Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

Robert Simonson, author of seven cocktail books including "A Proper Drink: The Untold Story of How a Band of Bartenders Saved the Civilized Drinking World," joins to discuss how the modern cocktail revival actually happened.

This conversation explores how dead crafts come back to life through individuals rather than institutions, why certain innovations spread while others stay local, and the challenge of documenting history while participants are still alive. Simonson spent 18 months interviewing over 200 people across multiple continents to map how a small group of obsessives rebuilt an entire profession from scratch. The discussion reveals patterns about how quality movements emerge, scale, and risk being forgotten by the next generation.

Timestamps

• 00:00 Introduction and Welcome
• 00:26 Discussing 'A Proper Drink'
• 02:47 The Cocktail Renaissance
• 05:07 Global Influence and Cross-Pollination
• 12:23 Modern Classic Cocktails
• 23:22 Local Influences on Cocktails
• 32:37 Conclusion and Final Thoughts

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

Steve Perez reveals how he bootstrapped Global Brands (Owner of VK Vodka Kick and Franklin & Sons) from £200k to £65 million in four years without giving away equity. Starting with zero salary while working nights as a waiter, he funded growth by convincing suppliers to extend £100k monthly credit through radical transparency. 

His philosophy: "Your business is your soul, your heart. Don't give it away too easily."

From his 400-acre farm supplying beef to his hotels, to using venues as R&D labs for drinks innovation, Steve's vertical integration proves you don't need London to build global brands. With 400 employees including three-generation families, he explains what rally driving taught him the about business:

Timestamps:

00:00 Welcome and Introduction

00:47 Steve Perez: From Rally Driver to Businessman

02:26 The Beginnings of a Business Empire

05:40 Overcoming Early Business Challenges

08:29 The Rise of VK Vodka Kick

16:17 Bootstrapping and Supplier Relationships

22:33 The Perks of the Drinks Business

22:59 Building a Lasting Business Legacy

24:27 Family Business Dynamics

28:32 The Importance of Delegation

32:29 Navigating Risks and Trends

37:31 Vertical Integration and Local Impact

41:20 The Benefits of Smaller Cities

43:20 Conclusion and Contact Information

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this continuation of their conversation, Chris Maffeo interviews Federico Riezzo about modern cocktail classics, Villa Mamo's terroir-driven approach, and scaling cocktail culture. Federico reflects on cocktail legends like Douglas Ankrah and the era that created enduring drinks like the Pornstar Martini, Penicillin , and Breakfast Martini, while exploring why new cocktails struggle to achieve lasting status in today's social media environment.

Learn about Villa Mamo, Federico's renovated 1786 Tuscan farmhouse and boutique hospitality venue, where he collaborates with local foragers to create hyper-local botanical cocktails using terroir-driven ingredients. Discover Federico's lower ABV cocktail philosophy that encourages extended social drinking experiences and better guest engagement.

Chris and Federico examine the cocktail industry's workforce challenges, discussing how modern bartenders increasingly prioritize technical innovation over essential hospitality skills like guest reading and relationship building.

Perfect for bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in sustainable cocktail culture, terroir-driven mixology, and the future of the bar industry.

Timestamps :

• 00:00 From Douglas Ankrah's Porn Star Martini to the other Modern Classics

• 08:15 Cocktail Culture Gap Analysis

• 16:30 Villa Mamo's Terroir Approach

• 24:45 Lower ABV Philosophy and Social Drinking

• 32:20 Industry Workforce Challenges

• 40:04 Future of Hospitality and Scaling Culture

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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 episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

This episode is the second part of the selection of Chris Maffeo's chat with Philip Duff.

They started speaking about how to avoid spreading yourself too thin by entering numerous markets you cannot control effectively; having one person handle to trade at the street level while avoiding bureaucratic processes that may hinder your progress is better.

They closed the episode by discussing how brands should avoid relying too much on past success when looking toward future growth opportunities. What works today might not work tomorrow due to changing market dynamics or consumer preferences.

If you enjoyed the episode, please rate it and share it with your friends and colleagues. Listen to the Philip Duff Show (podcast) to find out more.

About the Host: ⁠⁠⁠Chris Maffeo⁠⁠

About the Guest: ⁠⁠⁠⁠Philip Duff

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25)

In the farming part of their chat, we dive into practical strategies for increasing sales in bars. We explore the importance of targeting independent outlets and overcoming skepticism from bar managers/owners. To drive awareness and generate interest, offering free samples and designing special promotions/events prove beneficial.

