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069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso Academy
In episode 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached.
They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland.
They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market.
Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding.
Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively.
00:00 Introduction and Episode Overview
00:29 Consumer Misunderstandings in the Spirits Industry
03:59 The Importance of Open-Mindedness and Education
06:39 Creating and Defining Categories in the Spirits Industry
9:53 Pragmatic vs. Fluffy Storytelling
19:37 Building Category VS Cannibilizing Category
30:49 The Role of Education and Retention in the Industry
40:30 Closing Remarks and Contact Information
About The Host: Chris Maffeo
About The Guest: Felice Capasso
View all episodes
By Chris Maffeo
5
44 ratings
In episode 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached.
They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland.
They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market.
Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding.
Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively.
00:00 Introduction and Episode Overview
00:29 Consumer Misunderstandings in the Spirits Industry
03:59 The Importance of Open-Mindedness and Education
06:39 Creating and Defining Categories in the Spirits Industry
9:53 Pragmatic vs. Fluffy Storytelling
19:37 Building Category VS Cannibilizing Category
30:49 The Role of Education and Retention in the Industry
40:30 Closing Remarks and Contact Information
About The Host: Chris Maffeo
About The Guest: Felice Capasso
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