Building a Brand Ecosystem

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