We also discuss the power of relatable cocktail names and segmenting drinks based on their approximate alcohol content (ABV) to attract customers. Tracking bar menu changes and creating a pipeline for future opportunities is emphasized. 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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Chris Maffeo spoke to Dom Bowcock, Co-founder of Bowimi. They discussed the importance of executing their strategy in a focused way and understanding how to prioritize an area before moving on to the next one. They spoke about the difference between selling beer and spirits brands and how crucial it is to sustain sales velocity instead while expanding distribution. They closed the episode by discussing how founders can ensure they hire the right people in their team and set them up for success. 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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Chris Maffeo talks to Federico Riezzo, hospitality veteran and founder of Villa Mamo (a Villa in Tuscany), about London's cocktail renaissance and why human connection beats technical skills in bartending.

Federico shares his experience at legendary London cocktail bars like The Pharmacy, Lab, Sketch, and Sanderson Hotel during the cocktail revival of the late 1990s and early 2000s.

Learn how exceptional bartenders combined technical excellence with infectious energy to create welcoming environments that prioritize guest experience over complex mixology.

Chris and Federico explore how service philosophy transforms bartenders into "gatekeepers of sales" through trust-building techniques like spirit sampling and storytelling.

Discover practical hospitality strategies that create memorable bar experiences, generate customer loyalty, and drive organic word-of-mouth marketing in the cocktail industry.

Perfect for bartenders, bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in London's cocktail history and modern bar service excellence.

Timestamps

• 00:00 Introduction and Villa Mamo Overview

• 08:15 London Cocktail Renaissance Era

• 16:30 Service Philosophy vs Technical Skills

• 24:45 Trust-Building Through Sampling

• 32:20 Munich Bar Experience Example

• 37:46 Gatekeepers of Sales Concept

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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 spoke about how to go from 1 bottle to 1 case by selling the first bottle with the second one in mind. They then dove into what tools to use to make that happen and discussed the mindset change that needs to happen to help bars "get rid of" bottles as fast as possible to make a new order. We 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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Chris Maffeo spoke to Ilias Mastrogiannis, host of ⁠⁠Distillery Nation⁠⁠ and founder of the ⁠⁠Mastrogiannis Distillery and Winery⁠⁠. They spoke about the importance for brands to build demand and trust by educating consumers about the category and drinking occasion rather than just talking about their brand. They also suggest that brands offer something unique to stand out without overcomplicating things by creating a product just for geeks. In the end, Ilias asked Chris questions to help listeners understand better who he is and what he does. 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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Jason Littrell and I face the challenges of listing drinks brands in bars and restaurants. We deep dive into the steps from selling one bottle to one case. How do you start from being on the back bar to be on the menu? What are the triggers in the conversation between a salesperson and a bar manager? How do you start from the glass and build brand pull rather than brand push?

I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it.

About the Host: ⁠Jason Littrell

About the Interviewee: ⁠Chris Maffeo⁠

All rights reserved: The Littrell Show

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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 episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

• 00:00 Introduction and COVID Impact Context
• 03:45 Post-Pandemic Volume Normalization
• 09:20 On-Trade Education Crisis Analysis
• 16:15 Off-Trade vs On-Trade Dynamics
• 23:30 Category Blurification and Zebra Striping Occasions
• 28:45 Route-to-Market Consolidation Trends

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

Filiberto Amati, Founder of Amati & Associates and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the seismic "shrink for growth" transformation, reshaping the global spirits industry.

Drawing from his deep FMCG expertise, Filiberto explains how spirits companies are finally adopting consolidation strategies that transformed consumer goods giants two decades ago—moving from "economies of scale" obsessions to a strategic "economies of scope" focus.

As Campari divests Cinzano, Brown-Forman sells Finlandia, and Diageo sells Pampero Rum, Filiberto reveals how this isn't random portfolio shuffling but a calculated response to activist investor pressure and economic uncertainty.

The conversation explores if mega-mergers are likely in the fragmented spirits industry, how mid-tier players like Gruppo Montenegro and Caffo are capitalizing on cast-off assets to build global scale, and why this inflection point will reshape competitive dynamics for the next 10-15 years.

Disclaimer: All analysis is based on publicly available information.

Timestamps:

00:00 Introduction and FMCG Context

02:15 Shrink for Growth Phenomenon Explained

06:30 Economies of Scale vs Scope

12:45 Industry Fragmentation Reality

18:20 Listed vs Private Company Dynamics

23:10 Mid-Tier Consolidation Opportunities

28:15 Future Industry Structure Predictions

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.

He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).

Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.

