Personal Brand & Positioning
How did Brett Berish build Bumbu into the number one premium rum?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Don't pre-decide your market. Bumbu's biggest market outside the US is Canada, and it sells strongly in Latvia, Romania, and Poland where rum isn't traditionally popular — none of which would have been discovered if Brett had restricted distribution. source →
02Tell the failure story. Brett lost his house, had IRS problems, and went through bankruptcy — sharing that, via his Self Made interview series, became both a way to help people and a way to build the brand. source →
In their words
What was actually said
And my goal is in the category we're in, it's gotta taste better than the competition. If the tasted bamboo, which is the rum with the X on the front there, it tastes better than any other rum in the category. And that's why the brand today is the number one premium rum in the world.
The episodes