The MAFFEO DRINKS Podcast

By Chris MaffeoBusiness Marketing Management

The MAFFEO DRINKS Podcast episodes

December 26, 2023 040 | Julian Davies | Ostara Vermouth | Aligning Team's KPIs and Fact-based Storytelling
Join The Maffeo Drinks Substack for Episode Analysis!

In Episode 040, I continued the conversation with Julian Davies from Episode 039. Feel free to listen to that, as well. 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.

Time Stamps
00:00 Introduction
00:15 The Importance of Bartenders
04:27 The Social Entourage
07:37 The Limits of Misaligned KPIs
16:30 Developing Healthy KPI Habits
20:00 A Certain Occasion For A Certain Person
23:53 Liquid vs Story for Brand Building
31:22 Story Has a Purpose
34:08 What's Your Angle?
37:39 Wrap Up

About The Host: Chris Maffeo
About The Guest: Julian Davies

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.

40 min
December 20, 2023 039 | Julian Davies | Ostara Vermouth | Founding a Drinks Brand: turning the Feudal system upside down
Join The Maffeo Drinks Substack for Episode Analysis!

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.
Time Stamps
00:00 Introduction
00:56 Background
03:54 Communicating Bottom Up Philosophy
10:51 Brand Lifecycles
16:42 Difference Between Large and Small Drinks Companies
19:56 Role of The Brand Owner
26:58 Podcast and Brand Similarities
31:23 Why Start a Brand?
41:40 Outro
About The Host: Chris Maffeo
About The Guest: Julian Davies

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
December 13, 2023 038 | Daniel Szor | Cotswolds Distillery | Scaling a Whisky Brand from a Local Distillery to the World
Join The Maffeo Drinks Substack for Episode Analysis!

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

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.

41 min
December 06, 2023 037 | Daniel Szor | Cotswolds Distillery | Building English Whisky as a New Category Bottom-up
Join The Maffeo Drinks Substack for Episode Analysis!

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

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
November 29, 2023 036 | Sebastian Barnick | Bridging liquid categories: beverage development to recruit new consumers
Join The Maffeo Drinks Substack for Episode Analysis!

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

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
November 22, 2023 035 | Sebastian Barnick | Thinking long-term when developing a new drinks brand
Join The Maffeo Drinks Substack for Episode Analysis!

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

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
November 20, 2023 Bar Convent Berlin 2023 - Bonus Video Episode | Demystifying Gen-Z, how to build a brand that talks to all generations
Join The Maffeo Drinks Substack for Episode Analysis!

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

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.

14 min
November 14, 2023 034 | Gaetano Chiavetta | From the right Bars to the right Wholesalers, Bottom-up
Join The Maffeo Drinks Substack for Episode Analysis!

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

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
November 07, 2023 033 | Julian Marsili | The Bottom-up Trade: aka where to build brands regardless if on or off-trade
Join The Maffeo Drinks Substack for Episode Analysis!

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

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
November 01, 2023 032 | Julian Marsili | Global Brands are built by Bus Drivers: how managers should look after brands for the next generation
Join The Maffeo Drinks Substack for Episode Analysis!

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

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

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.