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

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 into the insight served up in this episode by guest Rob Wallis, co-founder of MOTH Drinks, who takes me through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category value.

Rob 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.

Our 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 Learn

• How 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 there
• How to identify the right channels and occasions to drive brand growth
• What makes a strong category story for grocery buyers
• Why culture, consistency and kindness can become commercial advantages

Key Topics Discussed

• Creating a top-shelf RTD cocktail brand
• Premium pricing versus category norms
• Building category value with incremental shoppers
• UK versus US cocktail culture
• Choosing where to play in retail and foodservice
• Brand design and standing out on shelf
• DTC growth and omnichannel strategy
• Building culture in a scaling consumer brand
• Managing quality with co-manufacturing partners
• Using AI carefully inside a fast-growing CPG business

If 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!

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.

But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.

That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.

Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! To learn more contact [e-mail]

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You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours.

Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEW