Punk Squirrel founder Matt Matthews

Alistair welcomes into the studio one of the most successful entrepreneurs in the country. Matt Matthews has caused quite the stir since he burst onto the scene with his viral video #TastesLikePiss, and has since gone on to build a behemoth of a craft beer brand - Punk Squirrel IPA - which is currently valued at £540 million.

Prodded by Alistair’s probing and insightful questions, Matt goes deep. Over the course of this raw and unfiltered 14 minute interview Matt explains the thinking behind the game changing brand name Punk Squirrel, how the minus 53% employee satisfaction rating was actually a positive thing, and how Punk Squirrel Property Management marks a new and exciting chapter for him, and him alone.

The Big Idea with Alistair Green is brought to you by Are You Okay? Mental Health. I do love you.

Written and performed by Alistair Green.

Produced by Alex Burnard.

A Cup & Nuzzle production for BBC Radio 4.