The MAFFEO DRINKS Podcast
094 | Beyond Brand Training: Education & The Evolution of Aperitivo | Roberta Mariani | Savoia & Italicus
Mar 13, 2025
Roberta Mariani, Advocacy Director for Savoia and Italicus Spirits, brings a wealth of hospitality expertise to the conversation. She discusses the rise of aperitivo culture, tracing its growth from niche to mainstream. Roberta emphasizes the importance of brand advocacy and educating consumers about unique production methods. The role of Italian bartenders in shaping global drinking habits is highlighted, along with the significance of well-being within the industry. Listeners gain valuable insights into cocktail creation and the push for a more inclusive bar environment.
40:26
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Quick takeaways
- Emphasizing category education over brand promotion fosters genuine interest and deeper understanding of various products within the drinks industry.
- The evolving aperitivo culture reflects a significant shift in social habits, promoting a healthier lifestyle and enhancing appreciation for Italian beverages.
Deep dives
Importance of Creating Demand in Brand Advocacy
Creating demand is crucial in brand advocacy, as it shifts the focus from mere brand awareness to genuine interest in purchasing products. The speaker emphasizes that advocacy programs should provide real value, ensuring participants leave with meaningful knowledge that enhances their appreciation of products. Rather than concentrating solely on brand representation, this approach helps individuals grasp the entire category's dynamics, leading them to understand the uniqueness of each product within its context. It positions advocates as knowledgeable experts, allowing them to share insights about various brands, production methods, and the broader category instead of just promoting one specific brand.
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