The MAFFEO DRINKS Podcast (Chris Maffeo)

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

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

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

All rights reserved: Český GASTRONOMICKÝ podcast

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 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

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

All rights reserved: Distillery Nation

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 Stamps 00:00 Introduction 00:14 Shifting Into Management 6:52 Dangers of Overeating as a Brand 9:48 Systematizing Selling To 100's of Bars 25:21 Adapting To Local Ecosystems 29:01 Best Brand Awareness Tools 33:15 The Fools Gold of Big Brand Events 38:23 Sponsoring Events: Invisible Downsides & How To Capitalize 43:38 Ending Segment About The Host: Chris Maffeo About The Guest: Jack Orr-Ewing

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

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

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

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

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

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

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

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

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

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

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

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

All rights reserved: ⁠Park Street⁠

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 Stamps 0:00 Intro 3:04 Bringing A Non-Trendy Category To Market 5:54 Brand Or Liquid Led 9:19 Target Occasion Vs Category 14:58 Multi or Single Target Occasion 24:11 Sustainability Messaging 30:03 Outro About The Host: Chris Maffeo About The Guest: Stephanie Jordan

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

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

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

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

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

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

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

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.

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

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

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

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

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

All rights reserved: Park Street

This is a podcast for people interested in the drinks industry. With a no-nonsense approach, it focuses on how beverage brands are built in the On-trade. Each episode brings insights on building a brand from the bottom up, from glass to bottle, to case, to pallet.


Host Chris Maffeo brings all his industry experience, building premium brands across 30+ markets. In each episode, he interviews drinks founders, managers, salespeople, bartenders, and distributors.

Starting in 2025, we're tightening things up: One guest. One focused conversation. Thirty minutes of pure, actionable insights. While the podcast stays free on Spotify and Apple, our Substack subscribers get early access, full transcripts, and exclusive deep dives.

Brands are built bottom-up.



maffeodrinks.com/

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

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

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

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