Chris Maffeo
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🌟 In Episode 088, Andrew Borenzweig shares why focused growth beats scattered efforts. He discusses building strong relationships and the value of depth over breadth, with examples from his brand’s success in Japan, including partnerships with Aman Tokyo and Nobu.
Listen to this conversation on The Maffeo Drinks Podcast, episode 088 with Andrew Borenzweig. Listen to the episode on your favorite streaming platform 👉 https://tr.ee/maffeodrinks-podcast
20/04/2026
Stop looking for the best bars in your city.
Start looking for the best ones for your brand in your city.
It's about if you're able to win there. Here's how:
https://maffeodrinks.substack.com/p/018-outlet-segmentation-can-help-prioritize-sell-5-simple-steps
A gin brand launched in 1999 with a cucumber serve and a 50% price premium over every competitor on the shelf.
For ten years, there was no data to prove it was working.
The sales team was asked to go lime or lemon because that is what everyone else was doing. The answer was no.
The price premium was questioned. No. The cucumber was questioned. No.
Maurice Doyle was inside William Grant & Sons during that period. He watched a brand survive a decade of silence because one principle held: bar by bar, consumer by consumer, retailer by retailer.
Full conversation on MAFFEO DRINKS, Episode 122.
09/04/2026
Something shifted in the room this week at , and I wanna try to put it into words.
I gave a 45-minute talk:
One Ecosystem. One Responsibility.
Fantastic to see new and familiar faces from brands, distributors, bar owners and bartenders all sitting in the same room.
Taking 45 minutes of your time in a busy trade fair is something.
The central argument: every player in this industry optimises rationally:
- for themselves
- for their own bosses
- for what they are measured on
The result: everyone hits their number. The system gets weaker.
The brand for its metrics.
The distributor for its margins.
The bartender for the listing, the following, the award.
We treat a network like a pipeline.
And we all use the consumer as our justification while competing against everyone else in the chain to get there first.
Brands are built bottom-up.
Thank you, , for the platform and for organizing a great event that gets better year after year.
Cheers to 2027.
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.
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