Brands In Action

Steve Luttmann / Hercules Mulligan

Episode Summary

On today’s #BrandsInAction #podcast episode, we welcome Steve Luttmann, a serial innovator and entrepreneur. Maybe it’s because Steve has the rules down from his time in the traditional packaged goods space that he’s found ways to break them into pieces to create so many amazing brands in the spirits category over the last few decades. His newest, Hercules Mulligan, is another hit 🥃

Episode Notes

On today’s #BrandsInAction #podcast episode, we welcome Steve Luttmann, a serial innovator and entrepreneur. Maybe it’s because Steve has the rules down from his time in the traditional packaged goods space that he’s found ways to break them into pieces to create so many amazing brands in the spirits category over the last few decades. His newest, Hercules Mulligan, is another hit 🥃

00:18 - Steve Intro

01:53 - Journey to Hercules Mulligan

03:35 - Who was Hercules Mulligan?

08:01 - What category is the drink in?

10:15 - What did you bring from packaged goods background?

11:50 - Brand look and feel

15:13 - Brand articulation

15:41 - Tone of voice

17:02 - Distribution with Flaviar

18:52 - How are you driving awareness?

20:42 - How bartenders/mixologists are serving it

22:10 - Covid affecting business

23:22 - What does the brand stand for?

24:22 - Small p purpose brand

25:40 - Using influencers

26:50 - Work with Sephina

28:46 - Work with Betty Buzz

29:59 - What else are you working on?

32:08 - What’s next for Hercules Mulligan?

33:07 - Where can you find Hercules Mulligan?

 

https://www.linkedin.com/in/steveluttmann/

https://www.herculesmulligancompany.com 

https://www.instagram.com/herculesmulligancompany/

https://twitter.com/HMulliganCo

https://www.facebook.com/HerculesMulliganCompany

https://www.linkedin.com/company/hercules-mulligan-company/