101 | Drinks Strategies & Brand Advocacy with Kaitlin Wilkes

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 

Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).

Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry.

They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive.

Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.

Timestamps:

00:00 Introduction to Maffeo Drinks Podcast

00:26 Guest Introduction: Kait's Journey in the Drinks Industry

03:35 The Disconnect Between Drinks and Hospitality Industries

05:53 Building Authentic Brand Partnerships

11:54 Challenges and Strategies for Small Brands

18:26 Long-Term Brand Advocacy and Relationship Building

21:25 Crafting a Purposeful Drink Strategy

22:01 The Role of Drink Strategy in Brand Promotion

22:32 Simplifying Cocktails for the Consumer

24:22 Understanding Drink Trends and Market Adaptation

28:07 Supporting Bartenders and Their Career Growth

31:48 Navigating Cocktail Competitions

37:04 Final Thoughts and Authentic Connections

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