Rui is the co-founder of Brewers & Union. Together with his business partner Brad Armitage they come up with some amazing ideas and are masters of implementing those ideas into something that really works and strikes a cord with people who can’t help becoming huge fans of theirs.

The devil of anything truly worthwhile is in the detail and perhaps that’s why their latest venture Brewers & Union is situated below a church. Every aspect of the space, from how the stainless steel bar stools lineup underneath the granite counter tops to the Woolies organic milk that’s used in their 100% Organic espresso-based coffees [the origin of which is a very closely guarded secret] is carefully crafted to deliver that unique ‘& Union experience’.
The Brewers & Union marketing strategy is simple – pour every ounce of energy and passion into creating a remarkably elegant beer salon that you’ll find every excuse under the sun to visit whenever you can…and be patient.

BH: WHAT DO YOU ENJOY MOST ABOUT YOUR LIFE?

My freedom and my family.

BH: WHERE DO YOU GET YOUR CREATIVE INSPIRATION FROM?

Observing the world around us.

BH: HOW DID YOU SELL YOURSELF IN THE EARLY DAYS?

When you really believe in what you’re doing and have a strong vision of what you’re trying to achieve, the passion sells itself.

BH: WHAT IS THE WORST JOB YOU EVER HAD?

I’ve never taken a bad job (not that I have had many). Some definitely weren’t exciting, but I learned a little from each one.

BH: WHAT’S BEEN YOUR BIGGEST CHALLENGE AND HOW DID YOU OVERCOME IT?

My biggest challenge was to focus. You overcome that by failing at what you don’t focus on.

BH: WHY DID YOU CHOOSE THE FOOD AND BEVERAGE INDUSTRY?

It just seemed natural. The big companies are feeding us crap and I don’t think its right.

BH: EVER FEEL LIKE DOING SOMETHING COMPLETELY DIFFERENT?

All the time!

BH: EVERYONE HAS A DREAM, DOW DID YOU TURN YOURS INTO REALITY?

The dream for me is chasing the dream.

BH: WHAT DREAMS DO YOU STILL HAVE THAT YOU’RE BUSY CHASING?

I want to race vintage cars.

BH: WHAT DO YOU DO WHEN NOT WORKING?

Thinking about work.

BH: WHAT ARE YOUR TOP 5 FAVOURITE BRANDS?

Apple. Whole Foods. Patagonia. Tom’s Shoes. Greenpeace.

BH: IF YOU WERE MAGICALLY TRANSPORTED BACK TO BEING 10 YEARS OLD AGAIN – WHAT WOULD YOU DO DIFFERENTLY THE SECOND TIME AROUND?

would chill out a little, and save myself a few grey hairs. It’s all a game and as soon as I realised that, I was much happier.

BH: YOU’RE WALKING INTO A SUPERMARKET DESIGNED BY RUI ESTEVES. WHAT DOES IT LOOK LIKE, HOW DOES IT MAKE YOU FEEL? WHAT’S THE EXPERIENCE LIKE?

I have seen the top of the mountain, and it is Globus in Zurich. http://www.globus.ch/de/delicatessa/produzenten-produkte/index.html

BH: IF YOU WERE THE CEO OF SOUTH AFRICAN AIRWAYS- WHAT WOULD YOU CHANGE?

I would make it my mission to privatize the airline and make it accountable to its customers and shareholders. What a national disgrace they are. I refuse to fly with SAA.

BH: DID YOU EVER DOUBT YOURSELF, AND IF SO – WHAT KEPT YOU GOING?

I second guess myself all the time… but I try to see my vision through until it gains momentum. Seeing people enjoy my product(s) motivates me.

BH: WHAT POSTER DID YOU HAVE ABOVE YOUR BED IN HIGH SCHOOL?

I had a poster of Eddie Vedder.

BH: FOR THOSE PEOPLE JUST STARTING OUT, WHAT ADVICE WOULD YOU GIVE THEM?

Work hard. Don’t give up. Do the opposite. Have a vision. Stick to your vision.