00:00Hello Terence, glass of milk, straight up, prime.
00:04My peanut for me.
00:05Now, one of the biggest trends in the food and drink industry
00:08is the rising popularity of non-alcoholic drinks.
00:12No, we're not worried.
00:14Our customers buy duff for its robust taste,
00:17not its alcoholic content.
00:19What I want to do is go after vodka, lime, soda.
00:22I think it's perfect.
00:23We can target health conscious and it's going to be easy to produce.
00:26And to get it like a vodka substitute is very, very difficult.
00:29What?
00:30Uh, I'll have a beer.
00:37Alcohol-free beer, surely?
00:39No.
00:42With regards to it tasting like a vodka, lime, and soda,
00:44I don't think it completely does.
00:46Got to be a reason there.
00:47It can't be done because the elements that make the vodka
00:49is the alcohol.
00:51Lime, cordial does taste like a vodka, lime, and soda.
00:53I think the...
00:54You want a beer, pal?
00:55What are you drinking?
00:56We got this non-alcoholic shit.
00:58What's that?
00:59It's like a non-alcoholic beer.
01:01It's got no alcohol.
01:03I predict our new alcohol-free duff zero
01:06will sell even better than our previous brand.
01:11Oh.
01:13So for this task,
01:14you'll be creating a new non-alcoholic drink.
01:17We can't taste any vodka.
01:18Didn't expect to see you here, Harry.
01:20Children's party is not exactly your style.
01:22No, Mary, I was tricked.
01:23I was told there'd be free booze.
01:25It doesn't smell like vodka, lime, and soda,
01:28and it doesn't really taste like vodka, lime, and soda,
01:30and therefore, I think it isn't something we'd put in our stock.
01:33It's a beer?
01:34Yeah, with no alcohol.
01:36But you drink enough,
01:37and if you drink a lot, they get you fucked up.
01:39Without the vodka,
01:40it's just a soda water with lime.
01:42That's right.
01:43Didn't give him the alcoholic drink.
01:45The punch.
01:45The punch.
01:46No, there's no alcohol.
01:47That's the fucking point.
01:48I'm not a scientist.
01:49I don't know what the fuck you're talking about.
01:50I can get you beer if you want fucking beer.
01:52I know, but I don't drink, you remember?
01:58Well, that's the end of me.
02:00Right.
02:01No hangover, for sure.
02:03Might be bored stiff,
02:04but you ain't gonna hangover.
02:06Get him what he wants.
02:07Just get him what he wants.
02:10Oh, I'll have to go out.
02:11Can somebody mind the bar?
02:13I don't drink anymore.
02:14Oh, you want to go inside
02:15and blow some lines of bacon powder?
02:18Did you get any element of vodka in that?
02:21Not really.
02:21They couldn't find a distinctive taste of vodka.
02:24Are you going to taste any substance of vodka in that?
02:26Yeah, so I...
02:27I'll be interested to see
02:29if I can detect any vodka in this.
02:33Otherwise it's just going to be, you know,
02:35soda and lime drink.
02:36There's no vodka taste in this.
02:38I mean, you know,
02:39if I was somebody who liked vodka,
02:41I would say that you are taking the piss, really,
02:43because that's what...
02:43It looks like a sample that I gave my doctor the other day.
02:47Here's someone likes drinking beer.
02:50Another thing that they said...
02:52The biggest challenge we had trying to sell
02:52was trying to convince the buyer
02:55that it was vodka,
02:56because every challenge we had was,
02:59this is not vodka.
03:00Can't imagine ever not enjoying getting fucked up.
03:03Yeah.
03:03I love it.
03:04As being sober.
03:06Fucking sucks.
03:07Boring, right?
03:08I'm so boring.
03:09I'm going to kill myself.
03:10One thing about me is I encourage communication.
03:13Nick, I'm just going to say,
03:14I feel like you've got this idea that you're leading with,
03:17but Francesca and I just don't really get it.
03:18Yeah, I know where you're coming from.
03:20So it's just you leading us right now.
03:21Oh, no, that's got to be black.
03:23You need to create and brand the drink,
03:25host a launch event and pitch to retailers.
03:28I've got Vodify,
03:30because you're modifying vodka.
03:31On the other team...
03:32Okay, perfect.
03:33All right, let's go with Vodify.
03:35Name agreed.
03:36I, Joseph Fitzgerald O'Malley,
03:37Fitzpatrick O'Donald,
03:38The Edge, Quimby,
03:38welcome you to Springfield's first
03:40booze-free St. Patrick's Day.
03:43Boo!
03:45Don't worry about being negative.
