Harnessing Category Design

On this episode of Christopher Lochhead: Follow Your Different, we have a conversation with Matti Anttila, the visionary founder of Grain and Barrel Spirits. Matti shares his remarkable journey from investment banking to becoming a leader in the craft spirits market, focusing on the revitalization of the iconic Chicken Cock whiskey brand. He discusses the importance of brand authenticity, leveraging history, and the unique identity of Chicken Cock. The episode also explores Matti's collaboration with the Elvis Presley estate, enhancing the brand's allure. Matti emphasizes experiential engagement and strategic partnerships to differentiate in a competitive market, offering valuable insights for entrepreneurs in the spirits industry. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Matti Anttila: From Investment Banking to Craft Spirits Matti's transition from a lucrative career in investment banking to the unpredictable world of spirits was driven by a desire to create something meaningful. His background in real estate development fueled his passion for building something from the ground up, allowing him to see his ideas come to life. Transitioning to a new industry can be daunting, but pursuing what he loves has led to greater fulfillment and success. By utilizing his previous experiences and skills, Matti was able to build a strong foundation in his new venture.   Differentiating in a Competitive Market: Identifying White Space & Leveraging History Matti emphasizes that true innovation often comes from outside the industry. When entering the spirits market, he sought to identify "white space" within established categories, allowing him to avoid the challenge of educating consumers about what whiskey or bourbon is. This approach enabled him to carve out a unique niche for Chicken Cock whiskey. Another significant part of Matti's strategy involved leveraging history. He recognized that whiskey is a category where history plays a crucial role. By resurrecting Chicken Cock, a brand with roots dating back to 1856, he tapped into a rich heritage that added depth to the brand's narrative.   Matti Anttila & The Power of a Distinctive Name The name "Chicken Cock" itself was a major draw for Matti. It not only piqued his curiosity but also served as an effective conversation starter. The brand's history, including its prominence at the Cotton Club during prohibition and mentions by figures like Duke Ellington, added to its allure. Matti believes that word-of-mouth marketing is one of the most powerful tools for any brand. Chicken Cock's distinctive name naturally fosters conversations, making it easier to engage consumers and build brand awareness. To hear more from Matti Anttila and his thoughts on how to revive a brand to something legendary, download and listen to this episode.   Bio Matti Anttila is the founder & CEO of Grain & Barrel Spirits, an innovative company specializing in crafting and marketing premium spirits. With a passion for authenticity and quality, Matti has revived historic brands and introduced new, award-winning products like Chicken Cock Whiskey, Dixie Vodka, and Endless Summer Spirits. His approach combines an appreciation for tradition with a modern, entrepreneurial spirit, leading Grain & Barrel to rapid growth in the global spirits industry. Matti’s leadership and dedication to brand authenticity have made Grain & Barrel Spirits a standout in the market, recognized for its distinctive, high-quality offerings.   Links Follow Matti Anttila! Website | LinkedIn | Interview with Matti We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!