Helping Drinks Leaders Execute Bottom-up Growth While Managing Stakeholders’ Top-down Expectations | Founder & Host MAFFEO DRINKS
Joined December 2021
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Are you a Drinks Leader, struggling with managing expectations of your stakeholders? New Memberships available at maffeodrinks.com
Chris Maffeo | MAFFEO DRINKS retweeted
Rum is dead, Vodka is dead, etc.
How many times have you heard such nonsense?
The King is dead. Long Live the King.
Categories are cyclical. Stop jumping on trends left and right.
Chris Maffeo | MAFFEO DRINKS retweeted
Back Bars can be overwhelming.
Tens, often hundreds of bottles.
What if I told you they all fall into only 4 categories?
Back Bars can be overwhelming.
Tens, often hundreds of bottles.
What if I told you they all fall into only 4 categories?
Chris Maffeo | MAFFEO DRINKS retweeted
If your brand sells one cocktail per month in one bar, you need 12.5* to 17.5** bars to finish one bottle every month.
Multiply that by 6 to finish one case.
Now think differently:
If your brand sells one cocktail per month in one bar, you need 12.5* to 17.5** bars to finish one bottle every month.
Multiply that by 6 to finish one case.
Now think differently:
* In the US, a bottle is about 25oz (75cl), and a serving is 2oz.
** In Europe, a bottle is 70cl and a serve is usually 4cl.
maffeodrinks.com/045-4-refle…
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Chris Maffeo | MAFFEO DRINKS retweeted
Instead of studying how celebrity spirits sold their brands for billions, learn how someone sold his first 100 cases.
Brands are built bottom-up.
Instead of studying how celebrity spirits sold their brands for billions, learn how someone sold his first 100 cases.
Brands are built bottom-up.
Chris Maffeo | MAFFEO DRINKS retweeted
The most successful drink brands have three things in common.
They:
1. solve a need in the bar range
2. build their category before their brand
3. solve a challenge in the distributor's portfolio
Then, they sell bottles and cases.
Brands are built bottom-up.
Chris Maffeo | MAFFEO DRINKS retweeted
Wholesalers are the most misunderstood part of the Value Chain.
He/She that has never blamed a wholesaler, let him first cast a stone. How can you change your approach?
Step 1: Ensure the value chain works for all links in the chain
Step 2: Importers go horizontal, wholesalers go vertical.
Step 3: Be of financial, strategic, or emotional relevance to importers and wholesalers
Step 4: If you can’t be there yourself, make sure your funds are
Step 5: Get as close as possible to the last mile. Win the hearts of wholesalers’ sales teams.
Step 6: Bring new business to local wholesalers. They’ll bring the rate of sale of their current customers
