Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery | 066

Join The Maffeo Drinks Substack for Episode Analysis!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. Kyrö Distillery Ad 00:00 Introduction to the Maffeo Drinks Podcast 00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery 00:45 Chris's Connection to Finland 01:35 The Evolution of Finnish Drinks 02:38 Brand vs. Liquid: What's More Important? 04:59 The Origin Story of Kyrö Distillery 07:33 The Role of Rye in Finnish Culture 17:12 Building a Distillery Brand 24:44 Simplifying Whiskey for Newcomers 35:34 Marketing Strategies and Challenges 41:40 Conclusion and Next Episode Preview About The Host: Chris Maffeo About The Guest: Mikko Koskinen 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.