068 | Felice Capasso | The Power of Liquid-driven Messaging | Sesto Senso Spirits Academy

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.In episode 68 of the Maffeo Drinks Podcast, host Chris Maffeo talks to Felice Capasso, Diageo WorldClass winner of Norway 2024 and WSET 2 &3 Spirits Educator. They explore compelling storytelling and strategies for brand building in a crowded market. The discussion covers the importance of having a clear message in packaging, brand advocacy training, and maintaining consistency across all marketplace touchpoints. Felice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry. The episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry. 00:00 Introduction to Episode 68 00:51 Meeting Felice Capasso 02:38 Felice's Journey and Background 05:04 Industry Insights and Brand Building 08:38 The Role of Expressiveness in Spirits 15:28 Managing Consumer Expectations 21:48 Brand Brainwash in the Spirits Industry 22:49 The Importance of Blind Tastings 24:24 Understanding Market Positioning 27:01 Explaining Product Characteristics 29:22 Creating Clear Brand Identities 35:27 Recruiting New Consumers 41:10 Distillation Myths and Realities 44:43 Conclusion and Final Thoughts About The Host: ⁠Chris Maffeo⁠ About The Guest: ⁠Felice Capasso Wanna know what the conversation above means for your team? It's in the paid section.For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com