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