{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"028 | Bottle Shops before Bars: starting at the liquid and work back towards the brand | with Duncan McRae, Co-Founder of Woven (Adelaide, Australia)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/d4b6aee9\"></iframe>","width":"100%","height":180,"duration":3447,"description":"In Episode 028, I had the pleasure of chatting with Duncan McRae, Co-founder of Woven Whisky and a Drinks industry veteran, having previously worked with William Grant's & Sons and Diageo. A living example of Building Brands Bottom Up. I hope you enjoy our chat.\n\nMain Topics Discussed:\n\n(00:00) Building Demand\n(03:08) Brand Awareness\n(08:58) Managing Relationships\n(10:44) KPI's & Incentives\n(13:46) \"Blue Tick Moments\": Becoming Known in the Ecosystem\n(15:40) Bottle Shops vs. On-Trade Growth\n(26:46) It starts with the liquid\n(32:00) Adapting Your Sales Pitch\n(37:52) Better Brand Training\n(44:35) Taste Profile before categories\n(52:00) Special Pours & Drawbacks\n\nAbout the Host: Chris Maffeo \nAbout the Guest: Duncan McRae\nAbout the product: Woven ","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}