{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The MAFFEO DRINKS Podcast","title":"Build The Category, Not Just The Brand | Chris Maffeo & Marcus Pedersen | Bottom-Up Cut #009","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/5fd9a993\"></iframe>","width":"100%","height":180,"duration":1075,"description":"Marcus Pedersen builds the aquavit category internationally for Anora.\n\n“We don’t go brand specific, we build the category,” says Marcus Pedersen.\n\n00:00 Why does creating demand for a spirit require a completely different playbook than beer?\n00:19 Why does rotation matter less in beer than it does in premium spirits?\n02:08 Why does a niche category like Aquavit need to be sold before the brand can be?\n03:58 Who is Aquavit actually competing against once it leaves the Nordics?\n05:08 How is Aquavit’s traditional-to-modern journey the same one Italian Amaro already made?\n06:53 How do you choose which bars to target when a whole category is still unknown?\n07:59 Why does a bartender in Milan need Aquavit explained through gin and mezcal first?\n10:07 Why do brands fail when they hand bartenders a top-down signature cocktail?\n11:43 What is a “local business area,” and why build a city one bar at a time?\n12:30 Why does on-trade matter differently in a dark market versus an open one?\n15:27 Why has Chris Maffeo abandoned “target consumer” in favor of “target occasion”?\n16:24 Why are Swedish students now doing low-ABV shots instead of full-strength ones?\nFind all episodes featuring Marcus Pedersen at themaffeodrinkspodcast.com.\n\nBottom 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}