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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
Chris Maffeo hosted this episode, brought to you by MAFFEO DRINKS.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
Wanna know what the conversation above means for your team? It's in the paid section.
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
Wanna know what the conversation above means for your team? It's in the paid section.
You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.