0:00 Introduction to the Maffeo Drinks Podcast

00:12 Meet Ben Branson: Founder of Seedlip

00:37 Building a Category from Scratch

03:10 The Importance of Choice in Non-Alcoholic Beverages

06:24 Challenges and Dynamics in the Non-Alcoholic Market

09:12 Understanding the Drinks Ecosystem

12:20 The Role of Occasions in Brand Building

13:51 Direct-to-Consumer vs. Traditional On and Off Trade

27:50 The Power of First Impressions and Credibility

32:28 The Importance of Influential Customers

33:27 Halo vs. Habit: Building Brand Relationships

34:22 Balancing Supermarket and Independent Distribution

38:43 The Role of Planning in Brand Launches

39:40 Learning the Drinks Industry

42:05 The Value of Experience and Patience

52:30 Navigating Competition and Protecting Your Brand

55:41 Final Thoughts and Key Takeaways

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).

Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry.

They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive.

Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.

Timestamps:

00:00 Introduction to Maffeo Drinks Podcast

00:26 Guest Introduction: Kait's Journey in the Drinks Industry

03:35 The Disconnect Between Drinks and Hospitality Industries

05:53 Building Authentic Brand Partnerships

11:54 Challenges and Strategies for Small Brands

18:26 Long-Term Brand Advocacy and Relationship Building

21:25 Crafting a Purposeful Drink Strategy

22:01 The Role of Drink Strategy in Brand Promotion

22:32 Simplifying Cocktails for the Consumer

24:22 Understanding Drink Trends and Market Adaptation

28:07 Supporting Bartenders and Their Career Growth

31:48 Navigating Cocktail Competitions

37:04 Final Thoughts and Authentic Connections

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode of the Maffeo Drinks Podcast, Chris Maffeo welcomes Chris Walker, an entrepreneur known for his insights into bootstrapping and the modern startup environment (he is the Founder of Refine Labs and Passetto). His work on the Stacking Growth Podcast (Ex Revenue Vitals) inspired him to launch his podcast.

They discuss common misconceptions about the need for venture capital, the importance of overcoming limiting beliefs, and the essential skills every founder should master.

Chris shares his experiences and thoughts on why many businesses fail due to unnecessary funding and the mental barriers hindering entrepreneurship.

The discussion also covers how to achieve personal alignment, the myth of media glorification, and the reality of building a sustainable business. Tune in for valuable lessons on creating and scaling businesses effectively.

00:00 Welcome to the Maffeo Drinks Podcast

00:09 Inspiration and Beginnings

01:11 Bootstrapping vs. Venture Capital

03:33 Overcoming Limiting Beliefs

06:45 The Reality of Entrepreneurship 1

15:14 Procrastination and Action

18:07 The Power of Self-Belief

32:49 Final Thoughts and Farewell

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this Episode, Host Chris Maffeo talks to Luke Hemsley, founder of Wednesday's Domaine, who discusses how his alcohol-free wine brand addresses the twin challenges of awareness and appreciation in an emerging category.

Unlike beer and spirits, which have made significant inroads in the alcohol-free space, wine has lagged due to historical quality issues and consumer skepticism.

Rather than positioning against alcohol, Wednesday's Domaine focuses on creating a midweek wine alternative for food and drink lovers who might occasionally want the ritual of wine without its effects. Luke shares insights on their strategic focus on the off-trade (particularly independent retailers), creating a geographic concentration in specific neighborhoods, and making their product stand out on shelves without sacrificing sophistication.

The conversation explores how on-trade and off-trade create a circular relationship that builds category credibility, the pricing psychology of alcohol-free alternatives, and the founder's journey of knowing when to delegate versus when personal passion is irreplaceable.

Timestamps:

00:00 Introduction and welcome

01:25 Initial connections and origin story

03:10 Awareness and appreciation challenges

07:40 Positioning as midweek alternative

11:05 Consumers' relationship with alcohol-free options

15:30 Psychology of non-alcoholic choices

20:45 On-trade vs. off-trade strategy

26:20 Pricing and value perception

30:10 Independent retail and geographic focus

35:05 Product visibility challenges

38:40 Founder's journey and scaling

42:30 Final thoughts and contact information

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this return appearance on the Maffeo Drinks podcast, Paul Thomas, whom host Chris Maffeo dubs "the king of insights," shares wisdom on how to escape the marketing "ivory tower" and understand real consumer behavior.

Paul advocates for marketers to personally observe products in various venues rather than relying solely on data. 

The conversation examines how brands should adopt occasion-based marketing over demographic targeting, striking a balance between aspirational positioning and pragmatic distribution strategies. 

Paul critiques the research industry's shift toward "faster and cheaper" methodologies at the expense of quality, encouraging brands to conduct fewer but better studies.

The episode concludes with advice on creating an "insight ecosystem" that balances qualitative observations with quantitative data, emphasizing the value of curiosity in understanding how consumers interact with drink brands in different contexts.

