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Sam Holmes and Harvey Armstrong’s journey from a chance train encounter to launching Prime Time beer is a masterclass in friendship, resilience, and the power of building in public.
Known for their stint on Made in Chelsea, Sam and Harvey brought their entrepreneurial journey to life on-screen and social media. This authenticity not only earned them a loyal fanbase, but also helped them raise over £1 million through crowdfunding, turning fans into investors.
It all started on a train with a shared 24-pack of beers. Years later, motivated by a love of beer and a vision for a sustainable lifestyle, they launched Prime Time, a low-calorie, gluten-free, vegan beer with a caffeine kick. But the path wasn’t easy. Just as they were gearing up for a major festival, their first brewery partner went bust. Instead of folding, they quickly pivoted, found new partners, and kept the dream alive.
Today, Prime Time is available in pubs, bars, and Waitrose supermarkets across the UK, proving that with the right mix of grit, collaboration, and community, even the boldest dreams can become reality.
🔗 Find Harvey on LinkedIn, Instagram, and Sam on LinkedIn and Instagram
Some takeaways from Harvey & Sam’s interview:
1️⃣ Embrace serendipity
Great ideas often come from the unexpected. Sam and Harvey’s chance meeting over a 24-pack of beers on a train proves the power of being open to new connections and opportunities.
2️⃣ Innovate with purpose
To stand out, solve real problems. Prime Time isn’t just another beer — it’s crafted for today’s health-conscious drinkers, offering low-calorie, gluten-free, vegan, and caffeine-infused options that hit the mark.
3️⃣ Stay resilient
Challenges are part of the journey. When their brewery partner collapsed during the pandemic, Sam and Harvey quickly pivoted, secured new partners, and kept Prime Time on course.
4️⃣ Build in public
Transparency builds trust. By sharing their story on reality TV, social media, and involving their community in crowdfunding, Prime Time transformed fans into loyal supporters and brand advocates.
In this episode we cover:
00:00 Introduction to Sam Holmes and Harvey Armstrong
03:16 A Chance Encounter: How It All Began
05:10 Crafting a Healthier Beer: The Vision Behind Prime Time
07:24 From Idea to Product: The R&D Journey
09:34 Overcoming Setbacks: The Production Challenges
12:50 Scaling Through Outsourcing: Lessons Learned
14:35 Navigating Fundraising: Bootstrapping to Crowdfunding
18:09 The Differences in Funding: Private vs. Crowdfunding
21:41 Marketing and Activations: The Co-Founders' Approach
23:26 Defining Roles: The Co-Founders' Dynamic
25:29 Building the Team: Hiring for Culture and Fit
30:18 Work Culture: Balancing Office and Remote Work
32:35 Expanding into Supermarkets
34:42 Navigating the Supermarket Landscape
36:24 Facing Competition and Imitators
38:05 Learning from Industry Giants
39:50 Maintaining Focus and Productivity
44:21 Continuous Learning and Networking
48:23 Sacrifices on the Entrepreneurial Journey
51:04 Vision for the Future
53:40 Advice to Younger Selves
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