Stripping Off with Matt Haycox

Harvey Armstrong: The Truth About Made in Chelsea

• Matt Haycox

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Most people have branded Harvey Armstrong as "the cheater" from Made in Chelsea.

But behind the cameras is a founder who built a functional beer brand from scratch, quit a Big Four finance career at 23, and learned the hard way what fame does to your reputation, relationships, and mental health.

Harvey sits down with Matt Haycox to strip back the reality of reality TV, what’s real, what’s staged, and what the public never sees, while also walking through the real business strategy behind Prime Time Lager.

He opens up about quitting a stable accounting career, navigating backlash after public scandals, expanding a brand in a saturated beer market, and why he believes functional, “better-for-you” alcohol will be the next big wave.

If you’ve ever wondered what being on a show like Made in Chelsea actually does to your career, your bank account, your mental health, or your business, this episode tells the truth without the gloss.

Timestamps:
0:00 – Intro & Harvey’s Upbringing
 3:23 – Rugby, Uni Life & The Big Four Trap
 13:11 – Quitting Finance & Building Prime Time Lager
 21:17 – Made in Chelsea: Pay, Staging & Behind-the-Scenes Truths
 32:24 – Fame, Scandals, Regrets & Mental Health
 39:14 – Building a Business: Investing, Strategy & Prime Time’s USP
 47:16 – Money Mindset, Entrepreneurship & What’s Next

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SPEAKER_00:

We're not just your next craft beer, we're actually looking to create the next wave in beer. Mr.

SPEAKER_05:

Harvey, Armstrong. People who know you forward default to the fact that you went on made in Chelsea as a trust fund baby.

SPEAKER_00:

Yeah, there's definitely that prenation. I haven't had a penny from my parents since I was 18. It's deal dive myself.

SPEAKER_05:

What came first, made in Chelsea or the beer brand?

SPEAKER_00:

The beer brand. I was trying to sort of solve the conflicting love triangle of having a beer, having a good time, and being into your sports and fitness.

SPEAKER_05:

Craft brewing as an industry. I mean, it's very, very saturated.

SPEAKER_00:

We've kind of gone down the functional better for you route. We're trying to tap into the health conscious consumers.

SPEAKER_05:

Talk about the show first day. Excited, nervous.

SPEAKER_00:

Terrified. Terrified. I'd been asked to go on years back. I'm out there with my ex, and then her boyfriend comes in, like things like that. You just would never be in that position in real life.

SPEAKER_05:

You found yourself in the spotlight when you were caught cheating with your girlfriend as well.

SPEAKER_00:

That was yeah, that was a big one. That was probably the biggest regret. Well, definitely. You have these real private issues in your relationship, they get exposed to the nation, and it's quite tough.

SPEAKER_05:

I mean, obviously the the the caffeine is is unique, but I mean I mean craft brewing as an industry, I mean I mean it's very, very saturated. I mean, yeah, every man on the dog set you know set set up set up a um you know some kind of craft brewery. I mean, obviously you've got uh you've got your name to uh to sell if you're on the telly and and you've got the caffeine, but I mean how how are you struggling or not struggle, how are you faring against competition and and how much would or would you agree or disagree with what I've just said?

SPEAKER_00:

Yeah, so you're completely right. Kraft beer market is saturated, um, and there was a huge growth of it 10 sort of 11 years ago, um, you know, with the likes of Camden Hells, Beavertown, Meantime, um, Brewdog, who are all you know, still flying. Um, but then you had all these sort of trailers coming off the back of them and not doing any differential sort of points in that they just this different tasting, you know, crafted beer with more TLC than the one on the left and the right, and there's sort of more funky branding. We've kind of gone down the functional better for you route. We're trying to tap into the health conscious consumers who are still looking to enjoy themselves and have a low calorie as well, aren't you? Yeah, so we've got two SKUs, we've got the caffeine-infused and we have the normal lager. They're both low-calorie, low-carb, gluten-free, vegan, um, and also award-winning on taste. So, kind of the first tick box we went out to achieve was a great tasting beer. No consumer wants to um or will sort of pay for a beer which they actually don't enjoy drinking. So that was like, right, this has to be great tasting, and then everything we can remove from that afterwards is a bonus. So just removing the unnecessaries is what we call it. Carbs, calories, you know, doesn't have to be gluten. Um, and that's what we've kind of done. And that's how we sort of differentiate. We're not just your next craft beer, we're actually looking to create the next wave in beer, and that being your more functional, better for you beer.

SPEAKER_05:

Today I've got a guest who is a breakout star from a UK reality show. He's got legions of fans around the world, he's grown his own beer brand into a 10-figure business. He is the star of a maiden Chelsea, he's the CEO of Primetime Lager, Mr. Harvey Armstrong.

SPEAKER_00:

Thank you so much. What a lovely intro. I know you've got a lot to live up to now. I'm not sure about the fans all over the globe. Well, yeah. I've got some in the northern hemisphere, some in the southern. Probably not every country.

SPEAKER_05:

Tell me about the childhood in terms of you know what were your dreams and aspirations back then, you know, how privileged your upbringing was it? Because I guess you know, people who know you from the from the show always default to the fact that you know everyone on Made in Chelsea is a trust fund baby.

SPEAKER_00:

Yeah, there's definitely that pre-notion. Um I had I've had a really privileged upbringing, not um by any means what people would uh think from you know the stereotype that we that we have from the show at all. Just just modest and you know, nice family. Um just having the I don't know, it's it's hard, it's it's all relative, isn't it? But we will never I don't I've I haven't had a penny from my parents since I was 18. It's not I I don't get fed anything, it's just they brought me up well and they've let me in out into the world. Um and there isn't sort of any fallback money, there isn't inheritance. I don't I don't have sort of lovely properties around the world, and I can go like drop everything, be like it's all sorted. My parents have done it all. Uh it's none of that. It's like it's it's do or die for myself. Um so I definitely don't come from trust funds or what did they do for a living, your parents? Um they my dad was in insurance throughout his life, insurance career. Um he was actually a trained lawyer at university, but then went into insurance. Um, an incredibly clever guy, but kind of um at an early age, well, at an early adult age, became sort of deaf, which affected his um really? Yeah, um fully deaf. No, just like slowly um deteriorated uh to a point where he's probably like 80, 90% deaf now. But it then it had a big knock-on effect to his sort of career path and not being able to sit in board meetings and listen, like and so many things. So that kind of I think probably stunted his progression slightly. Um, but you know, you know, great sort of accomplished um professionals, and my mum um now sort of runs a branch of Savals out in Gibraltar. Um so she's kind of been in interior design and then into real estate and then now sort of yeah, director of Savals in Gibraltar. So she's yeah, she's an inspiration because she hustles hard.

