 Mae gennym gynhyrchu, mae fel yw hyn yn gronwch yn oed, o ddwy'n ffordd chi'n ddweud ym mhwyllwch. Mae'r ddweud eisiau, mae'n gwneud a'r dweud, mae'n ddweud iddyn nhw'n meddwl gydaglion. Efallai ymddi'r meddwl i'w meddwl, fel y bydd angen'i'n meddwl gael'r meddwl. Felly, oherwydd, roedd hyn o'n credu bod gyda'r brand y gallwn ei amser yn ddim yn ei wneud. Ond mynd i ni wneud oedd i ni'n kayn oedd eich hynny'n cael ei gwaith a'r brand yma, ond mae'n gweithio'n mynd i gael eich rhaid yn gweithio'n meddwl iawn ac yn cyhoeddwyr iawn. Ond oherwydd, mae'n gwneud o'r brand ar y barthau i'n meddwl i'n meddwl i'n meddwl i'n meddwl i'n meddwl i'n meddwl. a fydd eisiau cynnwys. Byddwn yn gallu gweld ei bod ymddych chi'n gwybod i'ch eich phobl yma i'ch gael ymddangos. Mae'n rhaid i chi'n edrych enw, mae'n bobl ei chael cael ymddystrydol ac mae'n bobl yn ychydig i'ch bod yn gwybod ac mae'n gweithio'r bobl ac mae'n gweithio'r gobl sy'n gweithio bod nhw'n gweithio'r bobl i'ch gobl The love that when they go to the pub it's proudly there on the bar. So I think that's part of the reason that we really stand out. And then also we don't use any flavourings or additives. Lots of other brands do tend to use that to shortcut to make it taste like beer, but we really are a beer. We just remove the alcohol at the end. So I think those are probably the two big things that we do stand out. Let the product speak for itself. Absolutely. So, what are the key challenges that Lucky Saint faces when trying to embrace sustainability? It's been a long journey for us to get to where we are with a B Corp, and I think there's three sort of things that I've really put down to. It's been like an 18-month journey. The first is that B Corp is intentionally, you know, it's challenging. They want you to always, you know, consistently improve on what you're doing. And there is a hurdle rate that you have to achieve in order to become, you know, clonw'r press go and become a B Corp. So first of all, it's, you know, it's kind of, you know, it's meant to be challenging. When we started, we only had 40 of the 80 points that we would have needed. So we've had to do a lot of work along the way. More so, average companies would have 50 points. We had 40, which is probably reflective of the fact that we were a start-up at that point. The second thing that we found quite hard is that we, at certain points, we've had additional support, but we have been doing it kind of, you know, as our day job. And the third point, I've just forgotten. Rawanwri is great as we get to the point. Yeah! Oh my God! Cos that's part of what I'm saying. It will come to you. It will come to you, don't worry. Oh my God. So it's really, really, three really important things, yeah? I think that is part of it though, having, having people do it internally means that as well as running a busy start-up, you're also taking on this huge challenge of becoming a B Corp. And that is at once kind of a brilliant thing, because it means that everyone's super engaged and everyone in the team feels involved, but it's also a huge pull on time. A massive amount of pressure. Yeah, so you kind of have to, you have to make it part of the job, not an additional job. So, and also, what is Lucky Seng doing to make brewing a more sustainable practice? It's pretty hard to talk about this bit, actually. Because we use a co-manufacturer for our brewing. We don't have our own brewery, so how much we are getting involved in that is really quite small scale currently. At some point, who's to say, you know, what our brewing capacity needs to be, you know, where that needs to be. And at that point, I think we'll be able to get involved in more sustainability. Currently our brewery in Germany, you know, in the UK, there are nearly 600 bee corps. The next EU country is France with only 150, and Germany has less than that. None of them are breweries. So there is a lot to do, there's kind of a lot of education to do to, you know, just to get them involved in what bee corp is and understand the benefits that it can have for them and for their other customers as well as on the planet. So obviously you guys have done a tremendous amount of work at Lucky Seng getting the product out to market and developing such a great product. What are the next steps for you? Well, our ambition is to become the world's defining alcohol-free brand. We kind of talk about being what Guinness is to stout. We want Lucky Seng to be to alcohol-free beer. So the plan is to launch internationally. And I think, yeah, we're very focused on our one product, our lager. We don't have a kind of massive innovation pipeline because we talk a lot about doing the right thing well and doing one thing well. So