How To Own A Drinking Occasion And A Moment In The Consumer's Mind | with Imme Ermgassen | Botivo | Bottom-Up Cut #003

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Imme Ermgassen is a co-founder of Botivo, a big-sipping botanical aperitivo.

- How to build a non-alc brand as a pleasure rather than as a moderation brand

- How do you own both a drinking occasion and a moment in the consumer's mind?

- Why did Botivo create the Yellow Hour instead of just launching a product?

- And why is the real target consumer a mindset rather than an age group?

Timestamps :

00:00 Pleasure Not Moderation

00:17 Craft And Provenance

01:13 A Powerful Versatile Liquid

02:07 Building A New Category

02:58 Naming The Occasion