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)

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 

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

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