Sam McGregor on Building Signature Brew: How Music & Craft Beer Created a New Kind of Brewery

In this episode of Lessons in Brand Building with Unchartered Territory, Oli Russell-Cowan sits down with Sam McGregor, co-founder of Signature Brew, the London based brewery redefining what happens when music meets beer.Sam shares how Signature Brew evolved from a bold idea about fixing terrible beer at gigs into a nationally recognised craft brand powered by culture, collaboration and community.We get into:Founding Signature Brew & how music became the brand’s purposeWhy early artist collaborations set the tone for everything that followedThe turning point of launching their core range & building their own breweryLessons in saying no, staying focused & scaling with intentionTeam culture, leadership & what drives growth inside a modern breweryHow the craft beer landscape is shifting Sam’s advice for founders navigating uncertainty, creativity & the long gameWhether you're a founder, marketer or just love stories about building something original from the ground up, this episode is a masterclass in how culture, strategy and persistence can brew a movement, not just a beer.You can follow Sam McGregor on Instagram and LinkedInConnect with Signature BrewWebsite: signaturebrew.co.uk Instagram: signaturebrewLike what you hear?  Please consider subscribing on Apple Podcasts or Spotify and leave a short review. It takes less than 60 seconds and it really makes a difference.The Unchartered Territory Podcast comes out across all podcast players with a new episode every month.