The MAFFEO DRINKS Podcast

Morten Stengaard, Co-founder of Andersen Winery, is on a mission to revolutionize the beverage industry by creating a premium fruit wine category using Nordic fruits. He discusses the fine balance between category and brand building, emphasizing effective positioning and the significance of premium pricing. Morten explores targeted marketing strategies tailored for fine dining and off-trade venues. He highlights the importance of consumer education, seasonal relevance, and a diverse portfolio to keep these innovative wines appealing and in demand.

Felice Capasso, an expert in consumer misconceptions in the alcohol industry, sheds light on the challenges spirits brands face. He discusses how misunderstandings about production processes, like whisky-making, impact consumer appreciation. Capasso emphasizes the importance of education and storytelling in differentiating brands. He also touches on retention in the hospitality sector and advocates for logical marketing over gimmicks, drawing parallels with authentic Italian food to clarify complex ideas. This insightful conversation navigates the intricacies of engaging modern consumers.

In this engaging conversation, Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET Spirits Educator, shares his journey in the industry. He emphasizes the power of storytelling and clear messaging in brand building. The duo explores how bartenders and brands can better collaborate and the balance between brand identity and creative freedom. Felice discusses the importance of education and transparent communication, advocating for authentic consumer experiences that enhance flavor perceptions and market positioning.

In this chat, Mikko Koskinen, co-founder of Kyrö Distillery, dives into the delicious intersection of food and drink culture. He shares how whiskey can evoke nostalgia and the importance of local knowledge in expanding into new markets. Mikko reflects on the significance of long-term planning and being adaptable in the spirits industry, alongside strategies for authentic brand growth. Personal well-being and fresh perspectives are also highlighted as essential for success, especially in the evolving world of whiskey.

Mikko Koskinen, co-founder of Kyrö Distillery, shares insights on the cultural significance of Finnish rye in spirit production. He discusses the importance of origin and local culture in building a distillery brand. The conversation touches on strategies for storytelling, highlighting Kyrö's unique approach, from crafting whiskey in a sauna to the challenges of marketing premium spirits. They also explore the balance between distillery-first and product-first models, emphasizing trust and education in the evolving landscape of Finnish drinks.

Nicola Olianas, the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, shares his insights on building brand authenticity in bartending. He discusses the significance of the Fernet Branca coin, a vital connector for bartenders worldwide. Nicola emphasizes the importance of creating genuine demand and fostering loyalty amid a passion-driven culture. He also explores the challenge of maintaining brand integrity and the role of brand ambassadors in enhancing appreciation for unique spirits, creating a sense of community.

Nicola Olianas, the Global Export Head of Advocacy at Fratelli Branca, takes listeners through the fascinating journey of Fernet Branca from a medicinal remedy to a bartending staple known as 'The Bartender's Handshake.' He highlights the crucial balance between brand building and liquid quality and discusses the unique category Fernet has carved out in the spirits industry. The conversation also dives into the Fernet Branca coin as a powerful symbol of community among bartenders, celebrating the bonds formed over this iconic drink.

David Wood, an expert in brand distribution, joins Chris Maffeo to share insights on scaling drinks brands. He discusses the strategic choices between self-distribution and partnerships with distributors. The importance of immersive brand experiences for sales teams is highlighted, along with the necessity of establishing local market dominance before expanding globally. David emphasizes the evolving role of salespersons in a digital age and offers creative strategies for maintaining brand relationships despite market changes.

David Wood, founder of Liana Collection, discusses the intricacies of the drinks distribution industry. He shares insights on creating a distinct beverage identity and the critical role of quality in successful brands. Wood emphasizes the value of storytelling and sustainability, detailing how smaller cocktail ingredients can thrive when paired with established brands. He also navigates the balance of growth and integrity, revealing why he prioritizes smaller challenger brands over major ones. This conversation is rich with strategies for brand development and market relevance.

Nick Gillett, the Managing Director of Mangrove Global, shares insights on steering beverage brands from inception to market success. He delves into the significance of selecting the right portfolio and the art of creating unique product categories. The conversation touches on the impact of cultural trends on marketing and the blend of tradition with modern tastes. Gillett emphasizes the importance of neighborhood presence and emotional connections in brand expansion while discussing the challenges of navigating retail partnerships and shelf space.