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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...