03:47Obviously, once you've said it
03:49and you know that I've taken it on board
03:50and I've disregarded it,
03:52then then bury it after that.
03:53Sure, I mean, as long as you're happy.
03:55Yeah, okay, Aaron, I get it.
03:56I get it, you don't agree.
03:57I get it, I get it.
03:58So are we having an image on a label?
04:00No.
04:01We're not, so it's literally
04:02just going to be the colour and the logo?
04:04Yeah.
04:04Perfect.
04:05I want subtlety to be a key word in this, okay?
04:08If we taste it
04:09and we are worried that there is no flavour to this drink,
04:13is there a second flavour we can add to it?
04:15No, no, no, no, no, no, no.
04:17I said it's tasteless, you can't taste it.
04:20I do think that's quite a boring text.
04:22We need to make it a bit smaller.
04:24Nick, I really want to support you as much as I can,
04:26but I just think we're going very, very safe.
04:28We're just lying.
04:29Yeah, okay, Aaron.
04:30I've been in and around the drinks industry
04:32all my whole life, pretty much.
04:33Finance manager Nick.
04:35When creating a drinks brand,
04:36I like to think of it as split into thirds.
04:3930% of it is in the liquid,
04:4030% is in the product and brand,
04:42and 30% is in the sales and marketing.
04:45What a way...
04:47And I've got a very clear vision.
04:49Just trust me on it, I've got a vision.
04:51Next, bring Nick's non-alcoholic vision to life.
04:55It just needs to be a bit thicker, like...
04:57Oh, yeah, hold on, let me see that, you.
04:58That's perfect, perfect.
04:59There were a lot of other voices in the room,
05:01people had some concerns,
05:01but at the end of the day, this is my vision,
05:03I've got the industry knowledge
05:04and I'm very confident in what we're going with.
05:06My name is Nick.
05:07I've got 15 years' experience in the drinks industry.
05:09Because Nick was so strict with one vision,
05:12it meant that if there were limitations on the manufacturing,
05:14they wouldn't have been able to work around that
05:16because we had to stick to the strict vision.
05:18But let me know your thoughts.
05:20I'm open to things.
05:21He's definitely got opinions,
05:22but whether those opinions have got any substance,
05:24well, that's another matter.
05:25So we're not going to have anything additional as a unique...
05:29No.
05:30You don't want any USB?
05:31Can you put the Vodify a little bit higher?
05:35OK, yeah.
05:37And then I do...
05:37Do you really not want to have any images at all?
05:39No, no, no.
05:40Just think in your head,
05:41vodka, lime, soda, that is literally it.
05:43We'll go with that.
05:45That's quite a minty colour.
05:46The pastel colours, it needs to stay pastel.
05:48The green is what we've gone for
05:49and I think that it works.
05:51I'm happy with that.
05:51You weren't going to be involved in the formula?
05:54No, Lord Sugar.
05:55My plan...
05:56Really?
05:57So we've gone with the can.
05:58The big reveal.
05:59I like that.
06:01Of Nick's new drink.
06:02My plan was to...
06:04What's the purpose of the bloody branding
06:06if the thing tastes like crap?
06:07So our vision is taste, taste, taste.
06:11Give me that, quick.
06:14You won't like it, it's non-alcoholic.
06:17Can we actually, like, taste this product now?
06:19Of course.
06:20This won't get drunk by anybody else, I can tell you.
06:23Yeah.
06:24Kristen, you have a lot to learn
06:26about the motion picture business.
06:31And people are going to love our product.
06:33I'm not going to lie, I'm not really a fan.
06:35It's not very nice.
06:37OK.
06:38It's very, like, sour.
06:39Yeah, bitter.
06:40Yeah, quite bitter.
06:41Product sucks, to be honest.
06:44It really does.
06:46Ooh.
06:48I'm getting lime.
06:49I'm getting salt as well, I'm not going to lie.
06:52Really?
06:53So in other words, what it tastes like is irrelevant?
06:55Is that what you're saying?
06:55No, no, no.
06:56So, obviously, the liquid is extremely important.
06:59My concerns would stand around the quality of the liquid.
07:01I think it tastes like watered-down, salty energy drink.
07:04That's what I'm...the vibes I'm getting.
07:06Aye, sir.
07:07No.
07:08Give us something that you don't like about it.
07:10Probably the bitterness, I don't.
07:12At the last minute, we decided to really balance it out
07:13with some extra salt, because it was just really clacking
07:16at the back of our throat.
07:17Five drops of salt.
07:18I think it tastes like lime cordial with fizzy water.
07:21A little bit bitter.
07:22I'm just not sure that's an enjoyable feeling for me.
