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 🥃
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