Why Non-Alcoholic Brands Must Not Be Stupid: Steven Grasse on Building Pathfinder | 127
About this episode
Steven Grasse discusses the intricacies of building a successful non-alcoholic brand, Pathfinder, on the MAFFEO DRINKS podcast.
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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS . 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…
People in this episode
Host: Chris Maffeo
Guest: Steven Grasse
Topics covered
- non-alcoholic brands
- brand building
- marketing strategy
- product launch
- brand positioning
- industry insights
Keywords
- non-alcoholic spirits
- brand creation
- marketing
- Pathfinder
- Hendrick’s
- Sailor Jerry
- Quaker City Mercantile
- product launch
- industry insights
Sponsors
MAFFEO DRINKS
Mentioned in this episode
Organizations: Pathfinder, Hendrick’s, Sailor Jerry, Quaker City Mercantile, Total Wine, Whole Foods
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