66 episodes
The MAFFEO DRINKS Podcast Chris Maffeo
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- Arts
This podcast, which is listened to in 101 countries, is about the drinks and hospitality industries. With a no-nonsense approach, it focuses on how beverage brands are built in the On-trade. Each episode brings insights on building a brand from the bottom up, from glass to bottle to case to pallet.
Host Chris Maffeo brings all his industry experience, building premium drinks brands across 30+ markets, from beer to whisky. He interviews drink founders, managers, bartenders, and distributors.
Brands are built bottom-up.
https://maffeodrinks.com
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063 | David Wood | Understanding How to Choose Distributors & Wholesalers | Liana Collection
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 -
062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection
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 -
061 | Nick Gillett | Managing Expectations While Scaling Your Brand's Distribution | Mangrove Global
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 -
060 | Nick Gillett | Wholesalers & Distributors: understanding the Drinks Route-to-Market | Mangrove Global
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 -
059 | Stephen Myers | How to Build Demand Bar by Bar | Dynamic Beverage Consultants
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 -
058 | Stephen Myers | The First Steps in a New Market | Dynamic Beverage Consultants
In Episode 58, I chatted with Stephen Myers, 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
0:51 About Steve
4:26 Brand Or Liquid Lead
6:34 Brand Story & Differentiation
12:28 Target Occasion
14:06 Creating Demand
16:57 Great Marketing, Bad Commercials
21:20 Beyond Categories
22:36 Breaking Into New Markets (Relationship Chaining)
28:07 Drinks Relationship Ecosystem
33:50 Outro
About The Host: Chris Maffeo
About The Guest: Stephen Myers