Episode 67

067 | Mikko Koskinen | Translating a Local Category to New Markets | Kyrö Distillery

In episode 67 of the Maffeo Drinks Podcast, host Chris Maffeo continues his conversation with Mikko Koskinen, co-founder of Kyrö Distillery, from the previous episode.

They discuss the integration of food and drink culture in society, the challenges of building a brand, and exporting distillery products.

Mikko shares his insights on market dynamics, cultural references, and the importance of personal involvement in brand growth.

The discussion also emphasizes the significance of long-term planning and adaptability in the spirits industry.


00:00 Introduction and Episode Overview

00:23 Cultural Integration of Food and Drink

01:41 Nordic Whiskey and Food Culture

03:49 Export Strategies and Market Penetration

07:44 Challenges in Distribution and Brand Building

12:09 Importance of Local Knowledge and Experimentation

18:17 Entrepreneurial Insights and Personal Stories

35:53 Conclusion 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