MAFFEO DRINKS

In this engaging session, Chris Maffeo, an expert on branding and consumer dynamics, shares insights from his presentation at Bar Convent Berlin 2023. He delves into the complexities of appealing to Gen-Z while retaining brand identity. Listeners discover how brands can successfully balance tradition and innovation through real-world case studies. Maffeo offers compelling strategies for staying relevant in a shifting marketplace, emphasizing the importance of authenticity in connecting with consumers across generations.

Gaetano Chiavetta heads the UK & Italy On-trade at Everleaf Drinks and brings rich experience from London's bar scene. He discusses the importance of building demand for beverage brands, emphasizing grassroots marketing and emotional consumer connections. The conversation dives into mastering sales strategies for bars, bridging digital and venue appeal, and the complexities of expanding into international markets. Gaetano also highlights the innovative spirits trend, especially in Italy, and the essential role of brand visibility in today’s market.

Global Drinks Brand Director Julian Marsili discusses building brands from the bottom up in various trade settings, the power of distinctive brand assets in marketing, crafting intriguing narratives, and embracing simplicity and consistency in business. Topics include trade location strategies, maintaining brand relevance, creating unique brand identity, and the impact of simplicity in marketing.

In this discussion, Julian Marsili, a Global Drinks Brand Director, shares insights from his extensive experience in the drinks industry. He emphasizes the importance of brand saliency and maintaining product integrity while adapting to modern trends. Julian highlights the need for brands to understand consumer motivations behind drinking occasions and how to balance storytelling with a solid product. He also advises against rapid diversification to preserve core brand identity, ensuring relevance in changing markets.

Joonas Mäkilä, a Finnish Commercial Advisor with extensive experience in FMCG and hospitality, discusses his journey co-founding Mother's Milk Beverages. He delves into the complexities of brand creation, underscoring the power of storytelling and consumer connection in beverage launches. Joonas shares insights on balancing tradition and innovation in cocktails while navigating market expansion in Finland and the Czech Republic. Emphasizing the importance of collaboration between brands and outlets, he reveals strategies for achieving lasting consumer engagement.

Global Insight Director at Beam Suntory, Paul Thomas, discusses the future of insights in the drinks industry, focusing on engaging with bartenders, avoiding trend-chasing, understanding Gen Z, and the importance of localization and brand storytelling. The conversation also explores innovation, targeting demographics, authentic branding, and adapting products for global markets.

Brian Rosen, Chairman of Growth Beverage, shares insights on effective spending, building demand, and breaking into the US market. He emphasizes the importance of strategic planning, managing finances, and creating authentic content in the beverage industry.

Duncan McRae, Co-founder of Woven Whisky, talks about building brands from the liquid up, focusing on demand, relationships, and taste profiles. He discusses adapting sales pitches, better brand training, and special pours. A must-listen for insights into the drinks industry.

Steven Grasse, founder of Quaker City Mercantile, discusses brand mysticism and building winning brands. Topics include differentiation, brand rituals, choosing partners, state monopolies, institutional knowledge, and the importance of authenticity in brand creation.

Maurice Doyle, CEO of Compass Box Whisky, shares insights on pricing strategies, back bar analysis, and building customer-brand relationships. Topics include cocktail opportunities, creating volume-focused KPIs, incentivizing the value chain, and maximizing brand visibility in bars. The conversation also touches on company alignment, incentives, KPIs, and the importance of qualitative customer interactions in marketing.