SPEAKER_05:

So I guess both, you know, both pretty entrepreneurial themselves. Is is that where you got your um your your early early desire to be in business?

SPEAKER_00:

Do you know? I I've yeah I'm still on that searching mission of of where I get my drive and why. Um, but I I'm when I was young back in Australia, mum you used to be like you used to like run around looking for money on the floor, you used to like put your finger into phone booths and you know, like when back in the day we used to use like payphones and see if there was any.

SPEAKER_03:

You're not that old are you?

SPEAKER_00:

Yeah, yeah, yeah. No, I can say I I I I've seen them in use. Um yeah, I used to put my finger in them and try and find like if there was any spare like coins in the bottom. I used to kind of like we had this thing in Australia called um trash and what do we call it? Trash and treasure. Yeah, trash and treasure, where um it was basically the council tip where every six months everybody would throw all their stuff out and for free, you know, the council would come up and pick it all up, you know, old TVs, old sofas. Um, but to us as kids, we were like, we would rubb rummage through it all being like, you know, this is this is treasure. And we'd sort of then recirculate through these houses, trying to sell it back to people and like little sort of things like that, and doing sort of silly tuck shop type things at school. So I always had that um want and drive. Don't know where it, but I don't know where it stemmed from.

SPEAKER_05:

Let's have a let's have a change of subject and talk about uh talk about rugby. Okay, yeah. I know that that was uh that was uh an earlier passion for you, wasn't it? I think you played for Gibraltar.

SPEAKER_00:

Yes, yeah, yeah. Yeah. Um so my mum again.

SPEAKER_05:

So um were you going to school there, were you?

SPEAKER_00:

I went for a for a year, yeah.

SPEAKER_05:

Um can't imagine there's enough kids in Gibraltar to string a rugby team together with.

SPEAKER_00:

Uh I know. So it's not saying much about my rugby career then. Um, do you know what we are a really good outfit for the size for our population size? Um I think we're actually ranked 40th in the world at one point, yeah. Um and we punched well above our weight, which is yeah, which is which is quite impressive given that, yeah, there's not there's not a huge um pool to pick pick from. But um how old were you? I played from 18, so as soon as I could, and then I played quite consistently till about 24, 25, until prime time took over my life. And COVID actually could be because we're we're an international outfit, but we're not professional. We sort of pay for the play for the love of our country, and we get all of our expenses paid for, which is great. But um, yeah, it meant through lockdown we had to stop because we you know you get professional rights, so sort of had a two-year hiasis there, and then um yeah, I've kind of haven't quite got back to it. I've missed the last few internationals just because of work commitments, and um, yeah, there's a few coming up, and I'm like, oh, I could dust those boots off.

SPEAKER_05:

I had uh I had James Gaskell on here yesterday, actually. Did he? Yeah.

SPEAKER_00:

How's that?

SPEAKER_05:

Yeah, he's good, nice guy. Funny. Plenty to say. Yeah, but um it's pretty funny. You talk about being cancelled, and I think you know, he he uh he clearly completely speaks his mind on every question. And he he he said a couple of times in the interview that you know he's he's always conscious of the fact that he's you know one pop one podcast or one comment away from getting cancelled.

SPEAKER_00:

I do feel like these days you have to be like constantly kind of filtering yourself, and you just want to go prior to business.

SPEAKER_05:

You uh you finished boarding school and you went to Newcastle University?

SPEAKER_00:

Yeah.

SPEAKER_05:

So right to study finance and accounts, exactly that business, accounting, and finance, yeah. And uh what I mean, what why did you why did you pick that career or sorry, why did you pick that degree? What was what was the plan at that point?

SPEAKER_00:

So I was only 17, sort of applying the same way you do for UCAS, any other course, but this course meant that I it was a fast track, it was like a scholarship course from to get your ACA. Um, and for me, at that time, sort of not knowing what I really wanted to do in my sort of degree, which not many people do, and settling for like a geography or business thing, just to keep things general. I was like, I just want to, you know, I want to do something that's a bit more challenging, a bit more forward, sort of um, a bit more of a forward step, and and actually make some money while I'm at university. So this, you know, I didn't really know what accounting was at the time. I was just like, right, I know that I can fast track to what's a very kind of well-regarded uh qualification and sort of make money while I'm at university and not kind of go to uni and enjoy that kind of I guess stage of life, um, but not sort of leave after three or four years and be like, what have I, you know, what have I actually achieved? Like just got pissed up. So I wanted to kind of have a balance of the two, and it was a perfect course for that, and yeah, and it sort of fast-tracked me and meant after I I qualified after one year of leaving uni, so kind of got that ACA out of the way because it was dull. Um, and it did, you know, uh it provided an amazing base and it gave me a like great understanding of business and challenged me at a young age and you know, developed a lot of professional skills at a young age, but then I was just like, this is not, this does not sort of invigorate me. This doesn't get me out of bed in the morning, this doesn't make wake me up on a Monday. I want something like more kind of thought-provoking.

SPEAKER_05:

How did you actually get the um um get the PWC gig in the first place for people looking, you know, looking for a career, looking for internships or scholarships or big names like that? How did you actually go about it?

SPEAKER_00:

Um so I did a bit of research, I'd heard about these courses, I think I'd heard seen or heard of it at like a like one of those um what do they call it? Career fairs. Career fairs, yeah, yeah, back in the day. And I was just like, I love it. That was the because they do them with Deloitte, so do them with KPMG, um uh Ernest and Young, all the big four. So if yeah, if you are looking, have a look around for you know the big four accounting firms. Um, and they do them across different universities, not just Newcastle. I think PWCU, one down in Reading as well, and then I think Deloitte do Durham and somewhere else. So there's a bit of variation, and each or each course is also kind of varied in terms of how intense it is. Some are like full-time working throughout the year in a bit of uni, some are more uni and a bit of working. But yeah, ultimately I applied for it in the same way I would UCAS. Um, I'm trying to remember back now, and but in but it was a much more intense kind of UCAS process. I had to go up to Newcastle, have a few interviews, do like a um uh training day or like a personal kind of testing day, I forget what they're called, um, and do all of that and then yeah, and then got in. Um yeah, definitely worth looking at if yeah, for your for children as well.

SPEAKER_05:

And after uni, it did you get a job with PWC? Was it yeah? That was straight away, was it was some kind of uh not not apprenticeship programme, but you know what I mean? That they they were tied to the uni with a yeah.

