Negroni vs. Old Fashioned type of cities: how trending cocktails change between cities and can be used as target occasions | with Krista Schubert from Overproof (Miami, FL, USA) | 019

Join The Maffeo Drinks Substack for Episode Analysis!In this single episode, I had the pleasure of interviewing Krista Schubert from Overproof, an AI-powered market intelligence platform & field execution software for the beverage alcohol industry. She has extensive industry experience and brings incredible insights and data to our chat. If you are interested in using OverProof, you can do it ⁠here⁠ and get $250 discount. Main topics discussed: From 0 to 1 bottle • The importance of the Target Occasion • How occasions change by City and State • How to choose the correct city to start building your brand From 1 bottle to 1 case • Brand Owners' vs. Distributors' approaches to city strategies • Analyzing cocktail menus to decide where to focus on • Avoid brands vs. following brands: different strategies From 1 case to 1 pallet • Big brands vs. Small brands approaches • How to move from one City / State to the next • How Independent Bottle Shops can complement your On-trade strategy About the Host: ⁠⁠⁠⁠Chris Maffeo⁠⁠⁠  About the Guest: Krista Schubert This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.Wanna know what the conversation above means for your team? It's in the paid section.You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.