Maurice Doyle returns to MAFFEO DRINKS to dissect the drinks industry's inflection point, where COVID's artificial peak has given way to a "new reality" of capital constraints and complexity.

Drawing from his veteran experience across major spirits and scale-up companies, Maurice reveals how brands can achieve growth without abundant funding by focusing ruthlessly on strategy, particularly what NOT to do.

The conversation explores the tension between principles and tactics, why "I don't know" might be the most powerful leadership phrase, and how misaligned expectations between bottom-up brand building and top-down objectives create systemic friction.

Maurice's core insight: in a world where 95% of your target market isn't buying at any given moment, success comes from matching physical availability with mental availability while resisting the siren call of premature retail listings.

Timestamps:

• 00:00 Introduction and Industry Veterans Discussion

• 02:30 Current State of Drinks Industry - The Inflection Point

• 08:15 Capital Challenges and New Reality Post-COVID

• 12:45 Strategic Focus: The Power of Saying No

• 18:20 Principles vs Playbooks - Beyond Cookie Cutter Approaches

• 25:10 Getting Out From Behind the Desk Philosophy

• 32:40 Capital-Efficient Growth Strategies

• 38:55 Balancing Long-term Strategy with Short-term Pressures