Explorez tous les épisodes du podcast MAFFEO DRINKS: Brands Built Bottom-up
| Titre | Date | Durée | |
|---|---|---|---|
| 071 | Morten Stengaard | Bottom-up Expansion to New Markets | Bemakers | 01 Sep 2024 | 00:38:22 | |
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 interested in Bemakers, mention the MAFFEO DRINKS Podcast to receive a 50% discount on the Setup fee. https://bemakers.com/ Time Stamps 00:00 Introduction 00:54 Challenges in Local Distribution 03:08 Expanding to International Markets 04:28 Founding Beemakers: A New Approach 06:23 Building Demand in New Markets 07:57 The Importance of Local Market Engagement 10:22 Strategies for Effective Brand Building 13:56 Leveraging Direct-to-Consumer Channels 37:03 Final Thoughts and Contact Information About The Host: Chris Maffeo About The Guest: Morten Stengaard | |||
| 070 | Morten Stengaard | Building a Premium Fruit Wine Category | Andersen Winery | 25 Aug 2024 | 00:32:08 | |
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 significance of seasonality and portfolio approach in keeping products relevant and appealing to customers. Time Stamps 00:00 Introduction 01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery 02:47 Building a New Beverage Category 08:14 Positioning Premium Fruit Wines 10:20 Targeting Specific Drinking Occasions 14:37 Expanding to Off-Trade Markets 26:44 Seasonality and Portfolio Approach 31:46 Conclusion About The Host: Chris Maffeo About The Guest: Morten Stengaard | |||
| 061 | Nick Gillett | Managing Expectations While Scaling Your Brand's Distribution | Mangrove Global | 21 May 2024 | 00:42:52 | |
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 Geographic Centered Marketing 30:25 Building a Neighborhood Presence 32:33 Overcomplicating Cocktails 34:10 Value of Off-Trade 37:44 Transitioning to Chains 41:21 Where To Find Nick 42:23 Outro About The Host: Chris Maffeo About The Guest: Nick Gillett | |||
| 060 | Nick Gillett | Wholesalers & Distributors: understanding the Drinks Route-to-Market | Mangrove Global | 14 May 2024 | 00:32:42 | |
In Ep. 60, I had an incredible chat with Nick Gillett, 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 1:20 Brand or Liquid Marketing Foundation 1:58 Nick Gillett Intro 6:58 Wholesalers & Importers Differences 12:50 The Game of Share of Mind 16:53 The Diversity of Wholesale 25:58 Has Wholesale Changed? 28:53 The Value of Relationships 32:10 Outro About The Host: Chris Maffeo About The Guest: Nick Gillett | |||
| 059 | Stephen Myers | How to Build Demand Bar by Bar | Dynamic Beverage Consultants | 07 May 2024 | 00:34:41 | |
In Episode 59, I continued the chat with Stephen Myers, from Ep. 58. He is the Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:34 Your First 1,000 Pounds 4:00 Building Presence In The Trade 8:22 Being Relevant 14:35 Portfolio Strategies, One Bar 17:11 Portfolio Strategies, Many Bars 20:51 Independent Vs Chains 24:17 Be Careful What You Wish For 29:26 Last Thoughts On Entrepreneurship 34:15 Last Thoughts About The Host: Chris Maffeo About The Guest: Stephen Myers | |||
| 058 | Stephen Myers | The First Steps in a New Market | Dynamic Beverage Consultants | 30 Apr 2024 | 00:34:16 | |
In Episode 58, I chatted with Stephen Myers, Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:51 About Steve 4:26 Brand Or Liquid Lead 6:34 Brand Story & Differentiation 12:28 Target Occasion 14:06 Creating Demand 16:57 Great Marketing, Bad Commercials 21:20 Beyond Categories 22:36 Breaking Into New Markets (Relationship Chaining) 28:07 Drinks Relationship Ecosystem 33:50 Outro About The Host: Chris Maffeo About The Guest: Stephen Myers | |||
| 057 | Emmett Strack | US & EU Trends Cross-pollination | Cross-Episode with Park Street Insider Podcast | 23 Apr 2024 | 00:46:35 | |
In episode 57, we've created a cross-episode with the Park Street University Insider Podcast. I spoke to Emmett Strack, and we dived into the latest 2024 trends in the drinks industry. We compared the US and Europe, talking about the cross-pollination of trends in the cocktail scene, and in the overall bottom-up trade. I hope you will enjoy our chat. Time Stamps 0:00 Intro 2:16 Role of Convenience & Occasion 8:51 Ascension of Flavor 15:38 Pressurization 18:35 On-Trade In Europe 23:05 Euro Cocktail Trends 30:51 Gen Z & Drinking Occasion 36:42 Euro Drinking Categories 41:41 American Drinking Trends 46:14 Outro About The Host: Chris Maffeo About The Guest: Emmett Strack | |||
