The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator.

They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints.

Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry.

The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry.

00:00 Introduction to Episode 68

00:51 Meeting Felice Capasso

02:38 Felice's Journey and Background

05:04 Industry Insights and Brand Building

08:38 The Role of Expressiveness in Spirits

15:28 Managing Consumer Expectations

21:48 Brand Brainwash in the Spirits Industry

22:49 The Importance of Blind Tastings

24:24 Understanding Market Positioning

27:01 Explaining Product Characteristics

29:22 Creating Clear Brand Identities

35:27 Recruiting New Consumers

41:10 Distillation Myths and Realities

44:43 Conclusion and Final Thoughts

About The Host: ⁠Chris Maffeo⁠

About The Guest: ⁠Felice Capasso

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In episode 67 of the Maffeo Drinks Podcast, host Chris Maffeo continues his conversation with Mikko Koskinen, co-founder of Kyrö Distillery, from the previous episode.

They discuss the integration of food and drink culture in society, the challenges of building a brand, and exporting distillery products.

Mikko shares his insights on market dynamics, cultural references, and the importance of personal involvement in brand growth.

The discussion also emphasizes the significance of long-term planning and adaptability in the spirits industry.

00:00 Introduction and Episode Overview

00:23 Cultural Integration of Food and Drink

01:41 Nordic Whiskey and Food Culture

03:49 Export Strategies and Market Penetration

07:44 Challenges in Distribution and Brand Building

12:09 Importance of Local Knowledge and Experimentation

18:17 Entrepreneurial Insights and Personal Stories

35:53 Conclusion and Final Thoughts

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In episode 66 of the Maffeo Drinks Podcast, Chris Maffeo speaks with Mikko Koskinen, the co-founder of Kyrö Distillery. They delve into the distinctiveness of Finnish rye as an ingredient, the importance of provenance and local culture in brand building, and the merits of being a distillery-first versus product-first company. The discussion also covers how to effectively convey a brand's story to both local and international markets, the genesis of Kyrö's products from creating rye whiskey in a sauna, and the significance of communality, Nordic minimalism, and rye's cultural relevance in their brand philosophy. Additionally, they touch upon the challenges and strategies of maintaining brand communication consistency, emphasizing the importance of building trust in premium spirits.

Kyrö Distillery Ad

00:00 Introduction to the Maffeo Drinks Podcast

00:38 Meet Mikko Koskinen: Co-Founder of Kyrö Distillery

00:45 Chris's Connection to Finland

01:35 The Evolution of Finnish Drinks

02:38 Brand vs. Liquid: What's More Important?

04:59 The Origin Story of Kyrö Distillery

07:33 The Role of Rye in Finnish Culture

17:12 Building a Distillery Brand

24:44 Simplifying Whiskey for Newcomers

35:34 Marketing Strategies and Challenges

41:40 Conclusion and Next Episode Preview

About The Host: Chris Maffeo

About The Guest: Mikko Koskinen

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy.

We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community.

Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers.

I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:10 Exploring Fernet Branca's Global Connection

00:43 The Taste Profile and Brand Consistency

02:50 The Significance of Fernet Branca's Coin

03:55 Building Brand Respect and Longevity

09:57 The Italian Excellence and Global Expansion

12:46 The Mission and Passion Behind Fernet Branca

20:08 The Fernet Branca Coin Challenge

27:08 How to Connect with Nicola and Final Thoughts

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".

Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.

The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.

Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca

01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon

02:58 Brand Building vs. Liquid Quality: What Comes First?

06:24 Creating a Unique Category in the Spirits Industry

10:18 The Importance of Versatility in Product Use

23:53 The Bartender's Handshake: The Story Behind Fernet Branca

33:26 Conclusion and Next Episode Teaser

About The Host: Chris Maffeo

About The Guest: Nicola Olianas

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Episode 063, Chris Maffeo and David Wood from the Liana Collection share valuable insights on the three stages of brand distribution.

He provides expert advice for startup drink brands on self-distribution, the role of small and large distributors, and the crucial importance of building trade relationships.

The discussion also covers the complexities of working with wholesalers, the necessity of immersive brand experiences for sales teams, and strategies for national and international brand expansion.

Emphasizing the need for founders to stay actively engaged in the trade, David and Chris highlight the evolving role of salespersons in today's digital age.

Tune in for a comprehensive guide to scaling your drinks brand successfully!

Time Stamps

00:00 Introduction to Brand Distribution Stages

00:55 Advice for Startup Drink Brands

02:34 Scaling with Distributors

⁠03:26 Importance of On-Trade Chains

11:11 Managing Relationships with Wholesalers

16:30 Building Brand Demand

24:11 Role of Sales Reps and Founders

32:58 Digitalization of Sales and Social Media

⁠37:24 Conclusion and Contact Information

About The Host: Chris Maffeo

About The Guest: David Wood

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK).

He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature.

Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories.

We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio.

This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies.

Time Stamps

00:00 Welcome to the World of Distribution: A Candid Chat

00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid

03:31 Insider's Guide: Selecting Brands for Distribution

06:31 Innovative Strategies in the Drinks Industry

09:39 The Art of Being a Secondary Ingredient

20:43 The Power of Modifiers in Cocktail Creation

29:00 Navigating Portfolio and Contract Negotiations

31:56 Navigating Brand Sales and Relationships

34:07 Strategic Portfolio Management and Outlet Selection

35:33 Adapting Sales Strategies Across Different Venues

39:43 The Importance of Brand Identity and Selective Partnerships

41:47 Personal Growth and Career Reflections

44:48 Building a Business with Purpose and Longevity

55:47 The Value of Legacy and Historical Insight in Branding

About The Host: Chris Maffeo

About The Guest: David Wood

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Ep. 61, I continued the conversation with Nick Gillett from Ep. 60. He’s the Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:25 Portfolio Selection

8:20 Creating Your Own Category

16:42 Micro Categories & National Cuisines

23:20 Traditional & Modern Serves

25:53 Geographic Centered Marketing

30:25 Building a Neighborhood Presence

32:33 Overcomplicating Cocktails

34:10 Value of Off-Trade

37:44 Transitioning to Chains

41:21 Where To Find Nick

42:23 Outro

About The Host: Chris Maffeo

About The Guest: Nick Gillett

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Ep. 60, I had an incredible chat with Nick Gillett, Managing Director of Mangrove Global. We spoke about all the aspects of bringing Drinks Brands to market from start to scale, including distributors, Wholesalers, and all the links in the Drinks Ecosystem. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

1:20 Brand or Liquid Marketing Foundation

1:58 Nick Gillett Intro

6:58 Wholesalers & Importers Differences

12:50 The Game of Share of Mind

16:53 The Diversity of Wholesale

25:58 Has Wholesale Changed?

28:53 The Value of Relationships

32:10 Outro

About The Host: Chris Maffeo

About The Guest: Nick Gillett

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.

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

In Episode 59, I continued the chat with Stephen Myers, from Ep. 58. He is the Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.

Time Stamps

0:00 Intro

0:34 Your First 1,000 Pounds

4:00 Building Presence In The Trade

8:22 Being Relevant

14:35 Portfolio Strategies, One Bar

17:11 Portfolio Strategies, Many Bars

20:51 Independent Vs Chains

24:17 Be Careful What You Wish For

29:26 Last Thoughts On Entrepreneurship

34:15 Last Thoughts

About The Host: Chris Maffeo

About The Guest: Stephen Myers

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

For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com