Episode 40

040 | Aligning Team's KPIs and Fact-based Storytelling | Part 2/2 with Julian Davies, Founder of Ostara Vermouth (London, UK)

In Episode 040, I continued the conversation with Julian Davies from Episode 039. Feel free to listen to that, as well. He started as a Sales guy for Stella Artois in the UK, then moved to SABMiller where he wrote the brand-building strategy, before taking a Senior Marketing role at Bombay Sapphire. He now consults start-ups and is the Founder of Ostara English vermouth. I hope you enjoy our chat.


Time Stamps

00:00 Introduction

00:15 The Importance of Bartenders

04:27 The Social Entourage

07:37 The Limits of Misaligned KPIs

16:30 Developing Healthy KPI Habits

20:00 A Certain Occasion For A Certain Person

23:53 Liquid vs Story for Brand Building

31:22 Story Has a Purpose

34:08 What's Your Angle?

37:39 Wrap Up


About The Host: Chris Maffeo

About The Guest: Julian Davies



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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