MAFFEO DRINKS

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.

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.