pub

769
00:34:28,880 --> 00:34:30,480
Speaker 1: and I don't think they've got any interest in stone

770
00:34:30,560 --> 00:34:33,960
Speaker 1: Wood anymore, that'd be right, So stone Wood great brand.

771
00:34:34,440 --> 00:34:36,400
Speaker 1: I remember when they first launched up there in Bangalo

772
00:34:36,480 --> 00:34:42,120
Speaker 1: Bangalo Hotel. Because I'm from up there and Walter again

773
00:34:42,239 --> 00:34:48,399
Speaker 1: from up there, Mick Ginjel Joel. Those guys sold all

774
00:34:48,480 --> 00:34:51,240
Speaker 1: ends up in. There's only one or two buyers these things.

775
00:34:51,400 --> 00:34:56,480
Speaker 1: It's too actually, and what does better be thinking? I mean,

776
00:34:56,480 --> 00:34:57,799
Speaker 1: if somebody's not going to do it yet.

777
00:34:58,080 --> 00:34:59,880
Speaker 2: Uh No, we're not at that stage.

778
00:35:00,160 --> 00:35:02,320
Speaker 1: But equity as in coming settlersts. Can we get involved?

779
00:35:02,440 --> 00:35:05,719
Speaker 2: Yeah, it's interesting one. No, we haven't really been at that.

780
00:35:05,800 --> 00:35:08,120
Speaker 2: We're still like trying to get the business the biggest possible.

781
00:35:08,160 --> 00:35:10,239
Speaker 2: So we've got like our own internal goals, like we

782
00:35:10,320 --> 00:35:12,640
Speaker 2: want to be bigger than Stone and would sort of

783
00:35:12,680 --> 00:35:13,719
Speaker 2: by the end of next year.

784
00:35:14,440 --> 00:35:16,560
Speaker 1: Wow, that's a that's a big it's a big call.

785
00:35:16,920 --> 00:35:19,960
Speaker 2: Yeah, so hopefully, Yeah, we're not. Yeah, we're a huge

786
00:35:20,000 --> 00:35:24,000
Speaker 2: retail brand. So Stonewood was a product mix between fifty

787
00:35:24,040 --> 00:35:26,799
Speaker 2: percent maybe six percent on premis forty percent retail. Yeah,

788
00:35:26,800 --> 00:35:28,880
Speaker 2: and no was tap onto tap, whereas we're at one

789
00:35:28,960 --> 00:35:31,600
Speaker 2: hundred percent on retail. So all of our volume comes

790
00:35:31,600 --> 00:35:32,120
Speaker 2: through retail.

791
00:35:32,480 --> 00:35:34,600
Speaker 1: Can you get them any pubs like on tap?

792
00:35:34,840 --> 00:35:37,160
Speaker 2: Yeah, So we we haven't got a focus on that

793
00:35:37,200 --> 00:35:40,479
Speaker 2: at the moment. So we know that we are really

794
00:35:40,520 --> 00:35:43,080
Speaker 2: good at our retail business. But our on premise and

795
00:35:43,080 --> 00:35:46,520
Speaker 2: on trade business. They're just tap contracts galore out there.

796
00:35:47,480 --> 00:35:50,520
Speaker 2: It's really hard to navigate around the Osaki and the

797
00:35:50,600 --> 00:35:51,760
Speaker 2: Kiran tap contracts.

798
00:35:51,800 --> 00:35:53,839
Speaker 1: Yeah, because they go into the pubs, they put all

799
00:35:53,840 --> 00:35:55,799
Speaker 1: the taps and all the lines in and then they

800
00:35:55,840 --> 00:35:57,560
Speaker 1: put their own busy so they pay for.

801
00:35:57,480 --> 00:35:59,359
Speaker 2: It, and they pay for it, and then they won't

802
00:35:59,400 --> 00:36:01,840
Speaker 2: let other product stall there. But we're not complaining like

803
00:36:01,920 --> 00:36:04,480
Speaker 2: we knew the industry before we got into it, like

804
00:36:04,520 --> 00:36:05,840
Speaker 2: it's been happening for forever.

805
00:36:05,920 --> 00:36:07,239
Speaker 1: But if I go on to pub to buy a beer,

806
00:36:07,280 --> 00:36:08,160
Speaker 1: that'll be in the fridge.

