MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

In episode 039, I finally caught up with my old friend and colleague, Julian Davies. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat.

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

In Episode 038, I continued the conversation with Daniel Szor from Episode 037. Feel free to listen to that, as well. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat. I hope you will enjoy our chat.

Time Stamps

(0:00) Introduction

(0:10) Home Turf Advantage

(3:05) Starting A Distillery: Sales

(8:44) Bridging Categories

(16:34) Discerning Your Market

(20:46) Home Turf Authenticity

(27:57) Creating A Sales Team

(33:51) Small Brand Owner Expectations

About the guest: Daniel Szor

About the Host: Chris Maffeo

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

In Episode 037, I had the honor of chatting with Daniel Szor, Founder of the Cotswolds Distillery. He has an incredible story as he left his 30-year Investment Management career in NYC, Paris, and London behind to build one of the first English Whisky Distilleries. I hope you will enjoy our chat.

Time Stamps

(0:00) Introduction

(1:14) Building Demand & Background

(8:02) Why England?

(12:52) Developing English Whisky

(19:49) Whisky Innovation

(25:58) Distilling Brand Messaging Down

(32:09) Getting Your Foot In The Door

(36:33) The Beauty of Off-trade

About the Host: Chris Maffeo

About the Guest: Daniel Szor

This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.

MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.

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 hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.

Wanna know what the conversation above means for your team? It's in the paid section.

You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.