How To Own A Drinking Occasion And A Moment In The Consumer's Mind | Imme Ermgassen | Botivo | Bottom-Up Cut #003

Join The Maffeo Drinks Substack for Episode Analysis!Imme Ermgassen is a co-founder of Botivo, a big-sipping botanical aperitivo.- How to build a non-alc brand as a pleasure rather than as a moderation brand- How do you own both a drinking occasion and a moment in the consumer's mind? - Why did Botivo create the Yellow Hour instead of just launching a product? - And why is the real target consumer a mindset rather than an age group?Timestamps :00:00 Pleasure Not Moderation00:17 Craft And Provenance01:13 A Powerful Versatile Liquid02:07 Building A New Category02:58 Naming The Occasion04:32 The Yellow Hour Moment06:29 Not An Alcohol Substitute07:40 Origins In Aperitivo09:04 Hedonism Mindset Consumer12:19 Bringing The World To Life14:04 Everyone Gets A Glass14:42 Who Actually Buys It16:08 Channel And Trade TakeawaysFind all episodes featuring Imme Ermgassen here. Bottom up. 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.