MAFFEO DRINKS

Daniel Szor, founder of the Cotswolds Distillery, shares his remarkable journey from a 30-year investment management career to launching one of England’s pioneering whisky brands. He discusses the importance of a strong local presence and meaningful partnerships for brand growth. The conversation highlights marketing dynamics, the impact of local demand on travel retail, and the challenges of selling premium spirits. Szor emphasizes the need for a grassroots approach, innovative sales strategies, and mastering the art of flavor and branding in the whisky industry.

Daniel Szor, Founder of the Cotswolds Distillery, shares his journey from investment management to building one of the first English Whisky Distilleries. Topics include building demand, English whisky development, innovation, brand messaging, and off-trade opportunities.

Sebastian Barnick, a certified distiller and WSET educator with vast experience in luxury spirits, discusses the vital role of authenticity in branding and consumer perception. He explores innovative marketing strategies that transcend traditional demographics, emphasizing the importance of local relevance in beverage development. Additionally, Sebastian highlights how flavor perception and cultural influences shape the success of beverages globally, and shares insights on bridging categories to craft unique consumer experiences.

Sebastian Barnick, Director at Pleasant Land Distillery and a former Royal Navy member, shares his insights into the intricacies of developing a drinks brand. He discusses the importance of understanding both liquid production and commercial challenges. The conversation highlights the differences between rectifying and distilling, and the economic dynamics influencing gin production. Sebastian also emphasizes the value of sustainable relationships in the distillery market and critiques misconceptions about brand development, reassuring that clarity of purpose is crucial for success.

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.