MAFFEO DRINKS: The Lab

122 | Love & Money: Value Chains, Investment Decks and the 95% Who Aren't Buying Yet with Maurice Doyle

Chris Maffeo — Mon, 13 Apr 2026 00:00:00 +0200

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. If what we discuss in this episode makes you think about your own commercial situation, I can look at it with you directly with our Commercial X-Ray. Find out more at maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Maurice and I dive deep into the uncomfortable truths about brand building that most people dance around. We start with his killer insight: 95% of your target market isn't buying your category right now, so what do you do about that? Through war stories from Hendrick's (which took 10 years of faith before showing data-driven success) and Monkey Shoulder (almost killed until the team saw 30-year-younger drinkers going drinking it), we explore why timing beats tactics every time.

The conversation gets real about money, not the sexy fundraising decks, but the unsexy plumbing like understanding your value chain where the gap between gross and net pricing is often bigger than your entire A&P budget. Maurice drops his "love and money" framework and we tackle the elephant in every room: how founders pitch exits while asking for investment, spread themselves across 20+ countries while selling 80% in three, and mistake motion for momentum. Plus, I share my Greek vs Roman cities analogy that perfectly captures why beautiful marketing without operational excellence is like building on sand. This is the episode where theory meets the trenches.

Timestamps:

00:00 The 95/5 Rule - Why Most of Your Market Isn't Buying
03:45 Hendricks Story - 10 Years of Faith Before Data
07:20 Monkey Shoulder - From Near Death to Revolutionary Success
11:30 Top-Down vs Bottom-Up - The Alignment Problem
15:15 Value Chain Deep Dive - Finding Hidden Money
19:40 Gross vs Net - The Gap Bigger Than Your A&P Budget
23:00 Love and Money Framework for Distribution
27:30 The Exit Obsession Problem
31:20 Proof of Concept vs Geographic Spread
35:00 Playing to Your Strengths as an Independent
38:45 Final Thoughts - Consistency Across Objectives

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121 | Scaling Local Trust: How Brodie Meah Distributes Top Cuvée Wines Nationally Without Losing Its London Neighbourhood Soul

Chris Maffeo — Mon, 30 Mar 2026 00:00:00 +0200

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Brodie Meah returns to dive deep into how Top Cuvée transformed neighborhood loyalty into scalable brand equity. We explore the "trust engine" concept: how Top Cuvée became the curator that removes wine selection paralysis by stamping their approval across a portfolio of producers.

Brodie reveals how data analysis exposed community layers: restaurant regulars placing 100+ e-commerce orders, proving physical venues create digital customers. The conversation unpacks why natural wine terminology limits reach, how partnering with "like-minded" establishments creates compound growth, and why you must build credibility through your own channels before wholesale accepts you.

From the customer who bought their t-shirt to national chains now calling, this is about scaling community without losing soul, proving you can grow from 40 covers to widespread distribution while keeping the neighborhood spirit alive.

Timestamps:

00:00 Community as Foundation - "Nothing Without It"
02:30 Natural Wine's Niche Trap - Choosing Taste Over Ideology
05:00 Building the Trust Engine - Curation as Product
08:30 COVID Discovery - Cross-Channel Customer Loyalty
11:15 Physical Venues as Brand Laboratories
14:00 Glass by Glass - Why Trust Can't Be Rushed
17:00 The T-Shirt Customer and Brand Evangelism
19:30 Like-Minded Partners - Ecosystem Building
22:00 Own Channels First, Then Wholesale
24:30 From Local Hero to National Interest
26:00 Community First, Always

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120 | Guest Shifts That Actually Work | How Maybe Sammy's Hunter Gregory Balances Technique and Experience to Scale Cocktail Culture

Chris Maffeo — Mon, 16 Mar 2026 07:00:00 +0100

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In this second part of the conversation on MAFFEO DRINKS, host Chris Maffeo continues with Hunter Gregory, Bar Manager at Maybe Sammy in Sydney, diving into the delicate balance between technical excellence and guest experience that determines bar success.

The discussion explores why bars focusing too heavily on technique without guest experience have closed in recent years, while others with great atmosphere but weak drinks programs also struggle to survive. Hunter introduces the "pie and cherry" philosophy of guest shifts. You can't have the cherry (guest shift excitement) without the pie (consistent bar quality), revealing why some bars create amazing guest shift experiences but disappoint when visited in person.

We examine the backbreaking work of scaling cocktail culture person by person, teaching 15 guests about proper espresso martinis who then tell their friends, slowly building educated consumer base over years. The conversation covers bartender education expectations versus consumer reality (they don't care about cocktail history like we don't care about stock market details), menu design strategies that include twisted versions of top 10 classic cocktails people actually order, and the challenge of explaining how to order a martini properly without overwhelming guests. Hunter shares why eight or nine team members designed Maybe Sammy's new menu rather than the bar manager alone, ensuring both technical innovation and guest-focused accessibility.

We explore when technique-driven approaches work (Bangkok's Burus with beef broth cocktails for ready demographics) versus when they fail (Sydney's upper-middle-class scene not ready for extreme experimentation), the role of social media in playful consumer education, and why guest shifts succeed when they create curiosity rather than just industry networking. The discussion addresses the frustration of overly technical bartenders explaining entire drink concepts when guests just want a twisted Americano, the importance of brand managers attending guest shifts they sponsor, and understanding that people seek experiences making them feel better rather than cocktail education lectures.

Timestamps:

00:00 Introduction: Occasions Over Demographics in Cocktail Culture
03:15 Journey Through Spirits: Negroni to Boulevard to Whiskey
06:40 Maybe Sammy's Clientele: Tested and Fortunate
10:25 Balancing Boundary Pushing with Guest Experience
14:50 Bangkok's Burus vs Sydney Demographics
18:20 Consistency, Persistence & Building Regular Trust
22:35 The Technique vs Experience Disconnect
26:10 Scaling Cocktail Culture Person by Person
29:45 How to Order a Martini: Consumer Education Challenge
32:50 Guest Shifts: The Pie and Cherry Philosophy
35:30 Wrap up: Creating Curiosity Through Fun and Experience

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119 | Does Culture Really Eat Strategy for Breakfast? How Matilda Andersson uses the 4Cs Framework to Bridge Gut-Feel Insights with Rigorous Research

Chris Maffeo — Mon, 02 Mar 2026 07:00:00 +0100

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In this second part of the conversation on MAFFEO DRINKS, host Chris Maffeo continues the discussion with Matilda Andersson, Managing Director at Truth Consulting, diving deeper into practical frameworks and methodologies for consumer research in the drinks industry.

The conversation introduces the Four Cs Framework (Consumer, Culture, Category, Company) as a holistic approach to brand strategy that moves beyond focusing solely on consumers to incorporate broader cultural shifts and company truths—revealing why culture is the most neglected element despite being critical for long-term success. We explore the dangers of drinks industry echo chambers where brands become too geeky about serves and specifications while missing how consumers actually behave.

Matilda shares insights on customer closeness programs that take design teams and brand managers out of offices to meet real customers in their natural environments. The discussion examines whether passion for the category matters for drinks professionals, the tension between short-term KPIs and long-term vision, and the challenge of bridging qualitative gut-feel insights with rigorous research methodologies.

We address what makes research genuinely useful versus a bureaucratic chore, emphasizing honesty, collaboration, and actionable insights over data dumping. The conversation reveals how brands can stay relevant across multiple generations without alienating existing customers, focusing on cultural connection points rather than manufactured demographic differences.

Timestamps:

00:00 - Introduction: Making Brands Relevant Across Generations
02:45 - The Four Cs Framework: Consumer, Culture, Category, Company
07:20 - Culture as the Most Neglected Element in Strategy
10:50 - Settling Arguments: When Research Briefs Have Hidden Agendas
14:30 - Category Myopia in Drinks Industry
18:40 - The Geek Problem: Serves, Specifications & Echo Chambers
23:15 - Customer Closeness Programs: Taking Teams to Meet Real People
27:50 - Does Passion for Category Matter for Drinks Professionals?
31:20 - KPIs, Short-Termism & Fear of the Future
34:45 - Bridging Gut-Feel Insights with Rigorous Research
37:30 - What Makes Research Useful: Honesty & Collaboration
40:15 - Wrap-up: Participation, Co-creation & Breaking Down Walls

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118 | What Bottom-Up Actually Means: Mark Ward, Founder of Regal Rogue on the Behaviour Between One and Ten

Chris Maffeo — Mon, 16 Feb 2026 06:50:00 +0100

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Mark Ward, founder of Regal Rogue, joins for a conversation validating bottom-up principles through 15 years of vermouth brand building. The discussion explores the actual mechanics of turning one account into ten, ten into a hundred, and the behavior that happens in between those numbers.

The conversation challenges common misconceptions about bottom-up building: it's not about being small, building slowly, or lacking ambition. It's about the specific actions required to convert relationships, the constant auditing of whether your message connects with buyers, and understanding that past success guarantees nothing about future performance.

Through examples spanning Seedlip's category creation, Diageo's Distilled Ventures program, CÎROC's P Diddy turnaround, and Regal Rogue's 15-year journey to simplifying their serves down to three drinks, the discussion reveals how the nuances of brand building remain fundamentally different across environments.

What worked in 2011 operates differently in 2026, and expertise from one launch doesn't translate automatically to the next.

The conversation establishes that bottom-up isn't a "small brand" strategy. It's the behavior required at any scale when building genuine relationships and advocacy, whether you're at 1,000 nine liters or 1,000,000 nine liters. The critical work involves constant checking that what you think you're saying actually connects with what buyers hear, because the gap between brand intention and market perception determines everything.

Timestamps

00:00 Introduction and Greetings
00:40 Discussing Bottom-Up Mentality
01:51 Challenges in Building a Brand
03:57 Realizations and Reflections
05:34 Simplifying the Brand Message
08:09 Insights on Craft Brands and Big Brands
12:55 Principles of Brand Building
22:37 Consistency in Brand Messaging
31:55 Conclusion and Final Thoughts

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117 | The Spirits Apocalypse | How Steve Grasse's Brand Mysticism Principles Separate Survivors from Casualties in Market Correction

Chris Maffeo — Mon, 02 Feb 2026 07:00:00 +0100

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Steve Grasse returns to MAFFEO DRINKS for a conversation about the current state of the spirits industry. Grasse, founder of Quaker City Mercantile and Tamworth Distillery, brings perspective from both the brand building and distillery sides of the business.

His previous work includes Hendrick's Gin and his current portfolio spans luxury craft spirits at Tamworth to the non-alcoholic Pathfinder brand. The previous episode with Grasse (Episode 27, recorded roughly two years ago when Brand Mysticism first came out) was one of the best-performing episodes on the podcast.

The discussion examines what Grasse calls the "Spirits Apocalypse," a structural correction facing the industry through overproduction of bourbon and whiskey, shifting consumer habits, and the fading novelty of craft distilling. The conversation moves from macro industry dynamics to brand fundamentals, exploring how core brand strength determines survival when market conditions turn hostile. The talk emphasizes the importance of strong brand fundamentals, challenges of rapid expansion, and the rise of new-to-world Ready-To-Drink innovations, providing actionable advice for both established and emerging brands navigating this tumultuous market.

Timestamps

00:00 Introduction and Welcome Back

00:19 The Spirits Apocalypse: An Overview

01:15 Craft Distilling: Challenges and Changes

03:47 Brand Fundamentals and Market Shifts

05:23 Advice for Craft Distillers

08:54 Innovative Success Stories

11:53 The Importance of Core Brand Values

13:50 Adapting to Market Changes

16:07 Tamworth Distillery Portfolio and Business Model

18:45 The Celebrity Exit Delusion vs Building for Passion

21:30 Experimentation and Pragmatism Over Big Bets

23:15 Brand Ambassadors Must Drive Sales, Not Just Talk

25:40 FMCG Invasion vs Old School Intuition - Industry Polarization

28:20 On-Trade vs Off-Trade Debate is Obsolete

30:10 Board Pressure and Why Solid Brand Core Enables Tactical Freedom

33:25 Physical Fitness Core Analogy - Brand Strength as Insulation

35:54 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

116 | Everyone Agrees Bottom-Up, Few Execute It: Eric Franco on Why Funding Pressure Makes You Skip What You Know Works

Chris Maffeo — Mon, 19 Jan 2026 07:58:29 +0100

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Eric Franco, a former SABMiller colleague, recently Chief Sales & Marketing Officer at Brewdog USA and entrepreneur who started as a bar owner, joins for a discussion validating core bottom-up principles through battlefield experience.

Working long days running his own bar before selling for global brands, the conversation confirms what becomes clear through market observation: everyone agrees on bottom-up methodology in theory, but execution fails when immediate gratification culture, social media distortion, and funding pressure collide with foundational discipline.

The discussion explores patterns visible across markets: brands hiring VPs before mastering founder-led selling, Target distribution forcing unsustainable multi-state expansion, and burning retail relationships in concentrated markets.

Eric's owner-operator perspective adds depth to the systematic approach to channel selection, geographic expansion, and the three-year foundation period required before authentic scaling becomes possible.

Timestamps

00:00 Introduction and Catching Up
01:11 Defining 'Bottom Up' in Brand Building
04:36 Challenges in Brand Growth and Market Expectations
09:41 The Importance of Local Market Mastery
15:16 Balancing Big Opportunities with Realistic Growth
32:02 Final Thoughts and Wrap-Up

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115 | Why The Cocktail Renaissance Was Built Bottom-up: Author Robert Simonson on Documenting Cocktail History While It Happens

Chris Maffeo — Mon, 05 Jan 2026 10:12:30 +0100

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Robert Simonson, author of seven cocktail books including "A Proper Drink: The Untold Story of How a Band of Bartenders Saved the Civilized Drinking World," joins to discuss how the modern cocktail revival actually happened.

This conversation explores how dead crafts come back to life through individuals rather than institutions, why certain innovations spread while others stay local, and the challenge of documenting history while participants are still alive. Simonson spent 18 months interviewing over 200 people across multiple continents to map how a small group of obsessives rebuilt an entire profession from scratch. The discussion reveals patterns about how quality movements emerge, scale, and risk being forgotten by the next generation.

Timestamps

00:00 Introduction and Welcome
00:26 Discussing 'A Proper Drink'
02:47 The Cocktail Renaissance
05:07 Global Influence and Cross-Pollination
12:23 Modern Classic Cocktails
23:22 Local Influences on Cocktails
32:37 Conclusion and Final Thoughts

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114 | Bootstrapping Global Brands While Keeping 100% Ownership: Steve Perez on What Rally Driving Can Teach You About Focused Business

Chris Maffeo — Mon, 22 Dec 2025 08:03:00 +0100

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Steve Perez reveals how he bootstrapped Global Brands (Owner of VK Vodka Kick and Franklin & Sons) from £200k to £65 million in four years without giving away equity. Starting with zero salary while working nights as a waiter, he funded growth by convincing suppliers to extend £100k monthly credit through radical transparency.

His philosophy: "Your business is your soul, your heart. Don't give it away too easily."

From his 400-acre farm supplying beef to his hotels, to using venues as R&D labs for drinks innovation, Steve's vertical integration proves you don't need London to build global brands. With 400 employees including three-generation families, he explains what rally driving taught him the about business:

Timestamps:

00:00 Welcome and Introduction

00:47 Steve Perez: From Rally Driver to Businessman

02:26 The Beginnings of a Business Empire

05:40 Overcoming Early Business Challenges

08:29 The Rise of VK Vodka Kick

16:17 Bootstrapping and Supplier Relationships

22:33 The Perks of the Drinks Business

22:59 Building a Lasting Business Legacy

24:27 Family Business Dynamics

28:32 The Importance of Delegation

32:29 Navigating Risks and Trends

37:31 Vertical Integration and Local Impact

41:20 The Benefits of Smaller Cities

43:20 Conclusion and Contact Information

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113 | Scaling Ultra-Premium Gin: Alex Watson on Growing Renais from London's Cocktail Bars to National Retail & International Distribution

Chris Maffeo — Mon, 08 Dec 2025 07:50:00 +0100

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The family had been making wine in the Chablis region for 35 years. Looking at that grape pomace every harvest, Alex Watson saw what everyone else missed: repurposing it making Gin.

In this conversation, Alex (who co-founded Renais with his sister Emma Watson) reveals the counterintuitive path from London's most exclusive cocktail bars to Waitrose shelves and why both require completely different strategies for the same gin.

We dig into:

• Why prestigious bars that love you most often move the least volume

• The unexpected channel that actually builds premium brands

• How wine sommeliers became his secret weapon in Michelin restaurants

• The Instagram strategy that works when you're "naturally private"

• Why he leads with flavor, never sustainability (even though the sustainability story is incredible)

• The specific moment he knew the traditional gin playbook was broken

This isn't about choosing between credibility and volume. It's about something more interesting.

