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:

November 29, 2023 036 | Bridging liquid categories: beverage development to recruit new consumers | Part 2/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 036, I continued my conversation with Sebastian Barnick in Episode 035. Feel free to listen to that, as well.
Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat. I hope you will enjoy our chat.
Time Stamps
(0:17); Authenticity in Brands
(11:23); Modern and Traditional Target Occasions
(17:17); Hometown Authenticity
(22:28); Bridging Categories
(26:43); Categories from a Distiller's perspective
(33:55); Early Adopters
(38:28); Best Part of being a Distiller

About the Host: Chris Maffeo
About the Guest: Sebastian Barnick

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
43min
November 22, 2023 035 | Thinking long-term when developing a new drinks brand | Part 1/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 035, I chatted with Sebastian Barnick, Director at Pleasant Land Distillery. Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat.

Timestamps
(1:36); Origins of a Liquid and Brand
(7:48); Rectifying Vs Distilling
(11:10); Disconnect between Pricing and Quality
(18:42); The Bottom Up Era
(20:04); Value Chain Construction
(27:01); Where Do The First 10,000 Pounds Go

About The Host: Chris Maffeo
About the Guest: Sebastian Barnick

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
35min
November 20, 2023 Bar Convent Berlin 2023 - Bonus Video Episode | Demystifying Gen-Z, how to build a brand that talks to all generations
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

This bonus episode was recorded at Bar Convent Berlin 2023, where Chris Maffeo held a presentation as a guest of Park Street University.

Interested in having the slides? Download them here: https://chrismaffeo.gumroad.com/l/demystifyinggenz?_gl=1*1dg8lxc*_ga*NzY1NzcyNzM1LjE3MDAzMTE5Nzk.*_ga_6LJN6D94N6*MTcwMDUxMzAyMC41LjAuMTcwMDUxMzAyMC4wLjAuMA..

About the Host: ⁠Chris Maffeo⁠
About the venue: ⁠BCB - Bar Convent Berlin⁠
All rights reserved: ⁠Park Street⁠

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
15min
November 14, 2023 034 | From the right Bars to the right Wholesalers, Bottom-up | with Gaetano Chiavetta from Everleaf Drinks (London, UK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 034, I spoke to Gaetano Chiavetta. He heads UK & Italy On-trade at Everleaf Drinks | B Corp. He has previously worked for Global Brands and brings Bar Manager and Bartender experience from several On-trade venues in London. I hope you will enjoy our chat.

Time Stamps
(2:26); Building Demand
(7:46); Targeting Via Wholesalers
(17:17); Building Systems For Connection
(26:28); Value of The Cocktail Menu
(29:58); Do The Homework
(39:10); Growing Beyond Your Home Market
(42:12); Contact Gaetano

About The Host: Chris Maffeo
About The Guest: Gaetano Chiavetta

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
45min
November 07, 2023 033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.
This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.

Time Stamps
(00:35); The Bottom-up Trade
(02:45); Target Spaces
(07:23); Recovering Brand Essence
(12:24); Marketeer Disconnection From Trade
(19:57); 1% Everyday
(25:30); Distinctiveness Vs Differentiation

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
35min
November 01, 2023 032 | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation | Part 1/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 032, I enjoyed speaking to my friend and ex-colleague Julian Marsili. He is a Global Drinks Brand Director with many years of experience in the drinks business. He is behind the successful rejuvenation of the Carlsberg brand globally, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.
This is a 2 part-episode so Don't forget to listen to episode 033 as well. I hope you will enjoy our chat.

