027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life
Description
In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.
Main Topics Discussed:
0 to 1 Bottle:
- Differentiating Liquid
- Why Not to Chase Trends
- Bridging Categories through Taste Profile
1 Bottle to 1 Case:
- Building a Rich Brand World
- The Importance of Rituals
- Choosing Partners & Distributors
1 Case to 1 Pallet
- On, Off-Trade and State Monopolies
- Institutional Knowledge
- Award Show
About The Host: Chris Maffeo
About The Guest: Steven Grasse
United States
