Episode 7

007 | Farming Sales: how to drive sales velocity in bars after you sold the first bottle | Part 2/2 of the Interview with Mike McGrail from the Drinks Noise Podcast (Edinburgh, UK)

In this episode, Chris Maffeo spoke to Mike McGrail, host of ⁠⁠Drinks Noise Podcast⁠⁠ and Digital Marketing Controller at Whyte & Mackay. They spoke about the importance of On-trade as a channel to build brands. They spoke about how to go from 1 bottle to 1 case by selling the first bottle with the second one in mind. They then dove into what tools to use to make that happen and discussed the mindset change that needs to happen to help bars "get rid of" bottles as fast as possible to make a new order. We hope you enjoy the conversation. Share it with friends, click follow and rate it if you liked it. About the Host: ⁠⁠⁠Mike McGrail About the Interviewee: ⁠⁠⁠Chris Maffeo⁠⁠
Next Episode All Episodes Previous Episode

About the Podcast

Show artwork for The MAFFEO DRINKS Podcast
The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

Listen for free

About your host

Profile picture for Chris Maffeo

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