SPEAKER_00:

So the idea was that we worked basically one term um while we're at university, down in London, or all over the over the UK, but I personally was down in London because I sort of chose that to be my sort of base. Um, and the other two terms were up in Newcastle, so just living normal uni life. Um I our terms were extended. We did we got less hot summer holidays and all that, and uh it was quite it was a more intense course than usual, but ultimately, yeah, we're very much living uni life for two months, uh two terms, and then sort of working hardcore for one term. Um, and it was basically because in accounting in audit, um, there's a busy season when the sort of majority of companies' financial year ends end and they basically use us, these little minions, to like increase the workforce, and we go down and help out in a busy season.

SPEAKER_05:

You were working in audit, were you mainly?

SPEAKER_00:

Yeah, yeah, yeah. Get absolutely um whipped and yeah, and then go back and enjoy enjoy uni again. Um and yeah, so I basically did a year's worth of my work experience uh throughout my university career and 12 exams out of the 15 total exams and 450 days' work experience.

SPEAKER_05:

Were you getting paid for that work at the time?

SPEAKER_00:

Yeah.

SPEAKER_05:

And and did did you do any other work to kind of pay your way through uni?

SPEAKER_00:

That was enough. Um, and I did I did some promotional bits, which was the classic, but I sort of didn't massively enjoy that. And I I think it was mainly because I like had uh so much going on um for a uni student that you know it wasn't sort of a necessity.

SPEAKER_05:

So how long did you so you finish uni, you went to then work at PWC full-time? How long did that career last?

SPEAKER_00:

Uh until I was qualified, um, and then I yeah, then I sort of quit straight away. Pretty much, pretty much. Like I did, yeah, I wanted to get qualified. It was it was a sort of challenge I set myself from the beginning. I'd invested sort of four years into it, you know, through the uni process. Um, I guess along the way, I was like, as great as I know this is as a base and sort of as a financial understanding um process for me. I was like, this isn't my career path. And I know that. Like I kind of looked up to the partners and go, I don't want to be like you, so why am I gonna kind of keep climbing this ladder, pushing myself through some journey which I know I'm better suited elsewhere? So yeah. So I kind of I got qualified, ticked that box, and I went, right now, like let's let's let's have a breather and be like, all right, what do I want? I know I want I want higher risk, I want higher reward, I want kind of bigger challenges, I want something that invigorates me, I want something that just pushes me well out of my comfort zone. And I was kind of comfortable there, and so I just I went away for a little bit.

SPEAKER_05:

And you what you're 23, 23? I was 24.

SPEAKER_00:

23, I would have been just 23, yeah. Yeah. So then I yeah, but then you go into that sort of headspace of now, what is it? Like I need to figure this one out because yeah, so I I started interviewing for like corporate finance jobs and but had you quit it though, but you quit with nowhere to go, or you or you just No, I started interviewing for sort of more commercially facing like financial jobs like corporate finance or private equity, um, investment banking. Um, but the common feedback was you're great, C V great this, great that. You don't don't feel like you really want to be here. I was like, Yeah, I can't really um convince you that I have a passion for um you know for for finance, like for numbers, for playing with Excel spreadsheets, sorry, I don't but I do have a passion for business and I do have a passion for sort of growing things and and um yeah, I thought I kind of slowly through I guess getting a few knockbacks from those interviews was I actually you know what I think I don't I want I don't want to be working for anyone, I want to be doing my own thing, and that's where my sort of passion lies.

SPEAKER_05:

Have you found that your your training at PWC and your uh your degree in accountancy is is helping you now? Do you are you working on the accountancy side of things? Do you do you get deep into the numbers?

SPEAKER_00:

Um it definitely helped me in the earlier stages when I built this financial model and I pitched for investment. Um, and yeah, it all came back to me. It was like the mate, sort of I was like, oh, I didn't think I'd use this again. Uh but I less so now. I think from a high level in that I can under I understand, you know, I just kind of understand the movements within business and and what you know where money's going, cash flow is coming later, and I don't know, you know, just basic things and receivables and payables, and just it's just sort of in my head, but I don't sort of now dive into the the nitty-gritty of it. That's kind of been outsourced now.

SPEAKER_02:

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SPEAKER_05:

So what came first? Made in Chelsea or the beer brand?

SPEAKER_00:

The beer brand.

SPEAKER_05:

And and is that so is that next in this story?

SPEAKER_00:

Yeah, yeah. So then we quit PwC. We We. We, I'm just I don't know why I'm speaking about myself. Very odd. Um, yeah, so then I quit I quit PwC and then I took a few months out. I went back to my roots in Australia um just to kind of have a breather and like figure out exactly where I wanted to go. Um I think I I put a lot of pressure on myself to succeed, and I kind of I think that was probably a bit of a low point because I was like, I I'm a bit lost right now. I really want to be like thriving and succeeding. And it's when your sort of peers are all in the beginning of their sort of careers, and you're like, oh fuck, he's on, he's on to that, he's on to that, and you get that kind of like competitive nature going. But yeah, I sort of went away and I was like, what do I love? I love beer. I sort of saw a bit of a gap in the market for um, well, it started with a caffeine-infused lager, um, and that was really sort of seeing a gap in the market at the back end of my travels. Um, for well, I was out in Ibiza and we were sort of second night on the trot and seeing kind of kind of the popularity of espresso, martinis, vodcared bulls. Um, but I'm just a slight beer drinker. I drink beer start to finish, and I was trying to sort of um, I guess, solve the conflicting love triangle of having a beer, having a good time, and being into your sports and fitness. That was basically where caffeine infused was born on the second night out, tired, didn't really want to go out. Boys were like, come on, mate, have a beer, here, have a coffee, get get back up, get back on it. And I felt way better, but it just didn't settle the cock, the sort of warm, like creamy coffee and the cold, fizzy beer. So, why is caffeine not being put into that into lager? Um, you know, being the most consumed form of alcohol in the world, lager and caffeine, seeing a clear consuming need on nights out for caffeine and alcohol through other you know alternatives. Um, and then also I guess, yeah. So that's where sort of the seed of prime time began.

SPEAKER_05:

And did you set it, did you set up with a a business partner or a friend, or did you set up on your own?

SPEAKER_00:

Yeah, so I did it originally with my mum's um, I mean, in the very early stages with um my mum's boyfriend, who's actually worked in the sort of alcohol space um in Spain, south of Spain for 20, 30 years. Um, so he kind of had the early um experience um to even know where where we start. And then I brought on um my current co-founder uh Sam at the very early stages.

SPEAKER_05:

So, how established is a business at this point? And obviously, you you're you're uh Mum's boyfriend, he's got the experience of the of the alcohol industry. But just tell me a bit about the setup process. What was a typical day looking like?

