To avoid misunderstandings, you should agree on what type of investment (brand vs trade spend).
Distributors will push for in-market spend, focusing on listing fees, advanced discounts and kickbacks, while brand owners will prefer investing in brand-building events, Social media and consumer activations. There has to be a right balance to drive value and volume.
I thought of taking the chance to recap our great guests on The MAFFEO DRINKS Podcast in November. Episodes 032 and 033 with Julian Marsili He is a Global Drinks Brand Director with many years of experience in the drinks business. He is behind the successful rejuvenation of the Carlsberg
In one of my hundreds of meetings overseas, visiting an importer, a big poster on the wall of a board room caught my eye. It said: "Distribution Sells." In a second, I understood what kind of meeting I was going into. It was a disaster. It was like taking a
Today, I bring a fresh perspective to our conversation—a narrative about a brand's life cycle and how it weaves through the fabric of generations. I created this presentation for Park Street University at Bar Convent Berlin. During my career in the industry, I've witnessed the evolution of brands across
I thought of taking the chance to recap the great guests we had on The MAFFEO DRINKS Podcast in October. Episode 028 with Duncan McRae from Woven Whisky. This is an excellent episode about building a brand with limited liquid availability bottom-up, building saliency in specialized Off-trade Stores first while