How a former hedonist built a non-alcoholic brand that refuses to apologise for pleasure. From high-end party origins serving Kate Moss and royal wedding guests to building credibility through Michelin-starred restaurants, Imme Ermgassen shares the story of how Botivo, the non-alcoholic botanical aperitivo brand, is rewriting category rules through radical positioning and uncompromising craft. We talk their "Yellow Hour" ritual, the surprising demographics driving growth, the rise of "zebra striping," and why credibility beats awareness when launching into a cynical market. A masterclass in authentic brand building that prioritises pleasure over piety.