The MAFFEO DRINKS Podcast

By Chris MaffeoBusiness Marketing Management

The MAFFEO DRINKS Podcast episodes

March 05, 2024 050 | Ilias Mastrogiannis | Ponds, Lakes, Oceans: How to Master The Basics From Distilling to Selling Bottles
Join The Maffeo Drinks Substack for Episode Analysis!

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

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

32 min
February 27, 2024 049 | Stephanie Jordan | Avallen | Taking Sustainability from Niche to Scale with Avallen: Working with Bars and Distributors as an Ecosystem
Join The Maffeo Drinks Substack for Episode Analysis!

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

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

34 min
February 20, 2024 048 | Stephanie Jordan | Avallen | Building with Purpose: Recruiting People into New Categories Through Flavor
Join The Maffeo Drinks Substack for Episode Analysis!

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

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

31 min
February 13, 2024 047 | Jack Orr-Ewing | The Duppy Share | Nailing the Right Distribution Model; One Size Doesn’t fit All: How Different Models Suit Different Brand Life-Stages (Duppy Share Rum)
Join The Maffeo Drinks Substack for Episode Analysis!

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

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

46 min
February 06, 2024 046 | Jack Orr-Ewing | The Duppy Share | From Start-Up to 40K 9L cases: Duppy Share's (bumpy) journey to become the UK’s largest independent Rum Brand
Join The Maffeo Drinks Substack for Episode Analysis!

In Episode 046 I had the pleasure of chatting to Jack Orr-Ewing. 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 Stamps
0:00 Introduction
1:00 Building Demand
5:09 Entering A New Market
10:43 Selecting Bars
15:11 Differentiating Your Brand For On-Trade
23:08 Utilizing Portfolio To Enter Bars
28:47 The Target Consumer
31:45 The Duppy Share
34:21 Outro

About The Host: Chris Maffeo
About The Guest: Jack Orr-Ewing

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

35 min
January 30, 2024 045 | Francesco Sapienza | Drink Photography: the power of hospitality as a service
Join The Maffeo Drinks Substack for Episode Analysis!

In Episode 045, I continued the conversation with Francesco Sapienza from Episode 044. He disclosed some tips about Drinks Photography and unveiled the behind-the-scenes of working with some of the best bars and restaurants in NYC. It is also in video on Spotify and YouTube.

Time Stamps
0:00 Introduction
0:22 A Food Photographer's Red Flags
6:39 Creating The Photograph
10:34 The Role of Light in Sales
16:24 Ensuring a Follow Up
20:04 The Value of a Professional
27:20 Photographic Tricks
29:33 Difference Between Food & Drink Shots
32:40 Taking Shortcuts
35:48 Best Color For Liquid
40:17 Pragmatic vs Aspirational Imagery
44:50 The Professional as an Educator
55:00 Ending Remarks
57:09 Outro

About The Host: Chris Maffeo
About The Guest: Francesco Sapienza

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

58 min
January 23, 2024 044 | Francesco Sapienza | Food & Drink Photography: How to start a career Bottom-up
Join The Maffeo Drinks Substack for Episode Analysis!

In Episodes 044 I had the pleasure to chat with one of my best friends, Francesco Sapienza. He is a NYC-based Food & Drink Photographer. An Engineer by trade, he left a successful career in Stockholm, Sweden to pursue his dream in NYC.
We spoke about how to best work with the different players in the hospitality ecosystem. I hope you will enjoy our chat.
Time Stamps
0:00 Intro
2:09 About The Guest
3:57 Choosing a Niche
9:36 Choosing Your Target Customers
11:45 Photographer-Brand Communications
15:00 When The Customer Doesn't Know What They Need
20:00 Creating Demand As A Photographer
25:36 Outro
About the Host: Chris Maffeo
About the Guest: Francesco Sapienza

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

26 min
January 16, 2024 043 | André de Almeida | How to navigate Global Travel Retail as a Brand Building Channel
Join The Maffeo Drinks Substack for Episode Analysis!

In Episode 043 I continued the conversation with André de Almeida from Episode 042. In this part we digged into GTR, Global Travel Retail as a Bottom-up Channel.
André is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.

Time Stamps
0:00 Intro
0:14 Global Travel Retail Logistics
7:55 Segmenting Airports
10:31 Local Airport Advantage
13:42 Airport Stakeholders
18:35 Staffing Airports
22:11 Identifying Your Consumer
34:42 Local vs. Standardized Airport Selection
41:07 Wrapping Up

About The Host: Chris Maffeo
About The Guest: Andre De Almeida

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

43 min
January 09, 2024 042 | André de Almeida | Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers
Join The Maffeo Drinks Substack for Episode Analysis!

In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.

Time Stamps
0:00 Introduction
1:39 Starting From Brand or Liquid?
3:51 Bringing In New Whisk(e)y Drinkers
9:18 Whisk(e)y Education
12:53 Category Bridging For Whisk(e)y
18:53 Category Jumping With Wood
25:41 Clear Target Occasion Vs Pigeonholing
27:38 Recruitment Via Cocktails
35:22 The Role Of Bottom-Up Trade
40:49 Outro

About the Host: Chris Maffeo
About the Guest: Andre De Almeida

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

42 min
January 02, 2024 041 | Arturo Isola | Amazzoni Gin | Bringing Gin to Brazil: how to start a brand starting from a specific need
Join The Maffeo Drinks Substack for Episode Analysis!

In episode 041, I had the pleasure of chatting with Arturo Isola, Co-Founder of Amazzoni Gin. An architect and designer by training, he entered the Drinks Industry co-creating the first Brazilian Gin on his journey to craft the perfect Negroni. I hope you will enjoy this inspiring Founder’s story.

Timestamps
0:00 Introduction
2:16 The First Brazilian Gin
8:48 Brand or Liquid Led Business?
13:14 Conceiving The Business Idea
20:06 Breaking into the On-Trade
23:02 Starting Without Investors
27:45 Entrepreneurs and Consistency
32:21 Should You Adapt to the Market?
37:00 Committing to The Dream
41:34 Contact Info & Ending

About the Host: Chris Maffeo
About the Guest: Arturo Isola

Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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.

44 min

About The MAFFEO DRINKS Podcast

From the publisher's feed

The Maffeo Drinks Podcast is a leading business podcast in the drinks industry. 135 episodes. Listened to in more than 120 countries. This podcast closes the gap between Bottom-up reality and Top-down expectations with conversations about how brands are actually built, from the field, not the boardroom. Chris Maffeo, founder of MAFFEO DRINKS, hosts the show with over 20 years of experience across 30+ markets.