07:25So he's just adding ten drops of salt?
07:27Yep.
07:28Just a similar recipe with a bit of salt,
07:30because I just want to know if it's not salt or not.
07:34I personally have concerns that it is a little bit salty.
07:36I think it's a bit too intense.
07:40Interesting.
07:40It is quite overpowering.
07:42Anyone got a feeling at the back of your throat?
07:44We will take each and every one of you to paradise.
07:50You really, really have to get on with this.
07:54So let's just give it our best.
07:55I think it's good, Vodify your life, it works.
07:59I'm genuinely really excited to present to you Vodify.
08:03We would really love to work with you,
08:04if that's something that you'll be interested in doing.
08:06No, I think the liquid isn't good enough.
08:09One side of the filter depicts a hungover individual,
08:12and that represents life drinking vodka.
08:14You want to see our wrists out here?
08:15Oh, yeah.
08:16Yeah.
08:16And then on the other side, it's refreshed,
08:19and that is Vodify.
08:22Ooh, I like that.
08:23I don't like that, really.
08:26Bloody hell.
08:27I've been tasered by someone.
08:30It is funny.
08:31But you know what?
08:31They all loved it.
08:32It's funny.
08:32Vodify.
08:34Refreshing, with the finest naturally derived ingredients,
08:37with a gentle sparkle.
08:39Vodify your life.
08:40Oh!
08:42Oh, my God!
08:44Yeah!
08:46Oh!
08:47I like how you did that, and well done,
08:50but I think I would like to say it.
08:53Oh, God, thank you for those answers for the sake.
08:56Vodify.
08:58Refreshing, naturally derived, Vodify your life.
09:01I didn't see you as a dictator,
09:03but listening to Karen,
09:04I thought you were going to invade Poland next.
09:07Life and business has to carry on.
09:10That's correct, Lord Sugar.
09:10And as soon as we sat down,
09:12I knew exactly what I wanted to go for,
09:13and I didn't really put it up for debate.
09:15One, I thought of, like, Megatron.
09:17Like, we're like the mega ones.
09:18The best.
09:19Megatron.
09:20Megatron.
09:21OK.
09:22The other side of the filter is refreshing, revitalised,
09:25and this is life if you drink Vodify.
09:27But no-one listens to you.
09:29At the end of the day, we all know that...
09:32That's a little bit sick on the side of your face.
09:34Yes, I noticed that.
09:35I know what it is.
09:36And the two spots on the other side.
09:38I'm desperate to know what went on.
09:40One side is someone being hungover,
09:42and then if you turn the other side,
09:43it's someone, like, really fresh.
09:45It was a nightmare.
09:47I hope you are going to listen to Francesca and I
09:49in this next brainstorm,
09:50because you've got some good branders here.
09:52100%.
09:53No, no, no.
09:55There's no creativity.
09:56There's nothing to set us apart from any of our competitors.
09:59We are just a mocktail, lime and soda drink
10:02with nothing else to us.
10:04It's got good energy, isn't it?
10:05Yeah.
10:06The lines might run to climb to break great.
10:08Yeah.
10:09We wanted to...
10:10We'll find it funny, Aaron.
10:11We're back to brown.
10:13And then, like, probably about now.
10:16Like, now.
10:16What you know about rolling down in the deep...
10:20All right.
10:21OK.
10:23But keep it not wacky, OK?
10:27Do you know what I mean?
10:27A bit Theresa May.
10:31I just don't want to put you in an awkward situation.
10:34It's embarrassing.
10:35I said I don't want to hear any more.
10:40I don't know if they're going to take us seriously if you do that.
10:42Do you know what I'm saying?
10:43I don't want to hear any more from you.
10:46It is a travesty.
10:56The elements I feel you could bring to the table is...
11:03You are a male.
11:05That's correct.
11:06OK.
11:06Right.
11:07Anyway.
11:08So here's how I see it.
11:09It is a travesty that the idea of a non-alcoholic drink is that you don't get drunk.
11:16What a waste of an opportunity.
11:18Yeah.
11:20I had the vision.
11:21I didn't really listen to anyone else.
11:23And I delivered a product which won the task.
11:26I'm happy.
11:26And that is Vodify.
11:28So that's it.
11:29Done.
11:29First win for the boys.
11:33Call me old-fashioned, but I prefer real alcohol myself when I'm celebrating.
11:37Yeah.
11:37Thanks, man.
11:37I'm going to have a beer.
11:39It's fun.
11:40Take it easy, Kev.
11:42Hey, thanks, Jordan.
11:43Thanks a lot.
11:43Glad you're finally back in business, Mo.
11:46Yeah, that was a scary couple hours.
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