It's also in quite a posh place, County Hall, close to a newly converted (and no doubt ferociously expensive) apartment complex whose inhabitants --the boys hope - will soon be shopping at Tipple. But who else? City boys, I suggest, might be willing to pay the price of flashy drinking. 'Well,' said a colleague of Hill and Eyears, looking me straight in the eye, 'we're hoping to attract people who like to drink a lot but,' and here he threw me a sweetener, 'who care about what they drink. The advertising and media crowd, primarily.'