The MAFFEO DRINKS Podcast

Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry. They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive. Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.Timestamps:00:00 Introduction to Maffeo Drinks Podcast00:26 Guest Introduction: Kait's Journey in the Drinks Industry03:35 The Disconnect Between Drinks and Hospitality Industries05:53 Building Authentic Brand Partnerships11:54 Challenges and Strategies for Small Brands18:26 Long-Term Brand Advocacy and Relationship Building21:25 Crafting a Purposeful Drink Strategy22:01 The Role of Drink Strategy in Brand Promotion22:32 Simplifying Cocktails for the Consumer24:22 Understanding Drink Trends and Market Adaptation28:07 Supporting Bartenders and Their Career Growth31:48 Navigating Cocktail Competitions37:04 Final Thoughts and Authentic Connections9maAFvb1H71un6PidTCz

Chris Walker, an entrepreneur and founder of Refine Labs and Passetto, joins the conversation packed with insights on bootstrapping versus venture capital. He debunks myths about needing significant funding for success and emphasizes self-sufficiency and personal alignment as keys to entrepreneurship. The discussion dives into overcoming procrastination and emotional barriers to progress, highlighting the value of diverse skills. Walker also critiques glamorized media narratives that can mislead aspiring founders, advocating for authentic connections in business.

Luke Hemsley, founder of Wednesday's Domaine, dives into the world of alcohol-free wine, focusing on creating a sophisticated midweek alternative for food lovers. He discusses the challenges of awareness and consumer perception in a market that historically prioritizes beer and spirits. Luke emphasizes the evolution of social drinking, advocating for the enjoyment of alcohol-free options in social settings. He also shares insights on strategic marketing, the importance of independent retailers, and the balance founders must maintain between passion and delegation.

Paul Thomas, the 'king of insights' at Suntory Global Spirits, returns to share his expertise on understanding consumer behavior beyond just data. He emphasizes observing products in real environments rather than from marketing cold spots. The discussion covers the shift to occasion-based marketing and critiques the research industry's fast and cheap methodologies that undermine quality. Paul advocates for a balance of qualitative and quantitative research, stressing the importance of curiosity in developing effective brand strategies and enhancing consumer engagement.

Racheal Vaughan Jones, part of the marketing team at Compass Box, dives into how the brand redefines whisky by positioning itself as true 'whisky makers.' She discusses the recent transformation of their core range into four intuitive flavor profiles and the philosophy behind their 'Long Live Interesting' branding. Racheal also highlights the award-winning 'Hedonism' limited edition, showcasing its collaboration with female artists. The conversation reveals innovative local marketing strategies and the emotional storytelling that enhances consumer connections.

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.