MAFFEO DRINKS: The Lab

By Chris Maffeo

The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.

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

55 ratings

FAQs about MAFFEO DRINKS: The Lab:

How many episodes does MAFFEO DRINKS: The Lab have?

The podcast currently has 129 episodes available.

MAFFEO DRINKS: The Lab episodes:

June 25, 2024 066 | Mikko Koskinen | From Rye to Category: Building a Distillery Brand | Kyrö Distillery
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

In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits.

Kyrö Distillery Ad

00:00 Introduction to the Maffeo Drinks Podcast
00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery
00:45 Chris's Connection to Finland
01:35 The Evolution of Finnish Drinks
02:38 Brand vs. Liquid: What's More Important?
04:59 The Origin Story of Kyrö Distillery
07:33 The Role of Rye in Finnish Culture
17:12 Building a Distillery Brand
24:44 Simplifying Whiskey for Newcomers
35:34 Marketing Strategies and Challenges
41:40 Conclusion and Next Episode Preview

About The Host: Chris Maffeo
About The Guest: Mikko Koskinen

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
...more
45min
June 18, 2024 065 | Nicola Olianas | The Advocacy Journey to Become the Bartender's Handshake | Fernet Branca & Carpano Antica Formula
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

In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy.
We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community.
Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers.
I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps
00:00 Introduction to the Maffeo Drinks Podcast
00:10 Exploring Fernet Branca's Global Connection
00:43 The Taste Profile and Brand Consistency
02:50 The Significance of Fernet Branca's Coin
03:55 Building Brand Respect and Longevity
09:57 The Italian Excellence and Global Expansion
12:46 The Mission and Passion Behind Fernet Branca
20:08 The Fernet Branca Coin Challenge
27:08 How to Connect with Nicola and Final Thoughts

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
...more
32min
June 11, 2024 064 | Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula
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

In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".
Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.
The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.
Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps
00:00 Introduction to the Maffeo Drinks Podcast
00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca
01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon
02:58 Brand Building vs. Liquid Quality: What Comes First?
06:24 Creating a Unique Category in the Spirits Industry
10:18 The Importance of Versatility in Product Use
23:53 The Bartender's Handshake: The Story Behind Fernet Branca
33:26 Conclusion and Next Episode Teaser

About The Host: Chris Maffeo
About The Guest: Nicola Olianas

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
...more
37min
June 04, 2024 063 | David Wood | Understanding How to Choose Distributors & Wholesalers | Liana Collection
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

In Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution.
He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships.
The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion.
Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age.
Tune in for a comprehensive guide to scaling your drinks brand successfully!

Time Stamps
00:00 Introduction to Brand Distribution Stages
00:55 Advice for Startup Drink Brands
02:34 Scaling with Distributors
⁠03:26 Importance of On-Trade Chains
11:11 Managing Relationships with Wholesalers
16:30 Building Brand Demand
24:11 Role of Sales Reps and Founders
32:58 Digitalization of Sales and Social Media
⁠37:24 Conclusion and Contact Information

About The Host: Chris Maffeo
About The Guest: David Wood

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
...more
43min
May 28, 2024 062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection
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

In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK).
He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature.
Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories.
We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio.
This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies.

Time Stamps
00:00 Welcome to the World of Distribution: A Candid Chat
00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid
03:31 Insider's Guide: Selecting Brands for Distribution
06:31 Innovative Strategies in the Drinks Industry
09:39 The Art of Being a Secondary Ingredient
20:43 The Power of Modifiers in Cocktail Creation
29:00 Navigating Portfolio and Contract Negotiations
31:56 Navigating Brand Sales and Relationships
34:07 Strategic Portfolio Management and Outlet Selection
35:33 Adapting Sales Strategies Across Different Venues
39:43 The Importance of Brand Identity and Selective Partnerships
41:47 Personal Growth and Career Reflections
44:48 Building a Business with Purpose and Longevity
55:47 The Value of Legacy and Historical Insight in Branding

About The Host: Chris Maffeo
About The Guest: David Wood

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
...more
48min
May 21, 2024 061 | Nick Gillett | Managing Expectations While Scaling Your Brand's Distribution | Mangrove Global
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

