Nicola Olianas | The Advocacy Journey to Become the Bartender's Handshake | Fernet Branca & Carpano Antica Formula | 065

Join The Maffeo Drinks Substack for Episode Analysis!In episode 65, I discussed with Nicola Olianas the importance of creating demand and building advocacy. We dive into Fernet Branca coin's role in connecting bartenders globally. Nicola explains its origins, rules, and traditions and how it became a crucial symbol in the bartending community. Nicola also covers brand advocacy, Fernet Branca's passionate culture, and maintaining brand authenticity and loyalty. He highlights the importance of building a brand that is respected by competitors and becoming an aggregator of industry people and consumers. I hope you will enjoy our chat. 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 00:10 Exploring Fernet Branca's Global Connection 00:43 The Taste Profile and Brand Consistency 02:50 The Significance of Fernet Branca's Coin 03:55 Building Brand Respect and Longevity 09:57 The Italian Excellence and Global Expansion 12:46 The Mission and Passion Behind Fernet Branca 20:08 The Fernet Branca Coin Challenge 27:08 How to Connect with Nicola and Final Thoughts 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.