In this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions.
Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions.
The conversation reveals how careful brand building and trade strategy can help create new category opportunities.
Timestamps:
00:00 Introduction and Welcome
00:29 Guest Introduction and Initial Impressions
01:22 Deep Dive into Botivo
02:16 Brand Philosophy and Market Positioning
05:37 Challenges and Strategies in the Non-Alcoholic Market
11:35 Consumer Insights and Brand Building
19:31 Trade Relationships and Distribution
38:04 Concluding Thoughts and Future Plans
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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