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)

The MAFFEO DRINKS Podcast

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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)

Chris Maffeo

Jan 09, 2024

Transcript

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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The MAFFEO DRINKS Podcast

Listened in 84 countries, this is a podcast about the drinks and hospitality industries: with a no-nonsense approach, it focuses on how beverage brands are built in the On-trade. Each episode brings insights on building a brand from the bottom up, from glass to bottle, to case to pallet.

Host Chris Maffeo brings all his industry experience, building premium drinks brands across 30+ markets, from beer to whisky. He interviews drink founders, managers, bartenders, and distributors.

Brands are built bottom-up.

https://linktr.ee/maffeodrinks

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