Morten Stengaard | Building a Premium Fruit Wine Category | Andersen Winery | 070

Join The Maffeo Drinks Substack for Episode Analysis!In episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines. Morten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing. We explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand. Morten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers. Time Stamps 00:00 Introduction 01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery 02:47 Building a New Beverage Category 08:14 Positioning Premium Fruit Wines 10:20 Targeting Specific Drinking Occasions 14:37 Expanding to Off-Trade Markets 26:44 Seasonality and Portfolio Approach 31:46 Conclusion About The Host: Chris Maffeo About The Guest: Morten Stengaard 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.