807
00:36:09,000 --> 00:36:12,360
Speaker 2: Yeah, we don't focus heavily on that side of the business.

808
00:36:12,480 --> 00:36:14,279
Speaker 2: So that side of the business probably something maybe for

809
00:36:14,360 --> 00:36:17,080
Speaker 2: next summer we can push into. It's about thirty percent

810
00:36:17,080 --> 00:36:19,640
Speaker 2: of all beer consumes on premise or at pubs, so

811
00:36:20,000 --> 00:36:21,880
Speaker 2: we've got a whole extra thirty percent that we can

812
00:36:21,920 --> 00:36:24,359
Speaker 2: go and focus on. But for the time being, what

813
00:36:24,360 --> 00:36:27,520
Speaker 2: we've been doing is we finished an exclusivity deal with

814
00:36:27,600 --> 00:36:30,920
Speaker 2: Dan's BWS two years ago, so we launched into all

815
00:36:30,920 --> 00:36:34,399
Speaker 2: independent bottle shops, did Banner Group deals there, and then

816
00:36:34,440 --> 00:36:36,880
Speaker 2: this summer we've just gone into Liquorland which is coals.

817
00:36:37,840 --> 00:36:41,320
Speaker 2: So we've been focusing on like nailing execution across those

818
00:36:41,920 --> 00:36:45,080
Speaker 2: to call it three big banners and then yeah, next

819
00:36:45,120 --> 00:36:46,520
Speaker 2: year we can go back and have a crack at

820
00:36:46,520 --> 00:36:48,960
Speaker 2: on premise, get some tap accounts. But yeah, on premise

821
00:36:49,040 --> 00:36:50,240
Speaker 2: is very challenging.

822
00:36:50,239 --> 00:36:55,080
Speaker 1: And how because you know what they did at Bolt

823
00:36:55,560 --> 00:36:58,399
Speaker 1: and probably more importantly what they did at stone Wood

824
00:36:58,440 --> 00:37:04,240
Speaker 1: is actually in board pubs owned pubs, the Stonewood family,

825
00:37:04,719 --> 00:37:07,040
Speaker 1: they own pubs, especially up northern New South Wales, and

826
00:37:07,360 --> 00:37:08,600
Speaker 1: they lay three or four of them.

827
00:37:08,680 --> 00:37:10,920
Speaker 2: Yeah, and I think there is that strategy as well

828
00:37:10,920 --> 00:37:13,759
Speaker 2: where you can own pubs and do on premise roll

829
00:37:13,800 --> 00:37:17,560
Speaker 2: out strategy like that. But yeah, like for the time being,

830
00:37:17,600 --> 00:37:19,840
Speaker 2: we just think that there's still a huge amount of

831
00:37:20,360 --> 00:37:22,960
Speaker 2: headroom for us in the retail. We like people drinking

832
00:37:23,000 --> 00:37:25,879
Speaker 2: this at barbecues and drinking it at home and going

833
00:37:25,880 --> 00:37:29,440
Speaker 2: to parties and drinking the product. Yeah, down the track

834
00:37:29,480 --> 00:37:31,560
Speaker 2: we'll have a pretty strong on premier strategy.

835
00:37:31,920 --> 00:37:36,839
Speaker 1: So apart from just growing the business, you guys got

836
00:37:36,840 --> 00:37:39,320
Speaker 1: any aspirations you're going to put out another like a

837
00:37:39,360 --> 00:37:42,000
Speaker 1: you know, another version of a bit of beer, like

838
00:37:42,040 --> 00:37:43,760
Speaker 1: I don't know, like a stronger beer or a weaker

839
00:37:43,760 --> 00:37:44,840
Speaker 1: beer or whatever.

840
00:37:45,280 --> 00:37:48,799
Speaker 2: Yeah, so we like to kind of try and disrupt categories,

841
00:37:48,840 --> 00:37:52,200
Speaker 2: and we think, you know, alcohol consumption in Australia is declining.

842
00:37:52,360 --> 00:37:54,000
Speaker 1: It's weird, it's true, it's true.

843
00:37:54,160 --> 00:37:54,919
Speaker 2: Apparently it's true.