SPEAKER_00:

Um, so it we were really at the sort of research stage and just really like assessing one, is there any is are we the first people to do this? Two, is there any competition out there? Um, how can we actually get this done? Is it is it feasible? Uh sort of thinking of names, thinking of kind of ways we actually make this kind of thought and concept a reality. It was really early stages. Um so we started sort of just you know outreach to breweries, um doing a few trial and errors, even just testing a few things at home, you know.

SPEAKER_05:

Breweries like contract breweries who could who could brew for you.

SPEAKER_00:

Yeah, yeah. So we were kind of at that really early stage. We didn't have a name, we hadn't tried anything. Um, we were just yeah, literally putting together budgets to see how much this could cost, getting quotes, you know, to build out our budgets, um, and just I guess, yeah, feasibility testing. Um and yeah, in that process uh at the early stages, um, yeah, I was asked to go on the show. I'd been asked to go on years back. Um how'd you find you? I was at university with uh living with a good mate who was good mates with a girl on the show at the time. Um, and that's kind of how they find you though, you know, it's kind of a social scene, or uh you know, once removed, it's like if you know them who's on it, then we can get you on if you kind of fit the bill and all of that.

SPEAKER_05:

So you got asked to do the show. Um, and I mean, were you thinking that this could be a good avenue for the uh for promoting the beer, or did you just fancy fancy, fancy a bit of full on the telly?

SPEAKER_00:

No, it's exactly sort of the latter in that. Um yeah, so I got asked when I was leaving uh university and and starting my sort of financial career. Um, and at that point I explored it because I'm sort of I wanted to assess the opportunity, I wanted to understand, get sort of um behind the screen a little bit and understand what they get paid, how the job like role works. Could I actually balance it with my financial career? I I even kind of looked at it at that point just to sort of see if I could get another re revenue stream, but like it just didn't suit what I was doing at the time. It didn't sort of um so then when I left PWC sort of started prime time, and then sort of was I was I was getting asked throughout because there's a lot, there's a lot when we could be a few hours if we get into it, but there's there's a lot of that of like connections I had through the show because my ex who kind of broke up with me and went on to the show, so she was always on it. Um and because of that, and a bit of back and forth between us, like um throughout sort of that year after the breakup, they were always like, Who's that guy? Who's that guy? Get him on, get him on. But it was just didn't sue me at the time. But then yeah, it got to the point where prime time started and they were still asking, and I was like, you know what, this now makes sense. I can use it as a sort of marketing tool, you know, um build brand awareness. Um, and also I was very much at the early stages of I didn't have another income stream, I needed to make money somehow to one, keep my head above water, two, find some money to take the get this business off the ground. So it was kind of a like pairing of the two.

SPEAKER_05:

I mean, talk talk about the show, you know, first day, uh, you know, excited, nervous, you know.

SPEAKER_00:

Terrified, terrified. Um, yeah, so I'll guess back to that. So quickly, I um I really wanted a like a business partner in this journey, and that was one of my biggest anxieties, doing like a good few months of it on my own. I was like, this is you know, this is gonna be a scary journey, and um then had the opportunity to go on the show, and I then asked Sam, who's sort of my best mate at the time, um, and now business partner and best mate, um, to come and join me because they had said you can come out to Buenos Aires, it was like an away series, and I was like, Well, I'm not doing that on my own, that's terrifying, going on TV. Like, and they kind of incentivised me and it doubled my salary, and then they were like, Um double your salary before you'd even started. Wow, doubled my day rate for it. It's it really wasn't much of a difference, but it was just a nice little goodwill gesture. Um, and then they're like, You can bring a friend with you. I was like, Okay, okay, now we're talking. Now we're talking. So Sam was over in Australia, um, on like doing a bit of travelling on his own. And I was like, mate, I think like you know, his dad had been helping us with the branding, his dad's in uh um like had years of experience in branding, um, had a big branding agency. Um, and at the very early stages of prime time, he was yeah, shaping up the yeah, what was early prime time? We didn't even have a name at the time. Um, and I was like, mate, your dad's helping the branding, you're kind of free. He was in the promotion scene uh in in London, there's like loads of people in hospitality, um, an amazing guy, like the friendliest guy going, and was also kind of on that um, I guess, business like soul finding mission. And I was like, mate, why don't we go out, two bonus arrives, come with me, we'll do the show. He'd all he's he'd also been asked in the past, so he kind of knew what it was about, and you people on it, and we'll start to promote prime time and we'll say we're out there. And Dave, our first scene was like, What are you doing out here? We bump into everybody and they try and make it like really casual, like, whoa, how'd you come here? Um, and we were like, Oh, we're just um we've got some meetings, some breweries out here, and we just started spieling this like kind of fake story. Well, not fake, but just like very much advanced to where we were, and knowing that we're gonna eventually launch his product, um, and slowly, yeah, getting the feelers out there that it's Harvey and Sam who do this beer brand. Um, and that's kind of where it started, yeah.

SPEAKER_05:

And so you you talk about him as your business partner. Were you were you friends before uh the show, or did you meet him on the show for him to become your business partner?

SPEAKER_00:

Yeah, I met him on the show and we just clicked, and yeah, he's very sort of business savvy um and a lovely guy. Uh, and yeah, sort of got on really well with Ollie as well. And I was again in the early stages of prime time um and looking for that kind of I guess um mentor type, uh, someone with a bit more experience in business to kind of lead us in the right direction. Um so that's kind of where he came on board in like an advisory role to start, yeah.

SPEAKER_04:

Had you had any mentors prior to that? No, anyone anyone that you consider a mentor?

SPEAKER_00:

No, no, sort of going in it in quite quite blind.

SPEAKER_05:

Are people because I know it's like scripted reality, but are people uh genuinely mates or mates of mates, or do they ever just go and find a couple of people to to drop into the show as you know complete random as to um you know put the uh cat among the pigeons?

SPEAKER_00:

Yeah, I mean uh there are genuine relationships on the show. Like I've got some really good mates on there, and and there's no sort of faker around that, but I think to sometimes to seed people in, they do just say, Oh yeah, these guys went to university together, but they didn't, or yeah, and then you know, because the whole the whole show is very much a a clique, about uh like a sort of friendship circle, like social scene thing. So like you kind of have to have an in in some way or shape or form, and then it develops from there quite naturally.

SPEAKER_05:

How do they come up with the stories? I mean, as in how much is let's say your genuine day-to-day life that becomes a story, and and how much is them saying, right, you know, you and Matt and Claire, we need to get you guys together and start an argument about something.

