MAFFEO DRINKS: Built Bottom-up

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.

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 speaks to Racheal Vaughan Jones and discusses how Compass Box has positioned itself as "whisky makers" in the Scotch whisky industry. Founded in 2000 with a mission to make the Scotch world more interesting, Compass Box balances mastery and imagination in its brand essence.Recently, the company streamlined its core range into a more intuitive collection of four distinct flavor territories while maintaining its artistic limited editions.Racheal shares insights into its recent brand positioning, "Long Live Interesting," and how it has successfully translated it through packaging, communication, and targeted campaign activations across key cities.The brand's recent award-winning "Hedonism" limited edition showcases its collaboration with female artists and embodies its philosophy of starting with an organically evolving idea.Timestamps:00:00 Introduction and Welcome00:30 Special Guest Introduction01:53 The Story of Compass Box04:23 Brand Positioning and Marketing10:29 Core Range and Consumer Experience14:29 Limited Editions and Awards20:05 Limited edition approach with Hedonism26:06 Communication and Marketing Strategies30:30 Localized activation and content strategy33:45 Creating demand and brand-building philosophy 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 Join us on this episode of the Maffeo Drinks podcast, where Chris Maffeo chats with drinks industry legend David Gluckman about the fascinating world of drink innovation and product development. David shares insights from his recent book (That Sh*t Will Never Sell), offering a look back at the history and evolution of the drinks industry.The conversation covers iconic brands he created like Bailey's, Ciroc, and Tanqueray Ten, product ownership's importance, and consumer research's often flawed nature.David also discusses how great brands can be built without conventional testing and the critical role of liquid excellence. Tune in for an engaging discussion that blends business acumen with the art of drink creation.The discussion provides insights into the importance of ownership, consumer behavior, and the significance of product distinction in brand building. David also emphasizes the value of real-world testing over consumer research, reflecting on his approach to developing iconic spirits.Aspiring brand builders and drink enthusiasts will find valuable lessons in this engaging conversation.Timestamps:00:00 Introduction and Welcome00:29 Guest Introduction: David's Journey01:19 The Bailey's Story: Market Research and Success04:43 Brand Development Philosophy09:36 Challenges in Spirits Marketing12:38 Product Innovation and Differentiation25:44 Ownership and Long-Term Brand Building32:07 Conclusion and Farewell 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 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 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 of the Maffeo Drinks Podcast, host Chris Maffeo chats with Roberta Mariani, the Advocacy Director for Savoia and Ital Spirits. Roberta shares her extensive experience in the hospitality and drinks industry, offering insights on building effective advocacy programs, the rise of the aperitivo culture, and focusing on category education over brand promotion. They also discuss the evolving role of Italian bartenders, the increasing popularity of vermouth and Amari, and the critical issue of well-being within the industry. Whether you're in the drinks business or simply a cocktail enthusiast, tune in for a deep dive into the latest industry trends and tips for achieving a sustainable work-life balance.Timestamps:00:00 Introduction and Welcome00:32 Guest Introduction: Roberta Mariani02:41 Building Brand Advocacy07:34 The Rise of Aperitivo Culture12:47 The Role of Italian Bartenders23:56 Innovative Cocktail Creation31:18 Promoting Well-being in the Industry38:49 Conclusion and Final Thoughts 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 of the Maffeo Drinks Podcast, host Chris Maffeo is joined by Sophie Cookson, a seasoned expert in the liquor industry with over a decade of experience in Dubai and the UAE.Sophie shares insights on the evolving liquor landscape in the Middle East, discusses the challenges and opportunities for small and medium-sized brands in the region, and the importance of having a regional strategy.The conversation also touches on the role of Dubai duty-free as a significant channel for marketing and brand building. Sophie emphasizes the need for brands to have local presence and support to thrive in the Middle East market.Tune in to learn about the unique dynamics of the Gulf region’s liquor market and how brands can successfully navigate