104 | Zebra-Striping Between Categories to Elevate Occasions with Filiberto Amati

Episode Deep-Dive Analysis Available at maffeodrinks.com 

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

• 00:00 Introduction and COVID Impact Context
• 03:45 Post-Pandemic Volume Normalization
• 09:20 On-Trade Education Crisis Analysis
• 16:15 Off-Trade vs On-Trade Dynamics
• 23:30 Category Blurification and Zebra Striping Occasions
• 28:45 Route-to-Market Consolidation Trends

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