SPEAKER_00:

It's very much the core of everything that happens is very much real. It's sort of where that's we seed the show's kind of we give them the idea and they kind of run with it because the idea comes from I quite like that girl, or my mate pissed me off the other night, I need to have a word with him, and then they will kind of go, right, we'll put you together, have a word with him. Whereas you might not normally kind of bother having that confrontation, or it might just be a quick text, like mate, we all good.

SPEAKER_05:

Instead, they'll be like, It's a great way to get dates, isn't it? You'd be like, I like that girl, I like that girl, right? Well, we'll set you up on day. She's she's like, No, like, no, you've got to do it, it's work, you're on a day right now. Yeah, yeah, it was a bit like that.

SPEAKER_00:

It's the one perk.

SPEAKER_05:

You had uh you had a big fallout with uh Miles Nazaire, I think.

SPEAKER_00:

On the recent, yeah, yeah, yeah, yeah. He he's a troublemaker, he likes to stick his nose in.

SPEAKER_05:

But what happened? Are you friends again?

SPEAKER_00:

Or no, we're not friends at the moment. I don't think we've been massively friends for a while. Um, sort of he's an alright guy, he's just not my cup of tea. Um but yeah, we just had a little clash between girls, I guess. Um, you know, sort of kissed the girl that I was sort of dating at the time. Uh kind of all in good faith there.

SPEAKER_05:

And I think you you found yourself in the spotlight when you were caught cheating with your girlfriend as well.

SPEAKER_00:

That was yeah, that was a big one. That was probably my biggest regret. Well, definitely. Not probably. Um, yeah. So that's uh and in times like that, you know, you have these you know real private issues in your relationship, and they get exposed to the nation, and it's quite tough.

SPEAKER_05:

What are like the rough economics or or or the kind of you know business behind a show like Made in Chelsea, you know, in terms of you know how how do you get paid, how much of its time, how much of your time does it take? And and obviously from your own perspective, you know, you wanted to promote the brand. Uh, I mean, how how overt can you be about that?

SPEAKER_00:

Yeah, so I guess the structure is you you get paid in a day rate form. So you you know, if we film 12 hours, it's the same as if we filmed two, and that can happen, you know, there's long days filming, sometimes you're in and out quite quick. So um, and it starts very much like any job, um, quite low, and then you kind of progress as you earn your stripes and and so and so different people on the show get paid different amounts, are they?

SPEAKER_05:

Because I mean I I know nothing about it, but you you I used to you know read in the papers, you know, not that you know what's true or not, but like on Taui, for example, you know, like everyone gets what like 100 quid an episode or something, you know, some pittance, but you know, everyone's on the same same uh baseline, but then you know you're using it as a stepping stone to um to to get whether it's PAs or launch your own brand or whatever it may be.

SPEAKER_00:

Yeah, exactly. I mean, yeah, so uh people are on different rates, those that have been there longer are on on sort of higher rates, which is sort of only fair. It's the same way you know at this at a company um as you climb the ladder. Um, and then yeah, you obviously have your exterior revenue from you know Instagram and uh yeah, PAs, which are less of a thing now.

SPEAKER_05:

Show my age, aren't I?

SPEAKER_00:

Yeah, no, yeah. I don't know. I think the market. Become saturated. There are so many influences out there from all these like uh Love Island seasons and all these other reality TV shows that have come out of nowhere that that whole PA scene is just it's become a bit flat. You're not that uh excited by this reality TV star that comes down and you know says hello to you in a club. It's just that whole thrill has been lost, I think.

SPEAKER_05:

Do you do you find that same, I guess, that same knock-on effect to you know to the likes of paid Instagram posts and stuff as well? Because I mean, again, you know, go back a few years, you know, having a million followers on Instagram was like a big deal, you know, whereas you know, now this there's so many people, whether they've come from a TV show or whether they're just a you know a hot girl with bikini pics or whatever, you know. I mean, being hot and having a big number of followers, I mean doesn't really mean much. I mean, uh as has that has has a knock-on effect with your with people's earning capacity?

SPEAKER_00:

Um, I think so. I say I think so because obviously I don't have a comparison personally because I've only been in sort of the last three, four years making money through Instagram. But what I've what's clear is that people on the show ten years ago, on my show, their followers just flew up, you know, up yeah, half a million, a million if they were on the show for four years. Mine have gone to a hundred thousand after four years. So and because of that, you're then you know, not uh you're not gonna be earning as much as they once were. And I I mean, to be fair, I know back in the day they they were earning a lot of money. Like the the beginning, sort of early Main Chelsea stars, because Main Chelsea was one of the first, if not the first, like reality TV show in the UK that really took off. So, like my business partner Gareth part prime time, his husband Ollie, was one of the first well, I think he was, he actually opened, he did the first scene on Main Chelsea, and he's only just sort of left it. So he's done a good 10, 11 year stint on it. And he was saying back in the day, they actually like people would come up screaming to them, like they were proper celebrities, and now it's like he's like a loser.

SPEAKER_05:

How long are you contracted for? Is it like season to season?

SPEAKER_00:

Yeah, I think it's year to year actually, um, with and there's seasons within that.

SPEAKER_05:

And how long can you see yourself doing it for?

SPEAKER_00:

I think in my head there's a scale, there's a sort of prime time main Chelsea scale, and it's until sort of prime time gets itself to a point where the value of me sort of building the my personal profile and you know the brand awareness I drive through the show starts to really not start moving the needle of the business. And like maybe a year.

SPEAKER_05:

And uh so I mean you you're a few years into the show now, is it four years?

SPEAKER_00:

Coming up to four years, yeah.

SPEAKER_05:

I mean, any any particular highlights, any lowlights, you know. I mean, do you enjoy it as much as you you did in the beginning?

SPEAKER_00:

I'll tell you what, that that first season I really enjoyed because you go in, you're you're pretty um naive and sort of innocent to everything, and then it gets it gets deeper and deeper, really, because you actually do develop real sort of connections with the people, real emotions with girls, and then the deeper things get in that way, the more kind of vulnerabilities you have because you can get exposed in certain ways. So it definitely loses its kind of like sort of like young, fun, free feels, and it goes into a bit more like right, this is this is quite intrusive on life, but I always justify it with what I'm trying to do in the bigger picture and and what I'm trying to do with prime time, and um, and also I always look back to my PwC days and use it as a comparison to like I'd rather be doing this than sitting at a laptop, like you know, working nine to five to the for the man.

SPEAKER_05:

So in terms of getting exposed, I mean, like, how does that come about? Is that something she'd found out about privately and then it became something on the show, or did you get confronted about it on air?

