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

Discussion about this podcast

The MAFFEO DRINKS Podcast

The show, which has been listened to in 111 countries, covers the drinks and hospitality industries. With a no-nonsense approach, it focuses on how beverage brands are built from the ground up. Each episode brings insights on building a brand bottom up, from glass back to distilleries and breweries to grow from bottle to case to pallet.

Host Chris Maffeo brings his 20 years of industry experience, building premium drinks brands across 30+ markets, from beer to whisky. He interviews drink founders, managers, bartenders, and distributors.

https://tr.ee/maffeodrinks-podcast

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