027 | Brand Mysticism: how to create winning brands from the bottom-up | with Steven Grasse, Founder of Quaker City Mercantile (Philadelphia, PA, USA)

In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat. Main Topics Discussed: 0 to 1 Bottle: - Differentiating Liquid - Why Not to Chase Trends - Bridging Categories through Taste Profile 1 Bottle to 1 Case: - Building a Rich Brand World - The Importance of Rituals - Choosing Partners & Distributors 1 Case to 1 Pallet - On, Off-Trade and State Monopolies - Institutional Knowledge - Award Show About The Host: Chris Maffeo About The Guest: Steven Grasse