Timestamps:

0:00 Introduction to Maffeo Drinks Podcast

00:19 Welcoming Back a Special Guest

01:00 Diving into Key Topics

02:00 Understanding Consumer Insights

05:46 The Reality of Market Segmentation

07:57 Strategies for Brand Placement

14:09 The Importance of Research

31:56 Balancing Qualitative and Quantitative Data

36:18 Final Thoughts and Wrap-Up

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

In this episode, Chris Maffeo speaks to Racheal Vaughan Jones and discusses how Compass Box has positioned itself as "whisky makers" in the Scotch whisky industry. Founded in 2000 with a mission to make the Scotch world more interesting, Compass Box balances mastery and imagination in its brand essence.

Recently, the company streamlined its core range into a more intuitive collection of four distinct flavor territories while maintaining its artistic limited editions.

Racheal shares insights into its recent brand positioning, "Long Live Interesting," and how it has successfully translated it through packaging, communication, and targeted campaign activations across key cities.

The brand's recent award-winning "Hedonism" limited edition showcases its collaboration with female artists and embodies its philosophy of starting with an organically evolving idea.

Timestamps:

00:00 Introduction and Welcome

00:30 Special Guest Introduction

01:53 The Story of Compass Box

04:23 Brand Positioning and Marketing

10:29 Core Range and Consumer Experience

14:29 Limited Editions and Awards

20:05 Limited edition approach with Hedonism

26:06 Communication and Marketing Strategies

30:30 Localized activation and content strategy

33:45 Creating demand and brand-building philosophy

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

The family had been making wine in the Chablis region for 35 years. Looking at that grape pomace every harvest, Alex Watson saw what everyone else missed: repurposing it making Gin.

In this conversation, Alex (who co-founded Renais with his sister Emma Watson) reveals the counterintuitive path from London's most exclusive cocktail bars to Waitrose shelves and why both require completely different strategies for the same gin.

We dig into:

• Why prestigious bars that love you most often move the least volume

• The unexpected channel that actually builds premium brands

• How wine sommeliers became his secret weapon in Michelin restaurants

• The Instagram strategy that works when you're "naturally private"

• Why he leads with flavor, never sustainability (even though the sustainability story is incredible)

• The specific moment he knew the traditional gin playbook was broken

This isn't about choosing between credibility and volume. It's about something more interesting.

Listen to find out what.

Timestamps:

• 00:00 Introduction: The grape distillation opportunity
• 02:30 Renais origin story: From Chablis winemaking to spirits
• 05:45 Leading with flavor over sustainability in brand messaging
• 08:15 Provenance, terroir, and wine culture in spirits storytelling
• 12:20 B Corp certification and circular economy positioning
• 15:45 Building early credibility account by account in London
• 19:30 The role of bartender advocacy in brand building
• 26:15 Social media approach for naturally private founders
• 28:40 Scaling from independent bars to national restaurant chains
• 32:10 Drink strategy differences: Martinis vs spritzes by venue type
• 35:20 Navigating serve complexity across different bartender skill levels
• 38:25 Hybridization of hospitality venues and menu evolution
• 40:15 Premium positioning strategy: Ultra-premium gin challenges
• 42:50 Market agility and testing new initiatives at consumer events

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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 episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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 episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at 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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Welcome to MAFFEO DRINKS. For many years, I've been known as the "built bottom-up" guy. 
But many people misunderstand what bottom-up actually means. 
Bottom-up means building at a pace that doesn't jeopardize your future. 
Doing the right things on the ground while managing expectations from above.

That's it. 

It doesn't matter if your brand is small or big. 
It's a mindset.

I'm Chris Maffeo, Drinks Leadership Advisor. 20 years in drinks across 30+ markets. 
I've been in the boardroom but chose to stay connected to the field. That's where I founded MAFFEO DRINKS.

We help drinks leadership bridge the gap between bottom-up reality and top-down expectations. Stakeholders want numbers. Your team wants direction. You are caught in the middle. And that's where we come in.

This podcast is about honest conversations with drinks builders: founders, distributors, commercial directors, CEOs, F&B directors. But this isn't a show about biographies. Every guest is here to show their thinking, not their resume.

We talk commercial strategy, route-to-market, distributor relationships, trade marketing, and all the plumbing of brand building that nobody discusses on stage. How the industry actually works, not the conference version. How to master the unscalable things while building scale.

Beyond the podcast, we offer Bottom-Up Intel & Principles: episode deep dives that you can buy for a monthly subscription (Patterns from drinks builders for the leaders building with them).

And for leadership teams who want a thought partner who has been in their chair and still walks the field, we offer advisory.

Find out more at maffeodrinks.com.

And remember that brands are built bottom-up.

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com 

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

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com