| 056 | Georgie Bell | The Early Journey of a Founder-led Brand | The Heart Cut | 16 Apr 2024 | 00:49:44 | |
In Episode 56, I continued the conversation with Georgie Bell, The Heart Cut's co-founder from Ep.55. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society. We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:24 Where Do You Start 4:46 Importance Of Follow Up 7:41 Importance Of Normal Bars 13:05 Importance Of Off-Trade 15:18 When To Wholesale? 17:09 One Bottle, One Case, One Pallet 23:40 Building Demand With Partners 30:56 The Drinks Ecosystem 34:20 Start Up Challenges 47:34 Contact Details 49:19 Outro About The Host: Chris Maffeo About The Guest: Georgie Bell | |||
| 055 | Georgie Bell | Taste Profile & Storytelling | The Heart Cut | 09 Apr 2024 | 00:46:48 | |
In Episode 55, I enjoyed chatting with The Heart Cut's co-founder Georgie Bell. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society. We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat. Time Stamps 0:00 Intro 2:03 Brand or Liquid? 6:43 Social Currency 12:43 Story Telling 23:22 Taste Profile 25:39 Target Consumer Vs Target Occasion 36:35 Women In Whisk(e)y 36:24 Outro About The Host: Chris Maffeo About The Guest: Georgie Bell | |||
| 054 | How to Build a Drink Brand Bottom-up | Chris Maffeo with Vani Gupta Dandia (New Delhi, India) | 02 Apr 2024 | 00:46:41 | |
In Episode 054 I had the pleasure of speaking with Vani Gupta Dandia. I was a guest in her Marketing with Vani Podcast were she interviews marketing people from various industries. We dived into the Drinks Industry, looking at it from outside. I hope you will enjoy our chat
Time Stamps
0:00 Intro
0:26 Background
2:00 What Differentiates Alcohol
3:05 Target Occasions
7:35 Bridging Categories
9:22 Gender Stereotypes
11:12 Tracking What You Can Track
13:47 Educating Consumers
18:11 Role Of Storytelling
20:24: Bottom Up Trade
24:17 Being Everything To Everyone
26:40 Playing with Variations
31:39 Cross Generational Appeal
36:36 Functional VS Recreational
39:54 Building Brands Bottom Up
46:17 Outro
About The Host: Chris Maffeo
About The Guest: Vani Gupta Dandia
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| 053 | Nailing Your City (Distribution) Strategy: How to Transform Brand Momentum into Velocity in the right venues | Part 2/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA) | 26 Mar 2024 | 00:40:18 | |
In Episode 053, I continued the conversation with Justin Medcraft from Episode 052, so feel free to listen to that as well. He is the Founder of Mate Maker Hard Kombucha. He brings a wealth of previous experience in Spirits and Beer. We discussed building demand for a start-up drinks brand, standing out amongst a sea of products, and focusing on building momentum. I hope you will enjoy our chat. One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com Time Stamps 0:00 Intro 0:24 When To Open New Markets 10:31 Community Driven Marketing 15:45 Growing From Your Community 18:33 Getting The SKU In, Increasing Rotation 26:33 Advantages Of Small Brands 36:19 Discipline 39:15 Contacts 39:54 Outro About The Host: Chris Maffeo About The Guest: Justin Medcraft | |||
| 052 | How a Crystal-Clear Target Occasion Helps you Stand Out in the Busiest Market for Your Category | Part 1/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA) | 19 Mar 2024 | 00:38:26 | |
In Episode 52, I enjoyed chatting with Justin Medcraft, the Founder of Mate Maker Hard Kombucha. He brings a wealth of previous experience in Spirits and Beer. We discussed how to build demand for a start-up drinks brand, stand out amongst a sea of products, and focus on building momentum. I hope you will enjoy our chat. One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com Time Stamps 0:00 Introduction 2:04 Building Demand 3:49 Building Community: Brand Or Liquid? 6:15 Mate Maker Elevator Pitch 11:26 The Consumer Pitch 13:07 The Ring Road 19:39 Determining Direction 26:05 Home Turf Advantage 35:09 Growing Beyond Your Hometown 38:01 Outro About The Host: Chris Maffeo About The Guest: Justin Medcraft | |||
