Shows
What The LuxeS5E17: Craft, Hedonism & the Death of Moderation Brands with Imme Ermgassen, Co-Founder of BotivoHow a former hedonist built a non-alcoholic brand that refuses to apologise for pleasure. From high-end party origins serving Kate Moss and royal wedding guests to building credibility through Michelin-starred restaurants, Imme Ermgassen shares the story of how Botivo, the non-alcoholic botanical aperitivo brand, is rewriting category rules through radical positioning and uncompromising craft. We talk their "Yellow Hour" ritual, the surprising demographics driving growth, the rise of "zebra striping," and why credibility beats awareness when launching into a cynical market. A masterclass in authentic brand building that prioritises pleasure over piety.
2025-09-1744 min
ScoopImme Ermgassen, BotivoToday, I’m taking a step out of the kitchen and usual restaurant service to chat with Imme Ermgassen, one of the co-founders of Botivo. Imme invited me into her home for the interview - her dining room table is beautifully busy with children’s toys, high chairs, and now my recording equipment. She begins to tell me about her career trajectory, including a casual mention that her twins are around the same age as her company. I lounge back with some coffee. She was hired by her co-founder after directly emailing him a Powe...
2025-06-1851 min
The Persuasion Game5 steps to innovation magic: Lessons from leading FMCG brands with Dan QuinnIn this episode of the Persuasion Game podcast, Adam and Laura sit down with Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation.
Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands.
This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for au...
2025-05-2029 min
The FoodTalk ShowFlavour First: Imme Ermgassen on Crafting BotivoIn the latest episode of The Food Talk Show, host Ollie Lloyd is joined by Imme Ermgassen, a co-founder of Botivo, a brand reshaping the non-alcoholic drinks landscape. Imme shares the intriguing backstory of Botivo, which diverges from the typical narratives surrounding alcohol-free drinks. “Botivo was born from pleasure and hedonism, not from the world of moderation,” she explains. This comes to life on Botivo's bottle, which has a vibrant yellow wax seal and artistic label adorned with joyful, diverse characters. These whimsical figures represent a lively celebration, reflecting the brand's commitment to inclusivity and the pleasure of indulgence.
2025-02-1845 min
Out of Hours: The PodcastBotivo: Building a drinks brand from scratch, with Imme ErmgassenToday on the podcast we have Imme Ermgassen co-Founder of Botivo, the award winning aperitivo. Botivo is hard to describe, it’s labelled a Botanical Aperitivo. It’s a small batch product, made on a farm, and is a great alcohol-free. Botivo puts it plainly saying it will “blow your mind once you taste it”. The product was started by Imm’s co-founder Ben who ran a business creating new drinks concepts and ran a bar service at high end events. In Lockdown, when everything was closed, he had the chance to tinker on an idea he’d had for a while...
2025-01-2855 min
HUNGRY.The 11 BIGGEST Lessons from 4.5 Years Podcasting - Every Food & Drink Founder Should Have These Tattooed on Their ArmRiding Solo on el poddy this weekFancy riding shotgun?Simply shove my waffle in your ears.This week, I’ve picked 11 lessons from the 4 years of podcasting with INSANE GUESTSI’m referring to these DAILY. So hope they help you too.4.5 years of value, stuffed into 45 mins.Get ya chops round it asapLemme know if you like these, can do more. May do a sales one tooON THE MENU:1. THE SINGLE Biggest lesson from Luke Boase and...
2025-01-2746 min
The Persuasion GameCrafting unique non-alcoholic experiences with Imme Ermgassen, BotivoIn this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial.This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game. Episodes are released bi-weekly. Follow us on LinkedIn for updates.Subscri...
