MAFFEO DRINKS

Episode Deep-Dive Analysis Available at maffeodrinks.com In episode 072 I was hosted by Filiberto Amati on his Growth, Brands and More Podcast. I shared my journey from being a Sales guy in Rome to working at major beverage companies in Europe until founding MAFFEO DRINKS. We discuss the fundamental principles of building brands from the bottom up, the importance of having a clear and consistent strategy, and how to execute it successfully across different markets and channels. I also talk about the value of small empirical experiments, the balance between strategy and execution, and how to handle unexpected opportunities. Tune in to gain deep insights into the art and science of beverage brand building. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 01:09 Interview with Filippo Bertomatti 01:56 Chris Maffeo's Career Path 05:15 Challenges and Insights in Brand Building 06:33 Defining a Good Strategy 10:50 Consistency and Simplicity in Strategy 24:39 The Role of Frugality in Brand Building 28:38 Empirical Experiments and Market Testing 39:52 Handling Unexpected Opportunities 46:35 Conclusion and Final Thoughts About The Host: Filiberto Amati About The Guest: Chris Maffeo 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 episode 071, I sit down with Morten Stengaard, Co-Founder and CEO of Bemakers, to discuss the challenges and strategies of expanding into international markets. We delve into the complexities of distribution, the importance of local market engagement, and Bemakers' innovative approach to streamlining direct and indirect beverage distribution. Morten shares valuable insights on brand building, consumer engagement, and navigating the drinks industry's intricate ecosystem.N.B. If you are interested in Bemakers, mention the MAFFEO DRINKS Podcast to receive a 50% discount on the Setup fee.https://bemakers.com/ Time Stamps00:00 Introduction 00:54 Challenges in Local Distribution03:08 Expanding to International Markets04:28 Founding Beemakers: A New Approach06:23 Building Demand in New Markets07:57 The Importance of Local Market Engagement10:22 Strategies for Effective Brand Building13:56 Leveraging Direct-to-Consumer Channels37:03 Final Thoughts and Contact InformationAbout The Host: Chris MaffeoAbout The Guest: Morten Stengaard 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 episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines. Morten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing. We explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand. Morten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers. Time Stamps 00:00 Introduction 01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery 02:47 Building a New Beverage Category 08:14 Positioning Premium Fruit Wines 10:20 Targeting Specific Drinking Occasions 14:37 Expanding to Off-Trade Markets 26:44 Seasonality and Portfolio Approach 31:46 Conclusion About The Host: Chris Maffeo About The Guest: Morten Stengaard 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 episode 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached. They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland. They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market. Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding. Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively. 00:00 Introduction and Episode Overview 00:29 Consumer Misunderstandings in the Spirits Industry 03:59 The Importance of Open-Mindedness and Education 06:39 Creating and Defining Categories in the Spirits Industry 9:53 Pragmatic vs. Fluffy Storytelling 19:37 Building Category VS Cannibilizing Category 30:49 The Role of Education and Retention in the Industry 40:30 Closing Remarks and Contact Information About The Host: Chris Maffeo About The Guest: Felice Capasso 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 episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator. They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints. Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry. The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry. 00:00 Introduction to Episode 68 00:51 Meeting Felice Capasso 02:38 Felice's Journey and Background 05:04 Industry Insights and Brand Building 08:38 The Role of Expressiveness in Spirits 15:28 Managing Consumer Expectations 21:48 Brand Brainwash in the Spirits Industry 22:49 The Importance of Blind Tastings 24:24 Understanding Market Positioning 27:01 Explaining Product Characteristics 29:22 Creating Clear Brand Identities 35:27 Recruiting New Consumers 41:10 Distillation Myths and Realities 44:43 Conclusion and Final Thoughts About The Host: ⁠Chris Maffeo⁠ About The Guest: ⁠Felice Capasso 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 episode 67 of the Maffeo Drinks Podcast, host Chris Maffeo continues his conversation with Mikko Koskinen, co-founder of Kyrö Distillery, from the previous episode. They discuss the integration of food and drink culture in society, the challenges of building a brand, and exporting distillery products. Mikko shares his insights on market dynamics, cultural references, and the importance of personal involvement in brand growth. The discussion also emphasizes the significance of long-term planning and adaptability in the spirits industry. 00:00 Introduction and Episode Overview 00:23 Cultural Integration of Food and Drink 01:41 Nordic Whiskey and Food Culture 03:49 Export Strategies and Market Penetration 07:44 Challenges in Distribution and Brand Building 12:09 Importance of Local Knowledge and Experimentation 18:17 Entrepreneurial Insights and Personal Stories 35:53 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 episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits. Kyrö Distillery Ad 00:00 Introduction to the Maffeo Drinks Podcast 00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery 00:45 Chris's Connection to Finland 01:35 The Evolution of Finnish Drinks 02:38 Brand vs. Liquid: What's More Important? 04:59 The Origin Story of Kyrö Distillery 07:33 The Role of Rye in Finnish Culture 17:12 Building a Distillery Brand 24:44 Simplifying Whiskey for Newcomers 35:34 Marketing Strategies and Challenges 41:40 Conclusion and Next Episode Preview About The Host: Chris Maffeo About The Guest: Mikko Koskinen 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 episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy. We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community. Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers. I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 00:10 Exploring Fernet Branca's Global Connection 00:43 The Taste Profile and Brand Consistency 02:50 The Significance of Fernet Branca's Coin 03:55 Building Brand Respect and Longevity 09:57 The Italian Excellence and Global Expansion 12:46 The Mission and Passion Behind Fernet Branca 20:08 The Fernet Branca Coin Challenge 27:08 How to Connect with Nicola 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 Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake". Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry. The episode also highlights the Fernet Branca coin as a symbol of community among bartenders. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca 01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon 02:58 Brand Building vs. Liquid Quality: What Comes First? 06:24 Creating a Unique Category in the Spirits Industry 10:18 The Importance of Versatility in Product Use 23:53 The Bartender's Handshake: The Story Behind Fernet Branca 33:26 Conclusion and Next Episode Teaser About The Host: Chris Maffeo About The Guest: Nicola Olianas 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 Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution. He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships. The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion. Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age. Tune in for a comprehensive guide to scaling your drinks brand successfully! Time Stamps 00:00 Introduction to Brand Distribution Stages 00:55 Advice for Startup Drink Brands 02:34 Scaling with Distributors ⁠03:26 Importance of On-Trade Chains 11:11 Managing Relationships with Wholesalers 16:30 Building Brand Demand 24:11 Role of Sales Reps and Founders 32:58 Digitalization of Sales and Social Media ⁠37:24 Conclusion and Contact Information About The Host: Chris Maffeo About The Guest: David Wood Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com