075 | Rob Malin | Building a Planet-Friendly Wine Brand through New Consumption Occasions

From The MAFFEO DRINKS Podcast: everyone agrees with bottom-up in private, then defaults to top-down in the boardroom. The shortcut always sends you back to square one. What compounds is building at a pace that doesn't jeopardise the future. Mark Burgess interviews Chris Maffeo.

From The MAFFEO DRINKS Podcast: distribution is the vanity metric that burns the cash a brand needs. Rate of sale in the accounts you own is what compounds, funded by your own profit. Tarquin Leadbetter on building the UK's number one gin bottom-up.

From The MAFFEO DRINKS Podcast: the brands that catch a trend spent years ready for it, and the ones that last grow without ever betting the company. Micaela Pallini on 150 years of Pallini and a Limoncello built before the Spritz.

From The MAFFEO DRINKS Podcast: the on-trade earns a brand its meaning, but that impact resists measurement, so budgets drift to the off-trade where the data is clean. The brands that last measure what matters instead of counting what is easy.

From The MAFFEO DRINKS Podcast: you do not invent the drinks that scale, you reinvent what people already order, and a listing means nothing until it rotates. Jean-Robert Bellanger on building Amaretto Adriatico in a category the trade wrote off.