In this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions.

Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions.

The conversation reveals how careful brand building and trade strategy can help create new category opportunities.

Timestamps:

00:00 Introduction and Welcome

00:29 Guest Introduction and Initial Impressions

01:22 Deep Dive into Botivo

02:16 Brand Philosophy and Market Positioning

05:37 Challenges and Strategies in the Non-Alcoholic Market

11:35 Consumer Insights and Brand Building

19:31 Trade Relationships and Distribution

38:04 Concluding Thoughts and Future Plans