844
00:37:55,760 --> 00:37:58,040
Speaker 1: I'm involved in the wine business and I can see

845
00:37:58,040 --> 00:38:00,720
Speaker 1: you now wine consumption is declining.

846
00:38:00,800 --> 00:38:04,200
Speaker 2: Yeah, so it's declining. And I think everyone was hoping that,

847
00:38:04,280 --> 00:38:06,719
Speaker 2: you know, the beer drinkers, we're just go into non

848
00:38:06,760 --> 00:38:10,160
Speaker 2: alcoholic beers and drink them at home during the week,

849
00:38:10,200 --> 00:38:13,120
Speaker 2: but it probably just hasn't picked up enough people leaving

850
00:38:13,160 --> 00:38:17,239
Speaker 2: the category. So we're sort of going back into light beer.

851
00:38:17,560 --> 00:38:20,719
Speaker 2: We're going to go and create well, we've launched last week.

852
00:38:21,440 --> 00:38:25,359
Speaker 2: Really what's called it's called halfy half. Yeah. We think

853
00:38:25,360 --> 00:38:28,640
Speaker 2: that the word light beer sort of has connotations to it,

854
00:38:28,719 --> 00:38:30,279
Speaker 2: like it's probably not that appealing.

855
00:38:31,040 --> 00:38:32,879
Speaker 1: Yeah, you know, I don't want to say I'm drinking

856
00:38:32,880 --> 00:38:33,359
Speaker 1: a light beer.

857
00:38:33,480 --> 00:38:35,560
Speaker 2: No one does. So what we're doing is we're going

858
00:38:35,600 --> 00:38:39,000
Speaker 2: to just recreate, try and recreate our side of category

859
00:38:39,000 --> 00:38:40,680
Speaker 2: and just call it half. It's just half strength of

860
00:38:40,680 --> 00:38:42,680
Speaker 2: our normal beer, so you know, you still get that

861
00:38:42,719 --> 00:38:46,200
Speaker 2: refreshment and that sort of alcohol buzz from it. But

862
00:38:46,520 --> 00:38:47,839
Speaker 2: you can drink a few more of them.

863
00:38:47,960 --> 00:38:50,480
Speaker 1: Yeah, it's interesting. It was funny years ago when I

864
00:38:50,560 --> 00:38:53,120
Speaker 1: was younger, when I was when I was around your age,

865
00:38:53,160 --> 00:38:55,560
Speaker 1: when I was out of the pub, my mates to

866
00:38:55,640 --> 00:38:58,000
Speaker 1: drinking schooners and stuff, and I should drink a seven

867
00:38:58,360 --> 00:39:00,759
Speaker 1: and a seven hours beer. And the reason I drank

868
00:39:00,800 --> 00:39:04,120
Speaker 1: that is because it was less. I could drink one

869
00:39:04,480 --> 00:39:08,080
Speaker 1: seven to one of their schooners, but it didn't mean

870
00:39:08,600 --> 00:39:10,840
Speaker 1: I could keep drinking one on one to one. But

871
00:39:10,880 --> 00:39:13,720
Speaker 1: I was drinking like a half amount of their volume.

872
00:39:14,160 --> 00:39:16,399
Speaker 1: Not not for weight or any of it, just trying

873
00:39:16,440 --> 00:39:17,200
Speaker 1: to be less pissed.

874
00:39:17,280 --> 00:39:20,239
Speaker 2: Yeah, basically wants to do that. I'm the same like it.

875
00:39:20,280 --> 00:39:23,000
Speaker 1: But I wouldn't have drank a light No, a light beer.

876
00:39:23,000 --> 00:39:25,520
Speaker 2: They're sort of bit old fashions. So yeah, we're just

877
00:39:25,520 --> 00:39:27,000
Speaker 2: trying to get rid of the word light and it's

878
00:39:27,040 --> 00:39:29,960
Speaker 2: just a halfy. Like for me having say six beers

879
00:39:29,960 --> 00:39:31,960
Speaker 2: on a Friday night of full strength, I wake up

880
00:39:32,000 --> 00:39:34,080
Speaker 2: the next morning pretty shattered, tired.

881
00:39:34,120 --> 00:39:34,880
Speaker 1: I feel like dogshit.

882
00:39:35,400 --> 00:39:37,719
Speaker 2: Even mid strength you sort of feel that you've had

883
00:39:37,719 --> 00:39:38,640
Speaker 2: that mid strength drink.

