The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
All content for MAFFEO DRINKS: Brands Built Bottom-up is the property of Chris Maffeo and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
104 | Zebra-Striping Between Categories to Elevate Occasions with Filiberto Amati
MAFFEO DRINKS: Brands Built Bottom-up
43 minutes
4 months ago
104 | Zebra-Striping Between Categories to Elevate Occasions with Filiberto Amati
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:00:00 Introduction and COVID Impact Context03:45 Post-Pandemic Volume Normalization09:20 On-Trade Education Crisis Analysis16:15 Off-Trade vs On-Trade Dynamics23:30 Category Blurification and Zebra Striping Occasions28:45 Route-to-Market Consolidation Trends
MAFFEO DRINKS: Brands Built Bottom-up
The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable insights for drinks leadership.
For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.
20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.
Insights come from sitting at the bar.
Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.
Beer, wine, spirits, Low and non-alcoholic.
Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com
