Stop Spending Marketing Money Before Creating Demand For Your Brand | with Jack Orr-Ewing | Duppy Share Rum | Bottom-Up Cut #002

This Bottom-up Cut is with Jack Orr-Ewing, the founder and CEO of Duppy Share, the UK's largest independent rum brand. 

When should an independent spirits brand start investing in consumer marketing? 
How do you take the first steps in the market?
How do you select the right accounts at the right stage? 
And what happens when you try to own an occasion the market hasn't asked for?

Timestamps :

00:00 Welcome and Intro

00:21 Demand vs Awareness

01:43 Delay Consumer Spend

02:58 Events Need Distribution

04:29 Entering New Markets

05:53 London Roots to Nationals

08:01 Rum Lacks Cuisine Anchor

09:55 Ideal Outlet Targets

11:26 Rum Occasion Challenge

13:25 Nimble Trade Execution

14:13 Closing Thoughts

Find all episodes featuring Jack Orr-Ewing here.

Bottom up.

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.

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