| 069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso Academy | 16 Jul 2024 | 00:42:18 | |
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 crowded market. Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding. Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively. 00:00 Introduction and Episode Overview 00:29 Consumer Misunderstandings in the Spirits Industry 03:59 The Importance of Open-Mindedness and Education 06:39 Creating and Defining Categories in the Spirits Industry 9:53 Pragmatic vs. Fluffy Storytelling 19:37 Building Category VS Cannibilizing Category 30:49 The Role of Education and Retention in the Industry 40:30 Closing Remarks and Contact Information About The Host: Chris Maffeo About The Guest: Felice Capasso | |||
| 051 | Mastering Unscalable Things to Drive Scale: Diary of a Drinks Builder obsessed about details | Part 2/2 with Ilias Mastrogiannis (Seattle, WA, USA) | 12 Mar 2024 | 00:27:38 | |
In Episode 051, I continued the conversation with Ilias Mastrogiannis from Episode 050 so feel free to listen to that as well. I hope you will enjoy our chat Time Stamps 0:00 Intro 0:15 Winning Large Retailers 5:28 Securing The Foundation 8:34 Non-Scalable Tasks 13:31 1% Better Everyday 17:57 The Necessity of Obsession 25:07 Wrap Up 27:24 Outro About The Host: Chris Maffeo About The Guest: Ilias Mastrogiannis | |||
| 050 | Ponds, Lakes, Oceans: How to Master The Basics From Distilling to Selling Bottles | Part 1/2 with Ilias Mastrogiannis (Seattle, WA, USA) | 05 Mar 2024 | 00:31:06 | |
In Episode 050 I had the pleasure of chatting with Ilias Mastrogiannis. He is the Founder of Distillery Nation Podcast and Mastrogiannis Winery and Distillery, based in Washington State, inspired by Greek tradition. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:51 Ilias' Podcast 3:59 Building Demand 5:30 Starting Product 6:46 Traditional Vs Modern Occasions 10:38 Ring Road of Messaging 16:23 Event Driven Messaging 20:26 Event Specialized Products 24:25 Dusty Vs Vibrant Categories 28:22 Primacy of Cocktail List? 30:52 Outro About The Host: Chris Maffeo About The Guest: Ilias Mastrogiannis | |||
| 049 | Taking Sustainability from Niche to Scale: Working with Bars and Distributors as an Ecosystem | Part 2/2 with Stephanie Jordan, Co-Founder of B Corp Avallen Spirits (Amsterdam, NL) | 27 Feb 2024 | 00:33:27 | |
In Episode 049 I continued the conversation with Stephanie Jordan from Episode 048. She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he runs her Sales & Marketing Consultancy, Drinking Out Loud. Before that, she ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:14 Sustainable Packaging 9:36 Selecting Sustainable Outlets? 13:18 Role Of An Importer 16:10 Ensuring Wholesaler Rotation 20:00 Big Fish Small Pond, Small Fish Big Pond? 23:19 Biggest Professional Change Becoming A Founder? 31:38 Wrap-Up 33:12 Outro About The Host: Chris Maffeo About The Guest: Stephanie Jordan | |||
| 048 | Building with Purpose: Recruiting People into New Categories Through Flavor | Part 1/2 with Stephanie Jordan, Co-Founder of B Corp Avallen Spirits (Amsterdam, NL) | 20 Feb 2024 | 00:30:17 | |
In Episode 048 I had the honor to talk to Stephanie Jordan. She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he also runs her Sales & Marketing Consultancy, Drinking Out Loud. Before that she has ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.
Time Stamps
0:00 Intro
3:04 Bringing A Non-Trendy Category To Market
5:54 Brand Or Liquid Led
9:19 Target Occasion Vs Category
14:58 Multi or Single Target Occasion
24:11 Sustainability Messaging
30:03 Outro
About The Host: Chris Maffeo
About The Guest: Stephanie Jordan
| |||
| 047 | Nailing the Right Distribution Model; One Size Doesn’t fit All: How Different Models Suit Different Brand Life-Stages | Part 2/2 with Jack Orr-Ewing, CEO of Duppy Share Rum (London, UK) | 13 Feb 2024 | 00:45:06 | |
In Episode 047 I continued the conversation with Jack Orr-Ewing from Ep. 046. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.
