Shows
Growth, Brands and More PodcastZebra-Striping Between CategoriesCross Over Episode!Second part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. We discuss the significant shifts in consumer behaviour and market dynamics, including the importance of understanding when and how to adopt new brands, the industry's return to pre-COVID trends, and the impact of on-premise consumption closures. The conversation covers the rise and fall of different beverage categories, the strategic movements of brands and distributors, and how consumer preferences and cultural trends influence brand success. We also highlight the concept of 'blurring occasions' where consumers switch between alcoholic...
2025-09-1541 min
Growth, Brands and More PodcastShrinking for Growth In BeveragesCross Over Episode!First part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. The focus is on trends and strategies in the spirits and beverages industry, particularly the 'Shrink for Growth' strategy, where companies divest non-core brands to focus on core strengths. Key examples include Campari, Diageo, and Brown-Forman. The conversation covers shifts from economies of scale to economies of scope, the impact of mergers and acquisitions, and the differences in strategy between listed companies and privately owned companies. The episode highlights the changing landscape of the industry and predicts significant transformations...
2025-09-0132 min
The MAFFEO DRINKS Podcast073 | Chris Maffeo | Create Demand Before Trying To Capture It | MAFFEO DRINKSIn episode 073, I continue the conversation with Filiberto Amati on his Growth, Brands and More Podcast. I explain the concept of 'Drinks Builder' and we delve into the blurred lines between marketing and sales, discussing how to create demand before capturing it.
I emphasize the importance of understanding customer needs, solving problems with your brand, and building communities, particularly among bartenders.
We discuss successful case studies, the impact of strategic thinking on the supply chain, and tools for effective marketing and advocacy.
This conversation is packed with insights on creating a strong demand...
2024-09-1533 minThe MAFFEO DRINKS Podcast072 | Chris Maffeo | Consistency in Implementing a Clear Bottom-up Strategy | MAFFEO DRINKSIn episode 072 I was hosted by Filiberto Amati on his Growth, Brands and More Podcast.
I shared my journey from being a Sales guy in Rome to working at major beverage companies in Europe until founding MAFFEO DRINKS.
We discuss the fundamental principles of building brands from the bottom up, the importance of having a clear and consistent strategy, and how to execute it successfully across different markets and channels.
I also talk about the value of small empirical experiments, the balance between strategy and execution, and how to handle unexpected opportunities.
2024-09-0846 min
Growth, Brands and More PodcastBrand Strategy Unpacked: the Good Strategy ConundrumThis episode deviates from the usual interview format, focusing on my takeaways from the previous episodes. Key takeaways include the dual nature of strategy and execution, the importance of local insights, setting clear brand boundaries, balancing short-term and long-term goals, and understanding market dynamics and consumer behavior. I also emphasize patience in brand building and balancing performance marketing with brand integrity. Future episodes will feature guests like Marco Loschiavo Pellicano, Ralph Talmont, Dorota Zylewicz-Nosowska, and Wojtek Nosowski - founders of Frant - discussing design collaboration, community building, and brand strategy in practice.In a nutshell
2024-07-2932 min
Growth, Brands and More PodcastThe "Drink Builders" | Chris Maffeo - Part IIThe second part of my interview with Chris Maffeo of the Maffeo Drinks PodcastThis is Chris’ LinkedIn summary:My love for the industry comes from afar, coming from a family of F&B distributors since 1884: The business survived two world wars but closed shop with my Grandpa’s passing, just after marking the 100th anniversary, when I was 6. All that’s left are my childhood memories of products and flavors and a black & white photo of Nonno Vito, known in town as Don Vito, proudly sitting in front of the entrance, that I keep...
2024-06-0337 min
Growth, Brands and More PodcastMaking Strategy Happen | Chris Maffeo - Part IOur Guest: Chris Maffeo of the Maffeo Drinks PodcastThis is Chris’ LinkedIn summary:My love for the industry comes from afar, coming from a family of F&B distributors since 1884: The business survived two world wars but closed shop with my Grandpa’s passing, just after marking the 100th anniversary, when I was 6. All that’s left are my childhood memories of products and flavors and a black & white photo of Nonno Vito, known in town as Don Vito, proudly sitting in front of the entrance, that I keep in my wallet. Fast f...
2024-05-2753 minThe MAFFEO DRINKS Podcast016 | Brand Ambassadors, Advocacy & KPIs: how to set up the role to build demand bottom-up | Part 2/2 with Filiberto Amati from Amati & Associates (Warsaw, Poland)In this episode, Chris Maffeo talks with Filiberto Amati.
He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles.
They spoke about Brand Ambassadors from how to define the role, set up KPIs and enable them to build demand from the bottom-up.
They continue by talking about how big brands have shaped their success by focusing on a core occasion. How did...
2023-07-1331 minThe MAFFEO DRINKS Podcast015 | Cities & Distributors: how to choose the right city and RTM to start from | Part 1/2 with Filiberto Amati from Amati & Associates (Warsaw, Poland)In this episode, Chris Maffeo talks with Filiberto Amati.
He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles.
They speak about how to choose the right city to start from in a market, as they are not all the same. They dive into how to win there before moving to the next city and how to ensure you get the right distribution set-up based on your...
2023-07-0632 min