Can you lose a multi-million-pound fashion business almost overnight… and still come back to build a brand in a completely different industry?

Charles Gay is the founder of Favela, the Brazilian-inspired beer brand bringing sunshine, culture, gluten-free lager, hospitality partnerships and premium party energy into the UK and European drinks market.

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In this episode of Building The Brand, Charles shares the incredible story of going from fashion entrepreneur and brand creator to launching Favela Cerveja, a Brazilian beer brand built around culture, community, purpose and one very clear gap in the market.

But this conversation is not just about beer, hospitality or building an alcohol brand.

It is about losing everything, having to shut down a successful fashion business almost overnight, dealing with the pressure of staff, suppliers and cancelled orders, rebuilding from scratch, raising investment, learning a new industry, cold-calling bars, driving beer across Europe himself, and proving that brand-building principles can transfer across completely different markets.

He also breaks down the realities of the drinks industry, from brewery partnerships, wholesalers, distributors and hospitality groups through to premium venues, football sponsorship, Ibiza activations, Amazonico, Dubai, Marbella, O Beach Ibiza and the strategic move into aluminium bottles.

Connect with Favela:https://www.favelacerveja.com/

IN THIS EPISODE:

▪️How Charles Gay went from fashion entrepreneur to beer brand founder

▪️Why Brazil inspired the creation of Favela Cerveja

▪️Spotting the gap for a Brazilian beer brand in the UK drinks market

▪️Creating a gluten-free, vegan and purpose-led beer brand

▪️The role of brand design, packaging, IP and trademarks

▪️How Charles raised his first £1M to launch Favela

▪️Why investors backed the founder, the story and the purpose

▪️How to build a drinks brand through bars, restaurants and wholesalers

▪️Why cold-calling and hand-delivering product still matters

▪️How Favela partnered with O Beach Ibiza and Amazonico

▪️The strategic importance of aluminium bottles in beer

▪️The difference between on-trade, off-trade and supermarket distribution

▪️Why the right venue partnerships matter more than being everywhere

KEY MOMENTS:

0:00 — Charles Gay on raising £1M, Ibiza and building Favela

1:05 — From fashion entrepreneur to Brazilian beer brand founder

3:15 — Creating a gluten-free, organic, vegan beer concept

5:22 — Spotting the gluten-free trend before the market caught up

9:25 — PAUSE POINT: Market gaps are easier to see from outside the industry

11:37 — Losing the fashion business and saving Favela

19:18 — Relaunching Favela and raising the first £1M

22:06 — The Favela Foundation and building a purpose-led beer brand

23:45 — PAUSE POINT: What survives when a business collapses?

26:37 — Rebuilding the brewery, team, marketing and distribution

30:05 — Cold-calling bars and hand-delivering beer in Glasgow

33:33 — Starting again, swallowing your ego and leaving fashion behind

39:15 — Why aluminium bottles are a major opportunity for Favela

42:15 — Getting Favela into O Beach Ibiza

47:01 — Driving beer through Europe to Ibiza with his dad

48:44 — PAUSE POINT: Founder mode means doing whatever it takes

52:25 — Amazonico, Dubai, Monaco, Miami and premium global venues

56:29 — Why on-trade comes before supermarket retail distribution

1:00:15 — The biggest lessons from losing a multi-million-pound business

1:03:40 — World Cup activations, Dubai, Spain and Favela’s next stage