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