Phusion Projects, makers of Four Loko and Mamitas tequila seltzer, came onto the scene in 2005 as arguably the original disrupters. Today the gang speakers with Phusion co-founders Jaisen Freeman and Jeff Wright, along with their VP Marketing Samantha Catalina, to talk about their innovations (spoiler: Pirate Water coming), the FMB landscape, and their ongoing partnership with Barstool.
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00:00 intro - hilarious banter, technical difficulties.
01:00 interview starts in earnest.
02:40 give the people what they want: flavor, branding, abv.
06:30 international boom 4 loko.
07:30 four loko USA, warheads sour collab.
08:25 pirate water fmb with barstool.
09:40 why 16oz? - rush to value
12:00 'killer' branding, capturing neglected 21-25 male.
13:05 mamitas caleb sundae convos.
13:45 c-store price increases.
14:45 consumer making value calculations, $ and abv
15:10 crowded single serve market
17:25 distributor philosophy
18:35 4 loco competitive landscape.
20:00 importance of social media mix.
21:40 mamitas proposition, not c-store, southern distributed.
23:45 aaron rogers 11mm video.
26:30 harry dregs up the old bad times.
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About
Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests once a week as they grok the beer industry issues of the day.
-Podcast Hotline: Text or call Harry in confidence at: (262) 345-2501
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-Articles referenced at beernet.com
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