Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life | 027

Join The Maffeo Drinks Substack for Episode Analysis!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 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.