How To Own A Drinking Occasion And A Moment In The Consumer's Mind | with 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 Moderation 00:17 Craft And Provenance 01:13 A Powerful Versatile Liquid 02:07 Building A New Category 02:58 Naming The Occasion 04:32 The Yellow Hour Moment 06:29 Not An Alcohol Substitute 07:40 Origins In Aperitivo 09:04 Hedonism Mindset Consumer 12:19 Bringing The World To Life 14:04 Everyone Gets A Glass 14:42 Who Actually Buys It 16:08 Channel And Trade Takeaways Find 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.