Filiberto Amati, Founder of AmatiAssociates and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.
He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.
Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.
The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.
Timestamps:
Filiberto Amati, Founder of Amati & Associates and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.
He dissects the seismic "shrink for growth" transformation, reshaping the global spirits industry.
Drawing from his deep FMCG expertise, Filiberto explains how spirits companies are finally adopting consolidation strategies that transformed consumer goods giants two decades ago—moving from "economies of scale" obsessions to a strategic "economies of scope" focus.
As Campari divests Cinzano, Brown-Forman sells Finlandia, and Diageo sells Pampero Rum, Filiberto reveals how this isn't random portfolio shuffling but a calculated response to activist investor pressure and economic uncertainty.
The conversation explores if mega-mergers are likely in the fragmented spirits industry, how mid-tier players like Gruppo Montenegro and Caffo are capitalizing on cast-off assets to build global scale, and why this inflection point will reshape competitive dynamics for the next 10-15 years.
Disclaimer: All analysis is based on publicly available information.
Timestamps:
00:00 Introduction and FMCG Context
02:15 Shrink for Growth Phenomenon Explained
06:30 Economies of Scale vs Scope
12:45 Industry Fragmentation Reality
18:20 Listed vs Private Company Dynamics
23:10 Mid-Tier Consolidation Opportunities
28:15 Future Industry Structure Predictions
In this episode of the MAFFEO DRINKS Podcast, Host Chris Maffeo talks to Ben Branson, founder of Seedlip and now Sylva and Seasn, shares his journey of creating the modern non-alcoholic spirits category. From his farming background to launching the world's first distilled non-alcoholic spirits, Ben discusses the critical importance of building categories before brands, the evolution from direct-to-consumer to retail distribution, and his philosophy of three essential elements.
He emphasizes the drinks industry's B2B2B2C nature, the value of premium credibility through top-tier accounts, and his current ventures, including Sylva (an aged non-alcoholic spirit using British trees) and Seasn (cocktail bitters).
Ben's approach centers on properly developing products, understanding cultural contexts beyond liquid, and maintaining relationships with the influential "1000 people that matter" while scaling.
0:00 Introduction to the Maffeo Drinks Podcast
00:12 Meet Ben Branson: Founder of Seedlip
00:37 Building a Category from Scratch
03:10 The Importance of Choice in Non-Alcoholic Beverages
06:24 Challenges and Dynamics in the Non-Alcoholic Market
09:12 Understanding the Drinks Ecosystem
12:20 The Role of Occasions in Brand Building
13:51 Direct-to-Consumer vs. Traditional On and Off Trade
27:50 The Power of First Impressions and Credibility
32:28 The Importance of Influential Customers
33:27 Halo vs. Habit: Building Brand Relationships
34:22 Balancing Supermarket and Independent Distribution
38:43 The Role of Planning in Brand Launches
39:40 Learning the Drinks Industry
42:05 The Value of Experience and Patience
52:30 Navigating Competition and Protecting Your Brand
55:41 Final Thoughts and Key Takeaways
Join host Chris Maffeo as he chats with Kait Wilkes, an industry veteran with 15 years of global experience (just nominated #40 on the Drinks International Top 100 List). The episode was recorded during the Mirror Hospitality Expo, hosted by Mirror Bar in Bratislava (Just nominated #62 on 50 Best Bars).
Kait shares her journey from bartending to advocacy, offering insights on navigating the drinks and hospitality industry.
They discuss the different perspectives between bartenders and brands, the importance of a well-thought-out drink strategy, and how smaller brands can thrive.
Kait also emphasizes the importance of long-term relationships, authenticity, and mentorship in the industry. Tune in to understand how to build a sustainable brand bottom-up and hear Kaits' expert advice for upcoming bartenders and brand advocates.
Timestamps:
00:00 Introduction to Maffeo Drinks Podcast
00:26 Guest Introduction: Kait's Journey in the Drinks Industry
03:35 The Disconnect Between Drinks and Hospitality Industries
05:53 Building Authentic Brand Partnerships
11:54 Challenges and Strategies for Small Brands
18:26 Long-Term Brand Advocacy and Relationship Building
21:25 Crafting a Purposeful Drink Strategy
22:01 The Role of Drink Strategy in Brand Promotion
22:32 Simplifying Cocktails for the Consumer
24:22 Understanding Drink Trends and Market Adaptation
28:07 Supporting Bartenders and Their Career Growth
31:48 Navigating Cocktail Competitions
37:04 Final Thoughts and Authentic Connections
In this episode of the Maffeo Drinks Podcast, Chris Maffeo welcomes Chris Walker, an entrepreneur known for his insights into bootstrapping and the modern startup environment (he is the Founder of Refine Labs and Passetto). His work on the Stacking Growth Podcast (Ex Revenue Vitals) inspired him to launch his podcast.
They discuss common misconceptions about the need for venture capital, the importance of overcoming limiting beliefs, and the essential skills every founder should master.
Chris shares his experiences and thoughts on why many businesses fail due to unnecessary funding and the mental barriers hindering entrepreneurship.
The discussion also covers how to achieve personal alignment, the myth of media glorification, and the reality of building a sustainable business. Tune in for valuable lessons on creating and scaling businesses effectively.
00:00 Welcome to the Maffeo Drinks Podcast
00:09 Inspiration and Beginnings
01:11 Bootstrapping vs. Venture Capital
03:33 Overcoming Limiting Beliefs
06:45 The Reality of Entrepreneurship 1
15:14 Procrastination and Action
18:07 The Power of Self-Belief
32:49 Final Thoughts and Farewell
In this Episode, Host Chris Maffeo talks to Luke Hemsley, founder of Wednesday's Domaine, who discusses how his alcohol-free wine brand addresses the twin challenges of awareness and appreciation in an emerging category.
Unlike beer and spirits, which have made significant inroads in the alcohol-free space, wine has lagged due to historical quality issues and consumer skepticism.
Rather than positioning against alcohol, Wednesday's Domaine focuses on creating a midweek wine alternative for food and drink lovers who might occasionally want the ritual of wine without its effects. Luke shares insights on their strategic focus on the off-trade (particularly independent retailers), creating a geographic concentration in specific neighborhoods, and making their product stand out on shelves without sacrificing sophistication.
The conversation explores how on-trade and off-trade create a circular relationship that builds category credibility, the pricing psychology of alcohol-free alternatives, and the founder's journey of knowing when to delegate versus when personal passion is irreplaceable.
Timestamps:
00:00 Introduction and welcome
01:25 Initial connections and origin story
03:10 Awareness and appreciation challenges
07:40 Positioning as midweek alternative
11:05 Consumers' relationship with alcohol-free options
15:30 Psychology of non-alcoholic choices
20:45 On-trade vs. off-trade strategy
26:20 Pricing and value perception
30:10 Independent retail and geographic focus
35:05 Product visibility challenges
38:40 Founder's journey and scaling
42:30 Final thoughts and contact information
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.
Timestamps:
0:00 Introduction to Maffeo Drinks Podcast
00:19 Welcoming Back a Special Guest
01:00 Diving into Key Topics
02:00 Understanding Consumer Insights
05:46 The Reality of Market Segmentation
07:57 Strategies for Brand Placement
14:09 The Importance of Research
31:56 Balancing Qualitative and Quantitative Data
36:18 Final 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
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
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
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
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
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
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
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
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
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
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
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