Listen to find out what.

Timestamps:

00:00 Introduction: The grape distillation opportunity
02:30 Renais origin story: From Chablis winemaking to spirits
05:45 Leading with flavor over sustainability in brand messaging
08:15 Provenance, terroir, and wine culture in spirits storytelling
12:20 B Corp certification and circular economy positioning
15:45 Building early credibility account by account in London
19:30 The role of bartender advocacy in brand building
26:15 Social media approach for naturally private founders
28:40 Scaling from independent bars to national restaurant chains
32:10 Drink strategy differences: Martinis vs spritzes by venue type
35:20 Navigating serve complexity across different bartender skill levels
38:25 Hybridization of hospitality venues and menu evolution
40:15 Premium positioning strategy: Ultra-premium gin challenges
42:50 Market agility and testing new initiatives at consumer events

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2026: Welcome to The MAFFEO DRINKS Podcast: Industry & Leadership Insights

Chris Maffeo — Sat, 06 Dec 2025 20:25:51 +0100

Welcome to MAFFEO DRINKS. For many years, I've been known as the "built bottom-up" guy.
But many people misunderstand what bottom-up actually means.
Bottom-up means building at a pace that doesn't jeopardize your future.
Doing the right things on the ground while managing expectations from above.

That's it.

It doesn't matter if your brand is small or big.
It's a mindset.

I'm Chris Maffeo, Drinks Leadership Advisor. 20 years in drinks across 30+ markets.
I've been in the boardroom but chose to stay connected to the field. That's where I founded MAFFEO DRINKS.

We help drinks leadership bridge the gap between bottom-up reality and top-down expectations. Stakeholders want numbers. Your team wants direction. You are caught in the middle. And that's where we come in.

This podcast is about honest conversations with drinks builders: founders, distributors, commercial directors, CEOs, F&B directors. But this isn't a show about biographies. Every guest is here to show their thinking, not their resume.

We talk commercial strategy, route-to-market, distributor relationships, trade marketing, and all the plumbing of brand building that nobody discusses on stage. How the industry actually works, not the conference version. How to master the unscalable things while building scale.

Beyond the podcast, we offer Bottom-Up Intel & Principles: episode deep dives that you can buy for a monthly subscription (Patterns from drinks builders for the leaders building with them).

And for leadership teams who want a thought partner who has been in their chair and still walks the field, we offer advisory.

Find out more at maffeodrinks.com.

And remember that brands are built bottom-up.

112 | Winning Without Deep Pockets: Maurice Doyle on Capital-Efficient Drinks Growth

Chris Maffeo — Mon, 24 Nov 2025 08:10:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Maurice Doyle returns to MAFFEO DRINKS to dissect the drinks industry's inflection point, where COVID's artificial peak has given way to a "new reality" of capital constraints and complexity.

Drawing from his veteran experience across major spirits and scale-up companies, Maurice reveals how brands can achieve growth without abundant funding by focusing ruthlessly on strategy, particularly what NOT to do.

The conversation explores the tension between principles and tactics, why "I don't know" might be the most powerful leadership phrase, and how misaligned expectations between bottom-up brand building and top-down objectives create systemic friction.

Maurice's core insight: in a world where 95% of your target market isn't buying at any given moment, success comes from matching physical availability with mental availability while resisting the siren call of premature retail listings.

Timestamps:

00:00 Introduction and Industry Veterans Discussion
02:30 Current State of Drinks Industry - The Inflection Point
08:15 Capital Challenges and New Reality Post-COVID
12:45 Strategic Focus: The Power of Saying No
18:20 Principles vs Playbooks - Beyond Cookie Cutter Approaches
25:10 Getting Out From Behind the Desk Philosophy
32:40 Capital-Efficient Growth Strategies
38:55 Balancing Long-term Strategy with Short-term Pressures

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

111 | Wine for Everyone: How Brodie Meah Took Top Cuvée from One Restaurant to Retail to National Distribution

Chris Maffeo — Mon, 10 Nov 2025 08:54:55 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Brodie Meah, co-founder of Top Cuvée, reveals how one neighborhood restaurant in Highbury became the foundation for a "wine for everyone" movement that achieved national distribution.

Starting in 2019 with 40 covers nightly, Top Cuvée's journey from restaurant to retail to wholesale exemplifies bottom-up brand building.

Having witnessed fine dining's intimidation tactics firsthand in Melbourne, Brodie flipped the industry's most exclusive phrase:"top cuvée" (wines deemed too good for regular guests) into a symbol of accessibility.

The COVID pivot unlocked game-changing insights: wine labels matter enormously in retail but not restaurants, £8 glasses translate to £22 retail bottles, and wine's aversion to "openly commercial" marketing creates opportunity.

By building trust glass by glass, turning regulars into brand ambassadors, and proving neighborhood hospitality can scale, Top Cuvée transformed from one Highbury restaurant to shops to national wholesale—keeping "wine for everyone" real.

Timestamps:

00:00 From Fine Dining to "Wine for Everyone" Philosophy
03:00 One Restaurant to National Distribution Journey
06:00 Wine Intimidation and the Leather Entrance Story
09:30 Flipping "Top Cuvée" from Exclusive to Inclusive
12:00 Why Wine Bars Shouldn't Feel Educational
15:00 Building Community - The T-Shirt Customer Story
18:00 Labels Matter in Shops, Not Restaurant Lists
21:00 The £8 Glass = £22 Bottle Sweet Spot
24:00 Wine's "Dirty Word" Marketing Problem
27:00 Trust Engines and Part Two Preview

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

110 | How Intimidating Menus Keep Cocktail Culture Niche (Insights from Hunter Gregory from Maybe Sammy, Sidney)

Chris Maffeo — Mon, 27 Oct 2025 10:15:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode of MAFFEO DRINKS, host Chris Maffeo speaks with Hunter Gregory, Bar Manager at Maybe Sammy in Sydney, Australia, about scaling cocktail culture beyond the usual suspects and making premium cocktails accessible to everyday drinkers.

The conversation explores Sydney's cocktail scene positioned "10 years behind London" despite having quality bars that rival global standards, but revealing how average consumers struggle with understanding enhanced cocktail experiences just like other cities.

Hunter shares the origin story of Maybe Sammy's transformation from a serious hotel-style bar to an energetic showmanship destination when founder Stefano Catino bought a bubble gun from Kmart and decided "f**k it, let's have some fun."

We examine the strategic use of mini martinis during happy hour as a trust-building gateway that gradually brings guests on a cocktail journey from classics to experimental drinks like milk-washed Negroni, Americano with Vegemite macadamia milk.

The discussion covers how Asian cocktail trends increasingly influence Australian bars as European bartenders migrate eastward, the philosophy of "your guests are not always right, but they're always your guests," and why the shift from serving gin and tonics at 10pm to serving complex cocktails throughout the night represents six years of earned trust.

Hunter provides insights on breaking down intimidating cocktail menus, managing consumer expectations around "serious" bar environments, and understanding that people seek experiences that make them feel better rather than just drinks.

Timestamps:

00:00 Introduction: Scaling Cocktail Culture to Wider Audiences
02:15 Sydney Cocktail Scene: 10 Years Behind London
06:30 Australian Drinking Culture: Amazing Bars vs Everyday Pubs
09:45 The Demographic Challenge: Experience vs Getting Drunk
13:20 Asian Influence on Australian Cocktail Trends
17:40 Maybe Sammy Origin Story: From Stuffy to Fun
21:25 The Bubble Gun Moment: Breaking Hotel Bar Barriers
24:50 Show Business Philosophy: Serious About Craft, Not Ourselves
28:10 Mini Martini Strategy: Building Trust Through Happy Hour
32:15 Guest Journey: From Classics to Experimental Over Six Years
35:40 Wrap up: Making Cocktail Culture Accessible and Fun

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

109 | The Trend of Ignoring Trends: How Matilda Andersson Uses Ethnographic Research to Uncover Real Consumer Insights in Drinks

Chris Maffeo — Mon, 13 Oct 2025 10:14:14 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode of MAFFEO DRINKS, host Chris Maffeo speaks with Matilda Andersson, Managing Director at Truth Consulting, about transforming how drinks brands approach consumer insights and market research.

The conversation explores why traditional focus group research fails to capture authentic consumer behavior, and how ethnographic research (observing people in bars, homes, festivals, and unexpected locations) reveals the cultural truths that drive brand success.

Matilda introduces "the trend of ignoring trends," explaining the critical difference between fast-moving fads (TikTok dances, viral flavors) and slow-changing cultural fundamentals (rituals, occasions, social connections) that brands should actually focus on.

We examine the premium positioning trap where every brand claims to be premium, creating bland homogenization rather than differentiation.

The discussion challenges conventional wisdom about Gen Z drinking habits, revealing they're drinking differently rather than abstaining, and explores why generational commonalities matter more than manufactured differences.

Why occasions and rituals as more valuable strategic frameworks than demographic targeting, showing how brands must earn relevance in existing consumer moments rather than creating artificial ones.

Key topics include participant observation methodology, brand self-awareness, cultural rituals in modern context, qualitative research integration with quantitative analysis, and how brands can actively shape culture rather than passively follow trends.

Timestamps :

00:00 - Introduction: Insights, Rituals & Cultural Role of Drinks

02:15 - Matilda Andersson Background: Career in Consumer Insights & Drinks Industry

05:30 - Cultural Role of Drinks: Historical Context & Modern Rituals

08:45 - The Trend of Ignoring Trends: Fast vs Slow Cultural Change

12:20 - How Brands Can Differentiate What's Worth Pursuing

15:40 - Brand Self-Awareness & The Premium Positioning Trap

19:10 - Understanding Your Brand's Core vs Chasing Competition

22:35 - Probable Futures: Active Cultural Participation vs Passive Reception

25:50 - The Spritz Example: When Trend-Chasing Goes Wrong

28:20 - What is Ethnographic Research? Definition & Methodology

31:15 - Real Insights Happen at the Bar (and McDonald's)

34:25 - The Laziness Problem: Why Brands Don't Observe Enough

36:50 - Gen Z Drinking Myths: They're Drinking Differently, Not Less

39:20 - Generational Commonalities & Occasions Over Demographics

42:10 - Wrap-up: Key Takeaways on Cultural Insights & Ethnographic Research

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

108 | Leveraging Trade Fairs to Drive Demand | How Supasawa's Team Optimizes Managing Sales in 55 Markets

Chris Maffeo — Mon, 29 Sep 2025 14:30:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Continuing our previous conversation, Guillaume Lambrecht explains his trade fair strategy for building global presence with Supasawa, focusing primarily on his BCB Berlin approach.

With distributors across 55 markets, through strategic trade show investments rather than individual country visits.

This episode details his methods for maximizing trade fair ROI, including relationship-focused meetings, community building at industry events, and using trade shows as cost-effective alternatives to extensive international travel.

Guillaume outlines how he leverages events like BCB Berlin to maintain distributor relationships and establish global brand presence.

Covers trade show networking strategies, international distributor management through industry events, and approaches to global brand building via strategic fair participation.

Timestamps:

-00:00 Introduction: International Scaling Strategies for Small Beverage Brands

- 05:37 Community-Driven Growth: Social Media and Organic Brand Advocacy Systems

- 11:35 Relationship-Based Sales: Human-to-Human Business Philosophy for Global Markets

- 19:31 Trade Show ROI Strategy: BCB Berlin Investment and International Networking Optimization

- 38:04 Global Distribution: Route to Market and International Distributor Management

- 45:12 Market Adaptation: COVID-19 Opportunities and Business Resilience Strategies

- 52:30 Sustainable Expansion: Quality Relationship Management Across 55 Markets

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

107 | Making a Functional Category Cool | How Guillaume Lambrecht Turned Supasawa into a Lifestyle Brand

Chris Maffeo — Mon, 15 Sep 2025 13:01:07 +0200

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In this episode of MAFFEO DRINKS, Guillaume Lambrecht explains his approach to creating market demand for Supasawa, a shelf-stable sour mixer, focusing primarily on his category creation methodology.

We go through how he developed the product through 60-70 recipe iterations and managed customer validation through direct bar visits rather than traditional market research approaches.

This episode details his methods for educating customers about operational problems they may not recognize, including face-to-face conversations, hands-on demonstrations, and using customer discovery as cost-effective alternative to extensive market analysis.

Guillaume outlines how he leverages direct customer feedback to establish new product categories and build market awareness from zero recognition.

Timestamps:

00:00 Introduction: Market Validation for Unknown Categories and Invisible Problems
05:37 Product Development Process: 60-70 Recipe Iterations and Customer Feedback Loops
11:35 Customer Discovery: Face-to-Face Bar Visits and Problem Identification Techniques
19:31 Market Segmentation: Skill-Based Bar Typologies and Operational Complexity Analysis
32:45 Workflow Innovation: Pre-Batching Systems and Extended Shelf-Life Benefits
38:04 Customer Education: Problem-Awareness Creation and Solution Positioning
45:12 Market Creation Strategy: Category Establishment and Demand Generation Tactics

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

106 | From Modern Classics to Accessible Cocktail Culture: Federico Riezzo on Villa Mamo, Terroir, and Scaling Hospitality

Chris Maffeo — Mon, 01 Sep 2025 13:29:18 +0200

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In this continuation of their conversation, Chris Maffeo interviews Federico Riezzo about modern cocktail classics, Villa Mamo's terroir-driven approach, and scaling cocktail culture. Federico reflects on cocktail legends like Douglas Ankrah and the era that created enduring drinks like the Pornstar Martini, Penicillin , and Breakfast Martini, while exploring why new cocktails struggle to achieve lasting status in today's social media environment.

Learn about Villa Mamo, Federico's renovated 1786 Tuscan farmhouse and boutique hospitality venue, where he collaborates with local foragers to create hyper-local botanical cocktails using terroir-driven ingredients. Discover Federico's lower ABV cocktail philosophy that encourages extended social drinking experiences and better guest engagement.

Chris and Federico examine the cocktail industry's workforce challenges, discussing how modern bartenders increasingly prioritize technical innovation over essential hospitality skills like guest reading and relationship building.

Perfect for bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in sustainable cocktail culture, terroir-driven mixology, and the future of the bar industry.

Timestamps :

00:00 From Douglas Ankrah's Porn Star Martini to the other Modern Classics
08:15 Cocktail Culture Gap Analysis
16:30 Villa Mamo's Terroir Approach
24:45 Lower ABV Philosophy and Social Drinking
32:20 Industry Workforce Challenges
40:04 Future of Hospitality and Scaling Culture

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

105 | The Bar Under Their Palm: Federico Riezzo on London 90's Cocktail Golden Era and Why Service Beats Technical Skills

Chris Maffeo — Mon, 25 Aug 2025 14:38:00 +0200

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In this episode, Chris Maffeo talks to Federico Riezzo, hospitality veteran and founder of Villa Mamo (a Villa in Tuscany), about London's cocktail renaissance and why human connection beats technical skills in bartending.

Federico shares his experience at legendary London cocktail bars like The Pharmacy, Lab, Sketch, and Sanderson Hotel during the cocktail revival of the late 1990s and early 2000s.

Learn how exceptional bartenders combined technical excellence with infectious energy to create welcoming environments that prioritize guest experience over complex mixology.

Chris and Federico explore how service philosophy transforms bartenders into "gatekeepers of sales" through trust-building techniques like spirit sampling and storytelling.

Discover practical hospitality strategies that create memorable bar experiences, generate customer loyalty, and drive organic word-of-mouth marketing in the cocktail industry.

Perfect for bartenders, bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in London's cocktail history and modern bar service excellence.

Timestamps

00:00 Introduction and Villa Mamo Overview
08:15 London Cocktail Renaissance Era
16:30 Service Philosophy vs Technical Skills
24:45 Trust-Building Through Sampling
32:20 Munich Bar Experience Example
37:46 Gatekeepers of Sales Concept

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

104 | Zebra-Striping Between Categories to Elevate Occasions with Filiberto Amati

Chris Maffeo — Mon, 11 Aug 2025 13:52:00 +0200

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Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

00:00 Introduction and COVID Impact Context
03:45 Post-Pandemic Volume Normalization
09:20 On-Trade Education Crisis Analysis
16:15 Off-Trade vs On-Trade Dynamics
23:30 Category Blurification and Zebra Striping Occasions
28:45 Route-to-Market Consolidation Trends

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103 | The Revolution Reshaping the Drinks Ecosystem with Filiberto Amati (E.g. Diageo, Pernod-Ricard, Campari, Brown-Forman, etc.)

Chris Maffeo — Mon, 28 Jul 2025 22:24:53 +0200

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Filiberto Amati, Founder of Amati & Associates and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the seismic "shrink for growth" transformation, reshaping the global spirits industry.

Drawing from his deep FMCG expertise, Filiberto explains how spirits companies are finally adopting consolidation strategies that transformed consumer goods giants two decades ago—moving from "economies of scale" obsessions to a strategic "economies of scope" focus.

