Cheers to Fabian and Rohan. They run Quarter, a light gin with quarter the alcohol and quarter the calories. The pair are tapping into the massive boom for no & low alcohol alternatives, driven by people looking to reduce their alcohol consumption and make better choices. Quarter provides the perfect refreshment without compromise. Why have one when you can have four? Not only is the product delightful but the brand ticks all the boxes. It's a masterclass in how to launch a brand. From an iconic and memorable name and new category creation to beautiful eye-catching design and top draw photography. No surprise that Fabian and Rohan hail from the brand world. With Fabian doing a spell at Design Bridge before moving into the restaurant world. And Rohan running Reggie, his own brand consultancy, after also spending time at a number of agencies. However, despite us in the brand world thinking brand is everything. Tapping ourselves on the back. It's not. It's only one part of a much bigger puzzle. There's production, innovation, distribution, investors, sales and growth all to get your head around. And while there is a growing tendency for agency folk to ditch the services industry and turn their hand to running their own brands - it's not always as easy as they first imagine. In this episode we get the low-down on Quarter and find out how it's really going behind the gloss of Instagram and a shiny website. Tune in to find out.