Marcus Pedersen

Build The Category, Not Just The Brand | with Marcus Pedersen | Bottom-Up Cut #009

Marcus Pedersen builds the aquavit category internationally for Anora. “We don’t go brand specific, we build the category,” says Marcus Pedersen. 00:00 Why does crea...

Nordic drinks conquering the world: how to build a local category beyond its borders, bottom-up | with Marcus Pedersen from O.P. Anderson Aquavit (Malmö, Sweden) | 014

In this episode, Chris Maffeo talks with his ex-colleague Marcus Pedersen. They use Aquavit, a typical Nordic distillate, to discuss how niche categories can create d...