In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits.

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00:00 Introduction to the Maffeo Drinks Podcast
00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery
00:45 Chris's Connection to Finland
01:35 The Evolution of Finnish Drinks
02:38 Brand vs. Liquid: What's More Important?
04:59 The Origin Story of Kyrö Distillery
07:33 The Role of Rye in Finnish Culture
17:12 Building a Distillery Brand
24:44 Simplifying Whiskey for Newcomers
35:34 Marketing Strategies and Challenges
41:40 Conclusion and Next Episode Preview

About The Host: Chris Maffeo
About The Guest: Mikko Koskinen