In episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines.
Morten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing.
We explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand.
Morten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers.
Time Stamps
00:00 Introduction
01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery
02:47 Building a New Beverage Category
08:14 Positioning Premium Fruit Wines
10:20 Targeting Specific Drinking Occasions
14:37 Expanding to Off-Trade Markets
26:44 Seasonality and Portfolio Approach
31:46 Conclusion
About The Host: Chris Maffeo
About The Guest: Morten Stengaard
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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