In this episode, Chris Maffeo talks with his ex-colleague Marcus Pedersen.

They use Aquavit, a typical Nordic distillate, to discuss how niche categories can create demand and appeal beyond their borders. They talk about traditional and modern target occasions, how to approach bars, get on the back bar, cocktail menus, and ultimately drive rotation.

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About the Host: ⁠⁠⁠Chris Maffeo⁠⁠
About the Guest: ⁠⁠⁠⁠Marcus Pedersen


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