Felice Capasso

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.

In this engaging conversation, Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET Spirits Educator, shares his journey in the industry. He emphasizes the power of storytelling and clear messaging in brand building. The duo explores how bartenders and brands can better collaborate and the balance between brand identity and creative freedom. Felice discusses the importance of education and transparent communication, advocating for authentic consumer experiences that enhance flavor perceptions and market positioning.