After 820,000 subscribers and 18 months of trial and error, here's what we’ve learnt actually performs on big screens:

Over 150 million Americans now watch YouTube on their televisions. Not on phones. Not on laptops. On actual TVs, in their living rooms, often with other people, for extended periods.

YouTube isn't competing with TikTok anymore. It's competing with Netflix.

Here's the revolution nobody's talking about: you can now make content that looks like television for less than the catering budget on a traditional TV shoot. Technology has made TV-quality production accessible to anyone willing to learn. And some very smart millennials have already learnt.

Traditional brands spending millions on TV ads are trying to buy that awareness. We're earning it, at virtually no cost, by being interesting.

TikTok should be a goldmine for drinks brands. 3.5 billion downloads. Massive engagement. Young, enthusiastic audience.

There's just one problem - alcohol brands can’t advertise on the platform. And so most traditional drinks brands have simply... given up.

Instead of polished studio photography we deliver behind-the-scenes reality.

Instead of  professional models holding bottles we shoot James May being James May.

Instead of carefully scripted content we record genuine curiosity and experimentation.

We couldn’t care less about ‘aspirational lifestyles’, we prefer relatable enthusiasm.

We've spent a lot of time studying what drinks brands do on Instagram. And honestly? Most of them are playing it painfully safe.