In 2022, QCM got a direct call from Anheuser-Busch’s North American CEO, Brendan Whitworth. He had a pet project he wanted us to work on called ‘Noonshine’. He said he loved the name but didn’t quite know what to do with it or how to turn it into a winning product concept. So we showed him and had a whole lot of fun along the way. And to our surprise, it sailed through focus group after focus group will stellar results. It was one of only a teeny tiny handful of ‘new-to-world’ brands that got the greenlight that year. We launched it in test market in the Carolinas and then that thing with Dylan Mulvaney happened and everyone we worked with on this project suddenly had much bigger fish to fry. It’s both a great marketing story and a great product. Here’s to fate and circumstance!