How Moth is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

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How Moth is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

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Want a deliciously sharp lesson in brand growth, category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf? Then dive in to the insight served up in this episode by guest Rob Wallis, co-founder of Moth Drinks, who takes Fiona through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category valueRob explains how Moth spotted a gap in the market for cocktails that tasted as good as what you would make at home, but with the convenience of a can. Most importantly, instead of designing to the existing category price point, Moth built the best liquid first and priced it accordingly.The conversation also explores what founders can learn from Moth’s approach to where to play, how to build a strong category story for retail buyers, what premiumisation really looks like in practice, and why a culture of kindness and low ego can be a commercial advantage. Rob also shares how the team is approaching US expansion, why California matters so much in RTD, and how Moth is thinking about AI without losing the human side of the brand.What You’ll LearnHow Moth went about creating a premium cocktail proposition - and persuading retail buyers that the market was there!Why challenger brands should build product quality first, then price from thereHow to identify the right channels and occasions to drive brand growthWhat makes a strong category story for grocery buyersWhy culture, consistency and kindness can become commercial advantagesKey Topics DiscussedCreating a top-shelf RTD cocktail brandPremium pricing versus category normsBuilding category value with incremental shoppersUK versus US cocktail cultureChoosing where to play in retail and foodserviceBrand design and standing out on shelfDTC growth and omnichannel strategyBuilding culture in a scaling consumer brandManaging quality with co-manufacturing partnersUsing AI carefully inside a fast-growing CPG businessIf you enjoy this interview, PLEASE share it with a fellow founder, mate or colleague, subscribe or follow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes!============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson - we LOVE working with you, and we’re delighted to partner with you for the second year running.If you'd like to get in touch to find out more - and we highly recommend you do - why don't you drop them a line at hello@joelsonlaw.com?==============================================.Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEW

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