Episode 80

080 | Philip Duff | The Impact of Cultural Factors on Market Trends

In this episode of the Maffeo Drinks Podcast, Chris Maffeo discusses the dynamic nature of the drinks industry with guest Philip Duff.


The conversation highlights the challenges large companies face in adapting to market demands and the agility of smaller brands to innovate.


The discussion delves into the importance of grassroots brand building and understanding consumer behavior, using examples like Peroni's success in Scandinavia and Mezcal's rise.


Maffeo and Duff critique the reliance on standard research reports and emphasize the value of unconventional insights.


The episode concludes with insights into risk-taking in large firms and the significance of sustaining brand relevance through continuous market engagement.


00:00 Introduction and Welcome

00:28 Big Companies vs. Small Brands

02:38 Case Study: Peroni's Success in Scandinavia

05:40 The Impact of Mexican Cuisine on Agave Spirits

07:46 Challenges in Big Firms and Market Research

13:14 The Art of Brand Building

24:00 The Mezcal Trend and Luxury Marketing

26:39 Understanding Consumer Trends

31:38 Conclusion and Farewell


About The Host: Chris Maffeo

About The Guest: Phillip Duff

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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