Time Stamps
00:00 Introduction
00:14 Shifting Into Management
6:52 Dangers of Overeating as a Brand
9:48 Systematizing Selling To 100's of Bars
25:21 Adapting To Local Ecosystems
29:01 Best Brand Awareness Tools
33:15 The Fools Gold of Big Brand Events
38:23 Sponsoring Events: Invisible Downsides & How To Capitalize
43:38 Ending Segment
About The Host: Chris Maffeo
About The Guest: Jack Orr-Ewing
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| 046 | From Start-Up to 40K 9L cases: the (bumpy) journey to become the UK’s largest independent Rum Brand | Part 1/2 with Jack Orr-Ewing, CEO of Duppy Share Rum (London, UK) | 06 Feb 2024 | 00:34:35 | |
In Episode 046 I had the pleasure of chatting to Jack Orr-Ewing. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat. Time Stamps 0:00 Introduction 1:00 Building Demand 5:09 Entering A New Market 10:43 Selecting Bars 15:11 Differentiating Your Brand For On-Trade 23:08 Utilizing Portfolio To Enter Bars 28:47 The Target Consumer 31:45 The Duppy Share 34:21 Outro About The Host: Chris Maffeo About The Guest: Jack Orr-Ewing | |||
| 045 | Drink Photography: the power of hospitality as a service | Part 2/2 with Francesco Sapienza (NYC, USA) | 30 Jan 2024 | 00:57:24 | |
In Episode 045, I continued the conversation with Francesco Sapienza from Episode 044. He disclosed some tips about Drinks Photography and unveiled the behind-the-scenes of working with some of the best bars and restaurants in NYC. It is also in video on Spotify and YouTube. Time Stamps 0:00 Introduction 0:22 A Food Photographer's Red Flags 6:39 Creating The Photograph 10:34 The Role of Light in Sales 16:24 Ensuring a Follow Up 20:04 The Value of a Professional 27:20 Photographic Tricks 29:33 Difference Between Food & Drink Shots 32:40 Taking Shortcuts 35:48 Best Color For Liquid 40:17 Pragmatic vs Aspirational Imagery 44:50 The Professional as an Educator 55:00 Ending Remarks 57:09 Outro About The Host: Chris Maffeo About The Guest: Francesco Sapienza | |||
| 044 | Food & Drink Photography: How to start a career Bottom-up | Part 1/2 with Francesco Sapienza (New York City, USA) | 23 Jan 2024 | 00:25:51 | |
In Episodes 044 I had the pleasure to chat with one of my best friends, Francesco Sapienza. He is a NYC-based Food & Drink Photographer. An Engineer by trade, he left a successful career in Stockholm, Sweden to pursue his dream in NYC. We spoke about how to best work with the different players in the hospitality ecosystem. I hope you will enjoy our chat. Time Stamps 0:00 Intro 2:09 About The Guest 3:57 Choosing a Niche 9:36 Choosing Your Target Customers 11:45 Photographer-Brand Communications 15:00 When The Customer Doesn't Know What They Need 20:00 Creating Demand As A Photographer 25:36 Outro About the Host: Chris Maffeo About the Guest: Francesco Sapienza | |||
| 043 | How to navigate Global Travel Retail as a Brand Building Channel | Part2/2 with André De Almeida (Glasgow, Scotland) | 16 Jan 2024 | 00:42:52 | |
In Episode 043 I continued the conversation with André de Almeida from Episode 042. In this part we digged into GTR, Global Travel Retail as a Bottom-up Channel. André 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 Intro 0:14 Global Travel Retail Logistics 7:55 Segmenting Airports 10:31 Local Airport Advantage 13:42 Airport Stakeholders 18:35 Staffing Airports 22:11 Identifying Your Consumer 34:42 Local vs. Standardized Airport Selection 41:07 Wrapping Up About The Host: Chris Maffeo About The Guest: Andre De Almeida | |||
| 042 | Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers | Part 1/2 with André de Almeida of Inside the Cask (Glasgow, Scotland) | 09 Jan 2024 | 00:41:04 | |
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 | |||
| 068 | Felice Capasso | The Power of Liquid-driven Messaging | Sesto Senso Spirits Academy | 09 Jul 2024 | 00:45:00 | |
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 perspective, emphasizing the need for clear and expressive communication in the spirits industry. The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry. 00:00 Introduction to Episode 68 00:51 Meeting Felice Capasso 02:38 Felice's Journey and Background 05:04 Industry Insights and Brand Building 08:38 The Role of Expressiveness in Spirits 15:28 Managing Consumer Expectations 21:48 Brand Brainwash in the Spirits Industry 22:49 The Importance of Blind Tastings 24:24 Understanding Market Positioning 27:01 Explaining Product Characteristics 29:22 Creating Clear Brand Identities 35:27 Recruiting New Consumers 41:10 Distillation Myths and Realities 44:43 Conclusion and Final Thoughts About The Host: Chris Maffeo About The Guest: Felice Capasso | |||
| 041 | Bringing Gin to Brazil: how to start a brand starting from a specific need | with Arturo Isola, Co-Founder of Amazzoni Gin (Sao Paulo, Brazil) | 02 Jan 2024 | 00:43:09 | |
