Episode 65

065 | Nicola Olianas | The Advocacy Journey to Become the Bartender's Handshake | Fernet Branca & Carpano Antica Formula

In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy.

We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community.

Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers.

I hope you will enjoy our chat. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.


Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:10 Exploring Fernet Branca's Global Connection

00:43 The Taste Profile and Brand Consistency

02:50 The Significance of Fernet Branca's Coin

03:55 Building Brand Respect and Longevity

09:57 The Italian Excellence and Global Expansion

12:46 The Mission and Passion Behind Fernet Branca

20:08 The Fernet Branca Coin Challenge

27:08 How to Connect with Nicola and Final Thoughts

Next Episode All Episodes Previous Episode

About the Podcast

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

Listen for free

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