Luke began his beverage journey by Co-Founding Wild Fizz Kombucha. Inspired by his time in the USA, he noticed a lack of truly delicious, traditionally fermented kombucha in the UK. Starting at local farmers markets, Luke's passion for creating flavorsome and scalable beverages led him to establish a kombucha brewery and production facility in North London. Wild Fizz Kombucha achieved the highest Star Rating at the Great Taste Awards among all UK brands. Although the pandemic forced its closure, Wild Fizz was stocked in approximately 300 stores across the UK and Europe.
Before his foray into the world of beverages, Luke spent nearly a decade in Live Events, working with renowned London agencies on large-scale campaigns for esteemed brands like PlayStation, Facebook, Google, Nike, and Adidas.
Following his agency experience, Luke launched his own firm, acquiring clients such as Reebok and Jaguar Land Rover. Additionally, he ventured into the sustainable retreat business, which ultimately led him to the CPG industry and the establishment of Wild Fizz.
Luke thrives on the challenge of building things and bringing people together to achieve seemingly impossible goals.
Max was formerly the Director of Trends at Trendwatching, where he spent a decade proving consumer insights and fueling innovation at all manner of companies, from The North Face to the Bronx Zoo to the Dubai gov. He wrote a book called Trend Driven Innovation. Before that he had an independent record label. And he was an advertising nerd. He volunteered to dress as Ronald McDonald just to get to Cannes Lions. He has been coming to VT his whole life, and met his spouse while visiting his aunt and uncle. He is now thrilled to be raising three little Vermonters.
What are some challenges that you have faced that have pushed you to where you are today? What helps you overcome these challenges and get through hard times?
Max: In my previous career I used to advise leaders of different very companies in very different industries how to react to the changing world. So learning how to think like a potato chip company one week, and an aerospace company the next week taught me to think expansively. It's not easy but it occasionally reaps unexpected insights!
Favorite spots in Vermont?
Max: i grew up visiting charlotte, and every time I drive by the covered bridge I stop and take in that view of the Adirondacks. The lake is so special to me, though now living in Richmond the kids and I are river rats on hot days. In terms of multi season happy memory spots... Cochran's is unbeatable.
What is something you're most proud of?
I feel proud when my kids come home and teach me something they learned in school. Props to the brilliant teachers at Richmond Elementary School and the Audubon school.
What is something most people don't know about you?
Max: I used to have great hair.
What is something you've been learning about recently that interests you? (emerging tech, art, brands etc.)
I loved learning about the wildly different business models from the cohort of LaunchVT. I get fired up by other businesses of all shapes and sizes. Unlocking value in cow poop, old mattresses or satellites. There's an infinite number of ways to start something!
What are some challenges that you have faced that have pushed you to where you are today? What helps you overcome these challenges and get through hard times?
Luke: I spent the best part of a decade putting on large scale event activations around the world. The pace was electric and very challenging. The attitude in events is that almost any challenge is surmountable. Want to hang a car from a grade 1 listed building, sure let’s do it. Want to live stream a product launch around the world with simultaneous activations across different continents. Yes lets go. This kind of thinking has always helped me when presented with a tough challenge. There is always a way through. And generally the solution involves multiple simple steps. I get massively fired up by solving big complex problems with a series of simple solutions. That’s what plink is to me.
Favorite spots in Vermont?
Luke: I have only been here for 3 months so there is so much for me yet to discover. But I love the creative energy and vibe in the South End, I’ve already met some great artists and makers and I love the strength of the local community. Oh and any spot, sitting on the beach and staring at the Adirondacks is pretty damn special
What is something you're most proud of?
I am proud of what Max and I have already achieved and massively pumped for the next chapter of our business. We were put together during Covid and created the company, brand and initial product, totally remotely, without seeing each other IRL. Now that we are together I am proud of what we achieved apart but keen to stick together for the foreseeable.
What is something most people don't know about you?
Luke: I had plastic surgery on my nose, haha. Someone stamped on my nose in rugby and ripped my nostril apart, had to get it sewn back together
What is something you've been learning about recently that interests you? (emerging tech, art, brands etc.)
Luke: I am so excited about the emerging evidence of the power of plant based medicines and psychedelics, like psilocybin. I am incredibly grateful to all the pioneers at places like M.A.P.S. and can’t wait for further legalization and increased access to natural products that can unlock creativity and positivity. I also love the local artist Clark Derbes, his use of form and color is exquisite.
Find more about PLINK here!
