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By Chris Maffeo
5
33 ratings
The podcast currently has 79 episodes available.
In episode 76, we continue the conversation with Rob Malin from Ep. 75. We delve into the complexities of incorporating sustainability into a wine brand's selling story. We talk about the impact of consumer trends and government legislation on brand growth, and discover strategies for balancing traditional wine marketing with innovative sustainable practices.
Time Stamps
00:00 Introduction and Episode Overview
00:48 Incorporating Sustainability into Wine Branding
02:43 Consumer Trends and Government Legislation
03:52 Packaging and Consumer Perception
06:47 Target Occasions vs. Target Consumers
09:03 Challenges and Opportunities in Wine Marketing
15:17 The Role of Education in Sustainability
27:25 Reflections and Future Strategies
32:01 Final Thoughts and Where to Find Us
About The Guest: Rob Malin
About The Host: Chris Maffeo
In episode 75, we delve into the unique journey of 'When in Rome' wine with its founder, Rob Malin.
We discover how challenging traditional wine packaging led to innovations like bag-in-box and paper bottles, driven by the brand's environmental commitments.
Rob shares insights on the complexities of entering the UK market, the impact of bottom-up and top-down strategies, and the importance of local versus national listings.
We talk about the crucial role of premium retailers like Waitrose in their growth, the financial hurdles faced by new brands, and the potential of cross-category competition in alcoholic beverages.
Time Stamps
00:00 Introduction to the Maffeo Drinks Podcast
01:04 Welcoming Rob Malin: Founder of When in Rome Wine
02:09 Exploring the Wine and Spirits Industry
03:57 The Rise of Canned Alcoholic Drinks
07:37 The Story Behind When in Rome Wine
13:05 Challenges and Strategies in the UK Market
17:32 Innovative Packaging and Environmental Impact
26:56 Building a Brand in Supermarkets
28:16 The Importance of Rate of Sale and Distribution
41:19 Conclusion and Final Thoughts
About The Guest: Rob Malin
About The Host: Chris Maffeo
In this episode, I host the legendary Indie Bartender, Cocktailman Danil Nevsky for a deep dive into the dynamic world of bartending and brand interactions.
We discuss the evolution of the hospitality and drinks industry, and tackle the ongoing disconnect between bartenders and brand managers.
Danil offers insightful critiques on the state of the industry, sharing anecdotes and observations on brand ambassadors' roles, the rise of cocktail culture, and the generational shift in bartending.
We also explore the adaptation of bar experiences to be more consumer-friendly and the critical role of social media in modern bartending.
The episode is both a nostalgic look back and a hopeful glance forward, making it a must-listen for anyone interested in the symbiotic relationship between bars and brands. I hope you will enjoy our chat
NB It contains Hard Language, which is not suitable for all audiences.
Time Stamps
00:00 Introduction to the Podcast
01:20 Meet Danil Nevsky: Indie Bartender
02:29 The Disconnect Between Bartenders and Brands
04:20 The Evolution of the Spirits Industry
06:22 Generational Drinking and Market Changes
07:59 The Role of Brand Ambassadors
09:21 The Impact of Social Media and Technology
13:14 Challenges in Brand and Bar Collaboration
16:04 The Future of Bartending and Brand Interactions
38:04 The Evolution of Cocktail Content Creators
38:44 The Oral Tradition of Bartending
39:12 The Impact of Content Creators on Bartending
44:14 Brand Relationships in the Bar Industry
46:43 Balancing Brand and Bar Dynamics
51:47 The Role of Bartenders in Enhancing Customer Experience
55:47 Cultural Influences on Cocktail Culture
01:06:16 The Future of Cocktail Culture
01:10:35 Final Thoughts and Farewell
About The Host: Chris Maffeo
About The Guest: Danil Nevsky
In episode 073, I continue the conversation with Filiberto Amati on his Growth, Brands and More Podcast. I explain the concept of 'Drinks Builder' and we delve into the blurred lines between marketing and sales, discussing how to create demand before capturing it.
I emphasize the importance of understanding customer needs, solving problems with your brand, and building communities, particularly among bartenders.
We discuss successful case studies, the impact of strategic thinking on the supply chain, and tools for effective marketing and advocacy.
This conversation is packed with insights on creating a strong demand for your beverage brand through a bottom-up approach.
Time Stamps
00:00 Introduction and Episode Overview
01:12 Understanding the Concept of Drinks Builder
02:17 Creating Demand Before Capturing It
03:46 The Role of Bartenders and Community Building
05:18 Strategic Thinking and Supply Chain Impact
06:23 Building a Commercial Proposition
07:39 Generating Demand in Non-Traditional Venues
11:55 The Importance of Insight and Problem-Solving
21:07 The Role of Advocacy and Community in Marketing
33:08 Final Thoughts and Conclusion
About The Host: Filiberto Amati
About The Guest: Chris Maffeo
In episode 072 I was hosted by Filiberto Amati on his Growth, Brands and More Podcast.
