The MAFFEO DRINKS Podcast

Join Michael Vachon, co-founder of Maverick Drinks, and Soren Hansen, sales director at Bemakers, as they dive into the complexities of beverage distribution in the European market. They explore how to choose the right distributors, tackle pricing challenges, and maximize event activations. The conversation also emphasizes the importance of direct-to-consumer strategies and building strong relationships within the industry. With Emily Pennington moderating, listeners gain essential insights into launching and growing beverage brands in a competitive landscape.

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.

Andrew Friedman, an ex-bar owner of Liberty in Seattle and the mastermind behind Industry Spirits, shares his transformative journey in the drinks industry. He emphasizes the vital role of community and education in bartending. The conversation dives into the intricacies of building a bartender-owned brand in a competitive marketplace, detailing effective marketing strategies and the balance between legacy and growth. With anecdotes from his career, Andrew provides aspiring brand creators with valuable insights on thoughtful planning and sustainable growth.

Join renowned bartender Andrew Friedman, former owner of Seattle's Liberty and founder of Industry Spirits, as he delves into the vibrant cocktail culture of Seattle. He discusses the crucial balance between exceptional customer service and creative bartending. Andrew shares his insights on the evolution of the industry, focusing on talent retention and the nuances of transitioning from bartender to brand ambassador. Dive into the transformative role of neighborhood bars and the importance of community in shaping unforgettable bar experiences.

Join whiskey expert Billy Abbott as he dives into the transformation of the whiskey industry over the last 15 years. Discover how global expansion and niche markets have reshaped production and marketing strategies. Billy discusses the rise of cocktails in whiskey consumption and the importance of brand identity. He highlights the growing diversity among whiskey enthusiasts and the shift toward innovative blending and high-quality spirits. This conversation is a treasure trove for anyone looking to deepen their appreciation for whisk(e)y.

Join Billy Abbott, Ambassador for The Whiskey Exchange and a spirit marketing expert, as he delves into the fascinating world of whiskey. He shares his unique journey from programming to whiskey advocacy. The conversation highlights the critical role of education in the drinks industry, the delicate balance between brand storytelling and product quality, and how to effectively gauge consumer preferences. Get insights on career paths in the spirits realm and the importance of tailored training for industry professionals.

Alice Bidini, an expert in the non-alcoholic beverage industry, discusses her mission of introducing non-alcoholic cocktail culture to Saudi Arabia. She shares insights on the unique challenges of adapting drink trends to local preferences. The conversation highlights the launch of a female-only bar at the Four Seasons, symbolizing cultural shifts. Alice also touches on the transformative power of grassroots marketing and social media in reshaping consumer perceptions, making hesitant customers into loyal fans.

Alice Bidini, an accomplished bartender and bar manager at the Four Seasons in Riyadh, shares her international journey from Rome to London and beyond. She explores cultural beverage preferences, contrasting the sweetness favored in the Middle East with European bitterness. The conversation delves into the unique challenges of non-alcoholic bartending in Saudi Arabia and the need for creative adaptations in Italian cuisine and drinks to suit local tastes. Tune in for insights into how diverse drinking cultures shape the global bar scene!