020 | Decoding Cocktail Bars: Translating Between Consumer, Bar and Brand | Part 1/2 with Alex Frezza from L' Antiquario (Napoli, Italy)

This is the first part of the chat I had the honor of having with Alex Frezza. He is the Owner and Founder of L' Antiquario in Napoli, currently number 46 on the Global list of 50 Best Bars. He is a bar legend in Italy and internationally. I hope you will enjoy our chat.

Main topics discussed:

From 0 to 1 bottle

• Understanding the thought process of a bar owner being pitched to

• The Wholesaler Paradox (Why bars have an aversion to brands without a wholesaler)

• The Importance of the Target Occasion

From 1 bottle to 1 case

• What attracts bar owners to a product

• Communicating your brand identity to consumers through bartenders

• Being approachable to consumers for bars and brands

From 1 case to 1 pallet

• Big brands vs. Small brands approaches

• Localization Failures

• Building Distribution Networks

About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠ 

About the Guest: Alex Frezza