Unfiltered chat with Steve Grasse, creator of Hendrick's Gin.
The basic things people get wrong about beverage branding, ways to get things right, and more.
He Created Hendrick’s Gin. He Runs Quaker City Mercantile. He Wrote Brand Mysticism. He Knows His Stuff.
Hi there and welcome to the new Substack format of The New Rules Newsletter, the newsletter all about bev/alc brand building.
Today we’re sharing clips from our chat with Steve Grasse, creator of the Hendricks Gin Brand (at the time he had no former experience in spirits, in case you are still thinking you need an agency that specializes in whatever category you’re working in). He also wrote a great book called Brand Mysticism and owns an agency called Quaker City Mercantile, which continues to create some of the most iconic bev brands out there.
Today’s newsletter is really for anyone who is touching a brand in any way: founders, designers, marketers, retailers. Its some high-level wisdom about the big stuff that matters. Its very fun to listen to and short and to the point, so without further adieu….
We created 3 lil’ video clips for your enjoyment. Watch them ↓
Q: “What are some things you think people really get wrong when building new brands?”
A: “Everything.”
“Too many people got fat and happy, and there’s a big shake-out.”
“You Do Not Need to Be ‘Like Liquid Death.’ They already did that.”
If you have’t read Steve’s book, you should.
And watch this space & subscribe (it’s free!) for more short-form interviews from very smart people doing incredible things in the bev/alc space.
Want to connect with us or work with us — or both?
Reach out: hi@nihilo.agency
Cheers <3
NIHILO.AGENCY
