Who inspires you?
Anyone who carves out their own way and tries to add more than they take away. I love the US podcaster Bill Simmons. 

What’s your proudest career moment?
Sometimes it’s the small things…first time I ever saw a random person walking along drinking an Ugly was huge. 

What’s your brand all about?
Positive rebellion, honesty and subversion.

Have brands lost touch with people? Why?
Some brands take themselves very seriously and expect consumers to do so too! 

What’s your all time favourite ad campaign? Why?
I loved the This Girl Can campaign. It really made you feel something, and I think the campaign can be backed up by the numbers too!

What’s your biggest challenge right now?
Building a business simultaneously in the UK and US.

AI + marketing: threat or opportunity?
Opportunity. Everything is always an opportunity!

How do you like to spend your spare time?
Eating and drinking. It’s an expensive habit, but makes me very happy!

What’s your favourite London restaurant?
The one and only Eagle on Farringdon Road.

What’s your top trend for 2020. Why?
The ‘hard seltzer’ wave is inevitably coming! I actually think that there is still a lot of room for good quality RTD alcoholic mixers too.

Joe is co-founder of Ugly Drinks