Greg Wells worked in insight, and he has always loved booze brands. He once completed a project for Diageo where the CMO said that the smartest young people set up food and beverage start ups these days. Which was enough to trigger him to give up a highly paid job to try his own hand at it. His company We Are Beer now runs three beer festivals a year, with over 35,000 visitors; they work with many of the best brands in beer and with their drinkers community, to deliver meaningful insight.