Laura Cunniffe joins Will to unpack how DrinkWell is building a new category of better for you alcoholic drinks, without being allowed to say “better for you.” She shares how they navigate strict regulations, scale without deep discounts, and increase lifetime value through subscriptions and annual delivery passes. Laura explains how they're repositioning their wine brand Traces through new packaging, and how a £14.99 sample pack drives high ROAS and AOV. From community driven product decisions to the limits of alcohol advertising, this episode offers a masterclass in creative problem solving for growth under constraint.