884
00:39:39,000 --> 00:39:41,920
Speaker 1: So I don't know the word mid anyway, You don't, no, no, no, no,

885
00:39:42,120 --> 00:39:46,840
Speaker 1: mid sounds like underperforming average. It's just it's got a

886
00:39:46,880 --> 00:39:49,879
Speaker 1: new meeting these days. But no, everyone says, I don't

887
00:39:49,880 --> 00:39:52,120
Speaker 1: want to be performing mid. Yeah yeah, so I read

888
00:39:52,120 --> 00:39:53,359
Speaker 1: a mid strength is not a good word.

889
00:39:53,400 --> 00:39:55,879
Speaker 2: Okay, all right, take that. I like halfy there, yeah,

890
00:39:55,920 --> 00:39:59,240
Speaker 2: halfy halfy for the light beer. So yeah, we're excited

891
00:39:59,239 --> 00:40:01,160
Speaker 2: for that. We've got some pre weird marketing that will

892
00:40:01,239 --> 00:40:03,080
Speaker 2: hit the market in the next sort of week for that,

893
00:40:04,280 --> 00:40:07,080
Speaker 2: which will yeah, hopefully go Okay.

894
00:40:06,719 --> 00:40:09,200
Speaker 1: So what is it? Is it half one of those?

895
00:40:09,360 --> 00:40:11,480
Speaker 2: It's half one of those, yes, half our full strength vieer.

896
00:40:11,600 --> 00:40:13,319
Speaker 2: So it was like two point one.

897
00:40:13,320 --> 00:40:14,919
Speaker 1: Two point so that's that's four point two.

898
00:40:14,920 --> 00:40:17,080
Speaker 2: It makes it easier for people to understand. So you know,

899
00:40:17,280 --> 00:40:20,839
Speaker 2: if you have three full strength beers and that's sort

900
00:40:20,840 --> 00:40:22,759
Speaker 2: of the level of alcohol you want to consume, you

901
00:40:22,760 --> 00:40:24,480
Speaker 2: can have six half.

902
00:40:24,239 --> 00:40:28,200
Speaker 1: Beers and yeah, okay, so in terms of the half

903
00:40:28,320 --> 00:40:31,839
Speaker 1: I just sort of will you go out and get

904
00:40:31,840 --> 00:40:36,680
Speaker 1: yourself let's call it an international sponsor for that, like

905
00:40:37,280 --> 00:40:40,360
Speaker 1: someone who's who's like a big influencer.

906
00:40:40,760 --> 00:40:44,120
Speaker 2: Yeah. So we've got a little commercial that we've got going.

907
00:40:44,160 --> 00:40:46,400
Speaker 2: We've got a couple like, yeah, pretty good celebrities in

908
00:40:46,440 --> 00:40:49,880
Speaker 2: there promoting a half. Ye, so if you think what

909
00:40:49,960 --> 00:40:50,279
Speaker 2: a half?

910
00:40:50,400 --> 00:40:53,560
Speaker 1: Yeah, when's that launching in two weeks? Two weeks around

911
00:40:53,600 --> 00:40:56,160
Speaker 1: Christmas time? Yeah, right on Christmas time. Yeah, it will

912
00:40:56,200 --> 00:40:59,200
Speaker 1: be the week of Christmas, all week of Christmas. So yeah,

913
00:40:59,320 --> 00:41:01,520
Speaker 1: we think we've got something pretty funny to launch with

914
00:41:01,560 --> 00:41:05,680
Speaker 1: that with. But yeah, cans cans. Yeah, so yeah, that's

915
00:41:05,680 --> 00:41:09,880
Speaker 1: that's cool. And and the boys, they they're going to

916
00:41:09,960 --> 00:41:12,239
Speaker 1: be pushing it on their don't push it.

917
00:41:12,320 --> 00:41:14,160
Speaker 2: Yeah, they push everything that we sort of you know,

918
00:41:14,400 --> 00:41:16,279
Speaker 2: our big bets, so like our day for a day,

919
00:41:16,840 --> 00:41:19,440
Speaker 2: new products, or they do it weekly. Sorry, do they

920
00:41:19,480 --> 00:41:22,480
Speaker 2: do it weekly on their social media?

