MAFFEO DRINKS: Built Bottom-up

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode of the Maffeo Drinks Podcast, with guest Chris LeBeau, we explore the nuances of flavor profiles, consumer preferences, and the intricacies of crafting an exceptional cocktail. LeBeau shares insights on how different cultural backgrounds and personal tastes influence drink choices and experiences. He discusses the importance of storytelling and emotions in drink presentation, the role of brands in cocktail creation, and how bartenders and consumers can better communicate to achieve a satisfying drinking experience. The dialogue emphasizes understanding where good drinks originate, looking beyond brands to quality ingredients, and exploring novel mixer concepts. The episode invites listeners to embrace drink-making with a discerning palate and open mind. 00:00 Welcome to the Mafeo Drinks Podcast 00:28 The Ferris Wheel of 50 Best Bars 00:54 Taste Profiles and Restaurant Experiences 03:02 Categorizing Cocktails and Menu Descriptions 07:55 Brand Influence on Cocktail Menus 10:34 Personal Preferences and Cocktail Choices 17:51 Cultural Influences on Taste 21:29 The Impact of Small Additions in Cocktails 21:57 Bridging Taste Profiles: From Rum to Whiskey 22:41 Exploring Boulevardier Variations 23:47 Understanding Barrel Aging and Spirit Mellowing 24:55 Building Trust with Customers2 5:32 Maximizing Tasting Experiences in Classes 26:09 Avoiding Assumptions in Drink Preferences 30:18 The Importance of Reading the Room 36:55 Evaluating Bartender Skills and Drink Quality 39:42 Final Thoughts and How to Connect About The Host: Chris Maffeo About The Guest: Chris LeBeau This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode of the Maffeo Drinks Podcast, we have an insightful discussion with Chris Le Beau, who transitioned from a strategic consulting role into the world of mixology. The conversation explores Le Beau's passion for cocktails and the journey of learning and teaching cocktail-making. Key topics include the importance of mastering classic cocktails like the Old Fashioned, the impact of consumer perceptions on cocktail culture, and the significance of designing accessible yet informative menus in bars. We also discuss effectively bridging the gap between complex mixology and everyday cocktail enjoyment. Throughout the episode, the emphasis is on refining the basics and imparting knowledge to create a better drinking experience for everyone. 00:00 Welcome to the Maffeo Drinks Podcast 00:27 Guest Introduction and Background 01:09 Journey into Mixology 03:51 From Passion Project to Business 04:23 Consumer Perspective on Cocktails 10:57 The Importance of Cocktail Fundamentals 13:05 Challenges in Cocktail Culture 28:17 Menu Design and Customer Experience 33:30 Closing Remarks About The Host: Chris Maffeo About The Guest: Chris Le Beau This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In episode 76, we continue the conversation with Rob Malin from Ep. 75. We delve into the complexities of incorporating sustainability into a wine brand's selling story. We talk about the impact of consumer trends and government legislation on brand growth, and discover strategies for balancing traditional wine marketing with innovative sustainable practices. Time Stamps 00:00 Introduction and Episode Overview 00:48 Incorporating Sustainability into Wine Branding 02:43 Consumer Trends and Government Legislation 03:52 Packaging and Consumer Perception 06:47 Target Occasions vs. Target Consumers 09:03 Challenges and Opportunities in Wine Marketing 15:17 The Role of Education in Sustainability 27:25 Reflections and Future Strategies 32:01 Final Thoughts and Where to Find Us About The Guest: Rob Malin About The Host: Chris Maffeo This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In episode 75, we delve into the unique journey of 'When in Rome' wine with its founder, Rob Malin. We discover how challenging traditional wine packaging led to innovations like bag-in-box and paper bottles, driven by the brand's environmental commitments. Rob shares insights on the complexities of entering the UK market, the impact of bottom-up and top-down strategies, and the importance of local versus national listings. We talk about the crucial role of premium retailers like Waitrose in their growth, the financial hurdles faced by new brands, and the potential of cross-category competition in alcoholic beverages. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 01:04 Welcoming Rob Malin: Founder of When in Rome Wine 02:09 Exploring the Wine and Spirits Industry 03:57 The Rise of Canned Alcoholic Drinks 07:37 The Story Behind When in Rome Wine 13:05 Challenges and Strategies in the UK Market 17:32 Innovative Packaging and Environmental Impact 26:56 Building a Brand in Supermarkets 28:16 The Importance of Rate of Sale and Distribution 41:19 Conclusion and Final Thoughts About The Guest: Rob Malin About The Host: Chris Maffeo This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In this episode, I host the legendary Indie Bartender, Cocktailman Danil Nevsky for a deep dive into the dynamic world of bartending and brand interactions. We discuss the evolution of the hospitality and drinks industry, and tackle the ongoing disconnect between bartenders and brand managers. Danil offers insightful critiques on the state of the industry, sharing anecdotes and observations on brand ambassadors' roles, the rise of cocktail culture, and the generational shift in bartending. We also explore the adaptation of bar experiences to be more consumer-friendly and the critical role of social media in modern bartending. The episode is both a nostalgic look back and a hopeful glance forward, making it a must-listen for anyone interested in the symbiotic relationship between bars and brands. I hope you will enjoy our chat NB It contains Hard Language, which is not suitable for all audiences. Time Stamps 00:00 Introduction to the Podcast 01:20 Meet Danil Nevsky: Indie Bartender 02:29 The Disconnect Between Bartenders and Brands 04:20 The Evolution of the Spirits Industry 06:22 Generational Drinking and Market Changes 07:59 The Role of Brand Ambassadors 09:21 The Impact of Social Media and Technology 13:14 Challenges in Brand and Bar Collaboration 16:04 The Future of Bartending and Brand Interactions 38:04 The Evolution of Cocktail Content Creators 38:44 The Oral Tradition of Bartending 39:12 The Impact of Content Creators on Bartending 44:14 Brand Relationships in the Bar Industry 46:43 Balancing Brand and Bar Dynamics 51:47 The Role of Bartenders in Enhancing Customer Experience 55:47 Cultural Influences on Cocktail Culture 01:06:16 The Future of Cocktail Culture 01:10:35 Final Thoughts and Farewell About The Host: Chris Maffeo About The Guest: Danil Nevsky This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com In episode 073, I continue the conversation with Filiberto Amati on his Growth, Brands and More Podcast. I explain the concept of 'Drinks Builder' and we delve into the blurred lines between marketing and sales, discussing how to create demand before capturing it. I emphasize the importance of understanding customer needs, solving problems with your brand, and building communities, particularly among bartenders. We discuss successful case studies, the impact of strategic thinking on the supply chain, and tools for effective marketing and advocacy. This conversation is packed with insights on creating a strong demand for your beverage brand through a bottom-up approach. Time Stamps 00:00 Introduction and Episode Overview 01:12 Understanding the Concept of Drinks Builder 02:17 Creating Demand Before Capturing It 03:46 The Role of Bartenders and Community Building 05:18 Strategic Thinking and Supply Chain Impact 06:23 Building a Commercial Proposition 07:39 Generating Demand in Non-Traditional Venues 11:55 The Importance of Insight and Problem-Solving 21:07 The Role of Advocacy and Community in Marketing 33:08 Final Thoughts and Conclusion About The Host: Filiberto Amati About The Guest: Chris Maffeo This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is 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 This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is 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 This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is 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 This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com 

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is 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 This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com