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Christopher Lochhead Follow Your Different™

381 Chicken Cock Whiskey & The King: Matti Anttila on the Art of Brand Revival and Celebrity Partnerships

Nov 4, 2024
Matti Anttila, Founder and CEO of Grain & Barrel Spirits, shares his inspiring transition from investment banking to the craft spirits industry. He reveals the fascinating journey of reviving Chicken Cock Whiskey, emphasizing the balance of heritage and innovation. Matti dives into the impact of celebrity partnerships, particularly with the Elvis Presley estate, and the importance of authentic branding. He discusses the shifting spirits market post-COVID and the rise of experiential marketing strategies that resonate with younger consumers.
01:20:35

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Podcast summary created with Snipd AI

Quick takeaways

  • Matti Anttila's transition from investment banking to craft spirits illustrates the significance of pursuing passion and creativity in career shifts.
  • The revitalization of Chicken Cock Whiskey emphasizes the role of brand authenticity and historical storytelling in connecting with modern consumers.

Deep dives

Madi Antilla's Transition to the Spirits Industry

Madi Antilla made a significant career shift from investment banking to entrepreneurship in the spirits industry, motivated by the desire to create something tangible and meaningful. Initially exploring Brazilian products for export, he created a brand called Cabana focused on cachaca, but later moved to whiskey with the iconic Chicken Cock Whiskey. This shift represents a broader trend where professionals from various industries are seeking more fulfilling and hands-on ventures. Antilla's journey highlights the importance of passion and the willingness to embrace risk in transitioning to a completely different field.

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