MAFFEO DRINKS: The Bottom-up Reality

By Chris Maffeo

The MAFFEO DRINKS Podcast is a leading drinks industry podcast delivering frontline insights for drinks leadership.

For founders, directors, distributor MDs, and hospitality leaders navigating the te... more

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FAQs about MAFFEO DRINKS: The Bottom-up Reality:

How many episodes does MAFFEO DRINKS: The Bottom-up Reality have?

The podcast currently has 119 episodes available.

MAFFEO DRINKS: The Bottom-up Reality episodes:

April 16, 2024 056 | Georgie Bell | The Early Journey of a Founder-led Brand | The Heart Cut
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 56, I continued the conversation with Georgie Bell, The Heart Cut's co-founder from Ep.55. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society.
We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:24 Where Do You Start
4:46 Importance Of Follow Up
7:41 Importance Of Normal Bars
13:05 Importance Of Off-Trade
15:18 When To Wholesale?
17:09 One Bottle, One Case, One Pallet
23:40 Building Demand With Partners
30:56 The Drinks Ecosystem
34:20 Start Up Challenges
47:34 Contact Details
49:19 Outro

About The Host: Chris Maffeo
About The Guest: Georgie Bell

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
51min
April 09, 2024 055 | Georgie Bell | Taste Profile & Storytelling | The Heart Cut
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 55, I enjoyed chatting with The Heart Cut's co-founder Georgie Bell. She has extensive industry experience, having previously worked at Diageo, Bacardi, and the Scotch Malt Whisky Society.
We discussed how to explain a product, starting from a liquid, going into taste profile, storytelling, and target occasions. We closed with a dive into the life of a start-up with learnings and course correction to build bottom-up. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
2:03 Brand or Liquid?
6:43 Social Currency
12:43 Story Telling
23:22 Taste Profile
25:39 Target Consumer Vs Target Occasion
36:35 Women In Whisk(e)y
36:24 Outro

About The Host: Chris Maffeo
About The Guest: Georgie Bell

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
48min
April 02, 2024 054 | How to Build a Drink Brand Bottom-up | Chris Maffeo with Vani Gupta Dandia (New Delhi, India)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 054 I had the pleasure of speaking with Vani Gupta Dandia. I was a guest in her Marketing with Vani Podcast were she interviews marketing people from various industries. We dived into the Drinks Industry, looking at it from outside. I hope you will enjoy our chat
Time Stamps
0:00 Intro
0:26 Background
2:00 What Differentiates Alcohol
3:05 Target Occasions
7:35 Bridging Categories
9:22 Gender Stereotypes
11:12 Tracking What You Can Track
13:47 Educating Consumers
18:11 Role Of Storytelling
20:24: Bottom Up Trade
24:17 Being Everything To Everyone
26:40 Playing with Variations
31:39 Cross Generational Appeal
36:36 Functional VS Recreational
39:54 Building Brands Bottom Up
46:17 Outro
About The Host: Chris Maffeo
About The Guest: Vani Gupta Dandia

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
48min
March 26, 2024 053 | Nailing Your City (Distribution) Strategy: How to Transform Brand Momentum into Velocity in the right venues | Part 2/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 053, I continued the conversation with Justin Medcraft from Episode 052, so feel free to listen to that as well. He is the Founder of Mate Maker Hard Kombucha.
He brings a wealth of previous experience in Spirits and Beer. We discussed building demand for a start-up drinks brand, standing out amongst a sea of products, and focusing on building momentum.
I hope you will enjoy our chat.

One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com

Time Stamps
0:00 Intro
0:24 When To Open New Markets
10:31 Community Driven Marketing
15:45 Growing From Your Community
18:33 Getting The SKU In, Increasing Rotation
26:33 Advantages Of Small Brands
36:19 Discipline
39:15 Contacts
39:54 Outro

About The Host: Chris Maffeo
About The Guest: Justin Medcraft

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
42min
March 19, 2024 052 | How a Crystal-Clear Target Occasion Helps you Stand Out in the Busiest Market for Your Category | Part 1/2 with Justin Medcraft, Founder of Mate Maker (Los Angeles, CA, USA)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 52, I enjoyed chatting with Justin Medcraft, the Founder of Mate Maker Hard Kombucha.
He brings a wealth of previous experience in Spirits and Beer. We discussed how to build demand for a start-up drinks brand, stand out amongst a sea of products, and focus on building momentum.
I hope you will enjoy our chat.

