“Talking to craft brewery owners around the world was important because we realised we needed to be able to bring something different to the market, creating beers which would break boundaries but still follow tradition,” Luci says.“ The UK craft beer market is sufficiently mature so we couldn’t launch with crap branding or a beer which needed improvement; customers wouldn’t be prepared to give us the benefit of the doubt because they already have expectations of quality when it comes to craft beer. So everything had to be right from the get-go.”
