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 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 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 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 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 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 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 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 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 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 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 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 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 Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK). He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature. Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories. We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio. This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies. Time Stamps 00:00 Welcome to the World of Distribution: A Candid Chat 00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid 03:31 Insider's Guide: Selecting Brands for Distribution 06:31 Innovative Strategies in the Drinks Industry 09:39 The Art of Being a Secondary Ingredient 20:43 The Power of Modifiers in Cocktail Creation 29:00 Navigating Portfolio and Contract Negotiations 31:56 Navigating Brand Sales and Relationships 34:07 Strategic Portfolio Management and Outlet Selection 35:33 Adapting Sales Strategies Across Different Venues 39:43 The Importance of Brand Identity and Selective Partnerships 41:47 Personal Growth and Career Reflections 44:48 Building a Business with Purpose and Longevity 55:47 The Value of Legacy and Historical Insight in Branding About The Host: Chris Maffeo About The Guest: David Wood 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 Ep. 61, I continued the conversation with Nick Gillett from Ep. 60. He’s the Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:25 Portfolio Selection 8:20 Creating Your Own Category 16:42 Micro Categories & National Cuisines 23:20 Traditional & Modern Serves 25:53 Geographic Centered Marketing 30:25 Building a Neighborhood Presence 32:33 Overcomplicating Cocktails 34:10 Value of Off-Trade 37:44 Transitioning to Chains 41:21 Where To Find Nick 42:23 Outro About The Host: Chris Maffeo About The Guest: Nick Gillett 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 Ep. 60, I had an incredible chat with Nick Gillett, Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat. Time Stamps 0:00 Intro 1:20 Brand or Liquid Marketing Foundation 1:58 Nick Gillett Intro 6:58 Wholesalers & Importers Differences 12:50 The Game of Share of Mind 16:53 The Diversity of Wholesale 25:58 Has Wholesale Changed? 28:53 The Value of Relationships 32:10 Outro About The Host: Chris Maffeo About The Guest: Nick Gillett 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 59, I continued the chat with Stephen Myers, from Ep. 58. He is the Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat. Time Stamps 0:00 Intro 0:34 Your First 1,000 Pounds 4:00 Building Presence In The Trade 8:22 Being Relevant 14:35 Portfolio Strategies, One Bar 17:11 Portfolio Strategies, Many Bars 20:51 Independent Vs Chains 24:17 Be Careful What You Wish For 29:26 Last Thoughts On Entrepreneurship 34:15 Last Thoughts About The Host: Chris Maffeo About The Guest: Stephen Myers 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