As Campari divests Cinzano, Brown-Forman sells Finlandia, and Diageo sells Pampero Rum, Filiberto reveals how this isn't random portfolio shuffling but a calculated response to activist investor pressure and economic uncertainty.

The conversation explores if mega-mergers are likely in the fragmented spirits industry, how mid-tier players like Gruppo Montenegro and Caffo are capitalizing on cast-off assets to build global scale, and why this inflection point will reshape competitive dynamics for the next 10-15 years.

Disclaimer: All analysis is based on publicly available information.

Timestamps:

00:00 Introduction and FMCG Context

02:15 Shrink for Growth Phenomenon Explained

06:30 Economies of Scale vs Scope

12:45 Industry Fragmentation Reality

18:20 Listed vs Private Company Dynamics

23:10 Mid-Tier Consolidation Opportunities

28:15 Future Industry Structure Predictions

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102 | The 3 Core Things and 1000 People: No Cookie-Cutter Formula For Building Non-Alc Spirits for Ben Branson | Seedlip, Seasn, Sylva Labs.

Chris Maffeo — Sat, 19 Jul 2025 09:57:00 +0200

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In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.

He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).

Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.

0:00 Introduction to the Maffeo Drinks Podcast

00:12 Meet Ben Branson: Founder of Seedlip

00:37 Building a Category from Scratch

03:10 The Importance of Choice in Non-Alcoholic Beverages

06:24 Challenges and Dynamics in the Non-Alcoholic Market

09:12 Understanding the Drinks Ecosystem

12:20 The Role of Occasions in Brand Building

13:51 Direct-to-Consumer vs. Traditional On and Off Trade

27:50 The Power of First Impressions and Credibility

32:28 The Importance of Influential Customers

33:27 Halo vs. Habit: Building Brand Relationships

34:22 Balancing Supermarket and Independent Distribution

38:43 The Role of Planning in Brand Launches

39:40 Learning the Drinks Industry

42:05 The Value of Experience and Patience

52:30 Navigating Competition and Protecting Your Brand

55:41 Final Thoughts and Key Takeaways

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

101 | Drinks Strategies & Brand Advocacy with Kaitlin Wilkes

Chris Maffeo — Tue, 01 Jul 2025 10:04:13 +0200

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Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).

Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry.

They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive.

Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.

Timestamps:

00:00 Introduction to Maffeo Drinks Podcast

00:26 Guest Introduction: Kait's Journey in the Drinks Industry

03:35 The Disconnect Between Drinks and Hospitality Industries

05:53 Building Authentic Brand Partnerships

11:54 Challenges and Strategies for Small Brands

18:26 Long-Term Brand Advocacy and Relationship Building

21:25 Crafting a Purposeful Drink Strategy

22:01 The Role of Drink Strategy in Brand Promotion

22:32 Simplifying Cocktails for the Consumer

24:22 Understanding Drink Trends and Market Adaptation

28:07 Supporting Bartenders and Their Career Growth

31:48 Navigating Cocktail Competitions

37:04 Final Thoughts and Authentic Connections

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100 | Chris Walker | Bootstrapped vs. VC Funded & The Pursue of Founder's Freedom

Chris Maffeo — Tue, 03 Jun 2025 14:53:01 +0200

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In this episode of the Maffeo Drinks Podcast, Chris Maffeo welcomes Chris Walker, an entrepreneur known for his insights into bootstrapping and the modern startup environment (he is the Founder of Refine Labs and Passetto). His work on the Stacking Growth Podcast (Ex Revenue Vitals) inspired him to launch his podcast.

They discuss common misconceptions about the need for venture capital, the importance of overcoming limiting beliefs, and the essential skills every founder should master.

Chris shares his experiences and thoughts on why many businesses fail due to unnecessary funding and the mental barriers hindering entrepreneurship.

The discussion also covers how to achieve personal alignment, the myth of media glorification, and the reality of building a sustainable business. Tune in for valuable lessons on creating and scaling businesses effectively.

00:00 Welcome to the Maffeo Drinks Podcast

00:09 Inspiration and Beginnings

01:11 Bootstrapping vs. Venture Capital

03:33 Overcoming Limiting Beliefs

06:45 The Reality of Entrepreneurship 1

15:14 Procrastination and Action

18:07 The Power of Self-Belief

32:49 Final Thoughts and Farewell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

099 | Luke Hemsley | Targeting Midweek Drinking Occasions With Wednesday's Domaine's Alcohol-Free Wine

Chris Maffeo — Tue, 20 May 2025 10:36:27 +0200

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In this Episode, Host Chris Maffeo talks to Luke Hemsley, founder of Wednesday's Domaine, who discusses how his alcohol-free wine brand addresses the twin challenges of awareness and appreciation in an emerging category.

Unlike beer and spirits, which have made significant inroads in the alcohol-free space, wine has lagged due to historical quality issues and consumer skepticism.

Rather than positioning against alcohol, Wednesday's Domaine focuses on creating a midweek wine alternative for food and drink lovers who might occasionally want the ritual of wine without its effects. Luke shares insights on their strategic focus on the off-trade (particularly independent retailers), creating a geographic concentration in specific neighborhoods, and making their product stand out on shelves without sacrificing sophistication.

The conversation explores how on-trade and off-trade create a circular relationship that builds category credibility, the pricing psychology of alcohol-free alternatives, and the founder's journey of knowing when to delegate versus when personal passion is irreplaceable.

Timestamps:

00:00 Introduction and welcome

01:25 Initial connections and origin story

03:10 Awareness and appreciation challenges

07:40 Positioning as midweek alternative

11:05 Consumers' relationship with alcohol-free options

15:30 Psychology of non-alcoholic choices

20:45 On-trade vs. off-trade strategy

26:20 Pricing and value perception

30:10 Independent retail and geographic focus

35:05 Product visibility challenges

38:40 Founder's journey and scaling

42:30 Final thoughts and contact information

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

098 | Paul Thomas | Good vs. Bad Market Research: From Bars to Boardrooms | Suntory Global Spirits

Chris Maffeo — Thu, 15 May 2025 23:33:13 +0200

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In this return appearance on the Maffeo Drinks podcast, Paul Thomas, whom host Chris Maffeo dubs "the king of insights," shares wisdom on how to escape the marketing "ivory tower" and understand real consumer behavior.

Paul advocates for marketers to personally observe products in various venues rather than relying solely on data.

The conversation examines how brands should adopt occasion-based marketing over demographic targeting, striking a balance between aspirational positioning and pragmatic distribution strategies.

Paul critiques the research industry's shift toward "faster and cheaper" methodologies at the expense of quality, encouraging brands to conduct fewer but better studies.

The episode concludes with advice on creating an "insight ecosystem" that balances qualitative observations with quantitative data, emphasizing the value of curiosity in understanding how consumers interact with drink brands in different contexts.

Timestamps:

0:00 Introduction to Maffeo Drinks Podcast

00:19 Welcoming Back a Special Guest

01:00 Diving into Key Topics

02:00 Understanding Consumer Insights

05:46 The Reality of Market Segmentation

07:57 Strategies for Brand Placement

14:09 The Importance of Research

31:56 Balancing Qualitative and Quantitative Data

36:18 Final Thoughts and Wrap-Up

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

097 | Racheal Vaughan Jones | Mastery & Imagination: How Compass Box is Redefining Whisky Marketing

Chris Maffeo — Tue, 22 Apr 2025 16:00:00 +0200

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In this episode, Chris Maffeo speaks to Racheal Vaughan Jones and discusses how Compass Box has positioned itself as "whisky makers" in the Scotch whisky industry. Founded in 2000 with a mission to make the Scotch world more interesting, Compass Box balances mastery and imagination in its brand essence.

Recently, the company streamlined its core range into a more intuitive collection of four distinct flavor territories while maintaining its artistic limited editions.

Racheal shares insights into its recent brand positioning, "Long Live Interesting," and how it has successfully translated it through packaging, communication, and targeted campaign activations across key cities.

The brand's recent award-winning "Hedonism" limited edition showcases its collaboration with female artists and embodies its philosophy of starting with an organically evolving idea.

Timestamps:

00:00 Introduction and Welcome

00:30 Special Guest Introduction

01:53 The Story of Compass Box

04:23 Brand Positioning and Marketing

10:29 Core Range and Consumer Experience

14:29 Limited Editions and Awards

20:05 Limited edition approach with Hedonism

26:06 Communication and Marketing Strategies

30:30 Localized activation and content strategy

33:45 Creating demand and brand-building philosophy

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

096 | David Gluckman | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!)

Chris Maffeo — Mon, 07 Apr 2025 15:44:52 +0200

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Join us on this episode of the Maffeo Drinks podcast, where Chris Maffeo chats with drinks industry legend David Gluckman about the fascinating world of drink innovation and product development.

David shares insights from his recent book (That Sh*t Will Never Sell), offering a look back at the history and evolution of the drinks industry.

The conversation covers iconic brands he created like Bailey's, Ciroc, and Tanqueray Ten, product ownership's importance, and consumer research's often flawed nature.

David also discusses how great brands can be built without conventional testing and the critical role of liquid excellence. Tune in for an engaging discussion that blends business acumen with the art of drink creation.

The discussion provides insights into the importance of ownership, consumer behavior, and the significance of product distinction in brand building. David also emphasizes the value of real-world testing over consumer research, reflecting on his approach to developing iconic spirits.

Aspiring brand builders and drink enthusiasts will find valuable lessons in this engaging conversation.

Timestamps:

00:00 Introduction and Welcome

00:29 Guest Introduction: David's Journey

01:19 The Bailey's Story: Market Research and Success

04:43 Brand Development Philosophy

09:36 Challenges in Spirits Marketing

12:38 Product Innovation and Differentiation

25:44 Ownership and Long-Term Brand Building

32:07 Conclusion and Farewell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

095 | Chris Maffeo | Scaling the Unscalable: The Bottom-Up Approach to Brand Building by MAFFEO DRINKS

Chris Maffeo — Mon, 24 Mar 2025 01:06:00 +0100

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Join this episode with Shawn Soole from the Post Shift Podcast In this episode, Chris shares invaluable insights on how small brands, such as bars, restaurants, distilleries, and breweries, can effectively build their brand.

From understanding the importance of local success before expanding to managing relationships with importers and distributors, Chris breaks down the fundamentals of brand building.

They also discuss the challenges and strategies for maintaining authenticity while scaling, the role of passion versus business in the drinks industry, and navigating the complexities of the B2B2B2C market.

Whether you’re a newcomer or an established player in the beverage world, this episode is filled with actionable advice to help you succeed.

00:00 Introduction and Podcast Overview

00:31 Guest Introduction: Chris Maffeo

02:04 Chris Maffeo's Background and Career Journey

04:58 Brand-Building Fundamentals

10:58 Challenges and Strategies in the Craft Spirits Industry

16:49 Scaling and Distribution Insights

19:11 Balancing Passion and Business

25:06 Entrepreneurial Advice and Future Plans

32:02 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

094 | Roberta Mariani | Beyond Brand Training: Education & The Evolution of Aperitivo with Savoia & Italicus

Chris Maffeo — Thu, 13 Mar 2025 01:01:00 +0100

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In this episode of the Maffeo Drinks Podcast, host Chris Maffeo chats with Roberta Mariani, the Advocacy Director for Savoia and Ital Spirits.

Roberta shares her extensive experience in the hospitality and drinks industry, offering insights on building effective advocacy programs, the rise of the aperitivo culture, and focusing on category education over brand promotion.

They also discuss the evolving role of Italian bartenders, the increasing popularity of vermouth and Amari, and the critical issue of well-being within the industry.

Whether you're in the drinks business or simply a cocktail enthusiast, tune in for a deep dive into the latest industry trends and tips for achieving a sustainable work-life balance.

Timestamps:

00:00 Introduction and Welcome

00:32 Guest Introduction: Roberta Mariani

02:41 Building Brand Advocacy

07:34 The Rise of Aperitivo Culture

12:47 The Role of Italian Bartenders

23:56 Innovative Cocktail Creation

31:18 Promoting Well-being in the Industry

38:49 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

093 | Sophie Cookson | Cracking Distribution, Bottom-Up in Dubai and The Gulf with Craft & Culture UAE

Chris Maffeo — Mon, 03 Mar 2025 01:01:00 +0100

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In this episode of the Maffeo Drinks Podcast, host Chris Maffeo is joined by Sophie Cookson, a seasoned expert in the liquor industry with over a decade of experience in Dubai and the UAE.

Sophie shares insights on the evolving liquor landscape in the Middle East, discusses the challenges and opportunities for small and medium-sized brands in the region, and the importance of having a regional strategy.

The conversation also touches on the role of Dubai duty-free as a significant channel for marketing and brand building. Sophie emphasizes the need for brands to have local presence and support to thrive in the Middle East market.

Tune in to learn about the unique dynamics of the Gulf region’s liquor market and how brands can successfully navigate this complex but rewarding environment.

Key Highlights:

Navigating the evolving liquor landscape in the Middle East
Strategic insights for small and medium-sized brands entering the market
The unique role of Dubai duty-free in brand building
Essential strategies for establishing local presence and support

Timestamps:

00:00 - Introduction and Welcome

00:30 - Guest Introduction: Sophie Cookson

01:07 - The Liquor Industry in Dubai

02:41 - Challenges and Opportunities for Small Brands

04:24 - Legalities and Regulations in the UAE

07:39 - Brand Building Strategies

10:56 - The Role of Expats and Duty-Free

15:10 - Supporting Bartenders and Craft Brands

26:25 - Travel Retail Opportunities

35:36 - Conclusion and Contact Information

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

092 | Francois Monti | Scaling a City Cocktail Culture Through Middle-Tier Bars

Chris Maffeo — Thu, 20 Feb 2025 01:01:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, I talk to Francois Monti, a renowned Cocktail Writer. We discuss the global cocktail scene’s uneven growth, from advanced cities boasting cutting-edge bars to emerging markets grappling with minimal training.

While high-profile venues attract headlines, Francois argues that second-division bars drive consumer adoption of cocktails. He highlights the shortage of skilled bartenders, many lacking foundational taste education (e.g., wine and food flavor insights), leading to haphazard quality.

Instead of focusing on big consumer-awareness pushes, Francois advocates strong trade relationships, mentorship, and recognition of diverse bartender career paths—even if that means contentedly staying in a single role long-term.

Local bar culture flourishes by ensuring bartenders can refine their palate and technique at multiple levels of the industry, eventually benefiting both consumers and spirits brands.

Timestamps:

00:00 Introduction and Welcome

00:45 State of the Cocktail Industry

03:36 Challenges in Cocktail Culture

08:23 Training and Skill Development

20:03 Mentorship and Industry Growth

25:06 Conclusion and Farewell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

091 | Nick Guerrieri | One Store at The Time: Converting Demand Through Sampling with Chelly, Modernized Limoncello

Chris Maffeo — Mon, 10 Feb 2025 09:30:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, I spoke to Nick Guerrieri, founder of Chelly, who shares how he crafted a modernized limoncello out of Arizona—a place few associate with classic Italian citrus liqueurs.

By reducing sugar and viscosity, Chelly repositions limoncello from a narrow digestif to a spirit capable of starring in cocktails or being served neatly.

Nick’s strategy relies on grassroots sampling at liquor stores and festivals, weaving a genuine “behind-the-scenes” brand narrative on social media, and balancing on-trade listings with hands-on retail demos.

Distinctive branding elements, like his signature lemon shirt and recipe lookbooks, help Chelly stand out.

Over five years, Chelly has built momentum by focusing on direct consumer feedback, turning local pride in Arizona’s citrus heritage into a marketing edge, and carefully expanding bar menu placements and off-trade distribution.

Timestamps:

00:00 Introduction and Podcast Overview

00:29 Meet Nick Guerrieri: The Limoncello Innovator

01:21 Crafting a Modernized Limoncello

02:05 Consumer Reactions and Market Penetration

03:06 Marketing Strategies and Visual Branding

06:42 On-Trade vs. Off-trade Sales Tactics

14:22 Sampling and Direct Consumer Feedback

22:45 The Importance of Small Wins and Persistence

26:30 Final Thoughts and Farewell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

090 | BCB2024 | Winning with Distributors: From Your Home Market to Export | Park Street University | Michael Vachon, Soren Hansen, Emily Pennington, Chris Maffeo

Chris Maffeo — Mon, 03 Feb 2025 01:01:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

This Episode of the Maffeo Drinks Podcast features a roundtable discussion from BCB Bar Convent Berlin 2024 hosted by Park Street University.

Emily Pennington moderates a discussion on distribution strategies in the European market.

Joined by guests Soren Hansen (Bemakers), Michael Vachon (Maverick Drinks), and Chris Maffeo (MAFFEO DRINKS), the conversation centers around the role of distributors in brand building and entry strategies for EU markets.

