The MAFFEO DRINKS Podcast

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This Episode of the Maffeo Drinks Podcast features a roundtable discussion from BCB Bar Convent Berlin 2024 hosted by Park Street University.

Emily Pennington moderates a discussion on distribution strategies in the European market.

Joined by guests Soren Hansen (Bemakers), Michael Vachon (Maverick Drinks), and Chris Maffeo (MAFFEO DRINKS), the conversation centers around the role of distributors in brand building and entry strategies for EU markets.

Key topics include identifying the right distributors, pricing challenges, maximizing event activations, and focusing on sell-through rates. Listeners will gain invaluable insights into building a successful beverage brand in Europe, with practical advice on market research, brand involvement, and leveraging different sales channels.

Timestamps:

00:00 Introduction and Podcast Overview

00:32 Welcome to Park Street University Stage

01:13 Panelist Introductions

02:03 Understanding Distribution Strategies

04:31 Differences Between Importers, Distributors, and Brokers

08:19 Challenges in Pricing Across Markets

12:23 Market Observations and Trends

19:35 Finding the Right Distributor

22:24 Understanding Market Logistics

23:47 Building Brand Presence

24:42 Navigating Economic Challenges

26:35 Effective Market Entry Strategies

29:45 Timeline for Market Penetration

32:00 Leveraging Digital and Omni-Channel Strategies

35:40 Event Activation Best Practices

42:36 Direct-to-Consumer Models

43:49 Key Takeaways for Distribution Relationships

46:04 Conclusion and Final Thoughts

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.

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In this episode, host Chris Maffeo speaks to Michael Ballantyne, founder of Storywood, who joins the Maffeo Drinks Podcast to reveal how he created the first single malt whisky barrel–aged tequila—a bold step intended to convert whisky aficionados into agave enthusiasts.

By deliberately pivoting from tequila-focused venues to whisky bars and events like the Glasgow Whisky Show, he discovered a more receptive audience who understood the language of oak, toast, and char.

While stoking consumer curiosity with a cask-forward narrative, Michael stresses the importance of selective distribution, building momentum in key markets before spreading too thin.

He explains how a multi-SKU strategy caters to varied palates—from lighter, cocktail-friendly expressions to richer, extended-aged variants—yet unifies under the “tequila meets scotch” identity.

Throughout his journey, Michael has worked bottom-up—sampling events, personal brand ambassador work, and direct outreach—to forge loyal trade and consumer relationships.

Timestamps:

00:00 Introduction and Podcast Overview

00:29 Guest Introduction and Product Overview

00:50 The Story Behind Storywood Tequila

03:47 Challenges and Strategies in the Tequila Market

07:37 Innovative Marketing and Consumer Engagement

18:17 Global Market Expansion and Distribution

22:28 Personal Reflections and Advice for Entrepreneurs

28:46 Conclusion and Final Thoughts

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.

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In this episode, host Chris Maffeo talks to Andrew Borenzweig, founder of Beverly High Rye, who shares his journey of creating a modern, luxury-focused American whiskey that breaks away from traditional frontier or rustic imagery.

Inspired by the elegance of Beverly Hills, Andrew crafted a whiskey that blends rye’s bold spice with bourbon’s smoothness, presented in sleek, decanter-style bottles.

He initially concentrated on securing placements in prestigious California venues—such as Nobu, Mastro’s, Cipriani, and the Beverly Wilshire Four Seasons—to build brand credibility and visibility.

This strategic on-trade focus laid a strong foundation before carefully expanding into off-trade channels like select Pavilions stores.

Throughout the episode, Andrew emphasizes the importance of brand authenticity, founder-led advocacy, and a California-centric rollout as key drivers of Beverly High Rye’s success. Additionally, he touches on leveraging top on-trade outlet groups to facilitate potential international expansion, referencing Nobu Tokyo’s interest in the brand.

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  Timestamps:

  00:00 Introduction and Podcast Overview

  00:29 Guest Introduction: Andrew Bornenzweig

  00:58 The Inspiration Behind Beverly High Rye

  02:30 Marketing and Brand Positioning

  06:44 Expanding to New Markets

  11:05 Product Portfolio and Collaborations

  17:21 On-Trade vs. Off-Trade Strategies

  24:50 Final Thoughts and Advice for Brand Owners

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.

