August 25, 2024 32:09 S2:E70

070 | Morten Stengaard | Building a Premium Fruit Wine Category | Andersen Winery

Summary

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

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 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

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Creators and Guests

Host

Chris Maffeo

Building Bottom-Up Strategies WITH Drinks Leaders Managing Top-Down Expectations | MAFFEO DRINKS Founder & Podcast Host

Guest

Morten Stengaard

Co-Founder | Bemakers