Episode 34

034 | From the right Bars to the right Wholesalers, Bottom-up | with Gaetano Chiavetta from Everleaf Drinks (London, UK)

In Episode 034, I spoke to Gaetano Chiavetta. He heads UK & Italy On-trade at Everleaf Drinks | B Corp. He has previously worked for Global Brands and brings Bar Manager and Bartender experience from several On-trade venues in London. I hope you will enjoy our chat.


Time Stamps

(2:26); Building Demand

(7:46); Targeting Via Wholesalers

(17:17); Building Systems For Connection

(26:28); Value of The Cocktail Menu

(29:58); Do The Homework

(39:10); Growing Beyond Your Home Market

(42:12); Contact Gaetano


About The Host: Chris Maffeo

About The Guest: Gaetano Chiavetta



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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