MAFFEO DRINKS

Episode Deep-Dive Analysis 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 Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis 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 Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis 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 Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis 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 Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com In this episode, host Chris Maffeo talks to Andrew Borenzweig, founder of Beverly High Rye, who shares his journey of creating a modern, luxury-focused American whiskey that breaks away from traditional frontier or rustic imagery. Inspired by the elegance of Beverly Hills, Andrew crafted a whiskey that blends rye’s bold spice with bourbon’s smoothness, presented in sleek, decanter-style bottles. He initially concentrated on securing placements in prestigious California venues—such as Nobu, Mastro’s, Cipriani, and the Beverly Wilshire Four Seasons—to build brand credibility and visibility. This strategic on-trade focus laid a strong foundation before carefully expanding into off-trade channels like select Pavilions stores. Throughout the episode, Andrew emphasizes the importance of brand authenticity, founder-led advocacy, and a California-centric rollout as key drivers of Beverly High Rye’s success. Additionally, he touches on leveraging top on-trade outlet groups to facilitate potential international expansion, referencing Nobu Tokyo’s interest in the brand. Timestamps:00:00 Introduction and Podcast Overview00:29 Guest Introduction: Andrew Bornenzweig00:58 The Inspiration Behind Beverly High Rye02:30 Marketing and Brand Positioning06:44 Expanding to New Markets11:05 Product Portfolio and Collaborations17:21 On-Trade vs. Off-Trade Strategies24:50 Final Thoughts and Advice for Brand Owners Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com In this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions. Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions. The conversation reveals how careful brand building and trade strategy can help create new category opportunities.Timestamps: 00:00 Introduction and Welcome00:29 Guest Introduction and Initial Impressions01:22 Deep Dive into Botivo02:16 Brand Philosophy and Market Positioning05:37 Challenges and Strategies in the Non-Alcoholic Market11:35 Consumer Insights and Brand Building19:31 Trade Relationships and Distribution38:04 Concluding Thoughts and Future Plans Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com In this episode of the Maffeo Drinks Podcast, I continue the conversation with Andrew Friedman, an ex-bar Owner (Liberty, Seattle, WA) and the brand builder behind Industry Spirits. Andrew shares his journey from bar owner to brand owner, highlighting the importance of community, education, and strategic planning in the drinks industry. The discussion delves into the challenges and rewards of creating a bartender-owned brand, the nuances of marketing and sales strategies, and the decision-making process behind scaling a business organically versus aiming for a large-scale buyout. This episode, which includes anecdotes about industry dynamics and practical advice for aspiring brand creators, underscores the value of thoughtful growth and collaborative success in the beverage industry.Time Stamps00:00 Welcome to the Maffeo Drinks Podcast00:26 The Value of Listener Feedback01:37 Training and Collaboration in the Bar Industry03:16 Challenges and Realities of Brand Promotion05:44 From Bar Owner to Brand Owner07:56 Building a Bartender-Owned Brand09:09 Strategies for Brand Relevance27:59 The Importance of Legacy and Scale35:26 Wrapping Up and Contact InformationAbout The Host: Chris MaffeoAbout The Guest: Andrew Friedman Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com Welcome to the Maffeo Drinks Podcast! In this episode, I'm joined by Andrew Friedman, renowned bartender and ex-bar owner (Liberty, Seattle, WA) and the Founder of Industry Spirits, a Bartender-Owned Brand. We explore the history and evolution of Seattle's cocktail scene, emphasizing the importance of customer service and the changing landscape of the bar industry. Andrew shares his journey, insights into bar culture, and the challenges bartenders face as they transition to roles like brand ambassadors. Whether you're a bar enthusiast or an industry professional, this episode offers a fascinating look into the dynamics of bar life and the dedication required to succeed. Time Stamps 00:00 Welcome and Introduction 00:27 Guest Introduction: Andrew Friedman 02:50 Andrew's Journey in the Drinks Industry 04:29 The Seattle Cocktail Scene 07:23 The Evolution of Bartending 11:10 Balancing Stardom and Service 16:42 Career Reflections and Industry Insights 26:36 The Future of the Drinks Industry 32:16 Closing Remarks About The Host: Chris Maffeo About The Guest: Andrew Friedman Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com In this episode of the Maffeo Drinks Podcast, I discuss the evolution of the whisk(e)y industry over the past 15 years with guest Billy Abbott. We delve into the global expansion of whiskey production, the increasing consumer interest in niche markets, and the role of cocktails and serves in modern whiskey consumption. Billy shares insights on how new expressions and innovations are shaping the industry while they also explore the significance of brand identity and consumer engagement. The conversation highlights the changes in whisk(e)y production, marketing, and consumer preferences, making it a must-listen for anyone interested in whisk(e)y. 00:00 Welcome to the Maffeo Drinks Podcast 00:28 Diving into the World of Drinks Brands 00:54 The Evolution of Whiskey 01:49 Whiskey Trends and Market Changes 04:27 Exclusive Bottlings and Store Picks 09:48 Consumer Preferences and Market Expansion 19:25 Whiskey in Cocktails and Occasions 22:43 Brand Identity and Marketing Strategies 33:12 Wrapping Up and How to Connect About The Host: Chris Maffeo About The Guest: Billy Abbott Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Episode Deep-Dive Analysis Available at maffeodrinks.com In this episode of the Maffeo Drinks Podcast, I sit down with Billy Abbott, Ambassador for The Whiskey Exchange. We discuss the importance of internal and external education in the drinks industry, the journey from programming to whiskey, and the dynamics between liquid-first and brand-first approaches in spirits marketing. Billy also shares insights on gauging consumer preferences and touches on the diverse pathways individuals can take within the spirits industry. Tune in to learn about navigating brand storytelling, consumer communication, and the vital role of education in building successful drinks brands. 00:00 Welcome and Introduction 00:28 Guest Introduction: Billy's Journey 02:03 Diving into the Drinks Industry 03:40 The Role of Education in the Drinks World 05:39 Balancing Brand and Liquid in Marketing 10:00 Understanding Consumer Preferences 12:25 Navigating the Whiskey World 17:38 Exploring Cross-Category Connections 22:02 Balancing Budget and Spirit Selection 23:09 Understanding Consumer Preferences 24:34 The Complexity of Target Consumers 26:07 Marketing Strategies in the Spirits Industry 30:03 Training and Knowledge Sharing 37:01 Career Growth and Personal Development 42:18 Conclusion and Final Thoughts About The Host: Chris Maffeo About The Guest: Billy Abbott Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com