Episode 84

084 | Billy Abbott | Blends, Single Malts & Old vs. New Ways of Drinking Whisk(e)y | The Whisky Exchange

In this episode of the Maffeo Drinks Podcast, I discuss the evolution of the whisk(e)y industry over the past 15 years with guest Billy Abbott.


We delve into the global expansion of whiskey production, the increasing consumer interest in niche markets, and the role of cocktails and serves in modern whiskey consumption.


Billy shares insights on how new expressions and innovations are shaping the industry while they also explore the significance of brand identity and consumer engagement.


The conversation highlights the changes in whisk(e)y production, marketing, and consumer preferences, making it a must-listen for anyone interested in whisk(e)y.


00:00 Welcome to the Maffeo Drinks Podcast

00:28 Diving into the World of Drinks Brands

00:54 The Evolution of Whiskey

01:49 Whiskey Trends and Market Changes

04:27 Exclusive Bottlings and Store Picks

09:48 Consumer Preferences and Market Expansion

19:25 Whiskey in Cocktails and Occasions

22:43 Brand Identity and Marketing Strategies

33:12 Wrapping Up and How to Connect


About The Host: Chris Maffeo

About The Guest: Billy Abbott

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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