we're very focused on our lager. Draft is massive for us this year. We launched on draft just before the pandemic. It got off to a great start and then all bars and restaurants closed. But I think that's the focus for this year is really championing draft. We're in 250 pubs at the moment. The aim is to be in 600 by the end of the year and then world domination after that is the plan, I think. So Lucky Seng is a brand that's facilitating a lifestyle movement for consumers. How are you facilitating this adoption through your marketing? Have you experienced any challenges in doing so? I think for us it's really about balance. We make a really concerted effort not to talk about hangovers or make people feel bad about drinking alcohol because the vast majority of people who drink Lucky Seng are moderators. They're not T-totallers. So they don't want to hear about how drinking is terrible for you or any of the negatives of drinking. They want to hear about the positives of alcohol-free. So we really tried to weave that through our tone of voice, our marketing. We never talk about compromise. We never talk about hangover-free or guilt-free because people enjoy a drink and that's fine. It's more about balance and moderation. So some of the partnerships that we have, for example, we're about to launch a partnership with Strava. We've been doing lots of work with Garmin. I think those brands are about embracing that active lifestyle in a way that is a balanced life. It's not about making people feel bad or encouraging them to lose weight. It's just about enjoying your life to the maximum. So throughout our marketing and our partnerships and our tone of voice and everything to do with our brand, we very much talk about the positives and we really steer away from... Even some brands say when it's alcohol-free, they say, you know, without compromise. But RMD Emma talks about, you know, if you say, don't think about a pink elephant, the first thing you think about is a pink elephant. So if we say, you know, without compromise, the first thing you think, well, that feels like a compromise. So we really talk about in our marketing like the moment of drinking our beer, the pint that you have and the pub with your friends. We don't tend to talk about, you know, but you're not going to have a hangover the next day because it's more about the moment of enjoyment. Enjoying that product that you've worked so hard to create. Exactly, yeah. Wonderful. Thank you guys. Sorry, I'm just really intrigued on what you've been saying. Sorry, I can't help myself. Did you kind of know who your ideal demographic was? Did you have your consumer in mind kind of when the businesses was really at that kind of foundational stage? I hope you've been quite surprised by who might have picked it up since that point. I think our gut feel was right that it is this kind of 25 to 45-year-old men and women. We're about 50-50 men and female because I truly believe beer is not just for guys. I love beer. And so, you know, the kind of people that you might expect, enjoy an active lifestyle. They love food. They love balance. I suppose sometimes we're surprised with the way people enjoy our product. So we've been hearing a lot recently that people have been ordering Lucky Saint Chandy's in pubs. So half Lucky Saint, half alcoholic beer as a way to... Fair enough. Not something that we're really going to be pushing in our marketing, but, you know, if that's how people want to drink us. So I think that's been a surprise, the way that some people have, you know, are drinking our beer. But in general, I suppose we don't really talk about it as a specific demographic. It's more about a mindset. And I think just from working at Lucky Saint, we've all sort of, through osmosis, kind of adopted this balanced lifestyle. Like whenever we have work drinks, everyone genuinely has a Lucky Saint first. And that's not because our founders like looking over our shoulder, but we have to order one. Like it's just a natural thing. And I think that's what's really nice kind of internally as well. It's quite a lot about community, isn't it? I suppose. Yeah. And just not making people feel left out, you know, when you're out and about and, you know, we had a work party recently and it was great to enjoy a few drinks, but you don't want someone who's there, who's maybe not drinking to feel like they're not included. And, you know, with Lucky Saint being on draft as well, you can have a pint. You've still got that social aspect. Yeah, exactly that. Yeah. And we'll be talking a little bit about that. Amazing. Well, sorry. No, it's not a joke. No spoilers. No spoilers. Thank you so much. That was amazing. Brilliant. Thank you. Thank you.