Over the years, we’ve come up with a lot of ideas that haven’t ever seen the light of day. Urchins we called them, wily ideas with no home.  So we thought we’d give some a home by launching them ourselves. Now two years later, Scorch and Lucky Sod have reached shelves all around Europe and Australia. It’s been quite a ride. When I say ‘ourselves’, I mean a consortium of industry experts enjoying a side-hustle. We have a great distributor, a spirit specialist and a world-leading marketer in on the wheeze.  What we’ve learned with Urchin Spirits is that it’s not easy. Suddenly you’re faced with the choice between a better but more expensive design that will swallow your margin or a not quite so good design that won’t. And design isn’t where that stops. There’s decisions to be made on everything. Alcoholic percentage (ABV) is another example – too high and you cross duty thresholds that eat at your profit, but too low and you lose quality. It's given us a new level of empathy for what our clients are experiencing which has fed into how we advise them.