“A good idea is worth more than a big budget.”

What happens when you stop trying to drink less… and instead build something you can drink more of?

In this episode, Ruth speaks to Tom Benn, founder of Future Chateau - a 5% wine designed for midweek rituals, not just Friday nights.

After six years as “Deputy Squirrel” at Pip & Nut and early experience at Vita Coco, Tom spent five years developing a lower-alcohol wine that isn’t a compromise, it’s grown to be less alcoholic from the start.

They explore:

• Why early-stage brands need emotional clarity, not big budgets
• The myth that low/no should cost less
• How poor innovation damages entire categories
• The emotional stakes of founding your own brand
• Why Slack might be killing productivity
• The overlooked audien ...