Episode 77

077 | Chris Le Beau | Scaling Cocktail Culture | Decoding Cocktails Podcast

In this episode of the Maffeo Drinks Podcast, we have an insightful discussion with Chris Le Beau, who transitioned from a strategic consulting role into the world of mixology.


The conversation explores Le Beau's passion for cocktails and the journey of learning and teaching cocktail-making.


Key topics include the importance of mastering classic cocktails like the Old Fashioned, the impact of consumer perceptions on cocktail culture, and the significance of designing accessible yet informative menus in bars.


We also discuss effectively bridging the gap between complex mixology and everyday cocktail enjoyment.


Throughout the episode, the emphasis is on refining the basics and imparting knowledge to create a better drinking experience for everyone.



00:00 Welcome to the Maffeo Drinks Podcast

00:27 Guest Introduction and Background

01:09 Journey into Mixology

03:51 From Passion Project to Business

04:23 Consumer Perspective on Cocktails

10:57 The Importance of Cocktail Fundamentals

13:05 Challenges in Cocktail Culture

28:17 Menu Design and Customer Experience

33:30 Closing Remarks


About The Host: Chris Maffeo

About The Guest: Chris Le Beau

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