033 | The Bottom-up Trade: aka where to build brands regardless if on or off-trade | Part 2/2 with Julian Marsili, Global Drinks Brand Director (Copenhagen, DK)
Summary
In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat. This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat. Time Stamps (00:35); The Bottom-up Trade (02:45); Target Spaces (07:23); Recovering Brand Essence (12:24); Marketeer Disconnection From Trade (19:57); 1% Everyday (25:30); Distinctiveness Vs DifferentiationThe MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
In Episode 033, I continued the conversation I had in episode 032 with Julian Marsili. He is a Global Drinks Brand Director who has many years of experience in the drinks business. He is behind the successful global rejuvenation of the Carlsberg brand, the launch of Alcohol-Free brews and other Portfolio Innovations. He has previously managed Peroni Nastro Azzurro in Italy. I hope you will enjoy our chat.
This is a two part-episode, so Don't forget to listen to episode 032 as well. I hope you will enjoy our chat.
Time Stamps
(00:35); The Bottom-up Trade
(02:45); Target Spaces
(07:23); Recovering Brand Essence
(12:24); Marketeer Disconnection From Trade
(19:57); 1% Everyday
(25:30); Distinctiveness Vs Differentiation
Wanna know what the conversation above means for your team? It's in the paid section.
For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com
Creators and Guests
Host
Chris Maffeo
Building Bottom-Up Strategies WITH Drinks Leaders Managing Top-Down Expectations | MAFFEO DRINKS Founder & Podcast Host
