087 | Beyond Moderation: Building a Pleasure-First Non-Alcoholic Brand
Imme Ermgassen | Co-Founder | Botivo.
Dear Bottom-up Drinks Builder,
Welcome to the first episode of 2025!
In this episode, I had the pleasure of hosting Imme Ermgassen, co-founder of Botivo. She recounts how she and her partner Sam built a “big-sipping botanical aperitivo” that challenges typical non-alcoholic conventions.
Produced on a farm in Hertfordshire with an aged cider vinegar base slowly infused over nearly a year, Botivo exudes an artisanal depth seldom found in zero-proof beverages. Instead of focusing on “dry” or “moderation” narratives, Botivo leans into a flavor-first, hedonistic identity, anchored by the “Yellow Hour”—a mental break rather than a fixed time slot.
By debuting in key restaurants like The River Café (thereby establishing culinary credibility) and securing listings in Waitrose, Majestic, Whole Foods, and its e-commerce, the brand creates a smooth loop from on-trade discovery to at-home consumption. Its signature “Botivo & Soda” underscores the aperitivo’s confidence: a minimal-ingredient approach highlighting the liquid’s inherent complexity.
Timestamps:
00:00 Introduction and Welcome
00:29 Guest Introduction and Initial Impressions
01:22 Deep Dive into Botivo
02:16 Brand Philosophy and Market Positioning
05:37 Challenges and Strategies in the Non-Alcoholic Market
11:35 Consumer Insights and Brand Building
19:31 Trade Relationships and Distribution
38:04 Concluding Thoughts and Future Plans
