Two Fingers Brewing Co. was created in 2012 when seven guys with an expertise in building brands and a passion for craft beer had a vision for a beer
that wasn’t just better tasting, but better for men everywhere. All of the profits from the sale of Two Fingers’ beer goes to Prostate Cancer UK. In this ‘People On Purpose’ chat with Matt Sadler (Co-Founder of Two Fingers Brewing Co.), we learn about the opportunities and challenges associated with creating an exciting new social enterprise.
On Purpose: Why do you do the job you do?
Matt Sadler: As seven guys who work in marketing, launching Two Fingers Brewing Co. and creating Aurelio (our golden artisan beer) is our way of using our professional skills and love of craft beer to support a cause that‘s really close to home. Several of our colleagues have been affected by prostate cancer, and we’ve learned that the chances of us getting it are shockingly high.
The stats are that 1 in 8 British men, rising to 1 in 4 black British men, will be diagnosed with prostate cancer at some point so it’s pretty much certain that one of us, or someone we care about, will get it.
Prostate cancer kills as many men as breast cancer does women, but support and awareness for it is tiny in comparison. So we thought we should do something – and we were too lazy to run the marathon, so we launched a beer brand.
After all, since guys love beer so much, we figure it’s about time there was a beer that gave back – and drinking Aurelio makes joining the fight against the most common male cancer as easy and enjoyable as reaching for the bottle opener.
On Purpose: What are you most proud of?
Matt Sadler: We were recently awarded Best Craft Beer Innovation at the International Beer Awards in Rome (“the Oscars of the beer industry”) – around two years after we first had the idea to create a beer that wasn’t just better tasting but better for men everywhere, and just four months after we finally launched Aurelio in Tescos across the UK. The amount of support and encouragement we’ve had since launch has been incredible. Now we’re truly humbled to have our efforts recognised as leading the way in the world of beer, and thrilled to have a new favourite beer glass!
On Purpose: What keeps you awake at night?
Matt Sadler: Excitement about new brews, new people and new places. Fear about competing with the biggest beer brands in the world while on a social enterprise budget.
On Purpose: What were you doing five years ago?
Matt Sadler: Working in advertising, in London. Now I’m still working in advertising in London, but my life’s a lot more exciting thanks to having the opportunity to run my own brand and business alongside helping to build those of other people. Not to mention my three-and-a-half year-old daughter.
On Purpose: What do you expect to be doing in 5 years’ time?
Matt Sadler: Running Two Fingers Brewing Co. globally with one hand and an advertising agency in London with the other, whilst chasing my daughter around the park.
On Purpose: If you were Prime Minister for the day, what would you do?
Matt Sadler: Give the duty raised on any beer sold for charity to that charity, rather than sticking it in the government coffers. We’ve already asked George Osborne if he would do this for us and got a polite letter back saying “no.” So if I were PM I wouldn’t ask him, I’d tell him!
On Purpose: What are the biggest challenges you face as the leader of a social enterprise?
Matt Sadler: We’re doing this alongside our day jobs, so time is probably the biggest one. But we’ve made a rule that since the seven of us have already got plenty of work to do, Two Fingers Brewing Co. should always feel like fun. So far, it’s certainly been one hell of an adventure.