SPEAKER_00:

It was yeah, I mean, it starts with the fact that we were just on a night out and someone sent her a photo, which happens so often. Like you can just be on a night out doing uh being innocent, like being in a club, maybe being near a girl, and like people will actually go out their way to send that, you know, your other half, but maybe boy or girl, whatever way works around just in this celebrity world, a photo being like, Oh, they're up to no good. It's like yeah, um, and that had happened a few times in the past, but never anything come from it, as in that never it was never, but then like one night it did actually, I actually fucked up and by chance this photo got sent around, and that's kind of where it started, and then I was like, Oh, I need to speak to you, but um yeah, but then the show had uh it got messy, but yeah, that yeah, it wasn't a nice one.

SPEAKER_05:

I mean, look, the fans of shows uh seem to get very bought in, and I mean, even with soap operas, they they tend to believe that the character that that particular actor is playing is like a real person and they get invested positively and negatively. I mean, you're for for someone um on the very public side of a of a breakup and where you were you were, I would assume, the one that people were hating on as the one who done the cheat that did the cheating. I mean, did that did that affect your your business life? You know, did it affect the brand negatively? Oh, that's a good question.

SPEAKER_00:

It affected me personally for a bit because it was just you know those um you know losing your girlfriend and and and that sort of tough mental time probably slowed me down a bit with business because I had my head elsewhere. Um but business was always my escape. I was like, right, fucked up there, like back to business, let's like like hone down now and and focus on the bigger picture. But I don't think it had a material negative impact, but I'm sure thinking about it, it probably you know, it's not a positive outlook in the short term. But I think you know, people all make mistakes and people are in a way sort of forgive and forget, and there's the next big sort of blow-up on the on the show, or you know, people move on.

SPEAKER_05:

So it's sort of and and you and you mentioned your mental health from that. I mean, let's just talk mental health in general, you know, with with with reality TV, with it with celebrity. I mean, how how how have you found it's affected you, if at all, and what what what kind of support do you get from the show?

SPEAKER_00:

Um I like to think I've got a thick skin, so I've kind of probably been able to sort of take on the chin quite a few rocky patches on the show, um, which there are. I can get it can get very intense. It's like I mean, out in Bali, for example, we're filming out in Bali, it's like quite a like tight-knit group, there's like 13, 14 of us, and I'm out there with my ex, and then her boyfriend comes in, like things like that, you just would never be in that position in real life, but it happens, and it can get very sort of heavy. But they yeah, the the show always there to offer you sort of like support, therapist support, and all that if you know they see that you need it. Um it's always there on standby if you ever need it.

SPEAKER_05:

How do you balance your time with that at the moment? I mean, you how much so uh how many hours a week is filming commitments?

SPEAKER_00:

It varies depending on sort of how much you're involved in storyline and you're filming. Um it at max, probably a 20, 30 hour week, 30 hour week, I'd say. At minimum, well, I'm minimum, nothing, nothing, you can do nothing.

SPEAKER_05:

And how how much time are you spending on the business?

SPEAKER_00:

The rest of my working.

SPEAKER_05:

Do you find it difficult to balance your commitments?

SPEAKER_00:

Yeah, I am more so now, um, just because I am filming a lot and business is kind of yeah, full throttle and we're growing, and there's a lot to manage. But I've got an amazing partner that like allows me to kind of go off and do these, like that other side, and sort of the whole business model we've always you know gone down. Is this is part of prime time that you know, building that profile, being out there. Like I had to go off to Corsica and film for well, five weeks. I went back for prime time for about a week and a half in the middle. But um, you know, it's hard because everybody's out there, they're having a good time, they're in their summer mode, filming, that's their day done. Then I'm sort of bringing my laptop up every evening and trying to do work while or during the day and they're sort of sun lounging and drinking, and you're like, the distractions, but like you yeah, it's it takes a bit of discipline.

SPEAKER_05:

Um just noticed a prime time t-shirt actually.

SPEAKER_00:

Yeah, that's a bit of a merch. Got the uh tattoo here as well. Really? Got that for camera because you can't wear anything. Actually, I'm avoiding it.

SPEAKER_03:

So it's not too premature, eh? Yeah, yeah, no.

SPEAKER_00:

I can always get the red X and stuff again.

SPEAKER_03:

I've got an ex-business partner tattoo tattooed up an arm and a fucking A.

SPEAKER_00:

You can put big X or put a bad clava over him or something. Yeah, so I I mean I put this here because uh I think one of your questions was like, How much can you promote um on the show? And there are limitations. Of comm, I think it is the regular regulatory board, uh, basically kind of which is funny. We were having this chat the other day, but you can only if I was to do a brand launch, I can mention the brand name once and I can show the brand label once. Um but funnily enough, if it's not your brand, I like my friend has a a um sunglass brand, so he's not allowed to wear sunglasses on, but they go take those off but put on um Ray Bans. And it's like, Why but why can't you promote Ray-Bans and not but you can't do self-promotion?

SPEAKER_05:

There's a limitation on it, which is you know, but but but can other can other people on the show talk talk about your brand?

SPEAKER_00:

No, right, I think it's to do with the kind of cast, yeah, members and any kind of I guess personal um interest. But yeah, so that's why I I got this tattooed here because you can't wear anything branded, so I just sort of get put it there and I like talking to sing and I make sure people are like everyone's like why why is Harvey always thinking? Yeah, that's a good point you make there. So yeah.

SPEAKER_05:

I mean, obviously the the the caffeine is is unique, but I mean I mean cra craft brewing as an industry, I mean I mean it's very, very saturated. I mean every man on a dog set you know set set up set up a um you know some kind of craft brewery. I mean, obviously you you've got uh you've got your name to uh to sell off you're on the telly and you've got the caffeine. But I mean, how how are you struggling or not struggling? How are you faring against competition and and how much would or would you agree or disagree with what I've just said?

SPEAKER_00:

Yeah, so you're completely right. Kraft beer market is saturated, um, and there was a huge growth of it 10 sort of 11 years ago, um, you know, with the likes of Camden Hells, Beavertown, Meantime, um, brewdog, who are all you know still flying. Um, but then you had all these sort of trailers coming off the back of them and not doing any differential sort of points in that they just there's different tasting, you know, crafted beer with more TLC than the one on the left and the right, and there's sort of more funky branding. We've kind of gone down the functional better for you route. We're trying to tap into the health conscious consumers who are still looking to enjoy themselves and have your low calorie as well, aren't you? Yeah, so we've got two SKUs. We've got the caffeine infused and we have the normal lager. They're both low-calorie, low-carb, gluten-free, vegan, um, and also award-winning on taste. So, kind of the first tick box we went out to achieve was a great tasting beer. No consumer wants to um or will sort of pay for a beer which they actually don't enjoy drinking. So that was like, right, this has to be great tasting. And then everything we can remove from that afterwards is a bonus. So just removing the unnecessaries is what we call it. Carbs, calories, you know, doesn't have to be gluten. Um, and that's what we've gone and done. And that's how we sort of differentiate. We're not just your next craft beer, we're actually looking to create the next wave in beer, and that being your more functional, better for you beer.

