E69: Will Chase

Will Chase is best known as the man who turned potatoes into gold, first with Tyrrells crisps, then with Chase Vodka. But beneath the branding genius and business triumphs lay decades of inner chaos he couldn’t explain.

In this chat with Ben, Will opens up about the high-octane ambition that built his empire, and the internal battles that nearly undid it all. Diagnosed with ADHD and autism in his 60s, he’s now reckoning with a lifetime of shame, restlessness, and relationships left in his wake.

They talk about building billion-pound brands from the ground up and what happens when the very traits that make you succeed are also the ones that nearly destroy you.