In episode 041, I had the pleasure of chatting with Arturo Isola, Co-Founder of Amazzoni Gin. An architect and designer by training, he entered the Drinks Industry co-creating the first Brazilian Gin on his journey to craft the perfect Negroni. I hope you will enjoy this inspiring Founder’s story. Timestamps 0:00 Introduction 2:16 The First Brazilian Gin 8:48 Brand or Liquid Led Business? 13:14 Conceiving The Business Idea 20:06 Breaking into the On-Trade 23:02 Starting Without Investors 27:45 Entrepreneurs and Consistency 32:21 Should You Adapt to the Market? 37:00 Committing to The Dream 41:34 Contact Info & Ending About the Host: Chris Maffeo About the Guest: Arturo Isola | |||
| 040 | Aligning Team's KPIs and Fact-based Storytelling | Part 2/2 with Julian Davies, Founder of Ostara Vermouth (London, UK) | 26 Dec 2023 | 00:39:17 | |
In Episode 040, I continued the conversation with Julian Davies from Episode 039. Feel free to listen to that, as well. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat. Time Stamps 00:00 Introduction 00:15 The Importance of Bartenders 04:27 The Social Entourage 07:37 The Limits of Misaligned KPIs 16:30 Developing Healthy KPI Habits 20:00 A Certain Occasion For A Certain Person 23:53 Liquid vs Story for Brand Building 31:22 Story Has a Purpose 34:08 What's Your Angle? 37:39 Wrap Up About The Host: Chris Maffeo About The Guest: Julian Davies | |||
| 039 | Founding a Drinks Brand: turning the Feudal system upside down | Part 1/2 with Julian Davies, Founder of Ostara Vermouth (London, UK) | 20 Dec 2023 | 00:41:55 | |
In episode 039, I finally caught up with my old friend and colleague, Julian Davies. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat. Time Stamps 00:00 Introduction 00:56 Background 03:54 Communicating Bottom Up Philosophy 10:51 Brand Lifecycles 16:42 Difference Between Large and Small Drinks Companies 19:56 Role of The Brand Owner 26:58 Podcast and Brand Similarities 31:23 Why Start a Brand? 41:40 Outro About The Host: Chris Maffeo About The Guest: Julian Davies | |||
| 038 | Scaling a Whisky Brand from a Local Distillery to the World | Part 2/2 with Daniel Szor, Founder of the Cotswolds Distillery (UK) | 13 Dec 2023 | 00:40:32 | |
In Episode 038, I continued the conversation with Daniel Szor from Episode 037. Feel free to listen to that, as well. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat. I hope you will enjoy our chat. Time Stamps (0:00) Introduction (0:10) Home Turf Advantage (3:05) Starting A Distillery: Sales (8:44) Bridging Categories (16:34) Discerning Your Market (20:46) Home Turf Authenticity (27:57) Creating A Sales Team (33:51) Small Brand Owner Expectations
About the guest: Daniel Szor About the Host: Chris Maffeo | |||
| 037 | Building English Whisky as a New Category Bottom-up | Part 1/2 with Daniel Szor, Founder of the Cotswolds Distillery (UK) | 06 Dec 2023 | 00:41:13 | |
In Episode 037, I had the honor of chatting with Daniel Szor, Founder of the Cotswolds Distillery. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat. Time Stamps (0:00) Introduction (1:14) Building Demand & Background (8:02) Why England? (12:52) Developing English Whisky (19:49) Whisky Innovation (25:58) Distilling Brand Messaging Down (32:09) Getting Your Foot In The Door (36:33) The Beauty of Off-trade About the Host: Chris Maffeo About the Guest: Daniel Szor | |||
| 036 | Bridging liquid categories: beverage development to recruit new consumers | Part 2/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK) | 29 Nov 2023 | 00:41:50 | |
In Episode 036, I continued my conversation with Sebastian Barnick in Episode 035. Feel free to listen to that, as well. Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat. I hope you will enjoy our chat. Time Stamps (0:17); Authenticity in Brands (11:23); Modern and Traditional Target Occasions (17:17); Hometown Authenticity (22:28); Bridging Categories (26:43); Categories from a Distiller's perspective (33:55); Early Adopters (38:28); Best Part of being a Distiller About the Host: Chris Maffeo About the Guest: Sebastian Barnick | |||
| 035 | Thinking long-term when developing a new drinks brand | Part 1/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK) | 22 Nov 2023 | 00:33:30 | |
In Episode 035, I chatted with Sebastian Barnick, Director at Pleasant Land Distillery. Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat. Timestamps (1:36); Origins of a Liquid and Brand (7:48); Rectifying Vs Distilling (11:10); Disconnect between Pricing and Quality (18:42); The Bottom Up Era (20:04); Value Chain Construction (27:01); Where Do The First 10,000 Pounds Go About The Host: Chris Maffeo About the Guest: Sebastian Barnick | |||
| Bar Convent Berlin 2023 - Bonus Video Episode | Demystifying Gen-Z, how to build a brand that talks to all generations | 20 Nov 2023 | 00:13:11 | |
