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

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.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?Find all episodes featuring Imme Ermgassen here. Bottom up. Wanna know what the conversation above means for your team? It's in the paid section.For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com