The MAFFEO DRINKS Podcast

David Gluckman, a drinks industry icon and author of "That Sh*t Will Never Sell," shares his journey of creating legendary brands like Baileys and Ciroc. He dives into the flaws of traditional consumer research and emphasizes the value of hands-on testing and liquid excellence in product development. David discusses the critical nature of ownership in brand success and how great beverages can thrive without conventional marketing. Tune in for engaging stories and insights that blend creativity with business savvy.

Join this episode with Shawn Soole from the Post Shift Podcast In this episode, Chris shares invaluable insights on how small brands, such as bars, restaurants, distilleries, and breweries, can effectively build their brand. From understanding the importance of local success before expanding to managing relationships with importers and distributors, Chris breaks down the fundamentals of brand building. They also discuss the challenges and strategies for maintaining authenticity while scaling, the role of passion versus business in the drinks industry, and navigating the complexities of the B2B2B2C market. Whether you’re a newcomer or an established player in the beverage world, this episode is filled with actionable advice to help you succeed.00:00 Introduction and Podcast Overview00:31 Guest Introduction: Chris Maffeo02:04 Chris Maffeo's Background and Career Journey04:58 Brand-Building Fundamentals10:58 Challenges and Strategies in the Craft Spirits Industry16:49 Scaling and Distribution Insights19:11 Balancing Passion and Business25:06 Entrepreneurial Advice and Future Plans32:02 Conclusion and Final Thoughts

Roberta Mariani, Advocacy Director for Savoia and Italicus Spirits, brings a wealth of hospitality expertise to the conversation. She discusses the rise of aperitivo culture, tracing its growth from niche to mainstream. Roberta emphasizes the importance of brand advocacy and educating consumers about unique production methods. The role of Italian bartenders in shaping global drinking habits is highlighted, along with the significance of well-being within the industry. Listeners gain valuable insights into cocktail creation and the push for a more inclusive bar environment.

In this engaging discussion, Sophie Cookson, a seasoned liquor industry expert and founder of Craft & Culture UAE, dives into the nuances of the Middle Eastern market. She highlights the transformative landscape in Dubai and the critical role of duty-free in brand marketing. Sophie shares strategies for small brands facing challenges and opportunities, emphasizing the importance of local presence and community support. Tune in for insights on navigating regulations and empowering bartenders, all while exploring the dynamic liquor scene of the Gulf region.

Francois Monti, a cocktail writer and the owner of Amarguería, dives into the complexities of the cocktail industry. He discusses the disparity between elite bars and emerging markets, stressing the importance of local bars in cultivating cocktail culture. Francois highlights the critical need for skilled bartenders and foundational taste education, while advocating for mentorship and diverse career paths within the profession. He emphasizes the benefit of strong trade relationships to elevate cocktail quality and enrich the overall drinking experience for consumers.

Nick Guerrieri, founder of Chelly, brings a fresh twist to limoncello from Arizona. He discusses transforming traditional recipes by reducing sugar and viscosity, making limoncello versatile for cocktails. Guerrieri emphasizes grassroots sampling and personal storytelling as key marketing strategies. His distinctive branding, including signature lemon shirts, sets Chelly apart. He shares insights on blending consumer feedback with local pride to expand his brand's reach, underscoring the power of community connections in the beverage industry.

This Episode of the Maffeo Drinks Podcast features a roundtable discussion from BCB Bar Convent Berlin 2024 hosted by Park Street University. Emily Pennington moderates a discussion on distribution strategies in the European market. Joined by guests Soren Hansen (Bemakers), Michael Vachon (Maverick Drinks), and Chris Maffeo (MAFFEO DRINKS), the conversation centers around the role of distributors in brand building and entry strategies for EU markets. Key topics include identifying the right distributors, pricing challenges, maximizing event activations, and focusing on sell-through rates. Listeners will gain invaluable insights into building a successful beverage brand in Europe, with practical advice on market research, brand involvement, and leveraging different sales channels. Timestamps: 00:00 Introduction and Podcast Overview 00:32 Welcome to Park Street University Stage 01:13 Panelist Introductions 02:03 Understanding Distribution Strategies 04:31 Differences Between Importers, Distributors, and Brokers 08:19 Challenges in Pricing Across Markets 12:23 Market Observations and Trends 19:35 Finding the Right Distributor 22:24 Understanding Market Logistics 23:47 Building Brand Presence 24:42 Navigating Economic Challenges 26:35 Effective Market Entry Strategies 29:45 Timeline for Market Penetration 32:00 Leveraging Digital and Omni-Channel Strategies 35:40 Event Activation Best Practices 42:36 Direct-to-Consumer Models 43:49 Key Takeaways for Distribution Relationships 46:04 Conclusion and Final Thoughts

Michael Ballantyne, the founder of Storywood Tequila, is on a mission to change the game with the world's first single malt whisky barrel-aged tequila. He shares how pivoting to whisky bars helped him connect with consumers who appreciate the nuances of oak and char. Michael emphasizes selective distribution to build momentum and a diverse product line that caters to varying tastes. His journey is marked by personal engagement and storytelling, forging deep connections within the spirits community.

Andrew Borenzweig, founder of Beverly High Rye, shares his journey of revolutionizing American whiskey with a modern, luxury twist. Inspired by Beverly Hills, he combines bold rye flavors with the smoothness of bourbon in elegant decanter-style bottles. He discusses his strategic focus on securing placements in prestigious venues like Nobu and Mastro’s, emphasizing brand authenticity and a California-centric rollout. Andrew also touches on potential international expansion and the significance of premium partnerships in enhancing brand visibility and guest experiences.

Imme Ermgassen, co-founder of Botivo, dives into the world of non-alcoholic beverages, emphasizing the brand's pleasure-first approach. She shares how Botivo redefines enjoyment through craft flavors and social experiences, introducing concepts like the 'yellow hour' to elevate non-drinking occasions. The conversation touches on brand consistency, particularly the impact of color on recognition, and the transformative power of non-alcoholic options in social settings. Imme also hints at exciting future launches and the importance of community engagement.