Episode 2

002 | The Sell-out Ladder: how to increase drinks sales in bars | Interview with Jason Littrell from WMR (New York City)

In this episode, Jason Littrell and I face the challenges of listing drinks brands in bars and restaurants. We deep dive into the steps from selling one bottle to one case. How do you start from being on the back bar to be on the menu? What are the triggers in the conversation between a salesperson and a bar manager? How do you start from the glass and build brand pull rather than brand push?

I hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it.


About the Host: ⁠Jason Littrell

About the Interviewee: ⁠Chris Maffeo⁠


All rights reserved: The Littrell Show

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About the Podcast

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The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

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About your host

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Chris Maffeo

With 20 years of experience working for some of the biggest drinks brands across 30+ markets, I've developed a unique understanding of how brands grow in today's market.
Now, I help drinks brands build sustainable growth through bottom-up demand creation.
My methodology focuses on how brand demand spreads - from initial venue adoption to international expansion.
I teach brands how to create, convert, and sustain demand across the three critical stages of growth: from one bottle to one case to one pallet.
My expertise lies in understanding how brands grow through genuine advocacy, from bar to bar, city to city, and building foundations that enable natural scaling.
Through consulting, training, and speaking engagements, I help brands:
• Build sustainable demand from the ground up
• Systematize their approach to building brands city by city
• Navigate the path from local success to international growth
• Develop strategies based on occasions rather than demographics