S01E06: How experimentation culture can upend consumer perceptions - Matthew McKee & Chris Lofrese from UpEnd Distilling

What happens when you combine a shared passion, New York roots, and a bold dream between two colleagues? You get Upend Gin. Join co-founders Matthew McKee and Chris Lofrese as they share their journey from finance professionals to gin distillers, representing New York with their premium spirit. With a focus on calculated risks and entrepreneurial reflection, Matthew and Chris discuss the importance of educating bartenders, experimenting with flavours, and the critical role of packaging and branding in delivering a premium experience. __ 00:00 | Introduction and background 05:05 | Taking calculated risks 11:33 | Representing New York 18:25 | Educating bartenders 30:59 | Packaging and branding 39:41| Design and budget 41:55 | Focus on quality and brand 43:02 | Future plans: building a distillery

Episode metadata supplied by the publisher feed · Published May 23, 2024

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S01E06: How experimentation culture can upend consumer perceptions - Matthew McKee & Chris Lofrese from UpEnd Distilling

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