The Local vs Global Paradox: Why Skipping Your Backyard Will Sabotage Your International Growth
MAFFEO DRINKS explores how Daniel Szor, Michael Ballantyne, and Brodie Meah built global brands by winning local markets first, proving hometown credibility unlocks international success.
Building a drinks brand that resonates globally starts with a foundation most founders overlook: being the local for millions of people right where you are. We explored how three founders navigated the tension between hometown credibility and international ambition, discovering that local relevance isn't a stepping stone to global success but the actual engine that drives it.
Most founders don't want to leave local behind.
They just want to skip it.
Check the box locally. Get a few accounts. Then rush to international markets where they think growth will be easier.
Here's the logic I hear constantly: "We're struggling locally, so let's try Germany. Or Australia. Somewhere fresh where we don't have these issues."
This is insane.
If you're facing difficulties in your hometown where you actually are, how will it be easier in markets where you're not even there?
You won't solve local problems by avoiding them internationally. You'll just add distance, time zones, and language barriers to the same fundamental issues.
I observe three systematic mistakes that waste €200K on international expansion. These patterns repeat consistently across 20 years, 30+ markets, 100+ founder conversations, and weekly field validation.
Three recent conversations illustrate these principles in action. Daniel Szor building English whisky from the Cotswolds. Michael Ballantyne creating barrel-aged tequila. Brodie Meah scaling wine retail from one neighborhood restaurant. Their approaches demonstrate what I observe working when founders navigate local versus global systematically.
Understanding that local matters is easy. Actually building local presence before rushing international is hard. Most founders who comprehend the philosophy still skip the execution.
The Three Expansion Mistakes
If the above resonates, it's because you're living it.
You understand local matters. But you're making expansion decisions based on distributor enthusiasm or market size, rather than systematically identifying cultural fit.
I've spent 20 years observing what works across 30+ markets, 100+ founder conversations, and weekly field validation. What follows are the three predictable mistakes and the systematic approach for avoiding them.
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