{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"042 | Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers | Part 1/2 with André de Almeida of Inside the Cask (Glasgow, Scotland)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/d391ba84\"></iframe>","width":"100%","height":180,"duration":2615,"description":"In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the \"Inside the Cask\" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.\n\nTime Stamps\n0:00 Introduction\n1:39 Starting From Brand or Liquid?\n3:51 Bringing In New Whisk(e)y Drinkers\n9:18 Whisk(e)y Education\n12:53 Category Bridging For Whisk(e)y\n18:53 Category Jumping With Wood\n25:41 Clear Target Occasion Vs Pigeonholing\n27:38 Recruitment Via Cocktails\n35:22 The Role Of Bottom-Up Trade\n40:49 Outro\n\nAbout the Host: Chris Maffeo\nAbout the Guest: Andre De Almeida","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}