The MAFFEO DRINKS Podcast 069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso Academy
Jul 16, 2024
Felice Capasso, an expert in consumer misconceptions in the alcohol industry, sheds light on the challenges spirits brands face. He discusses how misunderstandings about production processes, like whisky-making, impact consumer appreciation. Capasso emphasizes the importance of education and storytelling in differentiating brands. He also touches on retention in the hospitality sector and advocates for logical marketing over gimmicks, drawing parallels with authentic Italian food to clarify complex ideas. This insightful conversation navigates the intricacies of engaging modern consumers.
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Consumer Misconceptions on Distillation
- Consumers often misunderstand spirit production by generalizing what they learn at one distillery to the whole category.
- For example, they believe column stills only make light spirits and pot stills only make characterful spirits, which is not always true.
Italian Food Analogy for Spirits
- Italian food varies greatly by region, just like spirits styles vary by origin.
- People often assume culinary or production methods from one area apply universally, which leads to oversimplifications.
Adopt Open-Minded, Logical Thinking
- Maintain an open mind and question everything in the spirits industry.
- Let logic based on facts, not feelings, guide your understanding.