Leicester Tigers player Greg Batemen has launched a beer called People’s Captain.
The 30-year-old prop has teamed up with Milestone Brewery, based near Newark, to come up with an Indian Pale Ale which is available online in 5 litre party cans costing £20, or in £10 gift packs.
According to the brewery it is a “crisp, refreshing, fruity session pale ale with a wonderful citrus aroma, back hopped for a fresher flavour that lasts the whole pint”.
Greg said: “Working with an experienced brewery like Milestone means they have the expertise and are already set up with their own website so I can sell from there.
“I decided to go down the online route rather than setting up a bar because it means I can avoid licensing issues and not have to worry about a lease on a commercial premise.
“Instead I can focus solely on the product itself and marketing it in the best way to the customer.”
Greg said he used knowledge picked up while studying for an executive master’s in business administration at De Montfort University in Leicester to get his beer idea off the ground. He is now in his second year.
He said: “My master’s has taught me a lot about the financial sustainability aspect of running a business.
“Some of the modules have proved really helpful, especially those looking at sustainability and social enterprise. The modules at De Montfort University have taught me how to interpret market research and how to develop a business plan.
“By growing the business slowly and more organically we have stayed true to the brand which means we have created a more sustainable business module for the future.
“We started by selling in smaller batches and seeing how well it was received by our customers.”
Greg has played for Leicester Tigers since the 2015/16 season, and originally signed as a hooker but has now settled as a prop.
He said that within four days of People’s Captain going on sale, more than half the stock had been sold.
He said: “It flew out! The next step is to build on what we’ve got and start selling in larger quantities.
“Setting up People’s Captain has 100% fed into my studies and vice versa.
“One of the reasons I wanted to do an MBA is because I wanted to better understand the theory behind running a business.
“Eventually I’d like to combine running my own business with offering professional coaching and consultancy services.
“I feel that through my own experiences and education I am always learning so I hope to be able to help others and advise on what I found worked well and what didn’t.”
People’s Captain is available to buy online here.