In Ep. 61, I continued the conversation with Nick Gillett from Ep. 60. He’s the Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:25 Portfolio Selection
8:20 Creating Your Own Category
16:42 Micro Categories & National Cuisines
23:20 Traditional & Modern Serves
25:53 Geographic Centered Marketing
30:25 Building a Neighborhood Presence
32:33 Overcomplicating Cocktails
34:10 Value of Off-Trade
37:44 Transitioning to Chains
41:21 Where To Find Nick
42:23 Outro

About The Host: Chris Maffeo
About The Guest: Nick Gillett

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
...more
46min
May 14, 2024 060 | Nick Gillett | Wholesalers & Distributors: understanding the Drinks Route-to-Market | Mangrove Global
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

In Ep. 60, I had an incredible chat with Nick Gillett, Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
1:20 Brand or Liquid Marketing Foundation
1:58 Nick Gillett Intro
6:58 Wholesalers & Importers Differences
12:50 The Game of Share of Mind
16:53 The Diversity of Wholesale
25:58 Has Wholesale Changed?
28:53 The Value of Relationships
32:10 Outro

About The Host: Chris Maffeo
About The Guest: Nick Gillett

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
...more
36min
May 07, 2024 059 | Stephen Myers | How to Build Demand Bar by Bar | Dynamic Beverage Consultants
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

In Episode 59, I continued the chat with Stephen Myers, from Ep. 58. He is the Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:34 Your First 1,000 Pounds
4:00 Building Presence In The Trade
8:22 Being Relevant
14:35 Portfolio Strategies, One Bar
17:11 Portfolio Strategies, Many Bars
20:51 Independent Vs Chains
24:17 Be Careful What You Wish For
29:26 Last Thoughts On Entrepreneurship
34:15 Last Thoughts

About The Host: Chris Maffeo
About The Guest: Stephen Myers

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
...more
38min
April 30, 2024 058 | Stephen Myers | The First Steps in a New Market | Dynamic Beverage Consultants
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

In Episode 58, I chatted with Stephen Myers, Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.

Time Stamps
0:00 Intro
0:51 About Steve
4:26 Brand Or Liquid Lead
6:34 Brand Story & Differentiation
12:28 Target Occasion
14:06 Creating Demand
16:57 Great Marketing, Bad Commercials
21:20 Beyond Categories
22:36 Breaking Into New Markets (Relationship Chaining)
28:07 Drinks Relationship Ecosystem
33:50 Outro

About The Host: Chris Maffeo
About The Guest: Stephen Myers

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
...more
38min
April 23, 2024 057 | Emmett Strack | US & EU Trends Cross-pollination | Cross-Episode with Park Street Insider Podcast
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

In episode 57, we've created a cross-episode with the Park Street University Insider Podcast.
I spoke to Emmett Strack, and we dived into the latest 2024 trends in the drinks industry.
We compared the US and Europe, talking about the cross-pollination of trends in the cocktail scene,
and in the overall bottom-up trade.
I hope you will enjoy our chat.

Time Stamps
0:00 Intro
2:16 Role of Convenience & Occasion
8:51 Ascension of Flavor
15:38 Pressurization
18:35 On-Trade In Europe
23:05 Euro Cocktail Trends
30:51 Gen Z & Drinking Occasion
36:42 Euro Drinking Categories
41:41 American Drinking Trends
46:14 Outro

About The Host: Chris Maffeo
About The Guest: Emmett Strack

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
...more
50min

FAQs about MAFFEO DRINKS: The Lab:

How many episodes does MAFFEO DRINKS: The Lab have?

The podcast currently has 129 episodes available.

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MAFFEO DRINKS: The Lab

FAQs about MAFFEO DRINKS: The Lab:

How many episodes does MAFFEO DRINKS: The Lab have?

MAFFEO DRINKS: The Lab episodes:

FAQs about MAFFEO DRINKS: The Lab:

How many episodes does MAFFEO DRINKS: The Lab have?

More shows like MAFFEO DRINKS: The Lab

RTÉ Rugby Podcast

VinePair Podcast

Park Street Insider Podcast

The Rest Is History