The MAFFEO DRINKS Podcast

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Continuing our previous conversation, Guillaume Lambrecht explains his trade fair strategy for building global presence with Supasawa, focusing primarily on his BCB Berlin approach.

With distributors across 55 markets, through strategic trade show investments rather than individual country visits.

This episode details his methods for maximizing trade fair ROI, including relationship-focused meetings, community building at industry events, and using trade shows as cost-effective alternatives to extensive international travel.

Guillaume outlines how he leverages events like BCB Berlin to maintain distributor relationships and establish global brand presence.

Covers trade show networking strategies, international distributor management through industry events, and approaches to global brand building via strategic fair participation.

Timestamps:

-00:00 Introduction: International Scaling Strategies for Small Beverage Brands

- 05:37 Community-Driven Growth: Social Media and Organic Brand Advocacy Systems

- 11:35 Relationship-Based Sales: Human-to-Human Business Philosophy for Global Markets

- 19:31 Trade Show ROI Strategy: BCB Berlin Investment and International Networking Optimization

- 38:04 Global Distribution: Route to Market and International Distributor Management

- 45:12 Market Adaptation: COVID-19 Opportunities and Business Resilience Strategies

- 52:30 Sustainable Expansion: Quality Relationship Management Across 55 Markets

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.

Join The Maffeo Drinks Substack for Episode Analysis!

In this episode of MAFFEO DRINKS, Guillaume Lambrecht explains his approach to creating market demand for Supasawa, a shelf-stable sour mixer, focusing primarily on his category creation methodology.

We go through how he developed the product through 60-70 recipe iterations and managed customer validation through direct bar visits rather than traditional market research approaches.

This episode details his methods for educating customers about operational problems they may not recognize, including face-to-face conversations, hands-on demonstrations, and using customer discovery as cost-effective alternative to extensive market analysis.

Guillaume outlines how he leverages direct customer feedback to establish new product categories and build market awareness from zero recognition.

Timestamps:

• 00:00 Introduction: Market Validation for Unknown Categories and Invisible Problems

• 05:37 Product Development Process: 60-70 Recipe Iterations and Customer Feedback Loops

• 11:35 Customer Discovery: Face-to-Face Bar Visits and Problem Identification Techniques

• 19:31 Market Segmentation: Skill-Based Bar Typologies and Operational Complexity Analysis

• 32:45 Workflow Innovation: Pre-Batching Systems and Extended Shelf-Life Benefits

• 38:04 Customer Education: Problem-Awareness Creation and Solution Positioning

• 45:12 Market Creation Strategy: Category Establishment and Demand Generation Tactics

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.

Join The Maffeo Drinks Substack for Episode Analysis!

In this continuation of their conversation, Chris Maffeo interviews Federico Riezzo about modern cocktail classics, Villa Mamo's terroir-driven approach, and scaling cocktail culture. Federico reflects on cocktail legends like Douglas Ankrah and the era that created enduring drinks like the Pornstar Martini, Penicillin , and Breakfast Martini, while exploring why new cocktails struggle to achieve lasting status in today's social media environment.

Learn about Villa Mamo, Federico's renovated 1786 Tuscan farmhouse and boutique hospitality venue, where he collaborates with local foragers to create hyper-local botanical cocktails using terroir-driven ingredients. Discover Federico's lower ABV cocktail philosophy that encourages extended social drinking experiences and better guest engagement.

Chris and Federico examine the cocktail industry's workforce challenges, discussing how modern bartenders increasingly prioritize technical innovation over essential hospitality skills like guest reading and relationship building.

Perfect for bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in sustainable cocktail culture, terroir-driven mixology, and the future of the bar industry.

Timestamps :

• 00:00 From Douglas Ankrah's Porn Star Martini to the other Modern Classics
• 08:15 Cocktail Culture Gap Analysis
• 16:30 Villa Mamo's Terroir Approach
• 24:45 Lower ABV Philosophy and Social Drinking
• 32:20 Industry Workforce Challenges
• 40:04 Future of Hospitality and Scaling Culture

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.

Join The Maffeo Drinks Substack for Episode Analysis!

In this episode, Chris Maffeo talks to Federico Riezzo, hospitality veteran and founder of Villa Mamo (a Villa in Tuscany), about London's cocktail renaissance and why human connection beats technical skills in bartending. 

Federico shares his experience at legendary London cocktail bars like The Pharmacy, Lab, Sketch, and Sanderson Hotel during the cocktail revival of the late 1990s and early 2000s.

 Learn how exceptional bartenders combined technical excellence with infectious energy to create welcoming environments that prioritize guest experience over complex mixology.

Chris and Federico explore how service philosophy transforms bartenders into "gatekeepers of sales" through trust-building techniques like spirit sampling and storytelling. 

Discover practical hospitality strategies that create memorable bar experiences, generate customer loyalty, and drive organic word-of-mouth marketing in the cocktail industry.

Perfect for bartenders, bar managers, hospitality professionals, cocktail enthusiasts, and anyone interested in London's cocktail history and modern bar service excellence.

Timestamps

• 00:00 Introduction and Villa Mamo Overview
• 08:15 London Cocktail Renaissance Era
• 16:30 Service Philosophy vs Technical Skills
• 24:45 Trust-Building Through Sampling
• 32:20 Munich Bar Experience Example
• 37:46 Gatekeepers of Sales Concept

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.

Join The Maffeo Drinks Substack for Episode Analysis!