SPEAKER_05:

Is anyone else out there yet doing you know, infusing now with caffeine or or stri stripping out some of those ingredients?

SPEAKER_00:

No one is has done a caffeine-infused low-calorie lager. Um I have seen CBD lager, I've seen protein lager. Uh, so people are putting kind of functional benefits into lager and sort of seeing that there is um a consumer kind of interest there. Uh, people uh are doing the low calorie side. Again, it's quite a sort of infant part of the industry. Um, I guess you've seen it with uh Cause Light and Bud Light, who kind of their premise is that it's lower calorie, but it's only because of the fact that it's lower in ABV than their other product, and therefore by default it lowers the calories. It's not kind of designed to be a kind of better for you, lower calorie beer, um, and nor does the taste kind of um support you know people drinking it. That's kind of given actually the light beer space a bad name because they taste awful.

SPEAKER_05:

I know you're not playing rugby anymore. How how important or how much is sport in your life now? Yeah, massive, yeah. To counter all the heavy beer drinking you're doing.

SPEAKER_00:

Exactly that. And that's the the sort of premise of prime time is to counter that conflict in love, triangle, fitness, beer, and good times. And you know, it's yeah, it's something that's ingrained in my lifestyle, sort of gym at least six times a week, get out, have a run, like like to play tennis, like to play golf, like I'm very active in that way. Um, and then sort of like to be in the pub and have a good few beers on the weekend. And that is quite well, beer as we know it is quite conflicting to that. It's high in calories, high in carbs. You know, you can have a big boozy weekend and wake up on the Monday being you know, feeling looking fluffier, and and that was very counterintuitive to then my week of being at the gym and trying to you know work it back. So that's kind of what really stemmed prime time. Um, and the same way my business partner through lockdown did a huge body transformation. He was a bit on the larger side of life and through lockdown.

SPEAKER_05:

You said he said he was a bit on the larger side of life, but your hands did this.

SPEAKER_03:

Let's hope he only sees the audio version of this.

SPEAKER_00:

Um, and he did a full um incredibly impressive uh body transformation through lockdown and then sort of got himself to pub um you know as we eased out lockdown and was like, this is annoying. Like, I want a beer that doesn't go and sort of you know ruin all my hard work this week where I can enjoy that beer and not pack on unnecessary calories and carbs. And that again was yeah, sort of where we went from the caffeine-infused lager to low calorie and caffeine-infused and low calorie and non-caffein-infused normal lager.

SPEAKER_05:

Let's dig deeper into the into the brand and into the business. I mean, I don't know how much you you you you can or uh or or will share, but you know, in terms of uh growth and numbers and I mean how does it work? Where's it where's it sold to, where's it supplied? Are we in bars? Are we in shops? Is it still contract brewed?

SPEAKER_00:

Yeah, so we are mainly sort of London-based. Um on-trade's our focus, so bars, pubs, restaurants.

SPEAKER_05:

Um you say it's your focus, is it your sole set or do you do any off-trade? Um is it canned or anything as well?

SPEAKER_00:

Yeah, it's canned and we do sort of a lot of festivals and and events which sort of works for cans. Um, yeah, we're in 817, which is like kind of a small off-trade, like kind of a Whole Foodsy type um thing. Uh, and we're sort of now really knocking the doors of the supermarkets because we're at the kind of that point now. We're 18 months in, we are you know really proving ourselves on the on-trade, and that's where you can sort of break the first door down. You can't just walk yourself into Tesco or Sainsbury's, but you can into the pub next door. So, you know, you show you prove yourself on the on-trade, um, build up you know footprint, show there's clear demand there, prove concepts. Um, and that that we've done. We've got we're own over 120 accounts now. We're selling really well.

SPEAKER_05:

Um you're doing that through a wholesaler or are you doing doing it direct?

SPEAKER_00:

So uh some direct, some through wholesalers. We've got a number of wholesalers now, um, sort of across London and the UK. Um, yeah, and and direct. It's a bit of a web, a logistical web.

SPEAKER_05:

Um and and London's the bigger market because that's where you're focused, or because you get the benefit of being on the show down here?

SPEAKER_00:

It's where I'm based, it's where my partners kind of and my my own connections lie in terms of you know that low-hanging fruit and you know, bars and pub owners that we know. Um and yeah, it's just where I it's where I want to sort of build my business and my career.

SPEAKER_05:

How did you get your investors for uh for private time? Is that someone you knew anyway, or did you have to go out looking for investments?

SPEAKER_00:

Um there was a connection there kind of through the social scene, and my business partner Sam um used to work with them, did a bit of a stint working with them. They're in the whiskey trade, so they're in the alcohol space, um, and then got on very well with the MD and the founder. Uh, and basically pitched them, um, you know, put a financial model together, uh, and they yeah, they got on board, they loved it.

SPEAKER_05:

You mentioned Bud Light a minute ago, actually, and um, and I mean they've obviously had some recent bad press lately with their uh using transgender influencers to uh to to put uh promote the beer, uh, which has obviously backfired tremendously for them. I mean, did you learn anything from that from that experience? Or, you know, have you got any thoughts on how you pick influencers or how how how you actually brand something?

SPEAKER_00:

Yeah, we're always very conscious um of you know of the modern society and and how kind of quick you can get cancelled. Um, you know, Balenciaga did a similar thing with their campaign. Um you always think, how did it get signed off? You signed that one off. But yeah, we're very kind of sensitive to that and and how we do it. And like it's I guess it's a it's a fairly rigorous um market alcohol, and that there's so many blocks around sort of marketing and how you can what you can say and who you can market to, and like you can't you can't use certain use certain cartoon graphics and bright colours to an extent because it might it might it targets children. You can't say you can't promote or be seen to promote anything that would insinuate a state of change or a state of enhancement, or you can't say you can't say beer makes you funnier and cooler and sexier or better in bed. Well that it does.

SPEAKER_03:

Yeah.

SPEAKER_00:

Uh so you yeah, that you have to be very, very sort of careful with with how you promote in market.

