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