{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/98a9a98e\"></iframe>","width":"100%","height":180,"duration":4308,"description":"In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.Main Topics Discussed:0 to 1 Bottle:- Differentiating Liquid- Why Not to Chase Trends- Bridging Categories through Taste Profile1 Bottle to 1 Case:- Building a Rich Brand World- The Importance of Rituals- Choosing Partners & Distributors1 Case to 1 Pallet- On, Off-Trade and State Monopolies- Institutional Knowledge- Award ShowAbout The Host: Chris MaffeoAbout The Guest: Steven Grasse","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}