{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"How To Build A Craft Spirits Brand By Modernizing A Classic Category | Amaretto Adriatico | Jean-Robert Bellanger | 129","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/450f5c39\"></iframe>","width":"100%","height":180,"duration":3286,"description":"Chris Maffeo is welcoming Jean-Robert Bellanger, co-founder of Amaretto Adriatico, the new-generation amaretto brand from Puglia available in more than 40 countries.\nHow do you build a brand in a category nobody is paying attention to?\nWhy does drink strategy matter more than product quality alone?\nHow do you manage a portfolio across different ABV levels and limited editions without losing focus?\nAnd why is reinventing something that already exists always more powerful than inventing something from scratch?\nFind all episodes featuring Jean-Robert Bellanger at themaffeodrinkspodcast.com.\nTimestamps:00:00 Introduction, BCB Berlin and launching Amaretto Adriatico just before COVID01:33 Reviving the amaretto category, the Amaretto Sour and what Jeffrey Morgenthaler changed04:57 Why most amaretto is no longer made with almonds and the gap Amaretto Adriatico was built to fill08:17 Movement as a brand strategy, how new recipes recruit new drinkers into a category13:25 Spotting cocktails versus inventing them, Campari and the Negroni, Aperol and the Spritz18:36 The three SKU portfolio, how Adriatico Roasted, Bianco and Zero came about24:20 How different markets consume the product, Italy versus UK versus America30:09 The role of the homeland, why being distributed by Velier in Italy opened every door after33:44 Boots on the ground, why distribution without people on the field is useless40:00 Collaborations as a brand building tool, from cognac cocktail kits to chocolate in duty free49:45 Limited editions, Evan Williams bourbon cask, Caroni, Bonollo Grappa and Maison Ferrand cognac53:00 The US push and final thoughts, go where nobody else is and do not read IWSR data alone","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}