In this return appearance on the Maffeo Drinks podcast, Paul Thomas, whom host Chris Maffeo dubs "the king of insights," shares wisdom on how to escape the marketing "ivory tower" and understand real consumer behavior.

Paul advocates for marketers to personally observe products in various venues rather than relying solely on data. The conversation examines how brands should adopt occasion-based marketing over demographic targeting, striking a balance between aspirational positioning and pragmatic distribution strategies. Paul critiques the research industry's shift toward "faster and cheaper" methodologies at the expense of quality, encouraging brands to conduct fewer but better studies.

The episode concludes with advice on creating an "insight ecosystem" that balances qualitative observations with quantitative data, emphasizing the value of curiosity in understanding how consumers interact with drink brands in different contexts.

• (00:00) - to Maffeo Drinks Podcast
• (00:19) - Back a Special Guest
• (01:00) - into Key Topics
• (02:00) - Consumer Insights
• (05:46) - Reality of Market Segmentation
• (07:57) - for Brand Placement
• (14:09) - Importance of Research
• (31:56) - Qualitative and Quantitative Data
• (36:18) - Thoughts and Wrap-Up

In this episode, Chris Maffeo speaks to Racheal Vaughan Jones and discusses how Compass Box has positioned itself as "whisky makers" in the Scotch whisky industry. Founded in 2000 with a mission to make the Scotch world more interesting, Compass Box balances mastery and imagination in its brand essence.

Recently, the company streamlined its core range into a more intuitive collection of four distinct flavor territories while maintaining its artistic limited editions.

Racheal shares insights into its recent brand positioning, "Long Live Interesting," and how it has successfully translated it through packaging, communication, and targeted campaign activations across key cities.

The brand's recent award-winning "Hedonism" limited edition showcases its collaboration with female artists and embodies its philosophy of starting with an organically evolving idea.

Timestamps:

00:00 Introduction and Welcome

00:30 Special Guest Introduction

01:53 The Story of Compass Box

04:23 Brand Positioning and Marketing

10:29 Core Range and Consumer Experience

14:29 Limited Editions and Awards

20:05 Limited edition approach with Hedonism

26:06 Communication and Marketing Strategies

30:30 Localized activation and content strategy

33:45 Creating demand and brand-building philosophy

Join us on this episode of the Maffeo Drinks podcast, where Chris Maffeo chats with drinks industry legend David Gluckman about the fascinating world of drink innovation and product development.

David shares insights from his recent book (That Sh*t Will Never Sell), offering a look back at the history and evolution of the drinks industry.

The conversation covers iconic brands he created like Bailey's, Ciroc, and Tanqueray Ten, product ownership's importance, and consumer research's often flawed nature.

David also discusses how great brands can be built without conventional testing and the critical role of liquid excellence. Tune in for an engaging discussion that blends business acumen with the art of drink creation.

The discussion provides insights into the importance of ownership, consumer behavior, and the significance of product distinction in brand building. David also emphasizes the value of real-world testing over consumer research, reflecting on his approach to developing iconic spirits.

Aspiring brand builders and drink enthusiasts will find valuable lessons in this engaging conversation.

Timestamps:

00:00 Introduction and Welcome

00:29 Guest Introduction: David's Journey

01:19 The Bailey's Story: Market Research and Success

04:43 Brand Development Philosophy

09:36 Challenges in Spirits Marketing

12:38 Product Innovation and Differentiation

25:44 Ownership and Long-Term Brand Building

32:07 Conclusion and Farewell