Key topics include identifying the right distributors, pricing challenges, maximizing event activations, and focusing on sell-through rates. Listeners will gain invaluable insights into building a successful beverage brand in Europe, with practical advice on market research, brand involvement, and leveraging different sales channels.

Timestamps:

00:00 Introduction and Podcast Overview

00:32 Welcome to Park Street University Stage

01:13 Panelist Introductions

02:03 Understanding Distribution Strategies

04:31 Differences Between Importers, Distributors, and Brokers

08:19 Challenges in Pricing Across Markets

12:23 Market Observations and Trends

19:35 Finding the Right Distributor

22:24 Understanding Market Logistics

23:47 Building Brand Presence

24:42 Navigating Economic Challenges

26:35 Effective Market Entry Strategies

29:45 Timeline for Market Penetration

32:00 Leveraging Digital and Omni-Channel Strategies

35:40 Event Activation Best Practices

42:36 Direct-to-Consumer Models

43:49 Key Takeaways for Distribution Relationships

46:04 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

089 | Michael Ballantyne | Bridging Tequila & Scotch Occasions with Storywood Tequila

Chris Maffeo — Mon, 27 Jan 2025 02:36:00 +0100

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In this episode, host Chris Maffeo speaks to Michael Ballantyne, founder of Storywood, who joins the Maffeo Drinks Podcast to reveal how he created the first single malt whisky barrel–aged tequila—a bold step intended to convert whisky aficionados into agave enthusiasts.

By deliberately pivoting from tequila-focused venues to whisky bars and events like the Glasgow Whisky Show, he discovered a more receptive audience who understood the language of oak, toast, and char.

While stoking consumer curiosity with a cask-forward narrative, Michael stresses the importance of selective distribution, building momentum in key markets before spreading too thin.

He explains how a multi-SKU strategy caters to varied palates—from lighter, cocktail-friendly expressions to richer, extended-aged variants—yet unifies under the “tequila meets scotch” identity.

Throughout his journey, Michael has worked bottom-up—sampling events, personal brand ambassador work, and direct outreach—to forge loyal trade and consumer relationships.

Timestamps:

00:00 Introduction and Podcast Overview

00:29 Guest Introduction and Product Overview

00:50 The Story Behind Storywood Tequila

03:47 Challenges and Strategies in the Tequila Market

07:37 Innovative Marketing and Consumer Engagement

18:17 Global Market Expansion and Distribution

22:28 Personal Reflections and Advice for Entrepreneurs

28:46 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

088 | Andrew Borenzweig | Bringing Luxury to The American Whiskey Category with The Beverly High Rye

Chris Maffeo — Mon, 20 Jan 2025 02:26:00 +0100

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In this episode, host Chris Maffeo talks to Andrew Borenzweig, founder of Beverly High Rye, who shares his journey of creating a modern, luxury-focused American whiskey that breaks away from traditional frontier or rustic imagery.

Inspired by the elegance of Beverly Hills, Andrew crafted a whiskey that blends rye’s bold spice with bourbon’s smoothness, presented in sleek, decanter-style bottles.

He initially concentrated on securing placements in prestigious California venues—such as Nobu, Mastro’s, Cipriani, and the Beverly Wilshire Four Seasons—to build brand credibility and visibility.

This strategic on-trade focus laid a strong foundation before carefully expanding into off-trade channels like select Pavilions stores.

Throughout the episode, Andrew emphasizes the importance of brand authenticity, founder-led advocacy, and a California-centric rollout as key drivers of Beverly High Rye’s success. Additionally, he touches on leveraging top on-trade outlet groups to facilitate potential international expansion, referencing Nobu Tokyo’s interest in the brand.

Timestamps:
00:00 Introduction and Podcast Overview
00:29 Guest Introduction: Andrew Bornenzweig
00:58 The Inspiration Behind Beverly High Rye
02:30 Marketing and Brand Positioning
06:44 Expanding to New Markets
11:05 Product Portfolio and Collaborations
17:21 On-Trade vs. Off-Trade Strategies
24:50 Final Thoughts and Advice for Brand Owners

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

087 | Imme Ermgassen | Beyond Moderation with Botivo: Building a Pleasure-First Non-Alcoholic Brand

Chris Maffeo — Mon, 13 Jan 2025 01:56:00 +0100

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In this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions.

Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions.

The conversation reveals how careful brand building and trade strategy can help create new category opportunities.

Timestamps:

00:00 Introduction and Welcome

00:29 Guest Introduction and Initial Impressions

01:22 Deep Dive into Botivo

02:16 Brand Philosophy and Market Positioning

05:37 Challenges and Strategies in the Non-Alcoholic Market

11:35 Consumer Insights and Brand Building

19:31 Trade Relationships and Distribution

38:04 Concluding Thoughts and Future Plans

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

086 | Andrew Friedman | Community Education in Bartending | Industry Spirits, Seattle WA

Chris Maffeo — Sun, 15 Dec 2024 22:00:00 +0100

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In this episode of the Maffeo Drinks Podcast, I continue the conversation with Andrew Friedman, an ex-bar Owner (Liberty, Seattle, WA) and the brand builder behind Industry Spirits.

Andrew shares his journey from bar owner to brand owner, highlighting the importance of community, education, and strategic planning in the drinks industry.

The discussion delves into the challenges and rewards of creating a bartender-owned brand, the nuances of marketing and sales strategies, and the decision-making process behind scaling a business organically versus aiming for a large-scale buyout.

This episode, which includes anecdotes about industry dynamics and practical advice for aspiring brand creators, underscores the value of thoughtful growth and collaborative success in the beverage industry.

Time Stamps

00:00 Welcome to the Maffeo Drinks Podcast

00:26 The Value of Listener Feedback

01:37 Training and Collaboration in the Bar Industry

03:16 Challenges and Realities of Brand Promotion

05:44 From Bar Owner to Brand Owner

07:56 Building a Bartender-Owned Brand

09:09 Strategies for Brand Relevance

27:59 The Importance of Legacy and Scale

35:26 Wrapping Up and Contact Information

About The Host: Chris Maffeo

About The Guest: Andrew Friedman

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

085 | Andrew Friedman | Customer-First vs. Bartender-First Bars | Industry Spirits, Seattle WA

Chris Maffeo — Mon, 09 Dec 2024 09:17:26 +0100

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Welcome to the Maffeo Drinks Podcast! In this episode, I'm joined by Andrew Friedman, renowned bartender and ex-bar owner (Liberty, Seattle, WA) and the Founder of Industry Spirits, a Bartender-Owned Brand.

We explore the history and evolution of Seattle's cocktail scene, emphasizing the importance of customer service and the changing landscape of the bar industry.

Andrew shares his journey, insights into bar culture, and the challenges bartenders face as they transition to roles like brand ambassadors.

Whether you're a bar enthusiast or an industry professional, this episode offers a fascinating look into the dynamics of bar life and the dedication required to succeed.

Time Stamps

00:00 Welcome and Introduction

00:27 Guest Introduction: Andrew Friedman

02:50 Andrew's Journey in the Drinks Industry

04:29 The Seattle Cocktail Scene

07:23 The Evolution of Bartending

11:10 Balancing Stardom and Service

16:42 Career Reflections and Industry Insights

26:36 The Future of the Drinks Industry

32:16 Closing Remarks

About The Host: Chris Maffeo

About The Guest: Andrew Friedman

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

084 | Billy Abbott | Blends, Single Malts & Old vs. New Ways of Drinking Whisk(e)y | The Whisky Exchange

Chris Maffeo — Mon, 02 Dec 2024 16:11:42 +0100

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In this episode of the Maffeo Drinks Podcast, I discuss the evolution of the whisk(e)y industry over the past 15 years with guest Billy Abbott.

We delve into the global expansion of whiskey production, the increasing consumer interest in niche markets, and the role of cocktails and serves in modern whiskey consumption.

Billy shares insights on how new expressions and innovations are shaping the industry while they also explore the significance of brand identity and consumer engagement.

The conversation highlights the changes in whisk(e)y production, marketing, and consumer preferences, making it a must-listen for anyone interested in whisk(e)y.

00:00 Welcome to the Maffeo Drinks Podcast

00:28 Diving into the World of Drinks Brands

00:54 The Evolution of Whiskey

01:49 Whiskey Trends and Market Changes

04:27 Exclusive Bottlings and Store Picks

09:48 Consumer Preferences and Market Expansion

19:25 Whiskey in Cocktails and Occasions

22:43 Brand Identity and Marketing Strategies

33:12 Wrapping Up and How to Connect

About The Host: Chris Maffeo

About The Guest: Billy Abbott

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

083 | Billy Abbott | Helping People Navigate The Whisk(e)y Shelf | The Whisky Exchange

Chris Maffeo — Mon, 25 Nov 2024 11:22:24 +0100

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In this episode of the Maffeo Drinks Podcast, I sit down with Billy Abbott, Ambassador for The Whiskey Exchange.

We discuss the importance of internal and external education in the drinks industry, the journey from programming to whiskey, and the dynamics between liquid-first and brand-first approaches in spirits marketing.

Billy also shares insights on gauging consumer preferences and touches on the diverse pathways individuals can take within the spirits industry.

Tune in to learn about navigating brand storytelling, consumer communication, and the vital role of education in building successful drinks brands.

00:00 Welcome and Introduction

00:28 Guest Introduction: Billy's Journey

02:03 Diving into the Drinks Industry

03:40 The Role of Education in the Drinks World

05:39 Balancing Brand and Liquid in Marketing

10:00 Understanding Consumer Preferences

12:25 Navigating the Whiskey World

17:38 Exploring Cross-Category Connections

22:02 Balancing Budget and Spirit Selection

23:09 Understanding Consumer Preferences

24:34 The Complexity of Target Consumers

26:07 Marketing Strategies in the Spirits Industry

30:03 Training and Knowledge Sharing

37:01 Career Growth and Personal Development

42:18 Conclusion and Final Thoughts

About The Host: Chris Maffeo

About The Guest: Billy Abbott

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

082 | Alice Bidini | Bringing Non-Alc Cocktail Culture to Saudi Arabia | Four Seasons Riyadh

Chris Maffeo — Mon, 18 Nov 2024 12:33:53 +0100

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In this episode of the Maffeo Drinks Podcast, we dive into the complexities and innovations within the non-alcoholic beverage industry.

Joined by guest Alice Bidini, we explore the challenges and strategies of introducing new drink trends in emerging markets such as Saudi Arabia.

We discuss the importance of understanding local taste profiles and consumer behavior, especially in culturally diverse regions like Stockholm and Riyadh.

Highlights include our experiences in the evolving bar scene, the innovative concept of a female-only staffed bar at the Four Seasons in Riyadh, and the cultural shift needed to accept new beverage trends.

Alice shares her journey of pioneering drink trends, shedding light on building consumer trust and adapting to local preferences.

Tune in to learn about reshaping traditional beverage offerings and the satisfaction of turning hesitant consumers into loyal patrons.

00:00 Welcome and Introduction

00:28 Managing Expectations in the Bar Industry

03:44 The Bar Scene in Saudi Arabia

06:45 Challenges of Non-Alcoholic Spirits

10:53 Consumer Behavior and Marketing

13:28 Dining and Drinking Culture in Saudi Arabia

15:03 Creating a New Beverage Culture

15:25 The Italian Espresso Bar Experience in Stockholm

17:28 Introducing Aperol Spritz in Prague

18:39 Navigating Local Drinking Cultures

19:37 The Role of Experts in Riyadh's Cocktail Scene

22:00 Trends in the Bar Industry

23:36 Closing Thoughts and Future Plans

About The Host: Chris Maffeo

About The Guest: Alice Bidini

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

081 | Alice Bidini | Negronis Are Not For Everyone | Four Seasons Riyadh

Chris Maffeo — Mon, 11 Nov 2024 13:42:11 +0100

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In this episode of the Maffeo Drinks Podcast, I am joined by Alice Bidini, an experienced bartender and bar manager from the Four Seasons Hotel in Riyadh.

Alice shares her journey from Rome to London, Kuala Lumpur, and now Ryadh.

We dive into the unique beverage preferences in different countries and the challenges of introducing new drink concepts, especially in a non-alcoholic market like Saudi Arabia.

We discuss how cultural and religious influences shape drinking habits in Malaysia and Saudi Arabia and how London's diverse landscape impacts its vibrant bar scene.

Our conversation also explores the global adaptation of Italian cuisine and drinks, from 'Nduja pizza to Negroni cocktails, and the efforts to balance authenticity and local tastes.

Tune in to learn about the cultural nuances shaping global palates and the innovative ways bartenders are rising to these challenges.

00:00 Introduction and Welcome

00:28 Guest Introduction: Alice's Journey

03:13 Cultural Insights and Market Differences

07:56 Exploring Taste Profiles Across Regions

11:29 The Melting Pot of London

13:20 Understanding Dry and Wet Cultures

14:04 Regional Drinking Preferences

15:09 Peroni's Popularity in the UK

17:53 Challenges of Non-Alcoholic Bartending in Saudi Arabia

21:42 Adapting to Local Tastes

28:58 Conclusion and Final Thoughts

About The Host: Chris Maffeo

About The Guest: Alice Bidini

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

080 | Philip Duff | The Impact of Cultural Factors on Market Trends

Chris Maffeo — Sun, 03 Nov 2024 22:00:00 +0100

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In this episode of the Maffeo Drinks Podcast, Chris Maffeo discusses the dynamic nature of the drinks industry with guest Philip Duff.

The conversation highlights the challenges large companies face in adapting to market demands and the agility of smaller brands to innovate.

The discussion delves into the importance of grassroots brand building and understanding consumer behavior, using examples like Peroni's success in Scandinavia and Mezcal's rise.

Maffeo and Duff critique the reliance on standard research reports and emphasize the value of unconventional insights.

The episode concludes with insights into risk-taking in large firms and the significance of sustaining brand relevance through continuous market engagement.

00:00 Introduction and Welcome

00:28 Big Companies vs. Small Brands

02:38 Case Study: Peroni's Success in Scandinavia

05:40 The Impact of Mexican Cuisine on Agave Spirits

07:46 Challenges in Big Firms and Market Research

13:14 The Art of Brand Building

24:00 The Mezcal Trend and Luxury Marketing

26:39 Understanding Consumer Trends

31:38 Conclusion and Farewell

About The Host: Chris Maffeo

About The Guest: Phillip Duff

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

079 | Philip Duff | Never Stop Learning to Master The Drinks Industry |

Chris Maffeo — Sun, 27 Oct 2024 21:00:00 +0100

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In this episode of the Maffeo Drinks Podcast, host Chris Maffeo welcomes guest Philip Duff, a renowned bar industry personality and brand owner.

They engage in a vibrant discussion about the complexity of creating and managing a brand in the drinks industry, drawing from Philip's diverse experiences.

Chris emphasizes the importance of learning and adapting in the ever-evolving beverage industry and the importance of never being afraid to take risks.

The discussion touches on brand creation, the demographic approach, and the significance of brand uniqueness. The conversation delves into identifying market gaps, consumer demographics, the evolution of drinking occasions, and how brands like Cointreau and Fireball succeeded by seizing opportunities.

They explore how timing and adaptability can be pivotal in making a brand successful, citing examples of industry giants who were once small players.

Throughout, Chris and Philip share insights on the significance of pivoting and continuously engaging with the evolving landscape of the drinks industry.

00:00 Welcome to the Maffeo Drinks Podcast

00:27 Introducing Philip Duff

01:40 The Journey of Brand Building

05:19 Navigating the Liquor Industry

07:48 Targeting the Right Audience

24:56 The Importance of Timing and Trends

38:13 Conclusion and Final Thoughts

About The Host: Chris Maffeo

About The Guest: Phillip Duff

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

078 | Chris Le Beau | Emotional Storytelling in Cocktail Menu | Decoding Cocktails Podcast

Chris Maffeo — Sun, 20 Oct 2024 22:00:00 +0200

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In this episode of the Maffeo Drinks Podcast, with guest Chris LeBeau, we explore the nuances of flavor profiles, consumer preferences, and the intricacies of crafting an exceptional cocktail.

LeBeau shares insights on how different cultural backgrounds and personal tastes influence drink choices and experiences.

He discusses the importance of storytelling and emotions in drink presentation, the role of brands in cocktail creation, and how bartenders and consumers can better communicate to achieve a satisfying drinking experience.

The dialogue emphasizes understanding where good drinks originate, looking beyond brands to quality ingredients, and exploring novel mixer concepts.

