Episode 68

068 | Felice Capasso | The Power of Liquid-driven Messaging | Sesto Senso Spirits Academy

In episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator.

They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints.

Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry.

The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry.

00:00 Introduction to Episode 68

00:51 Meeting Felice Capasso

02:38 Felice's Journey and Background

05:04 Industry Insights and Brand Building

08:38 The Role of Expressiveness in Spirits

15:28 Managing Consumer Expectations

21:48 Brand Brainwash in the Spirits Industry

22:49 The Importance of Blind Tastings

24:24 Understanding Market Positioning

27:01 Explaining Product Characteristics

29:22 Creating Clear Brand Identities

35:27 Recruiting New Consumers

41:10 Distillation Myths and Realities

44:43 Conclusion and Final Thoughts

About The Host: ⁠Chris Maffeo⁠

About The Guest: ⁠Felice Capasso

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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