MAFFEO DRINKS

Maurice Doyle, CEO of Compass Box Whisky, shares insights on branding, building demand efficiently, expanding drink ranges, and the power of consistency. The discussion delves into connecting with target audiences, transforming spirits, cultural significance of bars, and the versatility of Scotch whisky consumption.

Alex Ouziel, founder of 9diDANTE Vermouth and CEO of FIOL Prosecco, shares his extensive beverage industry experience. He discusses the significance of grassroots marketing and consumer engagement in building a brand. Ouziel highlights the necessity of differentiation and adapting to bar needs from product launch to distribution. He emphasizes the role of brand ambassadors and strong distributor partnerships for long-term growth, while advocating for authenticity and flexibility in navigating trends.

Paul Hletko, Founder of FEW Spirits & Owner of Goza Tequila, discusses scaling a drinks brand, transitioning roles, and the challenges of alcohol distribution. They delve into finding target occasions, the importance of founder field visits, and winning distributors. The conversation also touches on the differences between bootstrapping and investor starts, as well as the evolution of a founder's role as the company grows. A casual chat about Prague travel recommendations and product promotion wraps up the episode.

Guest Paul Hletko, founder of FEW Spirits and CEO of Goza Tequila, discusses the evolution of the drinks ecosystem, target occasions, and traditional vs modern drinking experiences. They explore brand building, consumer needs, and the craft spirits industry evolution, emphasizing the importance of balancing product innovation with commercial success.

Alex Frezza, owner of L'Antiquario Bar in Naples and a pivotal figure in the Neapolitan Cocktail Bar Scene, shares his insights on crafting an engaging bar experience. He discusses the significance of local drinking occasions and how they influence brand alignment. The conversation also dives into the evolving art of upselling, emphasizing storytelling and the craftsmanship that enhances customer connections. Frezza sheds light on the rise of Amaro and what it takes for aspiring bartenders to build a sustainable legacy in this dynamic industry.

Alex Frezza, the Owner and Founder of Napoli's renowned cocktail bar L' Antiquario, shares his insights as a bar legend. He discusses the complexities of how bars view brand partnerships, emphasizing the importance of communication between bartenders and brands. Alex dives into the challenges of sourcing products and the need for brands to connect with local markets. He also addresses the role of respect and knowledge in bar sales, underlining how these factors build successful connections in the cocktail industry.

Krista Schubert, from Overproof, an AI-driven market intelligence platform for the beverage industry, shares her extensive insights. She discusses how cocktail trends vary by city, emphasizing the importance of understanding local preferences for successful brand launches. Strategies for account selection and the impact of cultural backgrounds on drinking habits are highlighted. Krista also explores the nuances between big and small brands, and the significance of fostering relationships with bartenders to enhance brand visibility.

Adrián Michalčík, Director of Mixology at Pier 42 and Global Winner of the Diageo WorldClass 2022, shares his expertise on enhancing bar visibility and driving sales. He discusses the journey post-sale and the crucial role of back bars in shaping consumer choices. Adrián emphasizes the importance of tailored cocktail menus and creative marketing strategies to minimize wastage. He also offers valuable advice for aspiring bartenders, highlighting the significance of customer engagement and continuous self-improvement in the hospitality industry.

Adrián Michalčík, the Global Winner of the Diageo WorldClass 2022 and Director of Mixology at Pier 42 in Oslo, shares fascinating insights on the bar scene. He highlights the pivotal role bartenders play as brand advocates, fostering trust and personal connections. The conversation dives into the latest trends in Czechoslovak and Nordic cocktail culture, along with the importance of education for customers on quality ingredients. Adrián also discusses how top bars choose which brands to feature, emphasizing collaboration in the industry.

Filiberto Amati, a Growth Advisor with extensive experience in the spirits industry, shares valuable insights into the role of brand ambassadors in building demand. He discusses the importance of fostering genuine relationships within the drinks community instead of relying solely on sales metrics. Amati highlights the resurgence of the Negroni and how brands can navigate changing consumer preferences. He also emphasizes niche opportunities for smaller brands, stressing the need for distinct selling propositions and creative cocktail integration.