As if their ability to make alcohol in this way isn’t impressive enough, Gregory adds: “For every litre of alcohol that we create, we’re actually removing a pound of CO2 from the air.” 

Gregory runs through the (requested) idiot’s guide to Air Company’s technical process. It's understandable on a basic level but it’s clear the proprietary CO2 conversion technology he and co-founder Dr Stafford Sheehan created is an innovative feat. Not content with transforming the alcohol industry, the duo are currently working with NASA to explore the conversion of CO2 from the Martian atmosphere. 

"The beauty of the technology is that our most core input is CO2 and the output can be a variety of things," Gregory says. "The reason we’re working with NASA is because the Martian atmosphere (being Mars) is 95.32 per cent CO2 and we’re able to take that CO2 and turn it into things that can be used for either human consumption – sugars and other feedstocks – or as a fuel.” (Rocket fuel for spaceships, that is).