066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery

In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits. Kyrö Distillery Ad 00:00 Introduction to the Maffeo Drinks Podcast 00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery 00:45 Chris's Connection to Finland 01:35 The Evolution of Finnish Drinks 02:38 Brand vs. Liquid: What's More Important? 04:59 The Origin Story of Kyrö Distillery 07:33 The Role of Rye in Finnish Culture 17:12 Building a Distillery Brand 24:44 Simplifying Whiskey for Newcomers 35:34 Marketing Strategies and Challenges 41:40 Conclusion and Next Episode Preview About The Host: Chris Maffeo About The Guest: Mikko Koskinen