The episode invites listeners to embrace drink-making with a discerning palate and open mind. 00:00 Welcome to the Mafeo Drinks Podcast

00:28 The Ferris Wheel of 50 Best Bars

00:54 Taste Profiles and Restaurant Experiences

03:02 Categorizing Cocktails and Menu Descriptions

07:55 Brand Influence on Cocktail Menus

10:34 Personal Preferences and Cocktail Choices

17:51 Cultural Influences on Taste

21:29 The Impact of Small Additions in Cocktails

21:57 Bridging Taste Profiles: From Rum to Whiskey

22:41 Exploring Boulevardier Variations

23:47 Understanding Barrel Aging and Spirit Mellowing

24:55 Building Trust with Customers2

5:32 Maximizing Tasting Experiences in Classes

26:09 Avoiding Assumptions in Drink Preferences

30:18 The Importance of Reading the Room

36:55 Evaluating Bartender Skills and Drink Quality

39:42 Final Thoughts and How to Connect

About The Host: Chris Maffeo

About The Guest: Chris LeBeau

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

077 | Chris Le Beau | Scaling Cocktail Culture | Decoding Cocktails Podcast

Chris Maffeo — Sun, 13 Oct 2024 20:46:33 +0200

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In this episode of the Maffeo Drinks Podcast, we have an insightful discussion with Chris Le Beau, who transitioned from a strategic consulting role into the world of mixology.

The conversation explores Le Beau's passion for cocktails and the journey of learning and teaching cocktail-making.

Key topics include the importance of mastering classic cocktails like the Old Fashioned, the impact of consumer perceptions on cocktail culture, and the significance of designing accessible yet informative menus in bars.

We also discuss effectively bridging the gap between complex mixology and everyday cocktail enjoyment.

Throughout the episode, the emphasis is on refining the basics and imparting knowledge to create a better drinking experience for everyone.

00:00 Welcome to the Maffeo Drinks Podcast

00:27 Guest Introduction and Background

01:09 Journey into Mixology

03:51 From Passion Project to Business

04:23 Consumer Perspective on Cocktails

10:57 The Importance of Cocktail Fundamentals

13:05 Challenges in Cocktail Culture

28:17 Menu Design and Customer Experience

33:30 Closing Remarks

About The Host: Chris Maffeo

About The Guest: Chris Le Beau

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

076 | Rob Malin | Navigating the Role of Sustainability in the Drinks Industry | When in Rome

Chris Maffeo — Sun, 06 Oct 2024 22:00:00 +0200

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In episode 76, we continue the conversation with Rob Malin from Ep. 75. We delve into the complexities of incorporating sustainability into a wine brand's selling story. We talk about the impact of consumer trends and government legislation on brand growth, and discover strategies for balancing traditional wine marketing with innovative sustainable practices.

Time Stamps

00:00 Introduction and Episode Overview

00:48 Incorporating Sustainability into Wine Branding

02:43 Consumer Trends and Government Legislation

03:52 Packaging and Consumer Perception

06:47 Target Occasions vs. Target Consumers

09:03 Challenges and Opportunities in Wine Marketing

15:17 The Role of Education in Sustainability

27:25 Reflections and Future Strategies

32:01 Final Thoughts and Where to Find Us

About The Guest: Rob Malin

About The Host: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

075 | Rob Malin | Building a Planet-Friendly Wine Brand through New Consumption Occasions | When in Rome

Chris Maffeo — Sun, 29 Sep 2024 22:00:00 +0200

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In episode 75, we delve into the unique journey of 'When in Rome' wine with its founder, Rob Malin.

We discover how challenging traditional wine packaging led to innovations like bag-in-box and paper bottles, driven by the brand's environmental commitments.

Rob shares insights on the complexities of entering the UK market, the impact of bottom-up and top-down strategies, and the importance of local versus national listings.

We talk about the crucial role of premium retailers like Waitrose in their growth, the financial hurdles faced by new brands, and the potential of cross-category competition in alcoholic beverages.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

01:04 Welcoming Rob Malin: Founder of When in Rome Wine

02:09 Exploring the Wine and Spirits Industry

03:57 The Rise of Canned Alcoholic Drinks

07:37 The Story Behind When in Rome Wine

13:05 Challenges and Strategies in the UK Market

17:32 Innovative Packaging and Environmental Impact

26:56 Building a Brand in Supermarkets

28:16 The Importance of Rate of Sale and Distribution

41:19 Conclusion and Final Thoughts

About The Guest: Rob Malin

About The Host: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

074 | Danil Nevsky | Hospitality vs. Drinks Industry: Navigating the Bartender-Brand Relationship | Indie Bartender

Chris Maffeo — Sun, 22 Sep 2024 22:00:00 +0200

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In this episode, I host the legendary Indie Bartender, Cocktailman Danil Nevsky for a deep dive into the dynamic world of bartending and brand interactions.

We discuss the evolution of the hospitality and drinks industry, and tackle the ongoing disconnect between bartenders and brand managers.

Danil offers insightful critiques on the state of the industry, sharing anecdotes and observations on brand ambassadors' roles, the rise of cocktail culture, and the generational shift in bartending.

We also explore the adaptation of bar experiences to be more consumer-friendly and the critical role of social media in modern bartending.

The episode is both a nostalgic look back and a hopeful glance forward, making it a must-listen for anyone interested in the symbiotic relationship between bars and brands. I hope you will enjoy our chat

NB It contains Hard Language, which is not suitable for all audiences.

Time Stamps

00:00 Introduction to the Podcast

01:20 Meet Danil Nevsky: Indie Bartender

02:29 The Disconnect Between Bartenders and Brands

04:20 The Evolution of the Spirits Industry

06:22 Generational Drinking and Market Changes

07:59 The Role of Brand Ambassadors

09:21 The Impact of Social Media and Technology

13:14 Challenges in Brand and Bar Collaboration

16:04 The Future of Bartending and Brand Interactions

38:04 The Evolution of Cocktail Content Creators

38:44 The Oral Tradition of Bartending

39:12 The Impact of Content Creators on Bartending

44:14 Brand Relationships in the Bar Industry

46:43 Balancing Brand and Bar Dynamics

51:47 The Role of Bartenders in Enhancing Customer Experience

55:47 Cultural Influences on Cocktail Culture

01:06:16 The Future of Cocktail Culture

01:10:35 Final Thoughts and Farewell

About The Host: Chris Maffeo

About The Guest: Danil Nevsky

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

073 | Chris Maffeo | Create Demand Before Trying To Capture It | MAFFEO DRINKS

Chris Maffeo — Sun, 15 Sep 2024 22:00:00 +0200

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In episode 073, I continue the conversation with Filiberto Amati on his Growth, Brands and More Podcast. I explain the concept of 'Drinks Builder' and we delve into the blurred lines between marketing and sales, discussing how to create demand before capturing it.

I emphasize the importance of understanding customer needs, solving problems with your brand, and building communities, particularly among bartenders.

We discuss successful case studies, the impact of strategic thinking on the supply chain, and tools for effective marketing and advocacy.

This conversation is packed with insights on creating a strong demand for your beverage brand through a bottom-up approach.

Time Stamps

00:00 Introduction and Episode Overview

01:12 Understanding the Concept of Drinks Builder

02:17 Creating Demand Before Capturing It

03:46 The Role of Bartenders and Community Building

05:18 Strategic Thinking and Supply Chain Impact

06:23 Building a Commercial Proposition

07:39 Generating Demand in Non-Traditional Venues

11:55 The Importance of Insight and Problem-Solving

21:07 The Role of Advocacy and Community in Marketing

33:08 Final Thoughts and Conclusion

About The Host: Filiberto Amati

About The Guest: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

072 | Chris Maffeo | Consistency in Implementing a Clear Bottom-up Strategy | MAFFEO DRINKS

Chris Maffeo — Sun, 08 Sep 2024 22:00:00 +0200

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In episode 072 I was hosted by Filiberto Amati on his Growth, Brands and More Podcast.

I shared my journey from being a Sales guy in Rome to working at major beverage companies in Europe until founding MAFFEO DRINKS.

We discuss the fundamental principles of building brands from the bottom up, the importance of having a clear and consistent strategy, and how to execute it successfully across different markets and channels.

I also talk about the value of small empirical experiments, the balance between strategy and execution, and how to handle unexpected opportunities.

Tune in to gain deep insights into the art and science of beverage brand building.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

01:09 Interview with Filippo Bertomatti

01:56 Chris Maffeo's Career Path

05:15 Challenges and Insights in Brand Building

06:33 Defining a Good Strategy

10:50 Consistency and Simplicity in Strategy

24:39 The Role of Frugality in Brand Building

28:38 Empirical Experiments and Market Testing

39:52 Handling Unexpected Opportunities

46:35 Conclusion and Final Thoughts

About The Host: Filiberto Amati

About The Guest: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

071 | Morten Stengaard | Bottom-up Expansion to New Markets | Bemakers

Chris Maffeo — Sun, 01 Sep 2024 22:00:00 +0200

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In episode 071, I sit down with Morten Stengaard, Co-Founder and CEO of Bemakers, to discuss the challenges and strategies of expanding into international markets.

We delve into the complexities of distribution, the importance of local market engagement, and Bemakers' innovative approach to streamlining direct and indirect beverage distribution.

Morten shares valuable insights on brand building, consumer engagement, and navigating the drinks industry's intricate ecosystem.

N.B. If you are interested in Bemakers, mention the MAFFEO DRINKS Podcast to receive a 50% discount on the Setup fee.

https://bemakers.com/

Time Stamps

00:00 Introduction

00:54 Challenges in Local Distribution

03:08 Expanding to International Markets

04:28 Founding Beemakers: A New Approach

06:23 Building Demand in New Markets

07:57 The Importance of Local Market Engagement

10:22 Strategies for Effective Brand Building

13:56 Leveraging Direct-to-Consumer Channels

37:03 Final Thoughts and Contact Information

About The Host: Chris Maffeo

About The Guest: Morten Stengaard

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

070 | Morten Stengaard | Building a Premium Fruit Wine Category | Andersen Winery

Chris Maffeo — Sun, 25 Aug 2024 22:00:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines.

Morten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing.

We explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand.

Morten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers.

Time Stamps

00:00 Introduction

01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery

02:47 Building a New Beverage Category

08:14 Positioning Premium Fruit Wines

10:20 Targeting Specific Drinking Occasions

14:37 Expanding to Off-Trade Markets

26:44 Seasonality and Portfolio Approach

31:46 Conclusion

About The Host: Chris Maffeo

About The Guest: Morten Stengaard

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso Academy

Chris Maffeo — Tue, 16 Jul 2024 23:59:00 +0200

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In episode 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached.

They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland.

They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market.

Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding.

Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively. 00:00 Introduction and Episode Overview 00:29 Consumer Misunderstandings in the Spirits Industry 03:59 The Importance of Open-Mindedness and Education 06:39 Creating and Defining Categories in the Spirits Industry 9:53 Pragmatic vs. Fluffy Storytelling 19:37 Building Category VS Cannibilizing Category 30:49 The Role of Education and Retention in the Industry 40:30 Closing Remarks and Contact Information

About The Host: Chris Maffeo

About The Guest: Felice Capasso

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

068 | Felice Capasso | The Power of Liquid-driven Messaging | Sesto Senso Spirits Academy

Chris Maffeo — Tue, 09 Jul 2024 22:12:41 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator.

They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints.

Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry.

The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry.

00:00 Introduction to Episode 68

00:51 Meeting Felice Capasso

02:38 Felice's Journey and Background

05:04 Industry Insights and Brand Building

08:38 The Role of Expressiveness in Spirits

15:28 Managing Consumer Expectations

21:48 Brand Brainwash in the Spirits Industry

22:49 The Importance of Blind Tastings

24:24 Understanding Market Positioning

27:01 Explaining Product Characteristics

29:22 Creating Clear Brand Identities

35:27 Recruiting New Consumers

41:10 Distillation Myths and Realities

44:43 Conclusion and Final Thoughts

About The Host: ⁠Chris Maffeo⁠

About The Guest: ⁠Felice Capasso

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

067 | Mikko Koskinen | Translating a Local Category to New Markets | Kyrö Distillery

Chris Maffeo — Tue, 02 Jul 2024 23:59:00 +0200

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In episode 67 of the Maffeo Drinks Podcast, host Chris Maffeo continues his conversation with Mikko Koskinen, co-founder of Kyrö Distillery, from the previous episode.

They discuss the integration of food and drink culture in society, the challenges of building a brand, and exporting distillery products.

Mikko shares his insights on market dynamics, cultural references, and the importance of personal involvement in brand growth.

The discussion also emphasizes the significance of long-term planning and adaptability in the spirits industry.

00:00 Introduction and Episode Overview

00:23 Cultural Integration of Food and Drink

01:41 Nordic Whiskey and Food Culture

03:49 Export Strategies and Market Penetration

07:44 Challenges in Distribution and Brand Building

12:09 Importance of Local Knowledge and Experimentation

18:17 Entrepreneurial Insights and Personal Stories

35:53 Conclusion and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery

Chris Maffeo — Tue, 25 Jun 2024 23:59:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits.

Kyrö Distillery Ad

00:00 Introduction to the Maffeo Drinks Podcast

00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery

00:45 Chris's Connection to Finland

01:35 The Evolution of Finnish Drinks

02:38 Brand vs. Liquid: What's More Important?

04:59 The Origin Story of Kyrö Distillery

07:33 The Role of Rye in Finnish Culture

17:12 Building a Distillery Brand

24:44 Simplifying Whiskey for Newcomers

35:34 Marketing Strategies and Challenges

41:40 Conclusion and Next Episode Preview

About The Host: Chris Maffeo

About The Guest: Mikko Koskinen

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

065 | Nicola Olianas | The Advocacy Journey to Become the Bartender's Handshake | Fernet Branca & Carpano Antica Formula

Chris Maffeo — Tue, 18 Jun 2024 21:51:56 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy.

We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community.

Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers.

I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:10 Exploring Fernet Branca's Global Connection

00:43 The Taste Profile and Brand Consistency

02:50 The Significance of Fernet Branca's Coin

03:55 Building Brand Respect and Longevity

09:57 The Italian Excellence and Global Expansion

12:46 The Mission and Passion Behind Fernet Branca

20:08 The Fernet Branca Coin Challenge

27:08 How to Connect with Nicola and Final Thoughts

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

064 | Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula

Chris Maffeo — Tue, 11 Jun 2024 20:52:15 +0200

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In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".

Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.

The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.

Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca

01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon

02:58 Brand Building vs. Liquid Quality: What Comes First?

06:24 Creating a Unique Category in the Spirits Industry

10:18 The Importance of Versatility in Product Use

23:53 The Bartender's Handshake: The Story Behind Fernet Branca

33:26 Conclusion and Next Episode Teaser

About The Host: Chris Maffeo

About The Guest: Nicola Olianas

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

063 | David Wood | Understanding How to Choose Distributors & Wholesalers | Liana Collection

Chris Maffeo — Tue, 04 Jun 2024 23:59:00 +0200

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In Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution.

He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships.

The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion.

Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age.

Tune in for a comprehensive guide to scaling your drinks brand successfully!

Time Stamps

00:00 Introduction to Brand Distribution Stages

00:55 Advice for Startup Drink Brands

02:34 Scaling with Distributors

⁠03:26 Importance of On-Trade Chains

11:11 Managing Relationships with Wholesalers

16:30 Building Brand Demand

24:11 Role of Sales Reps and Founders

32:58 Digitalization of Sales and Social Media

⁠37:24 Conclusion and Contact Information

About The Host: Chris Maffeo

About The Guest: David Wood

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection

Chris Maffeo — Tue, 28 May 2024 21:41:41 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK).

He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature.

Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories.

We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio.

This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies.

Time Stamps

00:00 Welcome to the World of Distribution: A Candid Chat

00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid

03:31 Insider's Guide: Selecting Brands for Distribution

06:31 Innovative Strategies in the Drinks Industry

09:39 The Art of Being a Secondary Ingredient

20:43 The Power of Modifiers in Cocktail Creation

29:00 Navigating Portfolio and Contract Negotiations

31:56 Navigating Brand Sales and Relationships

34:07 Strategic Portfolio Management and Outlet Selection

35:33 Adapting Sales Strategies Across Different Venues

39:43 The Importance of Brand Identity and Selective Partnerships

41:47 Personal Growth and Career Reflections

44:48 Building a Business with Purpose and Longevity

55:47 The Value of Legacy and Historical Insight in Branding

About The Host: Chris Maffeo

About The Guest: David Wood

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

061 | Nick Gillett | Managing Expectations While Scaling Your Brand's Distribution | Mangrove Global

Chris Maffeo — Tue, 21 May 2024 23:59:00 +0200

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In Ep. 61, I continued the conversation with Nick Gillett from Ep. 60. He’s the Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:25 Portfolio Selection

8:20 Creating Your Own Category

16:42 Micro Categories & National Cuisines

23:20 Traditional & Modern Serves

25:53 Geographic Centered Marketing

30:25 Building a Neighborhood Presence

32:33 Overcomplicating Cocktails

34:10 Value of Off-Trade

37:44 Transitioning to Chains

41:21 Where To Find Nick

42:23 Outro

About The Host: Chris Maffeo

About The Guest: Nick Gillett

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

060 | Nick Gillett | Wholesalers & Distributors: understanding the Drinks Route-to-Market | Mangrove Global

Chris Maffeo — Tue, 14 May 2024 21:57:24 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Ep. 60, I had an incredible chat with Nick Gillett, Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

1:20 Brand or Liquid Marketing Foundation

1:58 Nick Gillett Intro

6:58 Wholesalers & Importers Differences

12:50 The Game of Share of Mind

16:53 The Diversity of Wholesale

25:58 Has Wholesale Changed?

