Faye Soleimani is the CEO and co-founder of Ticket Beer.

Why is Ticket Beer a game changer?

We believe we are the world’s first saffron enriched beer. Besides being the most expensive and discerning spice on the planet, saffron is universally applauded as a spice with manifold health benefits, be that enhancing mood, tackling oxidative stress and boosting good memory. Based on a non-alcoholic beer from Persia (pre-Iran Revolution), Ticket is a beer that provides the perfect blend of enticing World Cuisine meets artisanal British beer production – we work hand-in-hand with a superb small batch brewery in Ripon.

In the finest tradition this sober-curious themed beer, this sumptuous blend of floor-malted barley, hops, lavender and orange oil pairs seamlessly with white meats, fish and traditional sweet and savoury treats to create something discerningly debonair yet distinct.

Why is your business mantra?

Expect the unexpected!

Tell me about the moment you decided to make Ticket happen.

Ticket came about in December 2021. Like so many others our holiday plans (to Thailand) were turned on their head when our last-minute holiday was suspended. We decided that this was a pivotal moment of change (less commuting, more working from home….) when a product in tune with latest thinkings could truly thrive. Ali and I had both spent extensive time in the corporate world and felt the time was ripe to grab the nettle and put our learnings on to an entrepreneurial footing.

What's the hardest problem you’ve had to solve so far?

Like so many things one’s biggest strength is also our biggest risk. Saffron is a spice with a big taste that isn’t everyone’s cup of tea. That said, it was never our ambition to be all things to everyone, because if you have broadbrush approval you have probably played safe and created something rather beige. Ticket pale ale isn’t for everyone but those who like it will adore it! 

What did you do prior to launching Ticket?

Ali was an ex-director of Shams beer - a famous Middle East non-alcoholic beer of Iranian origin whilst I have a varied career in sales, marketing and category management across an array of food & drinks categories; including soft drinks, post-mix dispensers and early doors low/no propositions.

Ticket is the perfect fusion of our combined skills to create something truly unique, namely British brewed ale enriched with saffron.

How did the pandemic impact your business?

Both good and bad. From a bad perspective, exploratory conversations with interested retailers stalled as the pandemic was a period of negligible risk-taking where retailers reduced their portfolios and focused on essentials and proven winners.

The pandemic also fuelled experimentation and the surfing of more challenger brands, especially those brands supporting a healthier living vision. Today low/no is no longer seen as a fad or a whim but a real solution to a rapidly changing food & drinks landscape. Today ¼ of all British drinkers are actively seeking to reduce their alcoholic intake, including a 1/3rd of all 18-24 year olds.

Latest conservative estimates suggest that thanks to a growing #sobercurious movement low/no alcoholic beverages will be a £450m category in the UK by 2024.   

Business high for low?

High - That’s tough to call – either seeing our new packaging for the 1st time which has received rave reviews wherever it is seen OR a recent review by Alcohol Change that underpinned all we believe.

What plans do you have for the next 12 months?

We want to reach the next stage in our journey, namely extending beyond the indie delis and online into the off licence, supermarket and restaurant and hospitality sectors. We also want to be a pro-active voice within the low/no alcohol movement working alongside inspiring ‘leading lights’ like Alcohol Change, Wise Bartender, Club Soda and Zero Proof Nation.  

We also think there is real scope to export our pale ale to those nations that are further along the low/no alcohol curve than the United Kingdom because alcohol-free beers have authentic global reach.

Airlines, Eurostar and discerning hotel bars represent yet further opportunities as the business community moves away from old-school midweek/midday drinking rituals  

Finally we’d like to extend our portfolio beyond pale ale in 2023 by creating an equally discerning, artisanal lager.

Can you stand your ground in an increasingly competitive marketplace?

Not only stand but run!

Best advice for aspiring entrepreneurs.

Don’t sit on the sidelines wondering what if!