The MAFFEO DRINKS Podcast

Philip Duff, a drinks industry expert and author of "That Shit Will Never Sell," joins for a lively discussion on market dynamics. He contrasts the agility of smaller brands with the cumbersome nature of large corporations. They dive into brand success influenced by cultural factors, highlighting Peroni's triumph in Scandinavia and the rise of Mezcal in America. Duff critiques the over-reliance on standard market research and stresses the need for genuine consumer connections and risk-taking in branding to maintain relevance.

Guest Philip Duff is a renowned bar industry personality and brand owner who shares his insights on building successful beverage brands. He discusses the necessity of continuous learning and taking risks in an ever-evolving industry. Philip emphasizes identifying market gaps and understanding consumer demographics, particularly the rise of cocktails. The conversation also highlights the importance of timing and adaptability in brand success, showcasing how once-small players like Cointreau grew into industry giants through creativity and a keen sense of market trends.

Chris LeBeau, a cocktail expert and storyteller, shares his passion for blending flavors with emotions. He discusses how cultural backgrounds shape drink preferences, enhancing the cocktail experience. Chris emphasizes the art of crafting engaging menu descriptions that connect memories to flavors, and the vital role of bartenders in personalizing drink choices. He also explores the impact of minor adjustments on taste and the importance of communication in the industry, inviting all to savor the stories behind their cocktails.

Chris Le Beau, a former strategic consultant turned mixologist, shares his journey into cocktail culture. He emphasizes mastering classics like the Old Fashioned and discusses the consumer's perception of cocktails. Le Beau explains how to make mixology accessible, bridging the gap between complex drinks and everyday enjoyment. He highlights the importance of thoughtful menu design to enhance the bar experience, ensuring that customers can appreciate both traditional and innovative cocktail practices.

Rob Malin, a sustainability expert in the wine industry, discusses the balance between traditional marketing and innovative practices. He shares insights on how consumer trends and legislation impact branding. The conversation digs into the importance of sustainable packaging and addressing consumer perceptions. Malin highlights the need for education in sustainability and the challenges small brands face in promoting their eco-friendly initiatives. He also reflects on the passion and authenticity necessary for success in the competitive wine market.

Rob Malin, founder of 'When in Rome' wine, is on a mission to make eco-friendly drinking accessible. He reveals the challenges of breaking into the UK market, particularly in securing retail partnerships and navigating local competition. Rob dives into innovative packaging solutions like bag-in-box and paper bottles, emphasizing their environmental impact. He also discusses the dynamics between wine and emerging canned drinks, showcasing how consumer preferences are shifting in the alcoholic beverage landscape.

Danil Nevsky, a legendary Indie Bartender known for his cocktail expertise, dives into the ever-evolving relationship between bartenders and brands. He critiques the disconnect often felt in the industry, emphasizing the crucial role of brand ambassadors. The discussion highlights the impact of social media on bartending, the rise of cocktail culture, and generational shifts in consumer habits. Danil also shares insights about creating authentic partnerships and adapting bar experiences to enhance customer connections.

In this engaging discussion, Chris Maffeo, a marketing strategist in the beverage industry, unveils the 'Drinks Builder' concept and emphasizes creating demand before capturing it. He dives into the blurred lines between marketing and sales, stressing the importance of understanding consumer needs and building vibrant communities among bartenders. They share case studies on strategic thinking's impact on the supply chain and effective advocacy tools, illustrating how a bottom-up approach can revolutionize beverage brand marketing.

Chris Maffeo is a seasoned professional who transitioned from sales in Rome to founding his own beverage company after working with major European firms. He discusses the crucial principles of building successful brands from the ground up. Chris emphasizes the importance of having a clear and consistent strategy while executing it across various markets. He shares insights on balancing strategy and execution, the value of small experiments, and how to seize unexpected opportunities in the competitive beverage industry.

Morten Stengaard, Co-Founder and CEO of Bemakers, shares his expertise in beverage distribution and market expansion. He delves into the challenges of securing local partnerships when entering international markets. Morten emphasizes a bottom-up approach for brand building, using the gym metaphor to illustrate growth accountability. He highlights the necessity of understanding consumer behavior and the importance of demand building and effective logistics for sustainable success in the drinks industry.