064 | Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula

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 Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".

Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.

The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.

Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca

01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon

02:58 Brand Building vs. Liquid Quality: What Comes First?

06:24 Creating a Unique Category in the Spirits Industry

10:18 The Importance of Versatility in Product Use

23:53 The Bartender's Handshake: The Story Behind Fernet Branca

33:26 Conclusion and Next Episode Teaser

About The Host: Chris Maffeo

About The Guest: Nicola Olianas

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