Krista Schubert Silva, former Head of Sales at Overproof, an AI-powered market intelligence platform for the US drinks trade, on why a cocktail can top the menus in one US city and not even rank an hour up the coast.
"The Negroni is not even popular in Los Angeles, whereas it is the second most popular in San Francisco... even though they're in the same state."
0:14 Going in willy-nilly versus building a real target list
1:37 Not all Italian restaurants are the same: aperitivo terrace or grandma's kitchen
3:29 Scanning a menu for a competitor's gin before you pitch
5:00 Bar mats and branded tools give away who supplies the account
5:20 Reading the back bar to work out the wholesaler
7:45 San Francisco drinks Negronis, LA drinks old fashioneds
9:10 From a Mexican restaurant staple to a rooftop drink on Fifth Avenue
10:46 Your target occasion doesn't exist in this city, now what?
12:39 Espresso, porn star or dirty: the martini changes by borough
13:05 Niching down to a signature serve as your way in
14:14 An Earl Grey vodka that found its home in the espresso martini
1:37 Not all Italian restaurants are the same: aperitivo terrace or grandma's kitchen
3:29 Scanning a menu for a competitor's gin before you pitch
5:00 Bar mats and branded tools give away who supplies the account
5:20 Reading the back bar to work out the wholesaler
7:45 San Francisco drinks Negronis, LA drinks old fashioneds
9:10 From a Mexican restaurant staple to a rooftop drink on Fifth Avenue
10:46 Your target occasion doesn't exist in this city, now what?
12:39 Espresso, porn star or dirty: the martini changes by borough
13:05 Niching down to a signature serve as your way in
14:14 An Earl Grey vodka that found its home in the espresso martini
Find all episodes featuring Krista Schubert Silva at themaffeodrinkspodcast.com.
city cocktail data, hyperlocal demand, target occasion, back bar intelligence, menu analysis, Bottom up
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.
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The full catalog of 135 episodes, each one translating industry conversation into the commercial decisions underneath it.
Find out more at maffeodrinks.com or on Substack.
