Picture this: it’s a warm summer’s night at the annual Copacobana festival in the Belgian city of Ghent. Brothers Victor and Felix and their cousin Dimi are in a party mood... and their favourite way to kick things off is with a couple of zingy Mojitos.
So even though the live band are just getting into the swing of things, and the crowd are pulling out some increasingly questionable dance moves, Victor, Felix and Dimi reluctantly turn their backs on the stage and head to the bar.
But what fresh hell is this? A queue. A long one. Surely it’ll move quickly, they nod to each other, joining the back of the line. Spoiler alert: It does not move quickly. In fact, a full half hour passes and still they’re stood waiting. this is a waste of a once-a-year night out. Craning their necks to see what the hold-up is, they notice the queue for beer is moving much faster. If only cocktails could be served on-tap, they thought. Hang on a second. Is there any reason why they can’t be?
One (very busy) year later, that very same festival had placed an order with Victor, Felix and Dimi’s new business for 100 litres of their on-top cocktails. The stock sold out within two hours. And nobody had to stand in a queue for 30 minutes.