A zero carb beer brand built from scratch six months ago has already generated sales of $10 million, to be a winner for its 40 per cent owner, ASX-listed Mighty Craft, liquor chain Endeavour Group and two larrikin social media influencers.

Better Beer’s robust growth has largely been fuelled by the popular online presence of Jack Steele and Matt Ford, who go by the handle “The Inspired Unemployed”. The former tradies have 1.4 million followers on social media, attracted by their satirical skits on everyday subjects including zumba classes and soy milk.