{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/e3ccbf16\"></iframe>","width":"100%","height":180,"duration":2669,"description":"In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits.\n\nKyrö Distillery Ad\n\n00:00 Introduction to the Maffeo Drinks Podcast\n00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery\n00:45 Chris's Connection to Finland\n01:35 The Evolution of Finnish Drinks\n02:38 Brand vs. Liquid: What's More Important?\n04:59 The Origin Story of Kyrö Distillery\n07:33 The Role of Rye in Finnish Culture\n17:12 Building a Distillery Brand\n24:44 Simplifying Whiskey for Newcomers\n35:34 Marketing Strategies and Challenges\n41:40 Conclusion and Next Episode Preview\n\nAbout The Host: Chris Maffeo\nAbout The Guest: Mikko Koskinen","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}