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In this episode, host Chris Maffeo is joined by Imme Ermgassen from Botivo, who shares insights into building a craft non-alcoholic aperitivo brand that challenges category conventions.

Through strategic positioning as a pleasure brand rather than a moderation brand, Botivo has created a unique space in the non-alcoholic category by focusing on craft credentials, hedonistic brand values, and owning specific drinking occasions.

The conversation reveals how careful brand building and trade strategy can help create new category opportunities.

Timestamps:

00:00 Introduction and Welcome

00:29 Guest Introduction and Initial Impressions

01:22 Deep Dive into Botivo

02:16 Brand Philosophy and Market Positioning

05:37 Challenges and Strategies in the Non-Alcoholic Market

11:35 Consumer Insights and Brand Building

19:31 Trade Relationships and Distribution

38:04 Concluding Thoughts and Future Plans

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, I continue the conversation with Andrew Friedman, an ex-bar Owner (Liberty, Seattle, WA) and the brand builder behind Industry Spirits.

Andrew shares his journey from bar owner to brand owner, highlighting the importance of community, education, and strategic planning in the drinks industry.

The discussion delves into the challenges and rewards of creating a bartender-owned brand, the nuances of marketing and sales strategies, and the decision-making process behind scaling a business organically versus aiming for a large-scale buyout.

This episode, which includes anecdotes about industry dynamics and practical advice for aspiring brand creators, underscores the value of thoughtful growth and collaborative success in the beverage industry.

Time Stamps

00:00 Welcome to the Maffeo Drinks Podcast

00:26 The Value of Listener Feedback

01:37 Training and Collaboration in the Bar Industry

03:16 Challenges and Realities of Brand Promotion

05:44 From Bar Owner to Brand Owner

07:56 Building a Bartender-Owned Brand

09:09 Strategies for Brand Relevance

27:59 The Importance of Legacy and Scale

35:26 Wrapping Up and Contact Information

About The Host: Chris Maffeo

About The Guest: Andrew Friedman

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!

Welcome to the Maffeo Drinks Podcast! In this episode, I'm joined by Andrew Friedman, renowned bartender and ex-bar owner (Liberty, Seattle, WA) and the Founder of Industry Spirits, a Bartender-Owned Brand.

We explore the history and evolution of Seattle's cocktail scene, emphasizing the importance of customer service and the changing landscape of the bar industry.

Andrew shares his journey, insights into bar culture, and the challenges bartenders face as they transition to roles like brand ambassadors.

Whether you're a bar enthusiast or an industry professional, this episode offers a fascinating look into the dynamics of bar life and the dedication required to succeed.

Time Stamps

00:00 Welcome and Introduction

00:27 Guest Introduction: Andrew Friedman

02:50 Andrew's Journey in the Drinks Industry

04:29 The Seattle Cocktail Scene

07:23 The Evolution of Bartending

11:10 Balancing Stardom and Service

16:42 Career Reflections and Industry Insights

26:36 The Future of the Drinks Industry

32:16 Closing Remarks

About The Host: Chris Maffeo

About The Guest: Andrew Friedman

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, I discuss the evolution of the whisk(e)y industry over the past 15 years with guest Billy Abbott.

We delve into the global expansion of whiskey production, the increasing consumer interest in niche markets, and the role of cocktails and serves in modern whiskey consumption.

Billy shares insights on how new expressions and innovations are shaping the industry while they also explore the significance of brand identity and consumer engagement.

The conversation highlights the changes in whisk(e)y production, marketing, and consumer preferences, making it a must-listen for anyone interested in whisk(e)y.

00:00 Welcome to the Maffeo Drinks Podcast

00:28 Diving into the World of Drinks Brands

00:54 The Evolution of Whiskey

01:49 Whiskey Trends and Market Changes

04:27 Exclusive Bottlings and Store Picks

09:48 Consumer Preferences and Market Expansion

19:25 Whiskey in Cocktails and Occasions

22:43 Brand Identity and Marketing Strategies

33:12 Wrapping Up and How to Connect

About The Host: Chris Maffeo

About The Guest: Billy Abbott

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, I sit down with Billy Abbott, Ambassador for The Whiskey Exchange.

