Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula | 064

Join The Maffeo Drinks Substack for Episode Analysis!In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake". Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry. The episode also highlights the Fernet Branca coin as a symbol of community among bartenders. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca 01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon 02:58 Brand Building vs. Liquid Quality: What Comes First? 06:24 Creating a Unique Category in the Spirits Industry 10:18 The Importance of Versatility in Product Use 23:53 The Bartender's Handshake: The Story Behind Fernet Branca 33:26 Conclusion and Next Episode Teaser About The Host: Chris Maffeo About The Guest: Nicola Olianas 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.