Épisodes

  • 098 | Paul Thomas | Good vs. Bad Market Research: From Bars to Boardrooms | Suntory Global Spirits
    May 6 2025

    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
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    38 min
  • 097 | Racheal Vaughan Jones | Mastery & Imagination: How Compass Box is Redefining Whisky Marketing
    Apr 22 2025

    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

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    36 min
  • 096 | David Gluckman | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!)
    Apr 7 2025

    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

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    37 min
  • 095 | Chris Maffeo | Scaling the Unscalable: The Bottom-Up Approach to Brand Building by MAFFEO DRINKS
    Mar 24 2025

    Join this episode with Shawn Soole from the Post Shift Podcast In this episode, Chris shares invaluable insights on how small brands, such as bars, restaurants, distilleries, and breweries, can effectively build their brand.

    From understanding the importance of local success before expanding to managing relationships with importers and distributors, Chris breaks down the fundamentals of brand building.

    They also discuss the challenges and strategies for maintaining authenticity while scaling, the role of passion versus business in the drinks industry, and navigating the complexities of the B2B2B2C market.

    Whether you’re a newcomer or an established player in the beverage world, this episode is filled with actionable advice to help you succeed.

    00:00 Introduction and Podcast Overview

    00:31 Guest Introduction: Chris Maffeo

    02:04 Chris Maffeo's Background and Career Journey

    04:58 Brand-Building Fundamentals

    10:58 Challenges and Strategies in the Craft Spirits Industry

    16:49 Scaling and Distribution Insights

    19:11 Balancing Passion and Business

    25:06 Entrepreneurial Advice and Future Plans

    32:02 Conclusion and Final Thoughts

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    33 min
  • 094 | Roberta Mariani | Beyond Brand Training: Education & The Evolution of Aperitivo with Savoia & Italicus
    Mar 13 2025

    In this episode of the Maffeo Drinks Podcast, host Chris Maffeo chats with Roberta Mariani, the Advocacy Director for Savoia and Ital Spirits.

    Roberta shares her extensive experience in the hospitality and drinks industry, offering insights on building effective advocacy programs, the rise of the aperitivo culture, and focusing on category education over brand promotion.

    They also discuss the evolving role of Italian bartenders, the increasing popularity of vermouth and Amari, and the critical issue of well-being within the industry.

    Whether you're in the drinks business or simply a cocktail enthusiast, tune in for a deep dive into the latest industry trends and tips for achieving a sustainable work-life balance.

    Timestamps:

    00:00 Introduction and Welcome

    00:32 Guest Introduction: Roberta Mariani

    02:41 Building Brand Advocacy

    07:34 The Rise of Aperitivo Culture

    12:47 The Role of Italian Bartenders

    23:56 Innovative Cocktail Creation

    31:18 Promoting Well-being in the Industry

    38:49 Conclusion and Final Thoughts

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    40 min
  • 093 | Sophie Cookson | Cracking Distribution, Bottom-Up in Dubai and The Gulf with Craft & Culture UAE
    Mar 3 2025

    In this episode of the Maffeo Drinks Podcast, host Chris Maffeo is joined by Sophie Cookson, a seasoned expert in the liquor industry with over a decade of experience in Dubai and the UAE.

    Sophie shares insights on the evolving liquor landscape in the Middle East, discusses the challenges and opportunities for small and medium-sized brands in the region, and the importance of having a regional strategy.

    The conversation also touches on the role of Dubai duty-free as a significant channel for marketing and brand building. Sophie emphasizes the need for brands to have local presence and support to thrive in the Middle East market.

    Tune in to learn about the unique dynamics of the Gulf region’s liquor market and how brands can successfully navigate this complex but rewarding environment.

    Key Highlights:

    • Navigating the evolving liquor landscape in the Middle East

    • Strategic insights for small and medium-sized brands entering the market

    • The unique role of Dubai duty-free in brand building

    • Essential strategies for establishing local presence and support


    Timestamps:

    00:00 - Introduction and Welcome

    00:30 - Guest Introduction: Sophie Cookson

    01:07 - The Liquor Industry in Dubai

    02:41 - Challenges and Opportunities for Small Brands

    04:24 - Legalities and Regulations in the UAE

    07:39 - Brand Building Strategies

    10:56 - The Role of Expats and Duty-Free

    15:10 - Supporting Bartenders and Craft Brands

    26:25 - Travel Retail Opportunities

    35:36 - Conclusion and Contact Information

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    38 min
  • 092 | Francois Monti | Scaling a City Cocktail Culture Through Middle-Tier Bars
    Feb 20 2025

    In this episode, I talk to Francois Monti, a renowned Cocktail Writer. We discuss the global cocktail scene’s uneven growth, from advanced cities boasting cutting-edge bars to emerging markets grappling with minimal training.

    While high-profile venues attract headlines, Francois argues that second-division bars drive consumer adoption of cocktails. He highlights the shortage of skilled bartenders, many lacking foundational taste education (e.g., wine and food flavor insights), leading to haphazard quality.

    Instead of focusing on big consumer-awareness pushes, Francois advocates strong trade relationships, mentorship, and recognition of diverse bartender career paths—even if that means contentedly staying in a single role long-term.

    Local bar culture flourishes by ensuring bartenders can refine their palate and technique at multiple levels of the industry, eventually benefiting both consumers and spirits brands.


    Timestamps:

    00:00 Introduction and Welcome

    00:45 State of the Cocktail Industry

    03:36 Challenges in Cocktail Culture

    08:23 Training and Skill Development

    20:03 Mentorship and Industry Growth

    25:06 Conclusion and Farewell



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    27 min
  • 091 | Nick Guerrieri | One Store at The Time: Converting Demand Through Sampling with Chelly, Modernized Limoncello
    Feb 10 2025

    In this episode, I spoke to Nick Guerrieri, founder of Chelly, who shares how he crafted a modernized limoncello out of Arizona—a place few associate with classic Italian citrus liqueurs.

    By reducing sugar and viscosity, Chelly repositions limoncello from a narrow digestif to a spirit capable of starring in cocktails or being served neatly.

    Nick’s strategy relies on grassroots sampling at liquor stores and festivals, weaving a genuine “behind-the-scenes” brand narrative on social media, and balancing on-trade listings with hands-on retail demos.

    Distinctive branding elements, like his signature lemon shirt and recipe lookbooks, help Chelly stand out.

    Over five years, Chelly has built momentum by focusing on direct consumer feedback, turning local pride in Arizona’s citrus heritage into a marketing edge, and carefully expanding bar menu placements and off-trade distribution.


    Timestamps:

    00:00 Introduction and Podcast Overview

    00:29 Meet Nick Guerrieri: The Limoncello Innovator

    01:21 Crafting a Modernized Limoncello

    02:05 Consumer Reactions and Market Penetration

    03:06 Marketing Strategies and Visual Branding

    06:42 On-Trade vs. Off-trade Sales Tactics

    14:22 Sampling and Direct Consumer Feedback

    22:45 The Importance of Small Wins and Persistence

    26:30 Final Thoughts and Farewell

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    38 min