{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"070 | Morten Stengaard | Building a Premium Fruit Wine Category | Andersen Winery","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/640a8f56\"></iframe>","width":"100%","height":180,"duration":2079,"description":"In episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines. \nMorten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing. \nWe explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand. \nMorten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers.\n\nTime Stamps\n00:00 Introduction\n01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery\n02:47 Building a New Beverage Category\n08:14 Positioning Premium Fruit Wines\n10:20 Targeting Specific Drinking Occasions\n14:37 Expanding to Off-Trade Markets\n26:44 Seasonality and Portfolio Approach\n31:46 Conclusion\n\nAbout The Host: Chris Maffeo\nAbout The Guest: Morten Stengaard","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}