Building demand for a new category: the journey from lower ABV to Session Spirit ™ | Part 1/2 of the Interview with Brad Crompton, Director at Spirits of Bermondsey (London, UK) | 010

Join The Maffeo Drinks Substack for Episode Analysis!In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25) In the hunting part of their chat, they discussed the importance of building demand before capturing it. How, by talking about the broader category, a brand can establish its relevance and make the pie bigger for others, by launching a magazine covering both alcohol-free and fully alcoholic drinks. Brad explained how they've trademarked the "session spirit" category and shifted their focus to finding bars that understand and support their vision. Instead of competing with established brands for shelf space, they aim to create a new shelf altogether where their product can thrive in its own right. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.Wanna know what the conversation above means for your team? It's in the paid section.You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.