Building Flavor From Grain to Cask, How Each step Plays a Role in Recruiting Consumers | Part 1/2 with André de Almeida of Inside the Cask (Glasgow, Scotland) | 042

Join The Maffeo Drinks Substack for Episode Analysis!In Episode 042 I had the pleasure of chatting with André de Almeida. He is a Drinks Industry Consultant and Founder of the "Inside the Cask" website. André has 20 years of experience having worked with Loch Lomond Group, William Grant & Sons, Edrington, and other drinks companies. He is also a Drinks Jury Member at Spirits Selection by Concours Mondial de Bruxelles. Time Stamps 0:00 Introduction 1:39 Starting From Brand or Liquid? 3:51 Bringing In New Whisk(e)y Drinkers 9:18 Whisk(e)y Education 12:53 Category Bridging For Whisk(e)y 18:53 Category Jumping With Wood 25:41 Clear Target Occasion Vs Pigeonholing 27:38 Recruitment Via Cocktails 35:22 The Role Of Bottom-Up Trade 40:49 Outro About the Host: Chris Maffeo About the Guest: Andre De Almeida 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.