Episode 19

019 | Negroni vs. Old Fashioned type of cities: how trending cocktails change between cities and can be used as target occasions | with Krista Schubert from Overproof (Miami, FL, USA)

In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat.

If you are interested in using OverProof, you can do it ⁠here⁠ and get $250 discount.


Main topics discussed:


From 0 to 1 bottle

• The importance of the Target Occasion

• How occasions change by City and State

• How to choose the correct city to start building your brand


From 1 bottle to 1 case

• Brand Owners' vs. Distributors' approaches to city strategies

• Analyzing cocktail menus to decide where to focus on

• Avoid brands vs. following brands: different strategies


From 1 case to 1 pallet

• Big brands vs. Small brands approaches

• How to move from one City / State to the next

• How Independent Bottle Shops can complement your On-trade strategy


About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠ 

About the Guest: Krista Schubert



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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