I shared my journey from being a Sales guy in Rome to working at major beverage companies in Europe until founding MAFFEO DRINKS.
We discuss the fundamental principles of building brands from the bottom up, the importance of having a clear and consistent strategy, and how to execute it successfully across different markets and channels.
I also talk about the value of small empirical experiments, the balance between strategy and execution, and how to handle unexpected opportunities.
Tune in to gain deep insights into the art and science of beverage brand building.
Time Stamps
00:00 Introduction to the Maffeo Drinks Podcast
01:09 Interview with Filippo Bertomatti
01:56 Chris Maffeo's Career Path
05:15 Challenges and Insights in Brand Building
06:33 Defining a Good Strategy
10:50 Consistency and Simplicity in Strategy
24:39 The Role of Frugality in Brand Building
28:38 Empirical Experiments and Market Testing
39:52 Handling Unexpected Opportunities
46:35 Conclusion and Final Thoughts
About The Host: Filiberto Amati
About The Guest: Chris Maffeo
In episode 071, I sit down with Morten Stengaard, Co-Founder and CEO of Bemakers, to discuss the challenges and strategies of expanding into international markets.
We delve into the complexities of distribution, the importance of local market engagement, and Bemakers' innovative approach to streamlining direct and indirect beverage distribution.
Morten shares valuable insights on brand building, consumer engagement, and navigating the drinks industry's intricate ecosystem.
N.B. If you are interested in Bemakers, mention the MAFFEO DRINKS Podcast to receive a 50% discount on the Setup fee.
https://bemakers.com/
Time Stamps
00:00 Introduction
00:54 Challenges in Local Distribution
03:08 Expanding to International Markets
04:28 Founding Beemakers: A New Approach
06:23 Building Demand in New Markets
07:57 The Importance of Local Market Engagement
10:22 Strategies for Effective Brand Building
13:56 Leveraging Direct-to-Consumer Channels
37:03 Final Thoughts and Contact Information
About The Host: Chris Maffeo
About The Guest: Morten Stengaard
In episode 070, I chat with Morten Stengaard, Co-founder of Andersen Winery. We discuss the intricacies of creating a new category in the beverage industry, focusing on premium fruit wines.
Morten shares insights on category vs. brand building, the importance of positioning, and the role of premium pricing.
We explore market strategies ranging from fine dining establishments to off-trade venues, highlighting the nuances of consumer education and creating demand.
Morten emphasizes the significance of seasonality and portfolio approach in keeping products relevant and appealing to customers.
Time Stamps
00:00 Introduction
01:02 Meet Morten Stengaard: Co-Founder of Andersen Winery
02:47 Building a New Beverage Category
08:14 Positioning Premium Fruit Wines
10:20 Targeting Specific Drinking Occasions
14:37 Expanding to Off-Trade Markets
26:44 Seasonality and Portfolio Approach
31:46 Conclusion
About The Host: Chris Maffeo
About The Guest: Morten Stengaard
In episode 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached.
They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland.
They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market.
Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding.
Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively.
About The Host: Chris Maffeo
About The Guest: Felice Capasso
In episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator.
They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints.
Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry.
The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry.
00:00 Introduction to Episode 68
00:51 Meeting Felice Capasso
02:38 Felice's Journey and Background
05:04 Industry Insights and Brand Building
08:38 The Role of Expressiveness in Spirits
15:28 Managing Consumer Expectations
21:48 Brand Brainwash in the Spirits Industry
22:49 The Importance of Blind Tastings
24:24 Understanding Market Positioning
27:01 Explaining Product Characteristics
29:22 Creating Clear Brand Identities
35:27 Recruiting New Consumers
41:10 Distillation Myths and Realities
44:43 Conclusion and Final Thoughts
About The Host: Chris Maffeo
About The Guest: Felice Capasso
In episode 67 of the Maffeo Drinks Podcast, host Chris Maffeo continues his conversation with Mikko Koskinen, co-founder of Kyrö Distillery, from the previous episode.
They discuss the integration of food and drink culture in society, the challenges of building a brand, and exporting distillery products.
Mikko shares his insights on market dynamics, cultural references, and the importance of personal involvement in brand growth.
The discussion also emphasizes the significance of long-term planning and adaptability in the spirits industry.
00:00 Introduction and Episode Overview
00:23 Cultural Integration of Food and Drink
01:41 Nordic Whiskey and Food Culture
03:49 Export Strategies and Market Penetration
07:44 Challenges in Distribution and Brand Building
12:09 Importance of Local Knowledge and Experimentation
18:17 Entrepreneurial Insights and Personal Stories
35:53 Conclusion and Final Thoughts
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