2025-01-2135 min
The MAFFEO DRINKS Podcast087 | Imme Ermgassen | Beyond Moderation with Botivo: Building a Pleasure-First Non-Alcoholic BrandIn this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions. Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions. The conversation reveals how careful brand building and trade strategy can help create new category opportunities.Timestamps: 00:00 Introduction and Welcome
2025-01-1339 min
MAFFEO DRINKS087 | Imme Ermgassen | Beyond Moderation with Botivo: Building a Pleasure-First Non-Alcoholic BrandIn this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions. Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions. The conversation reveals how careful brand building and trade strategy can help create new category opportunities.Timestamps: 00:00 Introduction and Welcome
2025-01-1339 min
Food RebelsBotivo AperitivoJoin AJ Sharp as she chats with Imme Ermgassen, the co-Founder of Botivo, a refreshing non-alcoholic botanical aperitivo! Discover the art of crafting Botivo's unique flavours and learn about the passion and health benefits of this unusual drink. Emma shares her inspiring journey, the brand's strategy for growth, and her commitment to inclusivity in the beverage world. Don’t miss this engaging conversation that promises to elevate your drinking experience!
2024-10-2329 min
HUNGRY.BOTIVO’s 12 Unusually Lavish Brand Building Principles That Could Change Your Lifea brand building master class like you've NEVER head before Botivo Drinks | B corp are one of my fave brands The level of DEPTH Imme Ermgassen and Sam Paget Steavenson have gone into to build BOTIVO is CRAZYYou're in for an ABSOLUTE TREAT ON THE MENU:1. How BOTIVO was Born out of a Unusual Request at Lavish Parties like Calvin Harris, Ellie Golding, Prince Harry & Megan 2. Always Go Against the Category: Be a pleasure brave brand in a sea of moderation3. Make something your CO...
2024-10-211h 50
Low, Light and Alcohol-Free CommunityHow important is brand design to help reach new audiences?PB Creative introduce a panel with brand leaders to discuss the role of creativity and design when growing your business.With Amy Lupton from PB Creative, Imme Ermgassen from Botivo, Melanie Masarin from Ghia, Daniya Stewart from Dry Drinker and Christof Tremp from Rebels 0.0%.The sound in the smaller rooms was not quite as good as the main room - so do excuse the sound quality! The talks and panels were obviously amazing!Click here for the full biographies of the speakers.
2024-09-1945 min
The Bento ClubHow Botivo is disrupting the non-alcoholic categoryImme Ermgassen is the co-founder of Botivo; before this new venture, she worked for almost 20 years in brand strategy as well as cultural and consumer understanding. In this episode, Imme shares the story behind Botivo and why great brands need to leverage great tensions to succeed.
2024-05-2025 min
On Strategy ShowcaseEp#1 Start-Ups, Scale-Ups and Grown-UpsStart-Ups are the focus of this first episode. We discuss the degree to which marketing and brand are factors in creating growth at this early stage. And about the importance of partnerships and product/market fit. Guests are Kathryn Winokur of Hally Hair, Imme Ermgassen of Botivo drinks and Jessica Klimczak, formerly of Entain. Thanks to Tracksuit for sponsoring this three episode series. Info at gotracksuit.com.
2024-02-2041 min
The Club Soda podcastBeyond Booze: Imme Ermgassen, BotivoEpisode 13 of Beyond Booze features Imme Ermgassen, co-founder of Botivo.Prior to trying and falling in love with the complexity of Botivo, Imme was the last person anyone expected to rave about a non-alcoholic drink. Coming from a background in consumer strategy and insight, Imme has become a fierce advocate for healthy hedonism.Botivo is breaking new ground among alcohol-free drinks, leaning into the herbal aperitif space with a refreshing, handmade infusion of five citrus, bittersweet and aromatic botanicals and a fermented apple base balanced out with wildflower honey.Subscribe now to get...
2023-06-2737 minClub Soda Community PodcastBeyond Booze: Imme Ermgassen, BotivoEpisode 13 of Beyond Booze features Imme Ermgassen, co-founder of Botivo.Prior to trying and falling in love with the complexity of Botivo, Imme was the last person anyone expected to rave about a non-alcoholic drink. Coming from a background in consumer strategy and insight, Imme has become a fierce advocate for healthy hedonism.Botivo is breaking new ground among alcohol-free drinks, leaning into the herbal aperitif space with a refreshing, handmade infusion of five citrus, bittersweet and aromatic botanicals and a fermented apple base balanced out with wildflower honey.Subscribe now to get...
2023-06-2737 min