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
