What happens when an accountant develops a passion for alcohol-free craft beer? In this candid conversation, Ben Gibbs sits down with Roger Tattersall, former CFO and co-owner of Mash Gang, to explore the unexpected journey that took him from corporate finance to revolutionizing the alcohol-free beer industry.

The story begins with socks – yes, actual socks – and unfolds into one of the most remarkable success stories in the burgeoning world of alcohol-free beverages. Roger shares how a simple purchase led to joining the tight-knit "family" at Mash Gang, where he helped transform a fledgling startup into a brand that would eventually secure an industry-changing acquisition deal.

Beyond the business insights, Roger offers a refreshingly honest perspective on his personal relationship with alcohol. Despite not identifying as sober or teetotal, he hasn't consumed alcohol in two years – a decision he ranks among the "top three life-changing things" he's done. This nuanced view of moderation and mindful drinking reflects the evolving attitudes that are reshaping the beverage industry.

The conversation delves into the economics of creating exceptional alcohol-free products, the critical importance of branding (Roger estimates 50% of beer enjoyment comes from packaging), and predictions for where the industry is headed – including more draft options in pubs and the challenges of the current economic climate.

Whether you're sober curious, in recovery, or simply interested in the business of better beverages, this episode offers valuable perspectives on how non-alcoholic options are transforming from stigmatized alternatives to celebrated choices in their own right.

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