042 | Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers | Part 1/2 with André de Almeida of Inside the Cask (Glasgow, Scotland)
Summary
In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles. Time Stamps 0:00 Introduction 1:39 Starting From Brand or Liquid? 3:51 Bringing In New Whisk(e)y Drinkers 9:18 Whisk(e)y Education 12:53 Category Bridging For Whisk(e)y 18:53 Category Jumping With Wood 25:41 Clear Target Occasion Vs Pigeonholing 27:38 Recruitment Via Cocktails 35:22 The Role Of Bottom-Up Trade 40:49 Outro About the Host: Chris Maffeo About the Guest: Andre De AlmeidaThe 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 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles.
Time Stamps
0:00 Introduction
1:39 Starting From Brand or Liquid?
3:51 Bringing In New Whisk(e)y Drinkers
9:18 Whisk(e)y Education
12:53 Category Bridging For Whisk(e)y
18:53 Category Jumping With Wood
25:41 Clear Target Occasion Vs Pigeonholing
27:38 Recruitment Via Cocktails
35:22 The Role Of Bottom-Up Trade
40:49 Outro
About the Host: Chris Maffeo
About the Guest: Andre De Almeida
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Creators and Guests
Host
Chris Maffeo
Building Bottom-Up Strategies WITH Drinks Leaders Managing Top-Down Expectations | MAFFEO DRINKS Founder & Podcast Host
