E117: Christopher Pellegrini: Bigger than Tequila? Launching a New Japanese Spirit Category in the U.S.
ThriveMore with Roger Martin: Business, Health, & Wealth
Release Date: 02/05/2025
ThriveMore with Roger Martin: Business, Health, & Wealth
This week Roger is updating listeners on his inspiring experience at Headquarters, a highly successful nine-figure supplement brand led by Andy and Sal Frisella. He highlights how the company's commitment to high standards and discipline, even in small actions such as cleanliness and organization, significantly contributes to their sustained success. The idea of making “deposits” into one's “discipline account” through minor yet meaningful actions is underscored as a powerful lesson for both personal and professional growth Roger also explores how these principles can be applied to...
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This week, Roger engages in a fascinating discussion with , an expert on small-to-mid-sized businesses and author of several bestselling books, including and . Mike, who also hosts “,” discusses the pitfalls of business owners living paycheck to paycheck, the importance of prioritizing profit and building a culture that aligns with team members' personal goals. They focus on practical strategies for ensuring profitability, innovative thinking under financial constraints, and effective hiring and team management techniques. Throughout the conversation, Mike shares personal anecdotes,...
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This week, Roger welcomes Alex Weber, a dynamic figure celebrated for his accomplishments in sports, entertainment, and motivational speaking. As a former Division I athlete and the youngest college lacrosse coach to earn “Coach of the Year” honors, Alex shares his extraordinary journey. From transitioning into a TV host for American Ninja Warrior to becoming a successful stand-up comedian and an international keynote speaker, Alex offers fascinating insights into his multifaceted career. The episode delves into themes of resilience, grit, and the courage to embrace challenges. Alex...
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In this week’s episode, Roger sits down for a fascinating conversation with , a tech entrepreneur and musician who discovered a profound connection to music at a young age. Murray shares his journey of taking his first company public in his twenties and building a successful career in the tech industry. However, a personal tragedy led him to reconnect with his true passion—music—resulting in the creation of , an immersive experience that combines music and mindfulness to inspire healing and transformation. Through this innovative platform, Murray connects with people on a deep emotional...
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In this episode, Roger explores a crucial yet often-overlooked aspect of business growth: lead nurturing. He highlights how many companies lose potential revenue by failing to engage their leads effectively. Sharing compelling statistics, he reveals that proper lead nurturing can boost sales by 50% while reducing cost per lead by 33%. Roger also underscores the power of a multi-channel approach, utilizing emails, social media, SMS, and phone calls to build connections and convert prospects into loyal customers. The episode also introduces ThriveMore Autopilot, a new initiative designed to help...
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This week, Roger speaks with Chris Ronzio, the founder and CEO of , a specialized software platform for organizing business knowledge and author of . In this episode, they discuss the key strategy of 'Do it. Document it. Delegate it.' and how it can empower small and mid-sized businesses to scale efficiently. Chris shares his journey from running a video production business at age 14 to creating Trainual and offers valuable insights into effective customer acquisition through Facebook ads, as well as the importance of consistent documentation and standard operating procedures (SOPs) in...
info_outlineThriveMore with Roger Martin: Business, Health, & Wealth
This week, Roger sits down with Christopher Pellegrini, an expert in Japanese spirits—particularly Shochu and Awamori—and founder of , a distillery dedicated to bringing intensely artisanal Japanese spirits to the United States. Christopher shares his entrepreneurial journey in introducing these relatively unknown spirits to the American market. The conversation covers his background, the challenges of exporting spirits to the U.S., and the significant educational efforts required to establish a new spirits category. He also delves into the intricacies of Shochu, a Japanese distilled...
info_outlineThriveMore with Roger Martin: Business, Health, & Wealth
In this episode, Roger explores the powerful roles of status and identity in marketing, emphasizing how aligning products or services with a customer’s aspirational identity or desired status can drive business growth and engagement. He introduces the 'triad of buying categories'—relationships, health, and finances—which highlight the core areas where consumers seek solutions to pain or opportunities for growth. By identifying your business within these categories, Roger explains, you can refine your messaging and better connect with your target audience. Roger also contrasts traditional...
info_outlineThriveMore with Roger Martin: Business, Health, & Wealth
This week Roger speaks with Natalie Doyle Oldfield, a leading authority on trust in business. Natalie holds a master's degree in trust studies and has built a significant career around measuring and improving trust within companies through her proprietary Trust Equity Index. Her approach helps businesses understand customer churn and trust issues. They discuss real-world examples of trusted companies like Apple, Starbucks, Nike, and Costco, and the importance of consistency, reliability, and transparency in building trust. Natalie introduces her latest book, , and shares practical advice...
info_outlineThis week, Roger sits down with Christopher Pellegrini, an expert in Japanese spirits—particularly Shochu and Awamori—and founder of Honkaku Spirits, a distillery dedicated to bringing intensely artisanal Japanese spirits to the United States. Christopher shares his entrepreneurial journey in introducing these relatively unknown spirits to the American market. The conversation covers his background, the challenges of exporting spirits to the U.S., and the significant educational efforts required to establish a new spirits category. He also delves into the intricacies of Shochu, a Japanese distilled spirit that can be made from a variety of diverse ingredients such as barley, sweet potatoes, rice, and buckwheat, emphasizing its unique fermentation process involving Koji mold. Additionally, he addresses the labor-intensive regulatory hurdles and shares strategies for navigating the American three-tier distribution system.
Christopher underscores the importance of trust and relationship-building in business, especially given the frequent turnover in the food and beverage industry. He also highlights the cultural differences that impact business practices between Japan and the U.S., sharing personal anecdotes that reveal the importance of respect, patience, and adaptability. Lastly, he discusses his book, The Shochu Handbook, and the role of education in raising awareness about Japanese spirits. Christopher recounts the challenges he faced in gathering information and his commitment to creating a valuable resource. Through this lens, he provides practical insights for entrepreneurs facing similar challenges in introducing a new product to an untapped market.
Topics Include:
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Christopher’s Love of Japanese Culture and Spirits
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The Art and Science of Shochu and Awamori
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The Challenges of Bringing Japanese Spirits to the U.S.
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The Challenges of Distribution and Market Competition
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Exploring Christopher’s Book The Shochu Handbook
Christopher’s Book Recommendation:
Connect with Christopher:
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Produced By: Social Chameleon