028 | Bottle Shops before Bars: starting at the liquid and work back towards the brand | with Duncan McRae, Co-Founder of Woven (Adelaide, Australia)

Summary

In Episode 028, I had the pleasure of chatting with Duncan McRae, Co-founder of Woven Whisky and a Drinks industry veteran, having previously worked with William Grant's & Sons and Diageo. A living example of Building Brands Bottom Up. I hope you enjoy our chat. Main Topics Discussed: (00:00) Building Demand (03:08) Brand Awareness (08:58) Managing Relationships (10:44) KPI's & Incentives (13:46) "Blue Tick Moments": Becoming Known in the Ecosystem (15:40) Bottle Shops vs. On-Trade Growth (26:46) It starts with the liquid (32:00) Adapting Your Sales Pitch (37:52) Better Brand Training (44:35) Taste Profile before categories (52:00) Special Pours & Drawbacks About the Host: Chris Maffeo About the Guest: Duncan McRae About the product: Woven