This bonus episode was recorded at Bar Convent Berlin 2023, where Chris Maffeo held a presentation as a guest of Park Street University. Interested in having the slides? Download them here: https://chrismaffeo.gumroad.com/l/demystifyinggenz?_gl=1*1dg8lxc*_ga*NzY1NzcyNzM1LjE3MDAzMTE5Nzk.*_ga_6LJN6D94N6*MTcwMDUxMzAyMC41LjAuMTcwMDUxMzAyMC4wLjAuMA.. About the Host: Chris Maffeo About the venue: BCB - Bar Convent Berlin All rights reserved: Park Street | |||
| 034 | From the right Bars to the right Wholesalers, Bottom-up | with Gaetano Chiavetta from Everleaf Drinks (London, UK) | 14 Nov 2023 | 00:43:38 | |
In Episode 034, I spoke to Gaetano Chiavetta. He heads UK & Italy On-trade at Everleaf Drinks | B Corp. He has previously worked for Global Brands and brings Bar Manager and Bartender experience from several On-trade venues in London. I hope you will enjoy our chat. Time Stamps (2:26); Building Demand (7:46); Targeting Via Wholesalers (17:17); Building Systems For Connection (26:28); Value of The Cocktail Menu (29:58); Do The Homework (39:10); Growing Beyond Your Home Market (42:12); Contact Gaetano About The Host: Chris Maffeo About The Guest: Gaetano Chiavetta | |||
| 033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK) | 07 Nov 2023 | 00:33:52 | |
In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat. This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat. Time Stamps (00:35); The Bottom-up Trade (02:45); Target Spaces (07:23); Recovering Brand Essence (12:24); Marketeer Disconnection From Trade (19:57); 1% Everyday (25:30); Distinctiveness Vs Differentiation | |||
| 067 | Mikko Koskinen | Translating a Local Category to New Markets | Kyrö Distillery | 02 Jul 2024 | 00:41:19 | |
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 long-term planning and adaptability in the spirits industry. 00:00 Introduction and Episode Overview 00:23 Cultural Integration of Food and Drink 01:41 Nordic Whiskey and Food Culture 03:49 Export Strategies and Market Penetration 07:44 Challenges in Distribution and Brand Building 12:09 Importance of Local Knowledge and Experimentation 18:17 Entrepreneurial Insights and Personal Stories 35:53 Conclusion and Final Thoughts | |||
| 032 | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation | Part 1/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK) | 01 Nov 2023 | 00:31:37 | |
In Episode 032, I enjoyed speaking to my friend and ex-colleague Julian Marsili. He is a Global Drinks Brand Director with many years of experience in the drinks business. He is behind the successful rejuvenation of the Carlsberg brand globally, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat. This is a 2 part-episode so Don't forget to listen to episode 033 as well. I hope you will enjoy our chat. Time Stamps (1:38); Brand Saliency (11:57); Maintaining Basics (17:05); Disconnected From Product (24:31); Demand Space Vs Target About the Host About the Guest | |||
| 031 | Building brands bottom-up balancing Nordic minimalism with Italian flair | with Joonas Mäkilä, Co-founder of Mother's Milk Beverages (Helsinki, FI & Prague, CZ) | 24 Oct 2023 | 01:06:44 | |
In episode 031, Chris Maffeo had the honor of meeting in person with Joonas Mäkilä, a close friend and Co-founder of Mother's Milk Beverages, a Spirits Company based in Finland. He is a Finnish Commercial Advisor with two decades of experience in FMCG multinationals, private equity-backed hospitality groups, and other industries. We hope you will enjoy their chat. This is a video episode if you watch it on Spotify. About the Host: Chris Maffeo About the Guest: Joonas Mäkilä Time Stamps (2:00); Lingoncello Launch (9:10); Breaking Into Outlets (11:50); Taking Advantage of The Back Bar (13:50); A Outlet Owner's View of Attempted Sales (18:38); Small & Big Brands (28:45); Brand Stories (38:00); Target Occasion > Target Consumer (40:20); Expand Or Focus Distribution (50:00) Win at Home (57:00); Internal Competition (1:02:35); Cash Efficiency | |||
| 030 | The Future of Insights is sitting at the bar | with Paul Thomas, Global Insight Director at Beam Suntory (London, UK). | 17 Oct 2023 | 01:00:47 | |
In episode 030, I had the pleasure of talking to Paul Thomas. He is the Global Head of Shopper Insights at Beam Suntory. He has previously worked for Asahi International, Diageo, Ferrero, and Ipsos. He has an incredible global experience in Drinks Industry Insights. It was a pleasure to discuss it with such pragmatism and common sense. I hope you will enjoy our chat (00:50); Insights in the Field About The Host: Chris Maffeo About The Guest: Paul Thomas | |||
| 028 | Bottle Shops before Bars: starting at the liquid and work back towards the brand | with Duncan McRae, Co-Founder of Woven (Adelaide, Australia) | 03 Oct 2023 | 00:54:35 | |
