How did a drink that was concocted for the 1952 Helsinki Olympic Games find relevance in the U.S. today?
Finnish Long Drink co-founder and CEO Evan Burns explained on the latest edition of the Brewbound Podcast how the gin-based ready-to-drink (RTD) brand has connected with modern consumers through sampling, storytelling and authentic celebrity partnerships.
Burns shared that first-time Long Drink consumers often get “Long Drink Face” – a range of emotions that start with confusion for what the product is, to surprise after they try it, to ultimately delight. That starts a domino effect with the newfound fan turning their friends and spouses on to the product, Burns said. It also opens them up to the story of the cocktail made from gin, grapefruit juice and water more than half a decade ago for Finland’s Olympic moment.
During a conversation with Brewbound senior reporter Zoe Licata, Burns emphasized how the Long Drink has stayed true to its citrus roots and isn’t a product to be spun off into 30 flavors.
“It’s about building brands with soul,” he said.
Burns also discussed how a celebrity partnership with actor Miles Teller led to other celebrities organically signing on with the brand, how the Long Drink leverages social media and tips for any CPG brands seeking growth.
Listen here or on your preferred podcast platform.