Episode 58

058 | Stephen Myers | The First Steps in a New Market | Dynamic Beverage Consultants

In Episode 58, I chatted with Stephen Myers, Founder of Dynamic Beverage Consultants. He is also one of the Originals at Ilegal Mezcal. We dived into the crucial aspects of launching a new brand in the (US) market and how to avoid expensive mistakes. I hope you will enjoy our chat.


Time Stamps

0:00 Intro

0:51 About Steve

4:26 Brand Or Liquid Lead

6:34 Brand Story & Differentiation

12:28 Target Occasion

14:06 Creating Demand

16:57 Great Marketing, Bad Commercials

21:20 Beyond Categories

22:36 Breaking Into New Markets (Relationship Chaining)

28:07 Drinks Relationship Ecosystem

33:50 Outro


About The Host: Chris Maffeo

About The Guest: Stephen Myers




About the Podcast

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

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