MAFFEO DRINKS

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.

Filiberto Amati, a Growth Advisor with a rich background in spirits from Campari and Di Saronno, shares invaluable insights. He discusses the importance of choosing the right city for market entry and how different cities present unique challenges. Filiberto emphasizes the need for a solid distribution strategy tailored to a brand’s lifecycle. They also delve into creating demand and navigating relationships with distributors, balancing the needs of big versus small firms, and adapting post-COVID marketing tactics.

In this episode, Chris Maffeo talks with his ex-colleague Marcus Pedersen. They use Aquavit, a typical Nordic distillate, to discuss how niche categories can create demand and appeal beyond their borders. They talk about traditional and modern target occasions, how to approach bars, get on the back bar, cocktail menus, and ultimately drive rotation. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Marcus Pedersen

This episode is the second part of the selection of Chris Maffeo's chat with Philip Duff. They started speaking about how to avoid spreading yourself too thin by entering numerous markets you cannot control effectively; having one person handle to trade at the street level while avoiding bureaucratic processes that may hinder your progress is better. They closed the episode by discussing how brands should avoid relying too much on past success when looking toward future growth opportunities. What works today might not work tomorrow due to changing market dynamics or consumer preferences. If you enjoyed the episode, please rate it and share it with your friends and colleagues. Listen to the Philip Duff Show (podcast) to find out more. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Philip Duff

This episode is a selection of Chris Maffeo's chat with Philip Duff. They spoke about the difference between beer, wine, and spirits and what Spirits marketers can learn from the beer industry by better understanding the ecosystem - from breweries/distilleries through importers/distributors/wholesalers/bar owners/staff/bartenders/consumers. The importance of avoiding the far too common disconnect between marketing guidelines and actual bar practices. They spoke about cocktail occasions being a popular trend many brands want to participate in. Some have a credible story, while others seem like random marketing inventions. If you enjoyed the episode, please rate it and share it with your friends and colleagues. To find out more, listen to the Philip Duff Show (podcast). About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Philip Duff

In this episode, Chris Maffeo spoke to Brad Crompton, Director at Spirits of Bermondsey (Trinity 25) In the farming part of their chat, we dive into practical strategies for increasing sales in bars. We explore the importance of targeting independent outlets and overcoming skepticism from bar managers/owners. To drive awareness and generate interest, offering free samples and designing special promotions/events prove beneficial. We also discuss the power of relatable cocktail names and segmenting drinks based on their approximate alcohol content (ABV) to attract customers. Tracking bar menu changes and creating a pipeline for future opportunities is emphasized. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Brad Crompton

Brad Crompton, Director at Spirits of Bermondsey in London, is on a mission to redefine the spirits market with his innovative lower ABV category, termed 'session spirits.' He discusses the art of building demand before capturing it, emphasizing the need for consumer education. Brad shares insights on launching collaborative marketing efforts to expand this niche and the importance of finding supportive bars. As demand for moderation grows, he highlights the potential of storytelling to connect with consumers in a competitive landscape.