28:53 The Value of Relationships

32:10 Outro

About The Host: Chris Maffeo

About The Guest: Nick Gillett

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

059 | Stephen Myers | How to Build Demand Bar by Bar | Dynamic Beverage Consultants

Chris Maffeo — Tue, 07 May 2024 22:59:00 +0200

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In Episode 59, I continued the chat with Stephen Myers, from Ep. 58. He is the Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:34 Your First 1,000 Pounds

4:00 Building Presence In The Trade

8:22 Being Relevant

14:35 Portfolio Strategies, One Bar

17:11 Portfolio Strategies, Many Bars

20:51 Independent Vs Chains

24:17 Be Careful What You Wish For

29:26 Last Thoughts On Entrepreneurship

34:15 Last Thoughts

About The Host: Chris Maffeo

About The Guest: Stephen Myers

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

058 | Stephen Myers | The First Steps in a New Market | Dynamic Beverage Consultants

Chris Maffeo — Tue, 30 Apr 2024 20:49:27 +0200

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In Episode 58, I chatted with Stephen Myers, Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:51 About Steve

4:26 Brand Or Liquid Lead

6:34 Brand Story & Differentiation

12:28 Target Occasion

14:06 Creating Demand

16:57 Great Marketing, Bad Commercials

21:20 Beyond Categories

22:36 Breaking Into New Markets (Relationship Chaining)

28:07 Drinks Relationship Ecosystem

33:50 Outro

About The Host: Chris Maffeo

About The Guest: Stephen Myers

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

057 | Emmett Strack | US & EU Trends Cross-pollination | Cross-Episode with Park Street Insider Podcast

Chris Maffeo — Tue, 23 Apr 2024 23:59:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 57, we've created a cross-episode with the Park Street University Insider Podcast.

I spoke to Emmett Strack, and we dived into the latest 2024 trends in the drinks industry.

We compared the US and Europe, talking about the cross-pollination of trends in the cocktail scene,

and in the overall bottom-up trade.

I hope you will enjoy our chat.

Time Stamps

0:00 Intro

2:16 Role of Convenience & Occasion

8:51 Ascension of Flavor

15:38 Pressurization

18:35 On-Trade In Europe

23:05 Euro Cocktail Trends

30:51 Gen Z & Drinking Occasion

36:42 Euro Drinking Categories

41:41 American Drinking Trends

46:14 Outro

About The Host: Chris Maffeo

About The Guest: Emmett Strack

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

056 | Georgie Bell | The Early Journey of a Founder-led Brand | The Heart Cut

Chris Maffeo — Tue, 16 Apr 2024 23:59:00 +0200

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In Episode 56, I continued the conversation with Georgie Bell, The Heart Cut's co-founder from Ep.55. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society.

We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:24 Where Do You Start

4:46 Importance Of Follow Up

7:41 Importance Of Normal Bars

13:05 Importance Of Off-Trade

15:18 When To Wholesale?

17:09 One Bottle, One Case, One Pallet

23:40 Building Demand With Partners

30:56 The Drinks Ecosystem

34:20 Start Up Challenges

47:34 Contact Details

49:19 Outro

About The Host: Chris Maffeo

About The Guest: Georgie Bell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

055 | Georgie Bell | Taste Profile & Storytelling | The Heart Cut

Chris Maffeo — Tue, 09 Apr 2024 18:01:00 +0200

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In Episode 55, I enjoyed chatting with The Heart Cut's co-founder Georgie Bell. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society.

Time Stamps

0:00 Intro

2:03 Brand or Liquid?

6:43 Social Currency

12:43 Story Telling

23:22 Taste Profile

25:39 Target Consumer Vs Target Occasion

36:35 Women In Whisk(e)y

36:24 Outro

About The Host: Chris Maffeo

About The Guest: Georgie Bell

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

054 | How to Build a Drink Brand Bottom-up | Chris Maffeo with Vani Gupta Dandia (New Delhi, India)

Chris Maffeo — Tue, 02 Apr 2024 23:59:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 054 I had the pleasure of speaking with Vani Gupta Dandia. I was a guest in her Marketing with Vani Podcast were she interviews marketing people from various industries. We dived into the Drinks Industry, looking at it from outside. I hope you will enjoy our chat Time Stamps 0:00 Intro 0:26 Background 2:00 What Differentiates Alcohol 3:05 Target Occasions 7:35 Bridging Categories 9:22 Gender Stereotypes 11:12 Tracking What You Can Track 13:47 Educating Consumers 18:11 Role Of Storytelling 20:24: Bottom Up Trade 24:17 Being Everything To Everyone 26:40 Playing with Variations 31:39 Cross Generational Appeal 36:36 Functional VS Recreational 39:54 Building Brands Bottom Up 46:17 Outro About The Host: Chris Maffeo About The Guest: Vani Gupta Dandia

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

053 | Nailing Your City (Distribution) Strategy: How to Transform Brand Momentum into Velocity in the right venues | Part 2/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA)

Chris Maffeo — Tue, 26 Mar 2024 22:59:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 053, I continued the conversation with Justin Medcraft from Episode 052, so feel free to listen to that as well. He is the Founder of Mate Maker Hard Kombucha.

He brings a wealth of previous experience in Spirits and Beer. We discussed building demand for a start-up drinks brand, standing out amongst a sea of products, and focusing on building momentum.

I hope you will enjoy our chat.

One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com

Time Stamps

0:00 Intro

0:24 When To Open New Markets

10:31 Community Driven Marketing

15:45 Growing From Your Community

18:33 Getting The SKU In, Increasing Rotation

26:33 Advantages Of Small Brands

36:19 Discipline

39:15 Contacts

39:54 Outro

About The Host: Chris Maffeo

About The Guest: Justin Medcraft

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

052 | How a Crystal-Clear Target Occasion Helps you Stand Out in the Busiest Market for Your Category | Part 1/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA)

Chris Maffeo — Tue, 19 Mar 2024 22:54:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 52, I enjoyed chatting with Justin Medcraft, the Founder of Mate Maker Hard Kombucha.

He brings a wealth of previous experience in Spirits and Beer. We discussed how to build demand for a start-up drinks brand, stand out amongst a sea of products, and focus on building momentum.

I hope you will enjoy our chat.

One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com

Time Stamps

0:00 Introduction

2:04 Building Demand

3:49 Building Community: Brand Or Liquid?

6:15 Mate Maker Elevator Pitch

11:26 The Consumer Pitch

13:07 The Ring Road

19:39 Determining Direction

26:05 Home Turf Advantage

35:09 Growing Beyond Your Hometown

38:01 Outro

About The Host: Chris Maffeo

About The Guest: Justin Medcraft

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

051 | Mastering Unscalable Things to Drive Scale: Diary of a Drinks Builder obsessed about details | Part 2/2 with Ilias Mastrogiannis (Seattle, WA, USA)

Chris Maffeo — Tue, 12 Mar 2024 22:59:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 051, I continued the conversation with Ilias Mastrogiannis from Episode 050 so feel free to listen to that as well. I hope you will enjoy our chat

Time Stamps

0:00 Intro

0:15 Winning Large Retailers

5:28 Securing The Foundation

8:34 Non-Scalable Tasks

13:31 1% Better Everyday

17:57 The Necessity of Obsession

25:07 Wrap Up

27:24 Outro

About The Host: Chris Maffeo

About The Guest: Ilias Mastrogiannis

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

050 | Ponds, Lakes, Oceans: How to Master The Basics From Distilling to Selling Bottles | Part 1/2 with Ilias Mastrogiannis (Seattle, WA, USA)

Chris Maffeo — Tue, 05 Mar 2024 23:59:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 050 I had the pleasure of chatting with Ilias Mastrogiannis. He is the Founder of Distillery Nation Podcast and Mastrogiannis Winery and Distillery, based in Washington State, inspired by Greek tradition. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:51 Ilias' Podcast

3:59 Building Demand

5:30 Starting Product

6:46 Traditional Vs Modern Occasions

10:38 Ring Road of Messaging

16:23 Event Driven Messaging

20:26 Event Specialized Products

24:25 Dusty Vs Vibrant Categories

28:22 Primacy of Cocktail List?

30:52 Outro

About The Host: Chris Maffeo

About The Guest: Ilias Mastrogiannis

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

049 | Stephanie Jordan | Taking Sustainability from Niche to Scale with Avallen: Working with Bars and Distributors as an Ecosystem

Chris Maffeo — Tue, 27 Feb 2024 22:59:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 049 I continued the conversation with Stephanie Jordan from Episode 048.

She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he runs her Sales & Marketing Consultancy, Drinking Out Loud.

Before that, she ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:14 Sustainable Packaging

9:36 Selecting Sustainable Outlets?

13:18 Role Of An Importer

16:10 Ensuring Wholesaler Rotation

20:00 Big Fish Small Pond, Small Fish Big Pond?

23:19 Biggest Professional Change Becoming A Founder?

31:38 Wrap-Up

33:12 Outro

About The Host: Chris Maffeo

About The Guest: Stephanie Jordan

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

048 | Stephanie Jordan | Building with Purpose: Recruiting People into New Categories Through Flavor (Avallen Calvados)

Chris Maffeo — Tue, 20 Feb 2024 23:30:03 +0100

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In Episode 048 I had the honor to talk to Stephanie Jordan. She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he also runs her Sales & Marketing Consultancy, Drinking Out Loud. Before that she has ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.Time Stamps0:00 Intro3:04 Bringing A Non-Trendy Category To Market5:54 Brand Or Liquid Led9:19 Target Occasion Vs Category14:58 Multi or Single Target Occasion24:11 Sustainability Messaging30:03 OutroAbout The Host: Chris MaffeoAbout The Guest: Stephanie Jordan

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

047 | Jack Orr-Ewing | Nailing the Right Distribution Model; One Size Doesn’t fit All: How Different Models Suit Different Brand Life-Stages (Duppy Share Rum)

Chris Maffeo — Tue, 13 Feb 2024 19:10:17 +0100

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In Episode 047 I continued the conversation with Jack Orr-Ewing from Ep. 046. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.Time Stamps00:00 Introduction00:14 Shifting Into Management6:52 Dangers of Overeating as a Brand9:48 Systematizing Selling To 100's of Bars25:21 Adapting To Local Ecosystems29:01 Best Brand Awareness Tools33:15 The Fools Gold of Big Brand Events38:23 Sponsoring Events: Invisible Downsides & How To Capitalize43:38 Ending SegmentAbout The Host: Chris MaffeoAbout The Guest: Jack Orr-Ewing

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

046 | Jack Orr-Ewing | From Start-Up to 40K 9L cases: Duppy Share's (bumpy) journey to become the UK’s largest independent Rum Brand

Chris Maffeo — Tue, 06 Feb 2024 20:14:57 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 046 I had the pleasure of chatting to Jack Orr-Ewing. He is the CEO of the Westbourne Drinks Company - The Duppy Share.

He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.

Time Stamps

0:00 Introduction

1:00 Building Demand

5:09 Entering A New Market

10:43 Selecting Bars

15:11 Differentiating Your Brand For On-Trade

23:08 Utilizing Portfolio To Enter Bars

28:47 The Target Consumer

31:45 The Duppy Share

34:21 Outro

About The Host: Chris Maffeo

About The Guest: Jack Orr-Ewing

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

045 | Drink Photography: the power of hospitality as a service | Part 2/2 with Francesco Sapienza (NYC, USA)

Chris Maffeo — Tue, 30 Jan 2024 21:04:49 +0100

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In Episode 045, I continued the conversation with Francesco Sapienza from Episode 044. He disclosed some tips about Drinks Photography and unveiled the behind-the-scenes of working with some of the best bars and restaurants in NYC. It is also in video on Spotify and YouTube.

Time Stamps

0:00 Introduction

0:22 A Food Photographer's Red Flags

6:39 Creating The Photograph

10:34 The Role of Light in Sales

16:24 Ensuring a Follow Up

20:04 The Value of a Professional

27:20 Photographic Tricks

29:33 Difference Between Food & Drink Shots

32:40 Taking Shortcuts

35:48 Best Color For Liquid

40:17 Pragmatic vs Aspirational Imagery

44:50 The Professional as an Educator

55:00 Ending Remarks

57:09 Outro

About The Host: Chris Maffeo

About The Guest: Francesco Sapienza

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

044 | Food & Drink Photography: How to start a career Bottom-up | Part 1/2 with Francesco Sapienza (New York City, USA)

Chris Maffeo — Tue, 23 Jan 2024 22:59:00 +0100

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In Episodes 044 I had the pleasure to chat with one of my best friends, Francesco Sapienza. He is a NYC-based Food & Drink Photographer. An Engineer by trade, he left a successful career in Stockholm, Sweden to pursue his dream in NYC. We spoke about how to best work with the different players in the hospitality ecosystem. I hope you will enjoy our chat. Time Stamps 0:00 Intro 2:09 About The Guest 3:57 Choosing a Niche 9:36 Choosing Your Target Customers 11:45 Photographer-Brand Communications 15:00 When The Customer Doesn't Know What They Need 20:00 Creating Demand As A Photographer 25:36 Outro About the Host: Chris Maffeo About the Guest: Francesco Sapienza

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

043 | How to navigate Global Travel Retail as a Brand Building Channel | Part2/2 with André De Almeida (Glasgow, Scotland)

Chris Maffeo — Tue, 16 Jan 2024 22:41:18 +0100

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In Episode 043 I continued the conversation with André de Almeida from Episode 042. In this part we digged into GTR, Global Travel Retail as a Bottom-up Channel.

André is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.

Time Stamps

0:00 Intro

0:14 Global Travel Retail Logistics

7:55 Segmenting Airports

10:31 Local Airport Advantage

13:42 Airport Stakeholders

18:35 Staffing Airports

22:11 Identifying Your Consumer

34:42 Local vs. Standardized Airport Selection

41:07 Wrapping Up

About The Host: Chris Maffeo

About The Guest: Andre De Almeida

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

042 | Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers | Part 1/2 with André de Almeida of Inside the Cask (Glasgow, Scotland)

Chris Maffeo — Tue, 09 Jan 2024 21:39:11 +0100

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In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.

Time Stamps

0:00 Introduction

1:39 Starting From Brand or Liquid?

3:51 Bringing In New Whisk(e)y Drinkers

9:18 Whisk(e)y Education

12:53 Category Bridging For Whisk(e)y

18:53 Category Jumping With Wood

25:41 Clear Target Occasion Vs Pigeonholing

27:38 Recruitment Via Cocktails

35:22 The Role Of Bottom-Up Trade

40:49 Outro

About the Host: Chris Maffeo

About the Guest: Andre De Almeida

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

041 | Bringing Gin to Brazil: how to start a brand starting from a specific need | with Arturo Isola, Co-Founder of Amazzoni Gin (Sao Paulo, Brazil)

Chris Maffeo — Tue, 02 Jan 2024 22:20:22 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 041, I had the pleasure of chatting with Arturo Isola, Co-Founder of Amazzoni Gin. An architect and designer by training, he entered the Drinks Industry co-creating the first Brazilian Gin on his journey to craft the perfect Negroni. I hope you will enjoy this inspiring Founder’s story.

Timestamps

0:00 Introduction

2:16 The First Brazilian Gin

8:48 Brand or Liquid Led Business?

13:14 Conceiving The Business Idea

20:06 Breaking into the On-Trade

23:02 Starting Without Investors

27:45 Entrepreneurs and Consistency

32:21 Should You Adapt to the Market?

37:00 Committing to The Dream

41:34 Contact Info & Ending

About the Host: Chris Maffeo

About the Guest: Arturo Isola

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

040 | Aligning Team's KPIs and Fact-based Storytelling | Part 2/2 with Julian Davies, Founder of Ostara Vermouth (London, UK)

Chris Maffeo — Tue, 26 Dec 2023 20:54:57 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 040, I continued the conversation with Julian Davies from Episode 039. Feel free to listen to that, as well. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat.

Time Stamps

00:00 Introduction

00:15 The Importance of Bartenders

04:27 The Social Entourage

07:37 The Limits of Misaligned KPIs

16:30 Developing Healthy KPI Habits

20:00 A Certain Occasion For A Certain Person

23:53 Liquid vs Story for Brand Building

31:22 Story Has a Purpose

34:08 What's Your Angle?

