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 048 I had the honor to talk to Stephanie Jordan. She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he also runs her Sales & Marketing Consultancy, Drinking Out Loud. Before that she has ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.Time Stamps0:00 Intro3:04 Bringing A Non-Trendy Category To Market5:54 Brand Or Liquid Led9:19 Target Occasion Vs Category14:58 Multi or Single Target Occasion24:11 Sustainability Messaging30:03 OutroAbout The Host: Chris MaffeoAbout The Guest: Stephanie Jordan 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 047 I continued the conversation with Jack Orr-Ewing from Ep. 046. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.Time Stamps00:00 Introduction00:14 Shifting Into Management6:52 Dangers of Overeating as a Brand9:48 Systematizing Selling To 100's of Bars25:21 Adapting To Local Ecosystems29:01 Best Brand Awareness Tools33:15 The Fools Gold of Big Brand Events38:23 Sponsoring Events: Invisible Downsides & How To Capitalize43:38 Ending SegmentAbout The Host: Chris MaffeoAbout The Guest: Jack Orr-Ewing 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 046 I had the pleasure of chatting to Jack Orr-Ewing. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.Time Stamps0:00 Introduction1:00 Building Demand5:09 Entering A New Market10:43 Selecting Bars15:11 Differentiating Your Brand For On-Trade23:08 Utilizing Portfolio To Enter Bars28:47 The Target Consumer31:45 The Duppy Share34:21 OutroAbout The Host: Chris MaffeoAbout The Guest: Jack Orr-Ewing 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 045, I continued the conversation with Francesco Sapienza from Episode 044. He disclosed some tips about Drinks Photography and unveiled the behind-the-scenes of working with some of the best bars and restaurants in NYC. It is also in video on Spotify and YouTube. Time Stamps 0:00 Introduction 0:22 A Food Photographer's Red Flags 6:39 Creating The Photograph 10:34 The Role of Light in Sales 16:24 Ensuring a Follow Up 20:04 The Value of a Professional 27:20 Photographic Tricks 29:33 Difference Between Food & Drink Shots 32:40 Taking Shortcuts 35:48 Best Color For Liquid 40:17 Pragmatic vs Aspirational Imagery 44:50 The Professional as an Educator 55:00 Ending Remarks 57:09 Outro About The Host: Chris Maffeo About The Guest: Francesco Sapienza 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 Episodes 044 I had the pleasure to chat with one of my best friends, Francesco Sapienza. He is a NYC-based Food & Drink Photographer. An Engineer by trade, he left a successful career in Stockholm, Sweden to pursue his dream in NYC. We spoke about how to best work with the different players in the hospitality ecosystem. I hope you will enjoy our chat. Time Stamps 0:00 Intro 2:09 About The Guest 3:57 Choosing a Niche 9:36 Choosing Your Target Customers 11:45 Photographer-Brand Communications 15:00 When The Customer Doesn't Know What They Need 20:00 Creating Demand As A Photographer 25:36 Outro About the Host: Chris Maffeo About the Guest: Francesco Sapienza 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 043 I continued the conversation with André de Almeida from Episode 042. In this part we digged into GTR, Global Travel Retail as a Bottom-up Channel. André is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles. Time Stamps 0:00 Intro 0:14 Global Travel Retail Logistics 7:55 Segmenting Airports 10:31 Local Airport Advantage 13:42 Airport Stakeholders 18:35 Staffing Airports 22:11 Identifying Your Consumer 34:42 Local vs. Standardized Airport Selection 41:07 Wrapping Up About The Host: Chris Maffeo About The Guest: Andre De Almeida 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 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles. Time Stamps 0:00 Introduction 1:39 Starting From Brand or Liquid? 3:51 Bringing In New Whisk(e)y Drinkers 9:18 Whisk(e)y Education 12:53 Category Bridging For Whisk(e)y 18:53 Category Jumping With Wood 25:41 Clear Target Occasion Vs Pigeonholing 27:38 Recruitment Via Cocktails 35:22 The Role Of Bottom-Up Trade 40:49 Outro About the Host: Chris Maffeo About the Guest: Andre De Almeida 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 041, I had the pleasure of chatting with Arturo Isola, Co-Founder of Amazzoni Gin. An architect and designer by training, he entered the Drinks Industry co-creating the first Brazilian Gin on his journey to craft the perfect Negroni. I hope you will enjoy this inspiring Founder’s story. Timestamps 0:00 Introduction 2:16 The First Brazilian Gin 8:48 Brand or Liquid Led Business? 13:14 Conceiving The Business Idea 20:06 Breaking into the On-Trade 23:02 Starting Without Investors 27:45 Entrepreneurs and Consistency 32:21 Should You Adapt to the Market? 37:00 Committing to The Dream 41:34 Contact Info & Ending About the Host: Chris Maffeo About the Guest: Arturo Isola 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 040, I continued the conversation with Julian Davies from Episode 039. Feel free to listen to that, as well. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat. Time Stamps 00:00 Introduction 00:15 The Importance of Bartenders 04:27 The Social Entourage 07:37 The Limits of Misaligned KPIs 16:30 Developing Healthy KPI Habits 20:00 A Certain Occasion For A Certain Person 23:53 Liquid vs Story for Brand Building 31:22 Story Has a Purpose 34:08 What's Your Angle? 37:39 Wrap Up About The Host: Chris Maffeo About The Guest: Julian Davies 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 039, I finally caught up with my old friend and colleague, Julian Davies. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat. Time Stamps 00:00 Introduction 00:56 Background 03:54 Communicating Bottom Up Philosophy 10:51 Brand Lifecycles 16:42 Difference Between Large and Small Drinks Companies 19:56 Role of The Brand Owner 26:58 Podcast and Brand Similarities 31:23 Why Start a Brand? 41:40 Outro About The Host: Chris Maffeo About The Guest: Julian Davies 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