In Episode 028, I had the pleasure of chatting with Duncan McRae, Co-founder of Woven Whisky and a Drinks industry veteran, having previously worked with William Grant's & Sons and Diageo. A living example of Building Brands Bottom Up. I hope you enjoy our chat. Main Topics Discussed: (00:00) Building Demand (03:08) Brand Awareness (08:58) Managing Relationships (10:44) KPI's & Incentives (13:46) "Blue Tick Moments": Becoming Known in the Ecosystem (15:40) Bottle Shops vs. On-Trade Growth (26:46) It starts with the liquid (32:00) Adapting Your Sales Pitch (37:52) Better Brand Training (44:35) Taste Profile before categories (52:00) Special Pours & Drawbacks About the Host: Chris Maffeo About the Guest: Duncan McRae About the product: Woven | |||
| 027 | Brand Mysticism: how to create winning brands from the bottom-up | with Steven Grasse, Founder of Quaker City Mercantile (Philadelphia, PA, USA) | 26 Sep 2023 | 01:08:54 | |
In episode 027 I had the honor of interviewing Steven Grasse. He is the founder of the renowned agency Quaker City Mercantile and of Tamworth Distilling. He is a legend in the drinks industry, having created brands such as Hendrick's gin, Sailor Jerry Rum, and having crafted great rebirths such as Pilsner Urquell, Guinness, and Miller High Life. I hope you will enjoy our chat. Main Topics Discussed: 0 to 1 Bottle: - Differentiating Liquid - Why Not to Chase Trends - Bridging Categories through Taste Profile 1 Bottle to 1 Case: - Building a Rich Brand World - The Importance of Rituals - Choosing Partners & Distributors 1 Case to 1 Pallet - On, Off-Trade and State Monopolies - Institutional Knowledge - Award Show About The Host: Chris Maffeo About The Guest: Steven Grasse | |||
| 025 | Starting from the Taste Profile: when liquids transcend categories and solve a customer's need. | Part 1/2 with Maurice Doyle, CEO of Compass Box Whisky (London, UK) | 12 Sep 2023 | 00:39:40 | |
This is the first part of the chat with Maurice Doyle. He's the CEO of Compass Box Whisky. He's a coach and brings three decades of industry experience, having held senior leadership roles at Bacardi, William Grant and Sons and Suntory. I hope you will enjoy our chat. Main Topics Discussed: From 0 to 1 Bottle - Conceiving of your brand - Differentiating yourself - Why people drink From 1 Bottle to 1 Case - Building Demand Efficiently - The importance of repeat consumers - The value of On-Trade From 1 Case to 1 Pallet - Expanding your drinks range - The power of consistency - Always think of the second sale About the Host: Chris Maffeo About the Guest: Maurice Doyle | |||
| 024 | Knowing Your Brand and Sticking To It: The importance of identifying your target occasion Bottom Up, not chasing trends | with Alex Ouziel Founder of 9diDANTE Vermouth & CEO of FIOL Prosecco | 05 Sep 2023 | 00:50:30 | |
In Episode 024, I had the privilege of interviewing Alex Ouziel, Founder of 9diDANTE Vermouth and CEO of FIOL Prosecco. He's a veteran of our industry, with many years in the game. He has previously spent ten years in Bacardi, from VP and Managing Director of Eastern Europe to President of Asia, Middle East, and Africa. He possesses a truly international perspective on drinks. I hope you enjoy our conversation. Main Topics Discussed: From 0 to 1 Bottle
From 1 Bottle to 1 Case
From 1 Case to 1 Pallet
About the Host: Chris Maffeo About the Guest: Alex Ouziel | |||
| 023 | Bootstrapping & Investors | How the founder's role evolves with scale | Part 2/2 with Paul Hletko of FEW Spirits and Goza Tequila (Chicago, IL, USA) | 29 Aug 2023 | 00:26:59 | |
In this episode of the Maffeo Drinks Podcast, we continue interviewing Paul Hletko, Founder of FEW Spirits & Owner of Goza Tequila. FEW was part of the vanguard of the Craft Spirits Movement, with Paul leading the charge. They are a masterclass in building a drinks brand bottom up. I hope you enjoy our chat. Main Topics Discussed: Zero to One Bottle • Finding your target occasion •Bootstrapping Vs Investor Starts One Bottle to One Case • Is your target occasion scalable? • Adapting your drinking occasion • Winning distributors One Case to One Pallet •Advantages of a broad portfolio of drinks • Importance of Founder Field Visits, even when big •Transitioning to Indirect Sales About the Host: Chris Maffeo About the Guest: Paul Hletko | |||
| 066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery | 25 Jun 2024 | 00:41:58 | |
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 a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits. 00:00 Introduction to the Maffeo Drinks Podcast 00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery 00:45 Chris's Connection to Finland 01:35 The Evolution of Finnish Drinks 02:38 Brand vs. Liquid: What's More Important? 04:59 The Origin Story of Kyrö Distillery 07:33 The Role of Rye in Finnish Culture 17:12 Building a Distillery Brand 24:44 Simplifying Whiskey for Newcomers 35:34 Marketing Strategies and Challenges 41:40 Conclusion and Next Episode Preview About The Host: Chris Maffeo About The Guest: Mikko Koskinen | |||
