{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails","html":"","width":"100%","height":180,"duration":2255,"description":"Want a deliciously sharp lesson in brand growth, category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf? Then dive into the insight served up in this episode by guest Rob Wallis, co-founder of MOTH Drinks, who takes me through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category value.Rob explains how MOTH spotted a gap in the market for cocktails that tasted as good as what you would make at home, but with the convenience of a can. Most importantly, instead of designing to the existing category price point, MOTH built the best liquid first and priced it accordingly.Our conversation also explores what founders can learn from MOTH’s approach to where to play, how to build a strong category story for retail buyers, what premiumisation really looks like in practice, and why a culture of kindness and low ego can be a commercial advantage. Rob also shares how the team is approaching US expansion, why California matters so much in RTD, and how MOTH is thinking about AI without losing the human side of the brand.What You’ll LearnHow Moth went about creating a premium cocktail proposition - and persuading retail buyers that the market was there!Why challenger brands should build product quality first, then price from thereHow to identify the right channels and occasions to drive brand growthWhat makes a strong category story for grocery buyersWhy culture, consistency and kindness can become commercial advantagesKey Topics DiscussedCreating a top-shelf RTD cocktail brandPremium pricing versus category normsBuilding category value with incremental shoppersUK versus US cocktail cultureChoosing where to play in retail and foodserviceBrand design and standing out on shelfDTC growth and omnichannel strategyBuilding culture in a scaling consumer brandManaging quality with co-manufacturing partnersUsing AI carefully inside a...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}