Episode 36

036 | Bridging liquid categories: beverage development to recruit new consumers | Part 2/2 with Sebastian Barnick from Pleasant Land Distillery (Kent, UK)

In Episode 036, I continued my conversation with Sebastian Barnick in Episode 035. Feel free to listen to that, as well.

Starting life in the Royal Navy, he became a certified distiller and WSET educator with a wealth of experience in wines and luxury spirits. He is an NPD professional and runs a sustainable contract distillery in the UK. I hope you will enjoy our chat. I hope you will enjoy our chat.

Time Stamps

(0:17); Authenticity in Brands

(11:23); Modern and Traditional Target Occasions

(17:17); Hometown Authenticity

(22:28); Bridging Categories

(26:43); Categories from a Distiller's perspective

(33:55); Early Adopters

(38:28); Best Part of being a Distiller


About the Host: Chris Maffeo

About the Guest: Sebastian Barnick



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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