921
00:41:22,600 --> 00:41:22,799
Speaker 1: No?

922
00:41:22,880 --> 00:41:25,120
Speaker 2: Not really. We probably don't want them to be doing that,

923
00:41:25,239 --> 00:41:27,000
Speaker 2: Like we're a brand on our own. We don't want

924
00:41:27,000 --> 00:41:28,920
Speaker 2: them pushing it every day. And they don't want to

925
00:41:28,960 --> 00:41:31,520
Speaker 2: be doing like their audience inspired unemployed don't want to

926
00:41:31,520 --> 00:41:33,879
Speaker 2: be getting hassled for beer ads every other day.

927
00:41:34,000 --> 00:41:36,080
Speaker 1: I was going to ask you, how do you reconcile that, like, yeah,

928
00:41:36,120 --> 00:41:38,600
Speaker 1: because you're right, they don't. People don't want to be

929
00:41:38,640 --> 00:41:40,560
Speaker 1: getting ads pushed them all the time because they actually

930
00:41:40,600 --> 00:41:42,480
Speaker 1: they're looking there for entertainment.

931
00:41:42,040 --> 00:41:43,920
Speaker 2: And that's what we do. That's what's better be your

932
00:41:43,920 --> 00:41:47,760
Speaker 2: pages for So if you want more better be you know, pushing,

933
00:41:47,880 --> 00:41:49,720
Speaker 2: you go and follow that page and then the boys

934
00:41:49,719 --> 00:41:51,600
Speaker 2: will do the big the big stuff.

935
00:41:51,760 --> 00:41:53,560
Speaker 1: And the boys will get onto the better be a

936
00:41:53,560 --> 00:41:56,440
Speaker 1: page though as opposed to putting on their own pas.

937
00:41:57,400 --> 00:41:59,560
Speaker 2: So whatever feels natural. We don't have like a set routine.

938
00:41:59,600 --> 00:42:02,160
Speaker 2: So if they that's an amazing piece of content that

939
00:42:02,200 --> 00:42:04,320
Speaker 2: they created or the team created, they'll share it on

940
00:42:04,360 --> 00:42:04,880
Speaker 2: their page.

941
00:42:04,960 --> 00:42:08,880
Speaker 1: What most people don't know, and I got a surprise,

942
00:42:09,080 --> 00:42:12,920
Speaker 1: which is a pleasant surprize, is the two guys. You

943
00:42:12,920 --> 00:42:15,520
Speaker 1: think that they live together, which is crazy, but you

944
00:42:15,600 --> 00:42:19,520
Speaker 1: think that they're just fucking around all the time. But

945
00:42:19,560 --> 00:42:24,879
Speaker 1: they're actually quite serious about their businesses. I mean, they know,

946
00:42:25,080 --> 00:42:27,680
Speaker 1: they know people what they're entertainment, and they entertain really

947
00:42:27,719 --> 00:42:29,600
Speaker 1: well and naturally, by the way, it's not put on.

948
00:42:29,680 --> 00:42:32,400
Speaker 1: They're just funny buses, you know, and they're quirky and

949
00:42:32,440 --> 00:42:38,080
Speaker 1: I sort of stuff. But equally they are extremely curious

950
00:42:38,200 --> 00:42:41,440
Speaker 1: about business, like asking questions all the time. When I

951
00:42:41,480 --> 00:42:43,279
Speaker 1: interviewed them, I've done a couple with them, but like,

952
00:42:43,400 --> 00:42:46,400
Speaker 1: well if I just bump into them, they're really straight

953
00:42:46,440 --> 00:42:47,400
Speaker 1: into me about what about this?

954
00:42:47,480 --> 00:42:47,920
Speaker 2: What about that?

955
00:42:47,960 --> 00:42:49,600
Speaker 1: What about this? What about that? They're not trying to

956
00:42:49,719 --> 00:42:53,120
Speaker 1: entertain it or just fucking around. It must be great

957
00:42:53,160 --> 00:42:55,600
Speaker 1: for you to And then you guys all dovetailing within

958
00:42:55,640 --> 00:42:56,200
Speaker 1: each other.

