MAFFEO DRINKS: Built Bottom-up

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat. If you are interested in using OverProof, you can do it ⁠here⁠ and get $250 discount. Main topics discussed: From 0 to 1 bottle • The importance of the Target Occasion • How occasions change by City and State • How to choose the correct city to start building your brand From 1 bottle to 1 case • Brand Owners' vs. Distributors' approaches to city strategies • Analyzing cocktail menus to decide where to focus on • Avoid brands vs. following brands: different strategies From 1 case to 1 pallet • Big brands vs. Small brands approaches • How to move from one City / State to the next • How Independent Bottle Shops can complement your On-trade strategy About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠  About the Guest: Krista Schubert This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com This is the second part of the chat between Chris Maffeo and Adrián Michalčík. He is the Global Winner of the Diageo WorldClass 2022 and Global Top 6 in 2016. He is the Director of Mixology at Pier 42 in Oslo. Main topics discussed: • What happens after selling the first bottle to a bar • How to drive rotation in bars • Visibility: Back bars, beverage menus, and cocktail menus • Support bars with physical and development tools • Being specific vs. versatile on a target occasion About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠  About the Guest: ⁠⁠⁠⁠⁠Adrián Michalčík⁠ This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com This is the first episode of the chat between Chris Maffeo and Adrián Michalčík. He is the Global Winner of the Diageo WorldClass 2022 and Global Top 6 in 2016. He is the Director of Mixology at Pier 42 in Oslo. They discussed: • The importance of On-trade in brand building, especially in dark markets. • What can small brands learn from Global Brands' Advocacy Programs. • How Salespeople can prepare themselves before approaching a bar. • Latest developments in the Czechoslovak and Nordic bar scenes. • The Italian and Czechoslovak connection in the Global bar scene. • How top bars decide which brands to list on their offering About the Host: ⁠⁠⁠Chris Maffeo⁠⁠  About the Guest: ⁠⁠⁠⁠Adrián Michalčík This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, Chris Maffeo talks with Filiberto Amati. He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles. They spoke about Brand Ambassadors from how to define the role, set up KPIs and enable them to build demand from the bottom-up. They continue by talking about how big brands have shaped their success by focusing on a core occasion. How did they master with perfect market execution that did not happen overnight. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Filiberto Amati This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, Chris Maffeo talks with Filiberto Amati. He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles. They speak about how to choose the right city to start from in a market, as they are not all the same. They dive into how to win there before moving to the next city and how to ensure you get the right distribution set-up based on your brand lifestage. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Filiberto Amati This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, Chris Maffeo talks with his ex-colleague Marcus Pedersen. They use Aquavit, a typical Nordic distillate, to discuss how niche categories can create demand and appeal beyond their borders. They talk about traditional and modern target occasions, how to approach bars, get on the back bar, cocktail menus, and ultimately drive rotation. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Marcus Pedersen This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com This episode is the second part of the selection of Chris Maffeo's chat with Philip Duff. They started speaking about how to avoid spreading yourself too thin by entering numerous markets you cannot control effectively; having one person handle to trade at the street level while avoiding bureaucratic processes that may hinder your progress is better. They closed the episode by discussing how brands should avoid relying too much on past success when looking toward future growth opportunities. What works today might not work tomorrow due to changing market dynamics or consumer preferences. If you enjoyed the episode, please rate it and share it with your friends and colleagues. Listen to the Philip Duff Show (podcast) to find out more. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Philip Duff This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com This episode is a selection of Chris Maffeo's chat with Philip Duff. They spoke about the difference between beer, wine, and spirits and what Spirits marketers can learn from the beer industry by better understanding the ecosystem - from breweries/distilleries through importers/distributors/wholesalers/bar owners/staff/bartenders/consumers. The importance of avoiding the far too common disconnect between marketing guidelines and actual bar practices. They spoke about cocktail occasions being a popular trend many brands want to participate in. Some have a credible story, while others seem like random marketing inventions. If you enjoyed the episode, please rate it and share it with your friends and colleagues. To find out more, listen to the Philip Duff Show (podcast). About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Philip Duff This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25) In the farming part of their chat, we dive into practical strategies for increasing sales in bars. We explore the importance of targeting independent outlets and overcoming skepticism from bar managers/owners. To drive awareness and generate interest, offering free samples and designing special promotions/events prove beneficial. We also discuss the power of relatable cocktail names and segmenting drinks based on their approximate alcohol content (ABV) to attract customers. Tracking bar menu changes and creating a pipeline for future opportunities is emphasized. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25) In the hunting part of their chat, they discussed the importance of building demand before capturing it. How, by talking about the broader category, a brand can establish its relevance and make the pie bigger for others, by launching a magazine covering both alcohol-free and fully alcoholic drinks. Brad explained how they've trademarked the "session spirit" category and shifted their focus to finding bars that understand and support their vision. Instead of competing with established brands for shelf space, they aim to create a new shelf altogether where their product can thrive in its own right. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com