{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"How To Own A Drinking Occasion And A Moment In The Consumer's Mind | Imme Ermgassen | Botivo | Bottom-Up Cut #003","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/26830e5d\"></iframe>","width":"100%","height":180,"duration":1014,"description":"Imme Ermgassen is a co-founder of Botivo, a big-sipping botanical aperitivo.- How to build a non-alc brand as a pleasure rather than as a moderation brand- How do you own both a drinking occasion and a moment in the consumer's mind? - Why did Botivo create the Yellow Hour instead of just launching a product? - And why is the real target consumer a mindset rather than an age group?Find all episodes featuring Imme Ermgassen here. Bottom up.","thumbnail_url":"https://img.transistorcdn.com/EEVeqPnCSO50vcTEwCGi8EsKVAfckKW1Ma9V9k_f5cM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mNjQy/ZWFiZWJiOTRmMTBm/YmUxYWFmNTA2MjI4/M2ViNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}