Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life | 027
Summary
In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat. Main Topics Discussed: 0 to 1 Bottle: - Differentiating Liquid - Why Not to Chase Trends - Bridging Categories through Taste Profile 1 Bottle to 1 Case: - Building a Rich Brand World - The Importance of Rituals - Choosing Partners & Distributors 1 Case to 1 Pallet - On, Off-Trade and State Monopolies - Institutional Knowledge - Award Show About The Host: Chris Maffeo About The Guest: Steven GrasseIn episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.
Main Topics Discussed:
0 to 1 Bottle:
- Differentiating Liquid
- Why Not to Chase Trends
- Bridging Categories through Taste Profile
1 Bottle to 1 Case:
- Building a Rich Brand World
- The Importance of Rituals
- Choosing Partners & Distributors
1 Case to 1 Pallet
- On, Off-Trade and State Monopolies
- Institutional Knowledge
- Award Show
About The Host: Chris Maffeo
About The Guest: Steven Grasse
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.
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