Better brew: The duo redefining non-alcoholic drinks

Starting a new brand during a pandemic would scare away many would-be entrepreneurs, says Martin Friel. But for the founders of I’m Still Standing Brewing Company, it’s a worthy challenge

Jerry Goldberg (left) and Fraser Duncan started the venture in 2019 (ZAG)

The entrepreneurial class have created a self-image that tells them, and us, that facing into challenges, embracing them even, is the key to success. And there is probably a lot of truth in that.

But launching a new drinks brand while creating an entirely new category in the middle of a global pandemic? That sounds more like masochism than appetite for a challenge.

That, however, is exactly what Jerry Goldberg and Fraser Duncan, co-founders of I’m Still Standing Brewing Company, have done.