Episode Details

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Sam Holmes and Harvey Armstrong’s journey from a chance train encounter to launching Prime Time 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 Advi