Stop Spending Marketing Money Before Creating Demand For Your Brand | Jack Orr-Ewing | Duppy Share Rum | Bottom-Up Cut #002

Join The Maffeo Drinks Substack for Episode Analysis!This Bottom-up Cut is with Jack Orr-Ewing, the founder and CEO of Duppy Share, the UK's largest independent rum brand. When should an independent spirits brand start investing in consumer marketing? How do you take the first steps in the market?How do you select the right accounts at the right stage? And what happens when you try to own an occasion the market hasn't asked for?Timestamps :00:00 Welcome and Intro00:21 Demand vs Awareness01:43 Delay Consumer Spend02:58 Events Need Distribution04:29 Entering New Markets05:53 London Roots to Nationals08:01 Rum Lacks Cuisine Anchor09:55 Ideal Outlet Targets11:26 Rum Occasion Challenge13:25 Nimble Trade Execution14:13 Closing ThoughtsFind all episodes featuring Jack Orr-Ewing 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.