The MAFFEO DRINKS Podcast

Chris Maffeo
  • 5.0 (4)
  • MARKETING
  • UPDATED WEEKLY
The MAFFEO DRINKS Podcast

The show, which has been listened to in 100+ countries, covers the drinks and hospitality industries. With a no-nonsense approach, it focuses on how beverage brands are built from the ground up. Each episode brings insights on building a brand bottom up, from glass back to distilleries and breweries to grow from bottle to case to pallet. Host Chris Maffeo brings his 20 years of 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

  1. 1 DAY AGO

    091 | One Store at The Time: Converting Demand Through Sampling | Nick Guerrieri | Chelly, Modernized Limoncello

    In this episode, I spoke toNick Guerrieri, founder ofChelly, 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 Guerreri: 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

    38 min

  2. FEB 3

    090 | BCB2024 | Winning with Distributors: From Your Home Market to Export | Park Street University | Michael Vachon, Soren Hansen, Emily Pennington, Chris Maffeo

    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

    47 min

  3. JAN 27

    089 | Bridging Tequila & Scotch Occasions | Michael Ballantyne | Storywood Tequila

    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

    36 min

  4. JAN 20

    088 | Bringing Luxury to The American Whiskey Category | Andrew Borenzweig | The Beverly High Rye

    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. 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

    33 min

  5. JAN 13

    087 | Beyond Moderation: Building a Pleasure-First Non-Alcoholic Brand | Imme Ermgassen | Botivo

    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

    40 min

  6. 12/15/2024

    086 | Andrew Friedman | Community Education in Bartending | Industry Spirits, Seattle WA

    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

    37 min

  7. 12/09/2024

    085 | Andrew Friedman | Customer-First vs. Bartender-First Bars | Industry Spirits, Seattle WA

    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

    31 min

  8. 12/02/2024

    084 | Billy Abbott | Blends, Single Malts & Old vs. New Ways of Drinking Whisk(e)y | The Whisky Exchange

    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

    36 min
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About

The show, which has been listened to in 100+ countries, covers the drinks and hospitality industries. With a no-nonsense approach, it focuses on how beverage brands are built from the ground up. Each episode brings insights on building a brand bottom up, from glass back to distilleries and breweries to grow from bottle to case to pallet. Host Chris Maffeo brings his 20 years of 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

Information

  • Creator
    Chris Maffeo
  • Years Active
    2023 - 2025
  • Episodes
    87
  • Rating
    Clean
  • Copyright
    © Chris Maffeo
  • Show Website
    The MAFFEO DRINKS Podcast

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