this complex but rewarding environment.Key Highlights:Navigating the evolving liquor landscape in the Middle EastStrategic insights for small and medium-sized brands entering the marketThe unique role of Dubai duty-free in brand buildingEssential strategies for establishing local presence and supportTimestamps:00:00 - Introduction and Welcome00:30 - Guest Introduction: Sophie Cookson01:07 - The Liquor Industry in Dubai02:41 - Challenges and Opportunities for Small Brands04:24 - Legalities and Regulations in the UAE07:39 - Brand Building Strategies10:56 - The Role of Expats and Duty-Free15:10 - Supporting Bartenders and Craft Brands26:25 - Travel Retail Opportunities35:36 - Conclusion and Contact Information 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, I talk to Francois Monti, a renowned Cocktail Writer. We discuss the global cocktail scene’s uneven growth, from advanced cities boasting cutting-edge bars to emerging markets grappling with minimal training. While high-profile venues attract headlines, Francois argues that second-division bars drive consumer adoption of cocktails. He highlights the shortage of skilled bartenders, many lacking foundational taste education (e.g., wine and food flavor insights), leading to haphazard quality. Instead of focusing on big consumer-awareness pushes, Francois advocates strong trade relationships, mentorship, and recognition of diverse bartender career paths—even if that means contentedly staying in a single role long-term. Local bar culture flourishes by ensuring bartenders can refine their palate and technique at multiple levels of the industry, eventually benefiting both consumers and spirits brands.Timestamps:00:00 Introduction and Welcome00:45 State of the Cocktail Industry03:36 Challenges in Cocktail Culture08:23 Training and Skill Development20:03 Mentorship and Industry Growth25:06 Conclusion and Farewell 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, I spoke to Nick Guerrieri, founder of Chelly, who shares how he crafted a modernized limoncello out of Arizona—a place few associate with classic Italian citrus liqueurs.By reducing sugar and viscosity, Chelly repositions limoncello from a narrow digestif to a spirit capable of starring in cocktails or being served neatly.Nick’s strategy relies on grassroots sampling at liquor stores and festivals, weaving a genuine “behind-the-scenes” brand narrative on social media, and balancing on-trade listings with hands-on retail demos.Distinctive branding elements, like his signature lemon shirt and recipe lookbooks, help Chelly stand out.Over five years, Chelly has built momentum by focusing on direct consumer feedback, turning local pride in Arizona’s citrus heritage into a marketing edge, and carefully expanding bar menu placements and off-trade distribution.Timestamps:00:00 Introduction and Podcast Overview00:29 Meet Nick Guerrieri: The Limoncello Innovator01:21 Crafting a Modernized Limoncello02:05 Consumer Reactions and Market Penetration03:06 Marketing Strategies and Visual Branding06:42 On-Trade vs. Off-trade Sales Tactics14:22 Sampling and Direct Consumer Feedback22:45 The Importance of Small Wins and Persistence26:30 Final Thoughts and Farewell 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 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 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, host Chris Maffeo speaks to Michael Ballantyne, founder of Storywood, who joins the Maffeo Drinks Podcast to reveal how he created the first single malt whisky barrel–aged tequila—a bold step intended to convert whisky aficionados into agave enthusiasts. By deliberately pivoting from tequila-focused venues to whisky bars and events like the Glasgow Whisky Show, he discovered a more receptive audience who understood the language of oak, toast, and char. While stoking consumer curiosity with a cask-forward narrative, Michael stresses the importance of selective distribution, building momentum in key markets before spreading too thin. He explains how a multi-SKU strategy caters to varied palates—from lighter, cocktail-friendly expressions to richer, extended-aged variants—yet unifies under the “tequila meets scotch” identity. Throughout his journey, Michael has worked bottom-up—sampling events, personal brand ambassador work, and direct outreach—to forge loyal trade and consumer relationships.Timestamps:00:00 Introduction and Podcast Overview00:29 Guest Introduction and Product Overview00:50 The Story Behind Storywood Tequila03:47 Challenges and Strategies in the Tequila Market07:37 Innovative Marketing and Consumer Engagement18:17 Global Market Expansion and Distribution22:28 Personal Reflections and Advice for Entrepreneurs28:46 Conclusion and Final Thoughts 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