PBºN Episode - 25

Summary

The podcast episode features an interview with Joe Cucci and Paul Massie, the founders of Mion’s Pawpaw, a new aperitif. They discuss their extensive careers in the spirits industry, the inspiration behind Mion’s Pawpaw, the brand's unique history tied to Dr. James Mion and Palm Beach County, and their efforts to establish the brand in a competitive market. They emphasize the product's local origins, all-natural ingredients, and transparent labeling as key differentiators. The founders also highlight their community involvement and future plans for the brand's growth, encouraging listeners to request Mion’s Pawpaw at local establishments and engage on social media.

Key topics

• Mion’s Pawpaw Brand Introduction: A new aperitif launched by industry veterans Joe Cucci and Paul Massie.

• Founders' Background:

  • Paul Massie: Started in 2000 with Cruzan Rum (marketing, sales, co-packing, bulk rum sales). Promoted in 2003, then worked in duty-free for Absolut before co-founding Sobieski Vodka with Joe.

  • Joe Cucci: Joined Cruzan Rum after Paul's promotion, working in similar roles. Later joined Paul at Sobieski, contributing to its growth to a million cases before its sale. Worked for Campari America, gaining experience in startup brands within large companies.

  • Both have over 20 years of experience, previously building brands for other companies, and are now entrepreneurial.

• Spirits Industry Changes:

  • Significant consolidation (suppliers, distributors, retail).

  • 75% of brands owned by seven multinational companies.

  • Dominance of 2-3 distributors per market (compared to 6-7 previously).

  • Rise of major retailers like Total Wine.

  • Increased celebrity involvement in brand ownership (e.g., George Clooney, The Rock).

  • Growth of cocktail culture and "ready-to-drink" (RTD) products (e.g., High Noon, White Claw).

• Mion’s Pawpaw Origin Story (Dr. James Mion):

  • Inspiration: Joe discovered a historical bottle of "Mion's Pawpaw" at John D. MacArthur State Park, near Mion Island.

  • Research: Initial research was difficult, but a chance encounter with Joe's former history professor led them to the Historical Society of Palm Beach County.

  • Ned Hindel: An archivist at the Historical Society mentioned Ned Hindel, a chemistry professor at Lehigh University, who had researched Dr. James Mion for 50 years and was writing a book.

  • Meeting Ned: Paul and Joe met Ned in Pennsylvania, gaining access to his book transcript and extensive knowledge of Dr. Mion.

  • Dr. James Mion:

    • Born in poverty, entrepreneurial from a young age (selling tinctures).

    • Fought in the Civil War.

    • Successful in various ventures: starch company, theatrical agent, composer/singer.

    • Lost his fortune, then founded Mion’s Homeopathic Remedy Company in Philadelphia.

    • Mion’s Pawpaw (original): Crown jewel of his empire. A fermented papaya liqueur, sold for 1abottle(equivalentto 1 a bottle (equivalent to ~1abottle(equivalentto 40 today), generating over $200 million annually at its peak.

    • Original Formulation: Contained fermented papaya, alcohol (15-24% ABV), nux vomica (common homeopathic ingredient), and THC.

    • Marketing: Highly recognizable figure, famous slogan "a cure for whatever ails you" and "there is hope." His songs almost became national anthems.

    • Mion Island: Bought Pitts Island in 1901, built Hotel Hygeia by 1903. Remnants of the seawall are still visible.

• Mion’s Pawpaw Product Development:

  • Initial attempts with flavor houses yielded over 100 unsatisfactory samples.

  • Connected with Fernando Plata of Big Cypress Distillery (Miami), recommended by a gym friend.

  • Fernando, initially reluctant to co-pack, was persuaded by their story and delivered superior samples.

  • The final formulation took 4-5 months.

• What is an Aperitif?

  • Traditionally a bittersweet liqueur, often consumed before a meal to stimulate appetite.

  • European tradition, with medicinal origins (herbs, roots to settle the stomach).

  • Distinguishes between aperitifs (before meal, lower alcohol) and digestifs (after meal, higher alcohol).

• Mion’s Pawpaw Product Attributes:

  • ABV: 20% (typical for an aperitif, low alcohol).

  • Versatility: Can be drunk neat, in cocktails (e.g., Palm Beach Spritz: Mion's Pawpaw, Prosecco, grapefruit soda; Negroni, Old Fashioned).

  • Key Differentiators:

    • Local: Made in Florida, tied to local history.

    • 100% All-Natural: No artificial colors (unlike many competitors).

    • Label Transparency: 14 natural ingredients listed on a peel-back label.

    • Ingredients (papaya, grapefruit, hibiscus, orange) sourced from Mion Island history.

• Market Entry & Distribution:

  • Challenge: Consolidated distribution network, difficult for new brands.

  • Strategy: Leveraged relationships with Southern Glazer's Wine & Spirits.

  • Success: Was one of less than 10 new products approved out of 600+ pitches by Southern Glazer's corporate team in late 2022 due to its unique story and differentiation.

• Cultural Fit with Palm Beach County:

  • Aligns with Palm Beach's status as the "first resort destination" of the US.

  • Connects to local agriculture and tourism industries.

  • Reflects the area's diverse, social, and celebratory culture.

  • Historical tie to the 1878 Providencia shipwreck (cigars, rum, coconuts).

• Availability:

  • On-Premise: Food Shack, 1000 North, Twisted Tuna, Lupo, Stage, Ela, PJ National, The O, Guabos, Kiki.

  • Off-Premise: Total Wine (statewide), most ABC Fine Wine & Spirits, local independents.

• Community Engagement:

  • Involved with organizations like Place of Hope (Charles Bender).

  • Partnerships with local events (e.g., Artigras, where Mion's Pawpaw was the official drink).

  • Active participation by founders and their wives at events.

  • In-kind support rather than large budgets.

• Future Plans:

  • Continue building the brand in Florida (currently in six markets).

  • Long-term vision: Nationwide presence in craft bars and restaurants.

  • Considering product variations, possibly a canned RTD cocktail (e.g., Palm Beach Spritz variation).

• Call to Action for Listeners:

  • Ask for Mion’s Pawpaw at bars and restaurants (creates consumer demand).

  • Buy from retail locations.

  • Post on social media and tag @MionsPawpaw.

  • Join the "Hope Association" on their website (MionsPawpaw.com) for a free lapel pin, postcard, and monthly cocktail recipe/message from Dr. James Mion (aka Joe).