Episode 25

025 | Maurice Doyle | 1/2 Starting from the Taste Profile: when liquids transcend categories and solve a customer's need

This is the first part of the chat with Maurice Doyle. He's the CEO of Compass Box Whisky. He's a coach and brings three decades of industry experience, having held senior leadership roles at Bacardi, William Grant and Sons and Suntory. I hope you will enjoy our chat.

Main Topics Discussed:


From 0 to 1 Bottle


- Conceiving of your brand

- Differentiating yourself

- Why people drink


From 1 Bottle to 1 Case


- Building Demand Efficiently

- The importance of repeat consumers

- The value of On-Trade


From 1 Case to 1 Pallet


- Expanding your drinks range

- The power of consistency

- Always think of the second sale


About the Host: Chris Maffeo

About the Guest: Maurice Doyle

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About the Podcast

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The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

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About your host

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Chris Maffeo

With 20 years of experience working for some of the biggest drinks brands across 30+ markets, I've developed a unique understanding of how brands grow in today's market.
Now, I help drinks brands build sustainable growth through bottom-up demand creation.
My methodology focuses on how brand demand spreads - from initial venue adoption to international expansion.
I teach brands how to create, convert, and sustain demand across the three critical stages of growth: from one bottle to one case to one pallet.
My expertise lies in understanding how brands grow through genuine advocacy, from bar to bar, city to city, and building foundations that enable natural scaling.
Through consulting, training, and speaking engagements, I help brands:
• Build sustainable demand from the ground up
• Systematize their approach to building brands city by city
• Navigate the path from local success to international growth
• Develop strategies based on occasions rather than demographics