37:39 Wrap Up

About The Host: Chris Maffeo

About The Guest: Julian Davies

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

039 | Founding a Drinks Brand: turning the Feudal system upside down | Part 1/2 with Julian Davies, Founder of Ostara Vermouth (London, UK)

Chris Maffeo — Wed, 20 Dec 2023 10:25:01 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 039, I finally caught up with my old friend and colleague, Julian Davies. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat. Time Stamps 00:00 Introduction 00:56 Background 03:54 Communicating Bottom Up Philosophy 10:51 Brand Lifecycles 16:42 Difference Between Large and Small Drinks Companies 19:56 Role of The Brand Owner 26:58 Podcast and Brand Similarities 31:23 Why Start a Brand? 41:40 Outro About The Host: Chris Maffeo About The Guest: Julian Davies

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

038 | Scaling a Whisky Brand from a Local Distillery to the World | Part 2/2 with Daniel Szor, Founder of the Cotswolds Distillery (UK)

Chris Maffeo — Wed, 13 Dec 2023 15:04:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 038, I continued the conversation with Daniel Szor from Episode 037. Feel free to listen to that, as well. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat. I hope you will enjoy our chat.

Time Stamps

(0:00) Introduction

(0:10) Home Turf Advantage

(3:05) Starting A Distillery: Sales

(8:44) Bridging Categories

(16:34) Discerning Your Market

(20:46) Home Turf Authenticity

(27:57) Creating A Sales Team

(33:51) Small Brand Owner Expectations

About the guest: Daniel Szor

About the Host: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

037 | Building English Whisky as a New Category Bottom-up | Part 1/2 with Daniel Szor, Founder of the Cotswolds Distillery (UK)

Chris Maffeo — Wed, 06 Dec 2023 22:00:55 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 037, I had the honor of chatting with Daniel Szor, Founder of the Cotswolds Distillery. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat.

Time Stamps

(0:00) Introduction

(1:14) Building Demand & Background

(8:02) Why England?

(12:52) Developing English Whisky

(19:49) Whisky Innovation

(25:58) Distilling Brand Messaging Down

(32:09) Getting Your Foot In The Door

(36:33) The Beauty of Off-trade

About the Host: Chris Maffeo

About the Guest: Daniel Szor

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

036 | Bridging liquid categories: beverage development to recruit new consumers | Part 2/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK)

Chris Maffeo — Wed, 29 Nov 2023 23:59:00 +0100

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In Episode 036, I continued my conversation with Sebastian Barnick in Episode 035. Feel free to listen to that, as well.

Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat. I hope you will enjoy our chat.

Time Stamps

(0:17); Authenticity in Brands

(11:23); Modern and Traditional Target Occasions

(17:17); Hometown Authenticity

(22:28); Bridging Categories

(26:43); Categories from a Distiller's perspective

(33:55); Early Adopters

(38:28); Best Part of being a Distiller

About the Host: Chris Maffeo

About the Guest: Sebastian Barnick

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

035 | Thinking long-term when developing a new drinks brand | Part 1/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK)

Chris Maffeo — Wed, 22 Nov 2023 23:59:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 035, I chatted with Sebastian Barnick, Director at Pleasant Land Distillery. Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat.

Timestamps

(1:36); Origins of a Liquid and Brand

(7:48); Rectifying Vs Distilling

(11:10); Disconnect between Pricing and Quality

(18:42); The Bottom Up Era

(20:04); Value Chain Construction

(27:01); Where Do The First 10,000 Pounds Go

About The Host: Chris Maffeo

About the Guest: Sebastian Barnick

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Bar Convent Berlin 2023 - Bonus Video Episode | Demystifying Gen-Z, how to build a brand that talks to all generations

Chris Maffeo — Mon, 20 Nov 2023 10:34:00 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

This bonus episode was recorded at Bar Convent Berlin 2023, where Chris Maffeo held a presentation as a guest of Park Street University.

Interested in having the slides? Download them here: https://chrismaffeo.gumroad.com/l/demystifyinggenz?_gl=1*1dg8lxc*_ga*NzY1NzcyNzM1LjE3MDAzMTE5Nzk.*_ga_6LJN6D94N6*MTcwMDUxMzAyMC41LjAuMTcwMDUxMzAyMC4wLjAuMA..

About the Host: ⁠Chris Maffeo⁠

About the venue: ⁠BCB - Bar Convent Berlin⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

034 | From the right Bars to the right Wholesalers, Bottom-up | with Gaetano Chiavetta from Everleaf Drinks (London, UK)

Chris Maffeo — Tue, 14 Nov 2023 23:59:00 +0100

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In Episode 034, I spoke to Gaetano Chiavetta. He heads UK & Italy On-trade at Everleaf Drinks | B Corp. He has previously worked for Global Brands and brings Bar Manager and Bartender experience from several On-trade venues in London. I hope you will enjoy our chat.

Time Stamps

(2:26); Building Demand

(7:46); Targeting Via Wholesalers

(17:17); Building Systems For Connection

(26:28); Value of The Cocktail Menu

(29:58); Do The Homework

(39:10); Growing Beyond Your Home Market

(42:12); Contact Gaetano

About The Host: Chris Maffeo

About The Guest: Gaetano Chiavetta

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)

Chris Maffeo — Tue, 07 Nov 2023 23:59:00 +0100

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In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.

This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.

Time Stamps

(00:35); The Bottom-up Trade

(02:45); Target Spaces

(07:23); Recovering Brand Essence

(12:24); Marketeer Disconnection From Trade

(19:57); 1% Everyday

(25:30); Distinctiveness Vs Differentiation

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

032 | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation | Part 1/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)

Chris Maffeo — Wed, 01 Nov 2023 17:37:13 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 032, I enjoyed speaking to my friend and ex-colleague Julian Marsili. He is a Global Drinks Brand Director with many years of experience in the drinks business. He is behind the successful rejuvenation of the Carlsberg brand globally, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.

This is a 2 part-episode so Don't forget to listen to episode 033 as well. I hope you will enjoy our chat.

Time Stamps

(1:38); Brand Saliency

(11:57); Maintaining Basics

(17:05); Disconnected From Product

(24:31); Demand Space Vs Target

About the Host

About the Guest

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

031 | Building brands bottom-up balancing Nordic minimalism with Italian flair | with Joonas Mäkilä, Co-founder of Mother's Milk Beverages (Helsinki, FI & Prague, CZ)

Chris Maffeo — Wed, 25 Oct 2023 00:15:51 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 031, Chris Maffeo had the honor of meeting in person with Joonas Mäkilä, a close friend and Co-founder of Mother's Milk Beverages, a Spirits Company based in Finland. He is a Finnish Commercial Advisor with two decades of experience in FMCG multinationals, private equity-backed hospitality groups, and other industries. We hope you will enjoy their chat.

This is a video episode if you watch it on Spotify.

About the Host: Chris Maffeo

About the Guest: Joonas Mäkilä

Time Stamps

(2:00); Lingoncello Launch

(9:10); Breaking Into Outlets

(11:50); Taking Advantage of The Back Bar

(13:50); A Outlet Owner's View of Attempted Sales

(18:38); Small & Big Brands

(28:45); Brand Stories

(38:00); Target Occasion > Target Consumer

(40:20); Expand Or Focus Distribution

(50:00) Win at Home

(57:00); Internal Competition

(1:02:35); Cash Efficiency

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

030 | The Future of Insights is sitting at the bar | with Paul Thomas, Global Insight Director at Beam Suntory (London, UK).

Chris Maffeo — Tue, 17 Oct 2023 21:14:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 030, I had the pleasure of talking to Paul Thomas. He is the Global Head of Shopper Insights at Beam Suntory. He has previously worked for Asahi International, Diageo, Ferrero, and Ipsos. He has an incredible global experience in Drinks Industry Insights. It was a pleasure to discuss it with such pragmatism and common sense. I hope you will enjoy our chat

(00:50); Insights in the Field
(13:43); Adapting to Market Conditions
(19:40); Chasing Trends; A Very Bad Idea
(23:30); Why Do We Have To Chase Gen Z?
(34:26); What A Bar Tender Needs To Know About Your Brand
(36:18); Penetration Vs Spread
(42:47); How Much Localization Is Good?
(51:25); Bridging Categories
(55:47); Insights At The Bar Level

About The Host: Chris Maffeo

About The Guest: Paul Thomas

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

029 | Building Bottom-up in the US 3-tier system | with Brian Rosen, Chairman of Growth Beverage (Chicago, IL, USA)

Chris Maffeo — Tue, 10 Oct 2023 23:59:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 029, I had the pleasure of chatting to Brian Rosen. He is the Chairman of Growth Beverage and Founder of InvestBev, Sprout Beverage, Bev Strat and Algoma Capital. He has decades of experience in building drinks brands in the US. He gave us incredible insights about the dynamics of the US market. I hope you will enjoy our chat.

Time Stamps

(5:08) How To Spend Money Effectively
(12:28) Building Demand Effectively
(15:04) Home Court Advantage
(18:39) Doing The Boring Stuff
(27:35) Running Out of Money
(31:25) Breaking Into The US
(40:00) Demand Generation

About the Guest: Brian Rosen

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

028 | Bottle Shops before Bars: starting at the liquid and work back towards the brand | with Duncan McRae, Co-Founder of Woven (Adelaide, Australia)

Chris Maffeo — Tue, 03 Oct 2023 11:07:08 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In Episode 028, I had the pleasure of chatting with Duncan McRae, Co-founder of Woven Whisky and a Drinks industry veteran, having previously worked with William Grant's & Sons and Diageo. A living example of Building Brands Bottom Up. I hope you enjoy our chat.

Main Topics Discussed:

(00:00) Building Demand

(03:08) Brand Awareness

(08:58) Managing Relationships

(10:44) KPI's & Incentives

(13:46) "Blue Tick Moments": Becoming Known in the Ecosystem

(15:40) Bottle Shops vs. On-Trade Growth

(26:46) It starts with the liquid

(32:00) Adapting Your Sales Pitch

(37:52) Better Brand Training

(44:35) Taste Profile before categories

(52:00) Special Pours & Drawbacks

About the Host: Chris Maffeo

About the Guest: Duncan McRae

About the product: Woven

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

027 | Steven Grasse | Brand Mysticism: how to create winning brands from the bottom-up | Hendrick's Gin, Sailor Jerry Rum, Guinness, Miller High Life

Chris Maffeo — Tue, 26 Sep 2023 20:49:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat.

Main Topics Discussed:

0 to 1 Bottle:

- Differentiating Liquid

- Why Not to Chase Trends

- Bridging Categories through Taste Profile

1 Bottle to 1 Case:

- Building a Rich Brand World

- The Importance of Rituals

- Choosing Partners & Distributors

1 Case to 1 Pallet

- On, Off-Trade and State Monopolies

- Institutional Knowledge

- Award Show

About The Host: Chris Maffeo

About The Guest: Steven Grasse

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

026 | Balancing Love & Money: how to build value for all the links of the value chain | Part 2/2 with Maurice Doyle, CEO of Compass Box Whisky (London, UK)

Chris Maffeo — Tue, 19 Sep 2023 14:52:06 +0200

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This is the second part of the chat with Maurice Doyle, CEO of Compass Box Whisky. He is a business coach and brings 3 decades of industry experience, having held senior leadership roles at Bacardi, William Grant & Sons and Suntory. I hope you will enjoy our chat.

Main Topics Discussed:
0 to 1 Bottle

-Figuring out pricing

-Back bar analysis

-Targeting the right bars

1 Bottle to 1 Case

-Cocktail opportunities in bars

-Strengthening customer-brand relationships (Love & Money)

-Creating volume focused KPIs

1 Case to 1 Pallet

-Beyond the back bar

-Ironing out the value chain

-Incentivizing your value chain

About the Host: Chris Maffeo

About the Guest: Maurice Doyle

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

025 | Starting from the Taste Profile: when liquids transcend categories and solve a customer's need. | Part 1/2 with Maurice Doyle, CEO of Compass Box Whisky (London, UK)

Chris Maffeo — Tue, 12 Sep 2023 20:35:22 +0200

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This is the first part of the chat with Maurice Doyle. He's the CEO of Compass Box Whisky. He's a coach and brings three decades of industry experience, having held senior leadership roles at Bacardi, William Grant and Sons and Suntory. I hope you will enjoy our chat. Main Topics Discussed: From 0 to 1 Bottle - Conceiving of your brand - Differentiating yourself - Why people drink From 1 Bottle to 1 Case - Building Demand Efficiently - The importance of repeat consumers - The value of On-Trade From 1 Case to 1 Pallet - Expanding your drinks range - The power of consistency - Always think of the second sale About the Host: Chris Maffeo About the Guest: Maurice Doyle

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

024 | Knowing Your Brand and Sticking To It: The importance of identifying your target occasion Bottom Up, not chasing trends | with Alex Ouziel Founder of 9diDANTE Vermouth & CEO of FIOL Prosecco

Chris Maffeo — Wed, 06 Sep 2023 00:01:00 +0200

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In Episode 024, I had the privilege of interviewing Alex Ouziel, Founder of 9diDANTE Vermouth and CEO of FIOL Prosecco. He's a veteran of our industry, with many years in the game. He has previously spent ten years in Bacardi, from VP and Managing Director of Eastern Europe to President of Asia, Middle East, and Africa. He possesses a truly international perspective on drinks. I hope you enjoy our conversation.

Main Topics Discussed:

From 0 to 1 Bottle

Dark Marketing
Importance of Differentiation
Selling to Bars when Small

From 1 Bottle to 1 Case

Why be on the Cocktail Menu?
Necessity of Hunting & Farming Systems
Adapting to what Bars need.

From 1 Case to 1 Pallet

Building Distribution Networks
Advantages of Brand Ambassadors
Working with Distributors

About the Host: Chris Maffeo

About the Guest: Alex Ouziel

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

023 | Bootstrapping & Investors | How the founder's role evolves with scale | Part 2/2 with Paul Hletko of FEW Spirits and Goza Tequila (Chicago, IL, USA)

Chris Maffeo — Wed, 30 Aug 2023 00:00:00 +0200

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In this episode of the Maffeo Drinks Podcast, we continue interviewing Paul Hletko, Founder of FEW Spirits & Owner of Goza Tequila. FEW was part of the vanguard of the Craft Spirits Movement, with Paul leading the charge. They are a masterclass in building a drinks brand bottom up. I hope you enjoy our chat.

Main Topics Discussed:

Zero to One Bottle

• Finding your target occasion

•Bootstrapping Vs Investor Starts

One Bottle to One Case

• Is your target occasion scalable?

• Adapting your drinking occasion

• Winning distributors

One Case to One Pallet

•Advantages of a broad portfolio of drinks

• Importance of Founder Field Visits, even when big

•Transitioning to Indirect Sales

About the Host: ⁠⁠⁠⁠⁠Chris Maffeo⁠⁠⁠⁠

About the Guest: Paul Hletko

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

022 | Traditional to Modern Occasions | How they evolve and What Consumers Need | Part 1/2 with Paul Hletko of FEW Spirits and Goza Tequila (Chicago, IL, USA)

Chris Maffeo — Tue, 22 Aug 2023 21:50:38 +0200

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In this episode, Chris Maffeo talks with Paul Hletko, Founder of FEW Spirits and CEO of Goza Tequila. He is one of the founding fathers of the Craft Spirits Revolution, founding FEW in 2010, and has a unique perspective on the evolution of the drinks ecosystem over the past 13 years. He is the Former President of the American Craft Spirits Association. We hope you enjoy our chat.

We discussed:

From 0 to 1 bottle

• What's Your Target Occasion?

• Evolution of Identity over Time

• Home Turf Advantage

From 1 bottle to 1 case

• New Consumption Adaption

• Traditional Vs Modern Occasions

About the Host: ⁠⁠⁠⁠⁠Chris Maffeo⁠⁠⁠⁠

About the Guest: ⁠Paul Hletko⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

021 | Co-Creating Vs Dictating in a Bar | Why you shouldn't worry about conquering a bar and instead fit in | Part 2/2 of the Interview with Alex Frezza, from L'Antiquario (Napoli, Italy).

Chris Maffeo — Tue, 15 Aug 2023 22:28:42 +0200

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In this episode of the Maffeo Drinks Podcast, We continue interviewing Alex Frezza, Owner of L'Antiquario Bar in Naples, part of the World's 50 Best Bars. He's credited with building up the Neapolitan Cocktail Bar Scene, provides top-shelf hospitality and, best of all, recognized me when I was a customer at his bar. I hope you enjoy his wisdom as much as I did.

Main topics discussed:

From 0 to 1 bottle

• The importance of the Target Occasion

• How occasions change by City, State, and Country

• Dark Demand Generation

From 1 bottle to 1 case

• Up or Out: how cool bar owners choose their brands

• Analyzing cocktail menus to decide where to focus on

• Avoid brands vs. following brands: different strategies

From 1 case to 1 pallet

• Big brands & the taste setting effect

• Choosing the right Distributor for your brand.

