Exploring Recruitment Strategies for Non-Whiskey Drinkers Through Cocktails

In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.

Time Stamps

0:00 Introduction

1:39 Starting From Brand or Liquid?

3:51 Bringing In New Whisk(e)y Drinkers

9:18 Whisk(e)y Education

12:53 Category Bridging For Whisk(e)y

18:53 Category Jumping With Wood

25:41 Clear Target Occasion Vs Pigeonholing

27:38 Recruitment Via Cocktails

35:22 The Role Of Bottom-Up Trade

40:49 Outro

About the Host: Chris Maffeo

About the Guest: Andre De Almeida