Founders / Interviews

Balancing the Grind with Jamie Percival, Founder of Beer Dad

Jamie Percival is the founder of Beer Dad, a start-up on a mission to bring the best collection of brews together in this maze of a marketplace.

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1) To kick things off, could you tell us a little about your career background and current role?

I am the founder of a startup called Beer Dad based in Wandsworth, London. This business evolved from my love of beer and my family, and the desire to fix a problem I saw in the online retail market for drinks. My career for the last nineteen years has seen me working in hospitality, then running sales for breweries and then a consultant to the drinks industry specialising in beer. 

I would say that I am a fanatic about hospitality and service, and I want to make sure that the experience of shopping and communicating with Beer Dad is as simple, seamless and high quality as possible.

From a sales perspective I would like people to engage with the brand and become part of its community. Showing empathy and remembering to listen in whatever sales environment you work in is a valuable lesson and tool, especially for retention and growth.

As a consultant I am a Beer Sommelier, International Beer Judge, Qualified Brewer and member of The British Guild of Beer Writers – basically I am a massive beer geek. That being said I am always learning, whether it be reading a book or listening to people in person or via podcast for example. 

2) What does a day in your life look like for you? Can you take us through a recent workday?

The quick answer is everything and anything. But, I have learnt to be more structured about it. I organise my day by working on the six foundations that need to be managed and reviewed – Marketing/Social, Finance/Accounting, Tech/Website, Product, Operations and Human Resources.

Now this might work out perfectly someday, but most of the time I have to work on areas when they need my attention. For example, I usually have to do packaging late at night so that I make the most of communication opportunities during the day. I also use that time to make additional content, like making a time-lapse video of me packaging.

I focus on Instagram for communicating who Beer Dad is, LinkedIn for professional outreach, and Facebook for community and sales. We are currently reviewing offline opportunities. 

I use Quickbooks for all our accounting and finance needs, and excel for calculating the costs of the business. 

Squarespace is our website platform, with an amazing creative collaboration with Skinny Carrot (Naomi) who helped make everything more aesthetic and functional. I spent months developing the website, then spent money getting it finished. Since it is the sole place people shop for the Beer Dad, it made complete sense to invest in it (less than £1k).

Beer and the packaging. I am currently developing new packing ideas including a BBQ Box, and new product ideas such as Gluten Free and Lo-No options. This means trialling all the products, creating the product online, photoshoot with a professional called Richard Fairclough, ordering stocks and packaging, promotional initial push

Operations wise can be a large mix of managing my courier and orders. We use Freckle for the boxes as they are sustainably produced and great for protection. DPD for delivery as they score higher than all other couriers in the UK (who deliver nationally).

I have learnt that however good your boxes are, you are not insured unless you use the courier’s recommended supplier for packaging. Little bumps in the road like this are frustrating, but you have to learn the hard way sometimes I think. 

Human resources – just me right now. So that one is easy. 

3) What does work-life balance mean to you and how do you work to achieve that goal?

So, I am still a consultant in the drinks trade, whilst running Beer Dad. This is so I can afford to pay for life and invest all profits back into the business right now. This doesn’t leave me much time to create the balance I previously experienced – I am working hard, but also working smart.

The smarter I work, the more I will get out from the hard grafting. This returns a better work-life balance for me, but sometimes sacrifices have to be made. I just stick to not doing this all the time for the love of my family. I also want to be an inspiration for my son, like my father was for me, and showing and doing is a great way of demonstrating this. 

4) In the past 12 months, have you started or stopped any routines or habits to change your life?

By looking after my physical health, I am sharper between the ears when it’s needed. On a daily basis I either ride the bike, run or workout from Chris Hemsworth’s Centr app. Great meal, workout and mediation advice for when we need to chill out. I might also add that I picked up listening to podcasts. Even if you think you don’t have time for working out or learning, make that time. It always pays off. 

5) Do you have any favourite books, podcasts or newsletters that you’d like to recommend?

Yes, absolutely: 


  • Taste What You’re Missing by Barb Stuckey
  • Simon Sinek – read all of his stuff. Fascinating and brilliant.
  • Jab Jab Jab Right Hook by Gary Vaynerchuck
  • Fanatical Prospecting by Jeb Blount
  • Influence: The Psychology of Persuasion by Robert B Cialdini
  • Miracle Brew by Pete Brown


  • High Performance
  • Diary of a CEO
  • Happy Mum, Happy Baby


  • Social Chain
  • Propel Industry News

6) If you could read an interview about work-life balance by anyone, who would that be?

Great question, and I think my answer might be a little odd but I would love to read an interview with Ed Sheeran and Michael McIntyre. Ed Sheeran strikes me as a very intelligent guy, but how he manages to balance everything with his new family and other commitments would be very interesting to hear. 

Michael McIntyre I actually worked with when running a comedy club in Bristol. One of the few who was super professional in both delivery and preparation. Would be very interested to hear how he balances everything out. 

7) Do you have any last thoughts on work, life or balance that you’d like to share with our readers?

I have failed, and got back up again. I have been scared, and then overcome it. Being a business owner is fantastic and daunting all at the same time. If you want to be an entrepreneur, I suggest doing it with something you truly love – because when all else feels strange and difficult, your love of that product/service will pull you through. 

Lastly, have a co-founder. It’s lonely sometimes doing this on your own!  

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About Author

Hey there! I'm Hao, the Editor-in-Chief at Balance the Grind. We’re on a mission to showcase healthy work-life balance through interesting stories from people all over the world, in different careers and lifestyles.