| 022 | Traditional to Modern Occasions | How they evolve and What Consumers Need | Part 1/2 with Paul Hletko of FEW Spirits and Goza Tequila (Chicago, IL, USA) | 22 Aug 2023 | 00:34:56 | |
In this episode, Chris Maffeo talks with Paul Hletko, Founder of FEW Spirits and CEO of Goza Tequila. He is one of the founding fathers of the Craft Spirits Revolution, founding FEW in 2010, and has a unique perspective on the evolution of the drinks ecosystem over the past 13 years. He is the Former President of the American Craft Spirits Association. We hope you enjoy our chat. We discussed: From 0 to 1 bottle • What's Your Target Occasion? • Evolution of Identity over Time • Home Turf Advantage From 1 bottle to 1 case • New Consumption Adaption • Traditional Vs Modern Occasions About the Host: Chris Maffeo About the Guest: Paul Hletko | |||
| 021 | Co-Creating Vs Dictating in a Bar | Why you shouldn't worry about conquering a bar and instead fit in | Part 2/2 of the Interview with Alex Frezza, from L'Antiquario (Napoli, Italy). | 15 Aug 2023 | 00:38:29 | |
In this episode of the Maffeo Drinks Podcast, We continue interviewing Alex Frezza, Owner of L'Antiquario Bar in Naples, part of the World's 50 Best Bars. He's credited with building up the Neapolitan Cocktail Bar Scene, provides top-shelf hospitality and, best of all, recognized me when I was a customer at his bar. I hope you enjoy his wisdom as much as I did. Main topics discussed: From 0 to 1 bottle • The importance of the Target Occasion • How occasions change by City, State, and Country • Dark Demand Generation From 1 bottle to 1 case • Up or Out: how cool bar owners choose their brands • Analyzing cocktail menus to decide where to focus on • Avoid brands vs. following brands: different strategies From 1 case to 1 pallet • Big brands & the taste setting effect • Choosing the right Distributor for your brand. • Localization Challenges About the Host: Chris Maffeo About the Guest: Alex Frezza | |||
| 020 | Decoding Cocktail Bars: Translating Between Consumer, Bar and Brand | Part 1/2 with Alex Frezza from L' Antiquario (Napoli, Italy) | 09 Aug 2023 | 00:40:42 | |
This is the first part of the chat I had the honor of having with Alex Frezza. He is the Owner and Founder of L' Antiquario in Napoli, currently number 46 on the Global list of 50 Best Bars. He is a bar legend in Italy and internationally. I hope you will enjoy our chat. Main topics discussed: From 0 to 1 bottle • Understanding the thought process of a bar owner being pitched to • The Wholesaler Paradox (Why bars have an aversion to brands without a wholesaler) • The Importance of the Target Occasion From 1 bottle to 1 case • What attracts bar owners to a product • Communicating your brand identity to consumers through bartenders • Being approachable to consumers for bars and brands From 1 case to 1 pallet • Big brands vs. Small brands approaches • Localization Failures • Building Distribution Networks About the Host: Chris Maffeo About the Guest: Alex Frezza | |||
| 019 | Negroni vs. Old Fashioned type of cities: how trending cocktails change between cities and can be used as target occasions | with Krista Schubert from Overproof (Miami, FL, USA) | 02 Aug 2023 | 00:50:28 | |
In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat. If you are interested in using OverProof, you can do it here and get $250 discount. Main topics discussed: From 0 to 1 bottle • The importance of the Target Occasion • How occasions change by City and State • How to choose the correct city to start building your brand From 1 bottle to 1 case • Brand Owners' vs. Distributors' approaches to city strategies • Analyzing cocktail menus to decide where to focus on • Avoid brands vs. following brands: different strategies From 1 case to 1 pallet • Big brands vs. Small brands approaches • How to move from one City / State to the next • How Independent Bottle Shops can complement your On-trade strategy About the Host: Chris Maffeo About the Guest: Krista Schubert | |||
| 018 | Back Bars & Cocktail Menus: from being visible to driving rotation | Part 2/2 with Adrián Michalčík, Global Winner Diageo WorldClass 2022 (Oslo, Norway) | 27 Jul 2023 | 00:33:34 | |
This is the second part 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. Main topics discussed: • What happens after selling the first bottle to a bar • How to drive rotation in bars • Visibility: Back bars, beverage menus, and cocktail menus • Support bars with physical and development tools • Being specific vs. versatile on a target occasion About the Host: Chris Maffeo About the Guest: Adrián Michalčík | |||
| 017 | Bar Scene dynamics: from advocacy programs to how to approach top bars | Part 1/2 with Adrián Michalčík, Global Winner Diageo WorldClass 2022 (Oslo, Norway) | 20 Jul 2023 | 00:26:53 | |
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 | |||