We discuss the importance of internal and external education in the drinks industry, the journey from programming to whiskey, and the dynamics between liquid-first and brand-first approaches in spirits marketing.

Billy also shares insights on gauging consumer preferences and touches on the diverse pathways individuals can take within the spirits industry.

Tune in to learn about navigating brand storytelling, consumer communication, and the vital role of education in building successful drinks brands.

00:00 Welcome and Introduction

00:28 Guest Introduction: Billy's Journey

02:03 Diving into the Drinks Industry

03:40 The Role of Education in the Drinks World

05:39 Balancing Brand and Liquid in Marketing

10:00 Understanding Consumer Preferences

12:25 Navigating the Whiskey World

17:38 Exploring Cross-Category Connections

22:02 Balancing Budget and Spirit Selection

23:09 Understanding Consumer Preferences

24:34 The Complexity of Target Consumers

26:07 Marketing Strategies in the Spirits Industry

30:03 Training and Knowledge Sharing

37:01 Career Growth and Personal Development

42:18 Conclusion and Final Thoughts

About The Host: Chris Maffeo

About The Guest: Billy Abbott

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, we dive into the complexities and innovations within the non-alcoholic beverage industry.

Joined by guest Alice Bidini, we explore the challenges and strategies of introducing new drink trends in emerging markets such as Saudi Arabia.

We discuss the importance of understanding local taste profiles and consumer behavior, especially in culturally diverse regions like Stockholm and Riyadh.

Highlights include our experiences in the evolving bar scene, the innovative concept of a female-only staffed bar at the Four Seasons in Riyadh, and the cultural shift needed to accept new beverage trends.

Alice shares her journey of pioneering drink trends, shedding light on building consumer trust and adapting to local preferences.

Tune in to learn about reshaping traditional beverage offerings and the satisfaction of turning hesitant consumers into loyal patrons.

00:00 Welcome and Introduction

00:28 Managing Expectations in the Bar Industry

03:44 The Bar Scene in Saudi Arabia

06:45 Challenges of Non-Alcoholic Spirits

10:53 Consumer Behavior and Marketing

13:28 Dining and Drinking Culture in Saudi Arabia

15:03 Creating a New Beverage Culture

15:25 The Italian Espresso Bar Experience in Stockholm

17:28 Introducing Aperol Spritz in Prague

18:39 Navigating Local Drinking Cultures

19:37 The Role of Experts in Riyadh's Cocktail Scene

22:00 Trends in the Bar Industry

23:36 Closing Thoughts and Future Plans

About The Host: Chris Maffeo

About The Guest: Alice Bidini

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, I am joined by Alice Bidini, an experienced bartender and bar manager from the Four Seasons Hotel in Riyadh.

Alice shares her journey from Rome to London, Kuala Lumpur, and now Ryadh.

We dive into the unique beverage preferences in different countries and the challenges of introducing new drink concepts, especially in a non-alcoholic market like Saudi Arabia.

We discuss how cultural and religious influences shape drinking habits in Malaysia and Saudi Arabia and how London's diverse landscape impacts its vibrant bar scene.

Our conversation also explores the global adaptation of Italian cuisine and drinks, from 'Nduja pizza to Negroni cocktails, and the efforts to balance authenticity and local tastes.

Tune in to learn about the cultural nuances shaping global palates and the innovative ways bartenders are rising to these challenges.

00:00 Introduction and Welcome

00:28 Guest Introduction: Alice's Journey

03:13 Cultural Insights and Market Differences

07:56 Exploring Taste Profiles Across Regions

11:29 The Melting Pot of London

13:20 Understanding Dry and Wet Cultures

14:04 Regional Drinking Preferences

15:09 Peroni's Popularity in the UK

17:53 Challenges of Non-Alcoholic Bartending in Saudi Arabia

21:42 Adapting to Local Tastes

28:58 Conclusion and Final Thoughts

About The Host: Chris Maffeo

About The Guest: Alice Bidini

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.