087 | Imme Ermgassen | Beyond Moderation with Botivo: Building a Pleasure-First Non-Alcoholic Brand
Description
Merry Christmas & Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
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
This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
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