959
00:42:56,280 --> 00:42:58,360
Speaker 2: It is and like it is. And then we have

960
00:42:58,480 --> 00:43:00,799
Speaker 2: meetings like we had the other day where they got

961
00:43:00,840 --> 00:43:03,680
Speaker 2: obsessed with that that six seven meme and they can't

962
00:43:03,680 --> 00:43:06,239
Speaker 2: stop giggling and doing it on screen, like you know,

963
00:43:06,360 --> 00:43:09,719
Speaker 2: thirteen year old kids. So there there's a lot of that.

964
00:43:09,760 --> 00:43:11,279
Speaker 2: There's a lot of meetings that we get on and

965
00:43:11,280 --> 00:43:12,959
Speaker 2: they have to turn the screen off because they start

966
00:43:13,040 --> 00:43:14,960
Speaker 2: laughing in the middle of like a pitch or something

967
00:43:15,040 --> 00:43:16,640
Speaker 2: like that. So there is like a hell of a

968
00:43:16,640 --> 00:43:19,640
Speaker 2: lot of fun in the business as well. But yeah,

969
00:43:19,680 --> 00:43:20,560
Speaker 2: we can do the seriously.

970
00:43:20,719 --> 00:43:22,720
Speaker 1: Well then you still get it. Think they're young enough

971
00:43:23,400 --> 00:43:25,400
Speaker 1: to get away with six seven. I mean, but I

972
00:43:25,480 --> 00:43:27,719
Speaker 1: have to say, Anthony Alberanizy doing it the other day

973
00:43:27,840 --> 00:43:31,280
Speaker 1: was not good. I get dude, yeah, give it away,

974
00:43:31,320 --> 00:43:34,000
Speaker 1: give it away, give it away. Well, man, I think

975
00:43:34,040 --> 00:43:36,439
Speaker 1: this is fantastic because I actually been to the boys

976
00:43:36,440 --> 00:43:38,960
Speaker 1: and I actually was really interested to talk to the

977
00:43:39,040 --> 00:43:41,920
Speaker 1: co founder, the sort of the person behind the better

978
00:43:41,920 --> 00:43:46,399
Speaker 1: beer who's running the business, and I now know why

979
00:43:46,440 --> 00:43:49,640
Speaker 1: it's such a good business. You know, you're very impressively

980
00:43:49,640 --> 00:43:52,319
Speaker 1: on bloke and equally they've got great platforms. So don't

981
00:43:52,320 --> 00:43:55,040
Speaker 1: get me wrong, but you know your stuff and I

982
00:43:55,080 --> 00:43:56,040
Speaker 1: really appreciate your time.

983
00:43:56,320 --> 00:43:57,759
Speaker 2: Thanks Ma being awesome, Thank you?

984
00:43:57,840 --> 00:43:58,480
Speaker 1: And should we do it?

985
00:43:58,480 --> 00:43:58,799
Speaker 2: Should we?

986
00:43:58,840 --> 00:44:01,120
Speaker 1: Am I allowed to do it? Do you want me to?

987
00:44:01,719 --> 00:44:02,240
Speaker 2: Yeah? Okay?

988
00:44:02,239 --> 00:44:03,560
Speaker 1: Do you want me to as well?

989
00:44:03,760 --> 00:44:03,920
Speaker 2: Yeah?

990
00:44:04,000 --> 00:44:07,000
Speaker 1: Fuck it, that's Christmas, let's do it.

991
00:44:07,560 --> 00:44:08,560
Speaker 2: Am I doing it? No?

992
00:44:08,640 --> 00:44:09,680
Speaker 1: No, I'm doing it all right?

993
00:44:09,840 --> 00:44:13,359
Speaker 2: Yeah? Yeah, yeah.

994
00:44:13,600 --> 00:44:15,680
Speaker 1: I got new shoes because I've.

995
00:44:15,480 --> 00:44:18,080
Speaker 2: Got like these well beaten in shoes.

996
00:44:17,719 --> 00:44:19,520
Speaker 1: That lose either brain new because I only want to

997
00:44:19,560 --> 00:44:21,760
Speaker 1: put put anything in my mouth that just like literally

998
00:44:22,080 --> 00:44:23,120
Speaker 1: I bore them yesterday.

999
00:44:23,360 --> 00:44:25,760
Speaker 2: Good nice thanks to the interview.

1000
00:44:25,880 --> 00:44:26,640
Speaker 1: No worries about