Yeah

...

it doesn't work, uh, like, o- often at the point when you s- when you need it, that is when, um...

It's a little bit like being desperate.

When you're desperate, ironically your behavior, uh, sort of changes and you get a bit grabby for things, whereas marketing done well, it's smooth and it's more, um, it's more about, um, attraction more than promotion-

Okay.

You're only gonna be able to compete on price.

Whereas when people believe in a brand, they can, um, that increases profitability.

Mm.

No familiarity to any other beer.

Um [laughs].

Um, a- and yeah, we had the opportunity via the Cask Pimlico, um, and, and the Craft Beer Co. generally to put a 6%-ish West Coast IPA exclusively into cask and get it moved, which for us is a rarity.

Um, and it's kind of...

It was really helpful because it, it's springboarded us a little bit in our cask offer.

So at the time, we were one cask every...

But is that enough? Back on the Christmas 2025 episode, Dave Hayward told us about the issues that they have with regards to meaningful support from the government.

So for any consultants listening, what does that actually look like in practice and how could other consultants start moving towards that model without needing a whole agency behind them?

Yeah, that's a that's a difficult one.

Well, you know, so how it works for us is that I have a team of of a team of specialists and I built them slowly.

I have a I have a business partner named Corey Gordon who's got a company called Roger Roger Marketing is a B2C firm.

And between us, we have all of the specialists that we need.

And how I would do it if I was starting over would be probably start with a key cloud of contractors that you really trust, that you know.

can deliver on it and work that way and partner up with other agencies as well to kind of look at ways that you can join forces or perhaps maybe overlap with certain things.

So AI, do you believe it's going to make marketing consultants redundant?

Yeah.

So, like, I spent the first two hours of Saturday rewiring about half of the vendors because we were really maxing out the club's, um, power.

It is, like, you know, a 150-plus-year-old football club.

It was creaking a bit.

Brilliant

... um, excited to try that.

Then we've got a pair of fruited sours.

Um, so Three Swords Raspberry and Three Swords Blueberry Lemonade.