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The Aussie Underdog That Disrupted an Entire Industry & Became World #1
This is how Matt Jones built Four Pillars Gin into a world-class brand, beat the big guys, and rewrote the rules on brand, focus, and business growth.
How do you build a cult brand in a crowded category and keep it thriving while the world spins on at AI speed?
In this episode of REV UP Rebellion, Abbie White sits down with Matt Jones, co-founder of Four Pillars Gin and the brand strategist who helped take an Aussie start-up from backbar obscurity to World’s Best Gin Distillery (three times!).
Matt’s career journey spans politics, global brand strategy, and ultimately the creation of a brand so powerful, it turned gin into a cultural movement.
But the real story goes way beyond gin. It’s about disrupting an entire industry by focusing on emotion, precision, and a relentless obsession with brand experience.
You’ll hear:
-When and why you shouldn’t always listen to your customers
-Why constraints create growth and are needed
-Why uncompromising product excellence matters even before revenue
-Navigating disruption across a wild growth journey: COVID, demand spikes, competition
-Why brand is everything and why storytelling is an underrated art
-The brand myths even seasoned execs still believe, and how they’re holding back growth
-How to build raving fans in a saturated market (when no one needed “another gin”)
-How AI is reshaping the rules of brand, sales, and consideration, across every category
(00:00:28) Introducing Matt Jones and the Four Pillars Gin story
(00:01:38) What leaders get wrong about "brand"
(00:03:14) Why your brand is a growth engine
(00:06:04) The #1 priority of an award-winning business (even before revenue!)
(00:09:51) How to keep culture intact when scaling your business
(00:13:18) What happens when leaders can't tell their brand story?
(00:17:52) Should you actually listen to your customers?
(00:23:07) How Matt built a tribe of raving "fanatics"
(00:26:06) Balancing innovation, focus, and scale
(00:40:49) Leading through relentless disruption and burnout
(00:45:00) The future of B2B brand in the age of ChatGPT and AI SEO
(00:52:09) Is the "age of brand" over?
(00:55:56) Matt's top advice for business leaders
Connect with Matt:
Website: https://tinyurl.com/FourPillarsGin-Website
LinkedIn: https://tinyurl.com/Matt-Jones-LinkedIn
Check out Matt’s book: https://tinyurl.com/Lessons-From-Gin-Book
Connect with us:
Be an Insider & receive our weekly inside track: https://tinyurl.com/be-an-insider-now
Check out our REV UP membership: https://tinyurl.com/The-REV-UP-System
Follow us on LinkedIn for educational bites: https://tinyurl.com/Follow-SR-on-LinkedIn
Follow Abbie for the behind-the-scenes journey: https://tinyurl.com/Follow-Abbie-on-LinkedIn
View all episodes
By Abbie WhiteThis is how Matt Jones built Four Pillars Gin into a world-class brand, beat the big guys, and rewrote the rules on brand, focus, and business growth.
How do you build a cult brand in a crowded category and keep it thriving while the world spins on at AI speed?
In this episode of REV UP Rebellion, Abbie White sits down with Matt Jones, co-founder of Four Pillars Gin and the brand strategist who helped take an Aussie start-up from backbar obscurity to World’s Best Gin Distillery (three times!).
Matt’s career journey spans politics, global brand strategy, and ultimately the creation of a brand so powerful, it turned gin into a cultural movement.
But the real story goes way beyond gin. It’s about disrupting an entire industry by focusing on emotion, precision, and a relentless obsession with brand experience.
You’ll hear:
-When and why you shouldn’t always listen to your customers
-Why constraints create growth and are needed
-Why uncompromising product excellence matters even before revenue
-Navigating disruption across a wild growth journey: COVID, demand spikes, competition
-Why brand is everything and why storytelling is an underrated art
-The brand myths even seasoned execs still believe, and how they’re holding back growth
-How to build raving fans in a saturated market (when no one needed “another gin”)
-How AI is reshaping the rules of brand, sales, and consideration, across every category
(00:00:28) Introducing Matt Jones and the Four Pillars Gin story
(00:01:38) What leaders get wrong about "brand"
(00:03:14) Why your brand is a growth engine
(00:06:04) The #1 priority of an award-winning business (even before revenue!)
(00:09:51) How to keep culture intact when scaling your business
(00:13:18) What happens when leaders can't tell their brand story?
(00:17:52) Should you actually listen to your customers?
(00:23:07) How Matt built a tribe of raving "fanatics"
(00:26:06) Balancing innovation, focus, and scale
(00:40:49) Leading through relentless disruption and burnout
(00:45:00) The future of B2B brand in the age of ChatGPT and AI SEO
(00:52:09) Is the "age of brand" over?
(00:55:56) Matt's top advice for business leaders
Connect with Matt:
Website: https://tinyurl.com/FourPillarsGin-Website
LinkedIn: https://tinyurl.com/Matt-Jones-LinkedIn
Check out Matt’s book: https://tinyurl.com/Lessons-From-Gin-Book
Connect with us:
Be an Insider & receive our weekly inside track: https://tinyurl.com/be-an-insider-now
Check out our REV UP membership: https://tinyurl.com/The-REV-UP-System
Follow us on LinkedIn for educational bites: https://tinyurl.com/Follow-SR-on-LinkedIn
Follow Abbie for the behind-the-scenes journey: https://tinyurl.com/Follow-Abbie-on-LinkedIn
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