So if you could go back to the beginning of your career, before technology, before whiskey, and give your younger self one piece of advice, knowing everything that you know now about business, investing and entrepreneurship, what would that be?

Hmm.

You get handed down certain traits.

And my father was an entrepreneur.

His father was an entrepreneur.

My father was a refugee to the UK from Egypt.

Oh, wow.

So in your opinion, when you were creating Cache, what was the biggest issue? Was it transparency? Was it trust? Was it excessive pricing? Was it accessibility? Or was it something entirely different?