Episode 76

076 | Rob Malin | Navigating the Role of Sustainability in the Drinks Industry | When in Rome

In episode 76, we continue the conversation with Rob Malin from Ep. 75. We delve into the complexities of incorporating sustainability into a wine brand's selling story. We talk about the impact of consumer trends and government legislation on brand growth, and discover strategies for balancing traditional wine marketing with innovative sustainable practices.


Time Stamps

00:00 Introduction and Episode Overview

00:48 Incorporating Sustainability into Wine Branding

02:43 Consumer Trends and Government Legislation

03:52 Packaging and Consumer Perception

06:47 Target Occasions vs. Target Consumers

09:03 Challenges and Opportunities in Wine Marketing

15:17 The Role of Education in Sustainability

27:25 Reflections and Future Strategies

32:01 Final Thoughts and Where to Find Us

About The Guest: Rob Malin

About The Host: Chris Maffeo

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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