Episode 66

066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery

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

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About the Podcast

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The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

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About your host

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Chris Maffeo

With 20 years of experience working for some of the biggest drinks brands across 30+ markets, I've developed a unique understanding of how brands grow in today's market.
Now, I help drinks brands build sustainable growth through bottom-up demand creation.
My methodology focuses on how brand demand spreads - from initial venue adoption to international expansion.
I teach brands how to create, convert, and sustain demand across the three critical stages of growth: from one bottle to one case to one pallet.
My expertise lies in understanding how brands grow through genuine advocacy, from bar to bar, city to city, and building foundations that enable natural scaling.
Through consulting, training, and speaking engagements, I help brands:
• Build sustainable demand from the ground up
• Systematize their approach to building brands city by city
• Navigate the path from local success to international growth
• Develop strategies based on occasions rather than demographics