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This episode is a working session on how to build a non-alcoholic brand that does not announce its own absence. Steven Grasse, the brand-builder behind Hendrick’s, Sailor Jerry, and Quaker City Mercantile, breaks down Pathfinder: a hemp-and-root-distilled, amaro-style non-alcoholic spirit that entered every Total Wine and Whole Foods without a trial.
The conversation covers why non-alcoholic brands must not be “stupid,” the comparison trap of positioning as a replacement, brand mysticism as a method that transcends category, the four pillars of brand creation, launching on-premise first, designing a liquid versatile enough to be a “bartender’s ketchup,” the discipline of owning a home turf before the hot cities, and the regulatory freedom that lets a non-alcoholic brand be weirder than any spirit.
It is a masterclass in building a great brand that just happens to not have alcohol.
Timestamps:
- 00:00 Introduction to the Pathfinder
- 00:49 The Origin Story of Pathfinder
- 02:14 Crafting the Unique Flavor Profile
- 04:38 Marketing Strategy and Brand Positioning
- 11:26 Launching Pathfinder in Seattle
- 15:43 The Mystical and Historical Elements
- 18:40 Pathfinder’s Market Success and Future
- 25:11 Final Thoughts and Conclusion
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.
Wanna know what the conversation above means for your team? It's in the paid section.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.
Wanna know what the conversation above means for your team? It's in the paid section.
You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.