SPEAKER_05:

So I mean, business and money in general. I mean, obviously, you know, you've always you've always wanted to to be successful. Uh, you know, you've wanted to fight find your way in business. I mean, how how important to you is money? Uh, you know, I mean, what and and what is your definition of success?

SPEAKER_00:

Well, I think money is just a metric to measure success. It's not actually the driver, it's challenge for me. I I like to I I feel that's hard to explain. I feel uncomfortable in my comfort zone if I'm not sort of doing something every day that like pushes me out or challenges me or makes me think, well, that got my heart rate going, or that kind of got my adrenaline pumping. I feel like I haven't really achieved that day. And I think sort of I guess diving headfirst into business and doing it, you know, something I've never done, and um, you know, was the first step in why I why I did it because I was like, this is scary. Like, and I had so many days where I was just actually resistant to doing anything because I was like, I don't really know what to do or where to go, what's like how to start, and then each day I've now just like how feels so natural that I'm on this path. Um, and I think that was part of breaking out that comfort zone each day, each day until I've now kind of become a comfort zone. So now I'm kind of looking for like how do I, I don't know, take more risk in the business or you know, drive it forward more. Um I guess do other things like you know, even podcasts like this or going onto TV to build the profile, all these sort of things.

SPEAKER_05:

And um, I mean, from a personal challenge perspective, you want to push yourself out of your comfort zone and and I guess earn more money from that respect from that perspective from from your actual current financial circumstances. I mean, have you got enough money if it wasn't if it wasn't just a challenge of earning more? You know, are you happy happy with what you're earning, or is it is it is it as much a a success metric as it is something you need for yourself?

SPEAKER_00:

I th I'm definitely at the stage of still needing it to at least like you know like one of my main drivers is I want to bring a family into an amazing life that you know is completely financially stable and supportive, and it means that when I do have children and a wife and kids, I can I can really sort of switch semi-off business and really like focus on them. Um and I'm definitely not at that stage. So I'm still very much in the you know basic founder's wage, still, you know, I've got a few other revenue streams which I use to kind of you know enjoy a a good lifestyle, but um it's very sort of early, early stages of you know, what will hopefully be a great career on paper there's a bit of money, but nothing kind of liquid. I mean, what do you think the single biggest or single best piece of advice you've received is sort of make make decisions quick and learn fast, you know, don't sort of sit idle and because uh uh you're more at risk from sort of not making that decision than you are from making the wrong one and then figuring out and sort of making the next right one. Um which you know is it's sort of that seems obvious, but when you are starting your own business and you are so sort of personally and emotionally invested, you can sometimes get so blocked by one decision because it can be pivotal to your business, but and then sort of that delay, that sort of non-starter mentality can actually have more of a detrimental effect. And it's sort of just yeah, I think and having fun with it, just have fun with it because it is scary.

SPEAKER_05:

And if you look back now to you know to when you're you know 10, 12, 14 years growing up, do you think your definition of success has changed?

SPEAKER_00:

No, I think my definition of success, I think, has always been you know, to to just uh be above the norm and just be kind of always pushing sort of above boundaries that you know and I think that like is is still the same way, I think now.

SPEAKER_05:

You mentioned uh your business partner being a mentor to you earlier. Uh I mean now now that you're you're a bit more experienced yourself. I mean, have you have you found yourself mentoring mentoring anyone else in you know whether that's on the show or in other other areas of life?

SPEAKER_00:

Yeah, I mean to an extent. I've got sort of my mates now who are who are looking to start businesses and they they do come to me and go, you know, how how do I start? What you know, where where do I begin, how do I incorporate a company, uh, what bank account would you use? I all those just sort of early basic stuff. Um, and then yeah, just sort of leaning on me for uh I guess business acumen, um, which yeah is is great. And I'd I'd love to take a role there, but I I I do think I'm quite a genius still in my journey to start to be a mentor to somebody, but I'd love to sort of get to that position.

SPEAKER_05:

Do you think you'd do other reality TV or other other, I guess, uh you know, celebrity avenues, or is it really just yeah, just being the route to uh to promote the brand, or have you enjoyed it in itself?

SPEAKER_00:

Um yeah, no, I think I would. Um I'm sort of at that stage now with Maine Chelsea where I guess my profile's at a level where I can sort of do other um shows and sort of have I've been sort of looking into it a bit.

SPEAKER_05:

Have you been asked to do anything?

SPEAKER_00:

Um I've no not not yet. Um I'd like to see sort of the challenge side of uh rally TV shows like SAS Hudo's Wins, sort of anything sort of dancing on ice. Dancing on ice. I don't know if I've got that in me. But yeah, I think something, yeah. I'll I'll probably see him on another show at some point. Celebs go dating. Yeah, I could do that.

SPEAKER_05:

And what about any any other uh business or investments that um that that you may have done?

SPEAKER_00:

Um well, I think through primetime we're um we're kind of uh vertically integrating, so we're trying to get into the hospitality space. Um we're actually opening a restaurant which we have an interest in.

SPEAKER_05:

Are you talking about so is that a bar and a restaurant or is it two separate things?

SPEAKER_00:

It's a restaurant on the top floor and kind of a speakeasy sort of 1920s prohibition-styled um cocktail bar uh on the in the basement floor. Um and yeah, just just in Chelsea. Um, and that's kind of with our investors into Primetime, so it's kind of this joint project. Um, but we're kind of just it's where our offices are as well. So it's we're sort of seeing it as building a bit of a prime time HQ where we can come and host people and um and then we've got a bar down in Wandsworth, which is a bit more of kind of a fun in the sun, cheap and cheerful, um sort of boozer, really.

SPEAKER_05:

Well look, it's been a pleasure having you. I know and I know you're busy, we've got to go and get to opening the bar, opening the restaurant, and selling some beer. So thanks for taking the time out and coming. Well, obviously we've we've we've spoken about primetime multiple times, but just before you go, do you uh uh do you want to give yourself a final shout out of where uh of where people can find you, where they can buy it, and how they can follow you on social?

SPEAKER_00:

Absolutely. Yeah, so we are all around London. Um, if you go onto our website uh www.primetelager.com, uh you can buy us both online there and see our footprint around London in the UK. Um so come find us at a pub. I do um recommend a pint, it can't be a pint. Um, and yes, follow us on uh socials at Primetime Lager.

SPEAKER_05:

Awesome. Yeah, well Harvey, thanks a lot, buddy. And thank you. Hope to catch up in the future and uh hear more about the success.

SPEAKER_00:

No, no, I hope there's a lot more to share. Thank you.

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Matt Haycox

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