In Asketic Podcast #62, Mikelis Bastiks sits down with Martins Pilens — architect, designer, and founder of My Wine Design and My Wine Basket — to talk premium branding in a tight niche.

They talk about Bauhaus thinking, wine culture, why he runs two offers (pro vs lifestyle), and how it grows in the real world: getting into the right shops and places, building distribution, and letting people meet the product offline before they ever see it online.