In this episode of Lessons in Brand Building with Unchartered Territory, Oli Russell-Cowan sits down with Sam McGregor, co-founder of Signature Brew, the London based brewery redefining what happens when music meets beer.

Sam shares how Signature Brew evolved from a bold idea about fixing terrible beer at gigs into a nationally recognised craft brand powered by culture, collaboration and community.

We get into:

• Founding Signature Brew & how music became the brand’s purpose
• Why early artist collaborations set the tone for everything that followed
• The turning point of launching their core range & building their own brewery
• Lessons in saying no, staying focused & scaling with intention
• Team culture, leadership & what drives growth inside a modern brewery
• How the craft beer landscape is shifting
• Sam’s advice for founders navigating uncertainty, creativity & the long game

Whether you're a founder, marketer or just love stories about building something original from the ground up, this episode is a masterclass in how culture, strategy and persistence can brew a movement, not just a beer.

You can follow Sam McGregor on Instagram and LinkedIn

Connect with Signature Brew
Website: signaturebrew.co.uk
Instagram: signaturebrew

Like what you hear? Please consider subscribing on Apple Podcasts or Spotify and leave a short review. It takes less than 60 seconds and it really makes a difference.

The Unchartered Territory Podcast comes out across all podcast players with a new episode every month.