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

• 00:00 Introduction and COVID Impact Context
• 03:45 Post-Pandemic Volume Normalization
• 09:20 On-Trade Education Crisis Analysis
• 16:15 Off-Trade vs On-Trade Dynamics
• 23:30 Category Blurification and Zebra Striping Occasions
• 28:45 Route-to-Market Consolidation Trends

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.

Join The Maffeo Drinks Substack for Episode Analysis!

Filiberto Amati, Founder of Amati & Associates and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the seismic "shrink for growth" transformation, reshaping the global spirits industry.

Drawing from his deep FMCG expertise, Filiberto explains how spirits companies are finally adopting consolidation strategies that transformed consumer goods giants two decades ago—moving from "economies of scale" obsessions to a strategic "economies of scope" focus.

As Campari divests Cinzano, Brown-Forman sells Finlandia, and Diageo sells Pampero Rum, Filiberto reveals how this isn't random portfolio shuffling but a calculated response to activist investor pressure and economic uncertainty.

The conversation explores if mega-mergers are likely in the fragmented spirits industry, how mid-tier players like Gruppo Montenegro and Caffo are capitalizing on cast-off assets to build global scale, and why this inflection point will reshape competitive dynamics for the next 10-15 years.

Disclaimer: All analysis is based on publicly available information.

Timestamps:

00:00 Introduction and FMCG Context

02:15 Shrink for Growth Phenomenon Explained

06:30 Economies of Scale vs Scope

12:45 Industry Fragmentation Reality

18:20 Listed vs Private Company Dynamics

23:10 Mid-Tier Consolidation Opportunities

28:15 Future Industry Structure Predictions

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.

Join The Maffeo Drinks Substack for Episode Analysis!

In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.

He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).

Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.

0:00 Introduction to the Maffeo Drinks Podcast

00:12 Meet Ben Branson: Founder of Seedlip

00:37 Building a Category from Scratch

03:10 The Importance of Choice in Non-Alcoholic Beverages

06:24 Challenges and Dynamics in the Non-Alcoholic Market

09:12 Understanding the Drinks Ecosystem

12:20 The Role of Occasions in Brand Building

13:51 Direct-to-Consumer vs. Traditional On and Off Trade

27:50 The Power of First Impressions and Credibility

32:28 The Importance of Influential Customers

33:27 Halo vs. Habit: Building Brand Relationships

34:22 Balancing Supermarket and Independent Distribution

38:43 The Role of Planning in Brand Launches

39:40 Learning the Drinks Industry

42:05 The Value of Experience and Patience

52:30 Navigating Competition and Protecting Your Brand

55:41 Final Thoughts and Key Takeaways

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.

In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.

He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).

Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.

0:00 Introduction to the Maffeo Drinks Podcast

00:12 Meet Ben Branson: Founder of Seedlip

00:37 Building a Category from Scratch

03:10 The Importance of Choice in Non-Alcoholic Beverages

06:24 Challenges and Dynamics in the Non-Alcoholic Market

09:12 Understanding the Drinks Ecosystem

12:20 The Role of Occasions in Brand Building

13:51 Direct-to-Consumer vs. Traditional On and Off Trade

27:50 The Power of First Impressions and Credibility

32:28 The Importance of Influential Customers

33:27 Halo vs. Habit: Building Brand Relationships

34:22 Balancing Supermarket and Independent Distribution

38:43 The Role of Planning in Brand Launches

39:40 Learning the Drinks Industry

42:05 The Value of Experience and Patience

52:30 Navigating Competition and Protecting Your Brand

55:41 Final Thoughts and Key Takeaways

Join The Maffeo Drinks Substack for Episode Analysis!

Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).

Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry. 

They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive. 

Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.

Timestamps:

00:00 Introduction to Maffeo Drinks Podcast

00:26 Guest Introduction: Kait's Journey in the Drinks Industry

03:35 The Disconnect Between Drinks and Hospitality Industries

05:53 Building Authentic Brand Partnerships

11:54 Challenges and Strategies for Small Brands

18:26 Long-Term Brand Advocacy and Relationship Building

21:25 Crafting a Purposeful Drink Strategy

22:01 The Role of Drink Strategy in Brand Promotion

22:32 Simplifying Cocktails for the Consumer

24:22 Understanding Drink Trends and Market Adaptation

28:07 Supporting Bartenders and Their Career Growth

31:48 Navigating Cocktail Competitions

37:04 Final Thoughts and Authentic Connections

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.

Join The Maffeo Drinks Substack for Episode Analysis!

In this episode of the Maffeo Drinks Podcast, Chris Maffeo welcomes Chris Walker, an entrepreneur known for his insights into bootstrapping and the modern startup environment (he is the Founder of Refine Labs and Passetto). His work on the Stacking Growth Podcast (Ex Revenue Vitals) inspired him to launch his podcast.

They discuss common misconceptions about the need for venture capital, the importance of overcoming limiting beliefs, and the essential skills every founder should master.

Chris shares his experiences and thoughts on why many businesses fail due to unnecessary funding and the mental barriers hindering entrepreneurship.

The discussion also covers how to achieve personal alignment, the myth of media glorification, and the reality of building a sustainable business. Tune in for valuable lessons on creating and scaling businesses effectively.

00:00 Welcome to the Maffeo Drinks Podcast

00:09 Inspiration and Beginnings

01:11 Bootstrapping vs. Venture Capital

03:33 Overcoming Limiting Beliefs

06:45 The Reality of Entrepreneurship 1

15:14 Procrastination and Action

18:07 The Power of Self-Belief

32:49 Final Thoughts and Farewell

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.