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027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life
S1:E27

027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life

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 Profile1 Bottle to 1 Case:- Building a Rich Brand World- The Importance of Rituals- Choosing Partners & Distributors1 Case to 1 Pallet- On, Off-Trade and State Monopolies- Institutional Knowledge- Award ShowAbout The Host: Chris MaffeoAbout The Guest: Steven Grasse
The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

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 Grasse


Wanna know what the conversation above means for your team? It's in the paid section.
For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

Creators and Guests

Chris Maffeo
Host
Chris Maffeo
Building Bottom-Up Strategies WITH Drinks Leaders Managing Top-Down Expectations | MAFFEO DRINKS Founder & Podcast Host
LinkedIn Instagram Website Link
Steven Grasse
Guest
Steven Grasse
Founder | QCM Quaker City Mercantile