• Localization Challenges

About the Host: ⁠⁠⁠⁠⁠Chris Maffeo⁠⁠⁠⁠

About the Guest: Alex Frezza

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

020 | Decoding Cocktail Bars: Translating Between Consumer, Bar and Brand | Part 1/2 with Alex Frezza from L' Antiquario (Napoli, Italy)

Chris Maffeo — Wed, 09 Aug 2023 16:28:11 +0200

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This is the first part of the chat I had the honor of having with Alex Frezza. He is the Owner and Founder of L' Antiquario in Napoli, currently number 46 on the Global list of 50 Best Bars. He is a bar legend in Italy and internationally. I hope you will enjoy our chat.

Main topics discussed:

From 0 to 1 bottle

• Understanding the thought process of a bar owner being pitched to

• The Wholesaler Paradox (Why bars have an aversion to brands without a wholesaler)

• The Importance of the Target Occasion

From 1 bottle to 1 case

• What attracts bar owners to a product

• Communicating your brand identity to consumers through bartenders

• Being approachable to consumers for bars and brands

From 1 case to 1 pallet

• Big brands vs. Small brands approaches

• Localization Failures

• Building Distribution Networks

About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠

About the Guest: Alex Frezza

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

019 | Negroni vs. Old Fashioned type of cities: how trending cocktails change between cities and can be used as target occasions | with Krista Schubert from Overproof (Miami, FL, USA)

Chris Maffeo — Wed, 02 Aug 2023 17:46:17 +0200

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In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat.

If you are interested in using OverProof, you can do it ⁠here⁠ and get $250 discount.

Main topics discussed:

From 0 to 1 bottle

• The importance of the Target Occasion

• How occasions change by City and State

• How to choose the correct city to start building your brand

From 1 bottle to 1 case

• Brand Owners' vs. Distributors' approaches to city strategies

• Analyzing cocktail menus to decide where to focus on

• Avoid brands vs. following brands: different strategies

From 1 case to 1 pallet

• Big brands vs. Small brands approaches

• How to move from one City / State to the next

• How Independent Bottle Shops can complement your On-trade strategy

About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠

About the Guest: Krista Schubert

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

018 | Back Bars & Cocktail Menus: from being visible to driving rotation | Part 2/2 with Adrián Michalčík, Global Winner Diageo WorldClass 2022 (Oslo, Norway)

Chris Maffeo — Thu, 27 Jul 2023 12:34:47 +0200

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This is the second part of the chat between Chris Maffeo and Adrián Michalčík. He is the Global Winner of the Diageo WorldClass 2022 and Global Top 6 in 2016. He is the Director of Mixology at Pier 42 in Oslo.

Main topics discussed:

• What happens after selling the first bottle to a bar

• How to drive rotation in bars

• Visibility: Back bars, beverage menus, and cocktail menus

• Support bars with physical and development tools

• Being specific vs. versatile on a target occasion

About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠

About the Guest: ⁠⁠⁠⁠⁠Adrián Michalčík⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

017 | Bar Scene dynamics: from advocacy programs to how to approach top bars | Part 1/2 with Adrián Michalčík, Global Winner Diageo WorldClass 2022 (Oslo, Norway)

Chris Maffeo — Thu, 20 Jul 2023 09:10:18 +0200

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This is the first episode of the chat between Chris Maffeo and Adrián Michalčík. He is the Global Winner of the Diageo WorldClass 2022 and Global Top 6 in 2016. He is the Director of Mixology at Pier 42 in Oslo.

They discussed:

• The importance of On-trade in brand building, especially in dark markets.

• What can small brands learn from Global Brands' Advocacy Programs.

• How Salespeople can prepare themselves before approaching a bar.

• Latest developments in the Czechoslovak and Nordic bar scenes.

• The Italian and Czechoslovak connection in the Global bar scene.

• How top bars decide which brands to list on their offering

About the Host: ⁠⁠⁠Chris Maffeo⁠⁠

About the Guest: ⁠⁠⁠⁠Adrián Michalčík

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

016 | Brand Ambassadors, Advocacy & KPIs: how to set up the role to build demand bottom-up | Part 2/2 with Filiberto Amati from Amati & Associates (Warsaw, Poland)

Chris Maffeo — Thu, 13 Jul 2023 22:50:00 +0200

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In this episode, Chris Maffeo talks with Filiberto Amati. He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles.

They spoke about Brand Ambassadors from how to define the role, set up KPIs and enable them to build demand from the bottom-up.

They continue by talking about how big brands have shaped their success by focusing on a core occasion. How did they master with perfect market execution that did not happen overnight. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Filiberto Amati

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

015 | Cities & Distributors: how to choose the right city and RTM to start from | Part 1/2 with Filiberto Amati from Amati & Associates (Warsaw, Poland)

Chris Maffeo — Thu, 06 Jul 2023 17:52:38 +0200

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They speak about how to choose the right city to start from in a market, as they are not all the same. They dive into how to win there before moving to the next city and how to ensure you get the right distribution set-up based on your brand lifestage. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Filiberto Amati

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

014 | Nordic drinks conquering the world: how to build a local category beyond its borders, bottom-up | with Marcus Pedersen from O.P. Anderson Aquavit (Malmö, Sweden)

Chris Maffeo — Thu, 29 Jun 2023 20:26:40 +0200

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In this episode, Chris Maffeo talks with his ex-colleague Marcus Pedersen.

They use Aquavit, a typical Nordic distillate, to discuss how niche categories can create demand and appeal beyond their borders. They talk about traditional and modern target occasions, how to approach bars, get on the back bar, cocktail menus, and ultimately drive rotation.

If you enjoyed the episode, please rate it and share it with your friends and colleagues.

About the Host: ⁠⁠⁠Chris Maffeo⁠⁠

About the Guest: ⁠⁠⁠⁠Marcus Pedersen

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

013 | The 80/20 rule in export: how to focus on winning on a couple of markets first | Part 2/2 of the Interview with Philip Duff, Founder of Old Duff Genever and Liquid Solutions (NYC, NY, USA)

Chris Maffeo — Fri, 23 Jun 2023 00:44:29 +0200

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This episode is the second part of the selection of Chris Maffeo's chat with Philip Duff.

They started speaking about how to avoid spreading yourself too thin by entering numerous markets you cannot control effectively; having one person handle to trade at the street level while avoiding bureaucratic processes that may hinder your progress is better.

They closed the episode by discussing how brands should avoid relying too much on past success when looking toward future growth opportunities. What works today might not work tomorrow due to changing market dynamics or consumer preferences.

If you enjoyed the episode, please rate it and share it with your friends and colleagues. Listen to the Philip Duff Show (podcast) to find out more.

About the Host: ⁠⁠⁠Chris Maffeo⁠⁠

About the Guest: ⁠⁠⁠⁠Philip Duff

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

012 | The shelf-life mindset: what can spirits learn from beer to drive rotation | Part 1/2 of the Interview with Philip Duff, Founder of Old Duff Genever and Liquid Solutions (NYC, NY, USA)

Chris Maffeo — Sat, 17 Jun 2023 23:05:01 +0200

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This episode is a selection of Chris Maffeo's chat with Philip Duff. They spoke about the difference between beer, wine, and spirits and what Spirits marketers can learn from the beer industry by better understanding the ecosystem - from breweries/distilleries through importers/distributors/wholesalers/bar owners/staff/bartenders/consumers. The importance of avoiding the far too common disconnect between marketing guidelines and actual bar practices. They spoke about cocktail occasions being a popular trend many brands want to participate in. Some have a credible story, while others seem like random marketing inventions. If you enjoyed the episode, please rate it and share it with your friends and colleagues. To find out more, listen to the Philip Duff Show (podcast). About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Philip Duff

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

011 | How to get on Cocktail Menus: thinking out of the box to achieve rotation | Part 2/2 of the Interview with Brad Crompton, Director at Spirits of Bermondsey (London, UK)

Chris Maffeo — Fri, 09 Jun 2023 19:18:39 +0200

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In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25)

In the farming part of their chat, we dive into practical strategies for increasing sales in bars. We explore the importance of targeting independent outlets and overcoming skepticism from bar managers/owners. To drive awareness and generate interest, offering free samples and designing special promotions/events prove beneficial.

We also discuss the power of relatable cocktail names and segmenting drinks based on their approximate alcohol content (ABV) to attract customers. Tracking bar menu changes and creating a pipeline for future opportunities is emphasized. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

010 | Building demand for a new category: the journey from lower ABV to Session Spirit ™ | Part 1/2 of the Interview with Brad Crompton, Director at Spirits of Bermondsey (London, UK)

Chris Maffeo — Sat, 03 Jun 2023 19:24:22 +0200

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In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25)

In the hunting part of their chat, they discussed the importance of building demand before capturing it. How, by talking about the broader category, a brand can establish its relevance and make the pie bigger for others, by launching a magazine covering both alcohol-free and fully alcoholic drinks.

Brad explained how they've trademarked the "session spirit" category and shifted their focus to finding bars that understand and support their vision. Instead of competing with established brands for shelf space, they aim to create a new shelf altogether where their product can thrive in its own right. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

009 | Tech and Geographic Strategies: how CRM tools can drive flawless execution | Part 2/2 of the Interview with Dom Bowcock, Co-founder of Bowimi (London, UK)

Chris Maffeo — Sun, 28 May 2023 02:07:19 +0200

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In this episode, Chris Maffeo spoke to Dom Bowcock, Co-founder of Bowimi. They discussed the importance of executing their strategy in a focused way and understanding how to prioritize an area before moving on to the next one. They spoke about the difference between selling beer and spirits brands and how crucial it is to sustain sales velocity instead while expanding distribution. They closed the episode by discussing how founders can ensure they hire the right people in their team and set them up for success. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Dom Bowcock

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

008 | Data Analysis in On-trade: how to systematize your approach to bars | Part 1/2 of the Interview with Dom Bowcock, Co-founder of Bowimi (London, UK)

Chris Maffeo — Sun, 21 May 2023 09:36:48 +0200

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In this episode, Chris Maffeo spoke to Dom Bowcock, Co-founder of Bowimi. They spoke about the importance of having a simple system to capture and analyze data to identify which customers to focus on. They discussed the importance for brands to secure new accounts and nurture relationships with existing ones so that their products continue selling well. They chatted about how small-scale experiments are beneficial when trying out different strategies across various venues - but balance is key to gathering useful data points without causing paralysis by analysis. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Dom Bowcock

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

007 | Farming Sales: how to drive sales velocity in bars after you sold the first bottle | Part 2/2 of the Interview with Mike McGrail from the Drinks Noise Podcast (Edinburgh, UK)

Chris Maffeo — Sun, 14 May 2023 00:13:00 +0200

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In this episode, Chris Maffeo spoke to Mike McGrail, host of ⁠⁠Drinks Noise Podcast⁠⁠ and Digital Marketing Controller at Whyte & Mackay. They spoke about the importance of On-trade as a channel to build brands. They spoke about how to go from 1 bottle to 1 case by selling the first bottle with the second one in mind. They then dove into what tools to use to make that happen and discussed the mindset change that needs to happen to help bars "get rid of" bottles as fast as possible to make a new order. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Mike McGrail About the Interviewee: ⁠⁠⁠Chris Maffeo⁠⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

006 | Hunting Bars: how to start selling a new Drinks Brand in a city | Part 1/2 of the Interview with Mike McGrail from the Drinks Noise Podcast (Edinburgh, UK)

Chris Maffeo — Sun, 07 May 2023 00:01:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, Chris Maffeo spoke to Mike McGrail, host of ⁠⁠Drinks Noise Podcast⁠⁠ and Digital Marketing Controller at Whyte & Mackay. They spoke about the importance of On-trade as a channel to build brands. They focused on how you create demand for your new brand, how to select the right bars to sell to and what are the first steps to sell the first bottle. They closed by talking about building a relationship with all the links of the bar from the bar back up the owner in a bottom-up way as they all play a role in the decision-making process. I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Mike McGrail About the Interviewee: ⁠⁠⁠Chris Maffeo⁠⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

005 | Building demand: how to educate about the occasion and the category vs. only the brand | Part 3/3 of the Interview with Ilias Mastrogiannis from the Distillery Nation Podcast (Seattle, WA, USA)

Chris Maffeo — Sun, 30 Apr 2023 09:09:03 +0200

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In this episode, Chris Maffeo spoke to Ilias Mastrogiannis, host of ⁠⁠Distillery Nation⁠⁠ and founder of the ⁠⁠Mastrogiannis Distillery and Winery⁠⁠. They spoke about the importance for brands to build demand and trust by educating consumers about the category and drinking occasion rather than just talking about their brand. They also suggest that brands offer something unique to stand out without overcomplicating things by creating a product just for geeks. In the end, Ilias asked Chris questions to help listeners understand better who he is and what he does. I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Ilias Mastrogiannis⁠⁠ About the Interviewee: ⁠⁠⁠Chris Maffeo⁠⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

004 | Cracking the Drinks Value Chain: debunking the myth of bypassing the links of the chain | Part 2/3 of the Interview with Ilias Mastrogiannis from the Distillery Nation Podcast (Seattle, WA, USA)

Chris Maffeo — Sun, 23 Apr 2023 10:00:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, Chris Maffeo spoke to Ilias Mastrogiannis, host of ⁠Distillery Nation⁠ and founder of the ⁠Mastrogiannis Distillery and Winery⁠. They discussed how drinks brands should focus on winning in their backyard and build relationships with distributors, importers, and retailers instead of looking for shortcuts and hacks. They spoke about the importance of building Cost-of-Goods COGS from the glass to avoid becoming too expensive in the market. They discussed the hidden costs of direct-to-consumer (DTC) sales, such as margins and marketing costs, and the danger of scaling too quickly while not being cash strong to satisfy large orders. I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠Ilias Mastrogiannis⁠ About the Interviewee: ⁠⁠Chris Maffeo⁠⁠ All rights reserved: ⁠Distillery Nation

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

003 | The Target Occasion: how to sell to bars focusing on occasions rather than categories | Part 1/3 of the Interview with Ilias Mastrogiannis from the Distillery Nation Podcast (Seattle, WA, USA)

Chris Maffeo — Sun, 16 Apr 2023 16:00:00 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, Chris Maffeo spoke to Ilias Mastrogiannis, host of Distillery Nation and founder of the Mastrogiannis Distillery and Winery.

They discussed how the On-trade scene has changed by blending occasions and categories in recent years. They dived into why focusing on target occasions is important rather than categories. They discussed the importance of building demand for a brand before attempting to capture it and how On-trade sales have changed in the last few years. They discussed sales, building demand, targeting and filtering on-premise accounts, and the importance of focusing on the essentials, focusing on bottle-by-bottle sales.

I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it.

About the Host: ⁠Ilias Mastrogiannis

About the Interviewee: ⁠Chris Maffeo⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

002 | The Sell-out Ladder: how to increase drinks sales in bars | Interview with Jason Littrell from WMR (New York City)

Chris Maffeo — Thu, 06 Apr 2023 09:40:11 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

In this episode, Jason Littrell and I face the challenges of listing drinks brands in bars and restaurants. We deep dive into the steps from selling one bottle to one case. How do you start from being on the back bar to be on the menu? What are the triggers in the conversation between a salesperson and a bar manager? How do you start from the glass and build brand pull rather than brand push?

I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it.

About the Host: ⁠Jason Littrell

About the Interviewee: ⁠Chris Maffeo⁠

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

001 | Chris Maffeo | The Drinks Ecosystem explained | Interview with Luboš Kastner from the Český GASTRONOMICKÝ podcast⁠⁠ (Prague)

Chris Maffeo — Mon, 27 Mar 2023 20:57:59 +0200

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

This is my very first podcast interview from January 2021. My friend and ex-boss Luboš Kastner invited me to his Czech Gastronomic Podcast to discuss my approach to the Drinks Ecosystem. We wanted to share this episode as it aged well, being so actual now after two years.

What are the challenges of drinks companies in the ecosystem? How can they improve how they interact with the On-trade? We hope you enjoy it.

About the Host: Luboš Kastner

About the Interviewee: Chris Maffeo

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

Bar Convent Berlin 2022 - Bonus Video Episode | 15 simple tips to build drinks brands bottom-up

Chris Maffeo — Tue, 07 Feb 2023 22:34:36 +0100

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary

This bonus episode was recorded at Bar Convent Berlin, where Chris Maffeo held a presentation as a guest of Park Street University.

In his presentation, he talks about the MAFFEO DRINKS approach to building brands from the bottom up, explaining the most common mistakes brands make and how to solve them.

About the Host: Chris Maffeo

About the venue: BCB - Bar Convent Berlin

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary