Chris Maffeo

Chris Maffeo Drinks Brands Simplifier | Showing drinks brands how to go from 1 bottle to 1 case bottom-up system

26/05/2026

99% of brand owners I know tell me:

"I have lots of contacts in the bar scene"

Yet only a few brands make it.

Why?

The same bar owner has:
- 10 cocktails on the list
- 30 spots in the back bar
- 50 friends owning drinks brands

Do the math.

Contacts + Systems > Contacts

25/04/2026

People think distributor management is:
• Sign a deal
• Tell them how much to sell
• Tell them to which bars to sell

What it actually is:
• Hit the streets yourself
• Bring them bars you've got on board
• Coach them to do the same to their customers

That's basically it.

22/04/2026

🌟 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

18/04/2026

99% of drinks media articles I see are about brands raising $$$ or founders exiting for $$$. Bla... bla... basta!

It's not about the money.

It's about cracking distribution and rotation.

It's about how are you gonna sell:
• 1 bottle
• 1 case
• 1 pallet

Every single day of the year.

No matter how much $$$ is in the bank.

Brands are built bottom-up.

15/04/2026

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.

I’ve been in this industry for 20+ years.The playbook I was taught doesn’t exist anymore.Neither does the one you’re usi...
11/04/2026

I’ve been in this industry for 20+ years.
The playbook I was taught doesn’t exist anymore.
Neither does the one you’re using.

The patterns that actually work today aren’t in any deck, any training, or any distributor meeting.

They’re in the field.
In the conversations that nobody is having at the right level.

That’s what MAFFEO DRINKS is for.

New site. New services. Same obsession.

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...
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.

08/04/2026

🚨 Activations without the right groundwork can backfire! Whether it’s tastings, events, or distribution, I believe in building rotation first—1 case in 1 bar is better than 6 bottles in 6 bars. And if you activate an event, make sure people can actually find your product afterward! 💡

Listen to this conversation on The Maffeo Drinks Podcast, episode 090. Listen to the episode on your favorite streaming platform 👉 https://stan.store/maffeodrinks

07/04/2026

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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