048 | Stephanie Jordan | Building with Purpose: Recruiting People into New Categories Through Flavor (Avallen Calvados)
MAFFEO DRINKS
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Sustainable Spirits: The Calvados Journey
This chapter explores the creation of a sustainable Calvados brand, emphasizing environmental responsibility and innovative marketing strategies. The discussion highlights the use of traditional apple orchards in Normandy and the challenges of positioning Calvados as a sophisticated alternative to gin in cocktails. It also delves into the evolving mindset within the drinks industry about categorization, flavor, and the importance of sustainability in appealing to modern consumers.
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