The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.
This episode is a working session on how to build a non-alcoholic brand that does not announce its own absence. Steven Grasse, the brand-builder behind Hendrick’s, Sailor Jerry, and Quaker City Mercantile, breaks down Pathfinder: a hemp-and-root-distilled, amaro-style non-alcoholic spirit that entered every Total Wine and Whole Foods without a trial.
The conversation covers why non-alcoholic brands must not be “stupid,” the comparison trap of positioning as a replacement, brand mysticism as a method that transcends category, the four pillars of brand creation, launching on-premise first, designing a liquid versatile enough to be a “bartender’s ketchup,” the discipline of owning a home turf before the hot cities, and the regulatory freedom that lets a non-alcoholic brand be weirder than any spirit.
It is a masterclass in building a great brand that just happens to not have alcohol.
Timestamps:
00:00 Introduction to the Pathfinder
00:49 The Origin Story of Pathfinder
02:14 Crafting the Unique Flavor Profile
04:38 Marketing Strategy and Brand Positioning
11:26 Launching Pathfinder in Seattle
15:43 The Mystical and Historical Elements
18:40 Pathfinder’s Market Success and Future
25:11 Final Thoughts and Conclusion
Wanna know what the conversation above means for your team? It's in the paid section.
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