This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. If what we discuss in this episode makes you think about your own commercial situation, I can look at it with you directly with our Commercial X-Ray. Find out more at maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary  

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

• 00:00 Introduction and COVID Impact Context
• 03:45 Post-Pandemic Volume Normalization
• 09:20 On-Trade Education Crisis Analysis
• 16:15 Off-Trade vs On-Trade Dynamics
• 23:30 Category Blurification and Zebra Striping Occasions
• 28:45 Route-to-Market Consolidation Trends

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. If what we discuss in this episode makes you think about your own commercial situation, I can look at it with you directly with our Commercial X-Ray. Find out more at maffeodrinks.com

A Deep-Dive Analysis of This Episode is Available. Celebrate with us our 3rd anniversary with a special 30% off forever at maffeodrinks.com/anniversary