The MAFFEO DRINKS Podcast
087 | Beyond Moderation: Building a Pleasure-First Non-Alcoholic Brand | Imme Ermgassen | Botivo
Jan 13, 2025
Imme Ermgassen, co-founder of Botivo, dives into the world of non-alcoholic beverages, emphasizing the brand's pleasure-first approach. She shares how Botivo redefines enjoyment through craft flavors and social experiences, introducing concepts like the 'yellow hour' to elevate non-drinking occasions. The conversation touches on brand consistency, particularly the impact of color on recognition, and the transformative power of non-alcoholic options in social settings. Imme also hints at exciting future launches and the importance of community engagement.
39:40
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Quick takeaways
- Botivo's unique positioning as a pleasure-first brand emphasizes enjoyment and craftsmanship, challenging conventional moderation-focused norms in the non-alcoholic market.
- The strategic development of Botivo's identity, moving from ambiguity to a clearer branding, effectively engages consumers with memorable drinking experiences.
Deep dives
Crafting a Unique Non-Alcoholic Experience
Botivo distinguishes itself as a premium non-alcoholic aperitivo, crafted with a complex blend of ingredients including aged apple cider vinegar and a range of botanicals like rosemary and thyme. The production process takes nearly a year, emphasizing the craftsmanship behind the product, which aims to bring authenticity and a compelling story to the non-alcoholic drinks category. Unlike other moderation-focused brands, Botivo promotes itself as a pleasure brand, emphasizing enjoyment and luxury rather than restriction. This unique positioning opens up new occasions for consumption, allowing consumers to experience these sophisticated flavors in various contexts without the association of moderation.
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