Episode 62

062 | David Wood | Distribution: The Non-obvious Power of Smaller Categories | Liana Collection

In Ep. 062, I dived into the complexities of the drinks distribution industry with David Wood, Founder of Liana Collection, a UK-based Premium Drinks Importer and Distributor (IWSC Spirits Distributor of the Year 2023 in the UK).

He shares valuable insights on what makes a successful brand, the importance of quality liquid, and the market's competitive nature.

Discover the criteria for selecting brands, the significance of founder-led stories, and the focus on sustainability and smaller categories.

We also discuss the challenges of gaining a distributor's mindshare, the benefits of being a secondary cocktail ingredient, and strategies for maintaining balance in a brand portfolio.

This conversation is a must-listen for anyone interested in the drinks industry, brand development, and distribution strategies.


Time Stamps

00:00 Welcome to the World of Distribution: A Candid Chat

00:51 The Essence of Building a Drinks Brand: Brand vs. Liquid

03:31 Insider's Guide: Selecting Brands for Distribution

06:31 Innovative Strategies in the Drinks Industry

09:39 The Art of Being a Secondary Ingredient

20:43 The Power of Modifiers in Cocktail Creation

29:00 Navigating Portfolio and Contract Negotiations

31:56 Navigating Brand Sales and Relationships

34:07 Strategic Portfolio Management and Outlet Selection

35:33 Adapting Sales Strategies Across Different Venues

39:43 The Importance of Brand Identity and Selective Partnerships

41:47 Personal Growth and Career Reflections

44:48 Building a Business with Purpose and Longevity

55:47 The Value of Legacy and Historical Insight in Branding


About The Host: Chris Maffeo

About The Guest: David Wood

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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