Time Stamps
(1:38); Brand Saliency
(11:57); Maintaining Basics
(17:05); Disconnected From Product
(24:31); Demand Space Vs Target

About the Host
About the Guest

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
33min
October 24, 2023 031 | Building brands bottom-up balancing Nordic minimalism with Italian flair | with Joonas Mäkilä, Co-founder of Mother's Milk Beverages (Helsinki, FI & Prague, CZ)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In episode 031, Chris Maffeo had the honor of meeting in person with Joonas Mäkilä, a close friend and Co-founder of Mother's Milk Beverages, a Spirits Company based in Finland. He is a Finnish Commercial Advisor with two decades of experience in FMCG multinationals, private equity-backed hospitality groups, and other industries. We hope you will enjoy their chat.

This is a video episode if you watch it on Spotify.

About the Host: Chris Maffeo
About the Guest: Joonas Mäkilä

Time Stamps
(2:00); Lingoncello Launch
(9:10); Breaking Into Outlets
(11:50); Taking Advantage of The Back Bar
(13:50); A Outlet Owner's View of Attempted Sales
(18:38); Small & Big Brands
(28:45); Brand Stories
(38:00); Target Occasion > Target Consumer
(40:20); Expand Or Focus Distribution
(50:00) Win at Home
(57:00); Internal Competition
(1:02:35); Cash Efficiency

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
1h 9min
October 17, 2023 030 | The Future of Insights is sitting at the bar | with Paul Thomas, Global Insight Director at Beam Suntory (London, UK).
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In episode 030, I had the pleasure of talking to Paul Thomas. He is the Global Head of Shopper Insights at Beam Suntory. He has previously worked for Asahi International, Diageo, Ferrero, and Ipsos. He has an incredible global experience in Drinks Industry Insights. It was a pleasure to discuss it with such pragmatism and common sense. I hope you will enjoy our chat
(00:50); Insights in the Field
(13:43); Adapting to Market Conditions
(19:40); Chasing Trends; A Very Bad Idea
(23:30); Why Do We Have To Chase Gen Z?
(34:26); What A Bar Tender Needs To Know About Your Brand
(36:18); Penetration Vs Spread
(42:47); How Much Localization Is Good?
(51:25); Bridging Categories
(55:47); Insights At The Bar Level

About The Host: Chris Maffeo
About The Guest: Paul Thomas

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
1h 2min
October 10, 2023 029 | Building Bottom-up in the US 3-tier system | with Brian Rosen, Chairman of Growth Beverage (Chicago, IL, USA)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 029, I had the pleasure of chatting to Brian Rosen. He is the Chairman of Growth Beverage and Founder of InvestBev, Sprout Beverage, Bev Strat and Algoma Capital. He has decades of experience in building drinks brands in the US. He gave us incredible insights about the dynamics of the US market. I hope you will enjoy our chat.

Time Stamps
(5:08) How To Spend Money Effectively
(12:28) Building Demand Effectively
(15:04) Home Court Advantage
(18:39) Doing The Boring Stuff
(27:35) Running Out of Money
(31:25) Breaking Into The US
(40:00) Demand Generation

About the Guest: Brian Rosen

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
53min
October 03, 2023 028 | Bottle Shops before Bars: starting at the liquid and work back towards the brand | with Duncan McRae, Co-Founder of Woven (Adelaide, Australia)
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS

In Episode 028, I had the pleasure of chatting with Duncan McRae, Co-founder of Woven Whisky and a Drinks industry veteran, having previously worked with William Grant's & Sons and Diageo. A living example of Building Brands Bottom Up. I hope you enjoy our chat.

Main Topics Discussed:

(00:00) Building Demand
(03:08) Brand Awareness
(08:58) Managing Relationships
(10:44) KPI's & Incentives
(13:46) "Blue Tick Moments": Becoming Known in the Ecosystem
(15:40) Bottle Shops vs. On-Trade Growth
(26:46) It starts with the liquid
(32:00) Adapting Your Sales Pitch
(37:52) Better Brand Training
(44:35) Taste Profile before categories
(52:00) Special Pours & Drawbacks

About the Host: Chris Maffeo
About the Guest: Duncan McRae
About the product: Woven

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at [email protected]
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
...more
56min

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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