One last thing: If you enjoy this podcast, you will also like the MAFFEO DRINKS Guides. You can subscribe free or paid on maffeodrinks.com

Time Stamps
0:00 Introduction
2:04 Building Demand
3:49 Building Community: Brand Or Liquid?
6:15 Mate Maker Elevator Pitch
11:26 The Consumer Pitch
13:07 The Ring Road
19:39 Determining Direction
26:05 Home Turf Advantage
35:09 Growing Beyond Your Hometown
38:01 Outro

About The Host: Chris Maffeo
About The Guest: Justin Medcraft

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
40min
March 12, 2024 051 | Mastering Unscalable Things to Drive Scale: Diary of a Drinks Builder obsessed about details | Part 2/2 with Ilias Mastrogiannis (Seattle, WA, USA)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 051, I continued the conversation with Ilias Mastrogiannis from Episode 050 so feel free to listen to that as well. I hope you will enjoy our chat

Time Stamps
0:00 Intro
0:15 Winning Large Retailers
5:28 Securing The Foundation
8:34 Non-Scalable Tasks
13:31 1% Better Everyday
17:57 The Necessity of Obsession
25:07 Wrap Up
27:24 Outro

About The Host: Chris Maffeo
About The Guest: Ilias Mastrogiannis

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
29min
March 05, 2024 050 | Ponds, Lakes, Oceans: How to Master The Basics From Distilling to Selling Bottles | Part 1/2 with Ilias Mastrogiannis (Seattle, WA, USA)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 050 I had the pleasure of chatting with Ilias Mastrogiannis. He is the Founder of Distillery Nation Podcast and Mastrogiannis Winery and Distillery, based in Washington State, inspired by Greek tradition. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:51 Ilias' Podcast
3:59 Building Demand
5:30 Starting Product
6:46 Traditional Vs Modern Occasions
10:38 Ring Road of Messaging
16:23 Event Driven Messaging
20:26 Event Specialized Products
24:25 Dusty Vs Vibrant Categories
28:22 Primacy of Cocktail List?
30:52 Outro

About The Host: Chris Maffeo
About The Guest: Ilias Mastrogiannis

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
33min
February 27, 2024 049 | Stephanie Jordan | Taking Sustainability from Niche to Scale with Avallen: Working with Bars and Distributors as an Ecosystem
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 049 I continued the conversation with Stephanie Jordan from Episode 048.
She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he runs her Sales & Marketing Consultancy, Drinking Out Loud.
Before that, she ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:14 Sustainable Packaging
9:36 Selecting Sustainable Outlets?
13:18 Role Of An Importer
16:10 Ensuring Wholesaler Rotation
20:00 Big Fish Small Pond, Small Fish Big Pond?
23:19 Biggest Professional Change Becoming A Founder?
31:38 Wrap-Up
33:12 Outro

About The Host: Chris Maffeo
About The Guest: Stephanie Jordan

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
35min
February 20, 2024 048 | Stephanie Jordan | Building with Purpose: Recruiting People into New Categories Through Flavor (Avallen Calvados)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 048 I had the honor to talk to Stephanie Jordan. She is the Co-Founder of B-Corp Avallen Calvados. She brings fantastic insights as he also runs her Sales & Marketing Consultancy, Drinking Out Loud. Before that she has ran Sales & Global Advocacy for la Hechicera Rum and was the Global Brand Ambassador for Tanqueray Gin after starting her career in drinks on the Global Diageo graduate scheme. I hope you will enjoy our chat.Time Stamps0:00 Intro3:04 Bringing A Non-Trendy Category To Market5:54 Brand Or Liquid Led9:19 Target Occasion Vs Category14:58 Multi or Single Target Occasion24:11 Sustainability Messaging30:03 OutroAbout The Host: Chris MaffeoAbout The Guest: Stephanie Jordan

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
32min
February 13, 2024 047 | Jack Orr-Ewing | Nailing the Right Distribution Model; One Size Doesn’t fit All: How Different Models Suit Different Brand Life-Stages (Duppy Share Rum)
Episode Deep-Dive Analysis Available at maffeodrinks.com

In Episode 047 I continued the conversation with Jack Orr-Ewing from Ep. 046. He is the CEO of the Westbourne Drinks Company - The Duppy Share. He brings an incredible experience of the various stages of brand development from the start to reaching scale in a market. We dived into efficient marketing spend and how to align the route to market to each brand stage. I hope you will enjoy our chat.Time Stamps00:00 Introduction00:14 Shifting Into Management6:52 Dangers of Overeating as a Brand9:48 Systematizing Selling To 100's of Bars25:21 Adapting To Local Ecosystems29:01 Best Brand Awareness Tools33:15 The Fools Gold of Big Brand Events38:23 Sponsoring Events: Invisible Downsides & How To Capitalize43:38 Ending SegmentAbout The Host: Chris MaffeoAbout The Guest: Jack Orr-Ewing

Interested in Presentations, Workshops, or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
...more
47min

FAQs about MAFFEO DRINKS: The Bottom-up Reality:

How many episodes does MAFFEO DRINKS: The Bottom-up Reality have?

The podcast currently has 119 episodes available.

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