069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso 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 69 of the Maffeo Drinks Podcast, Chris continues his conversation with Felice Capasso, diving deep into consumer misconceptions in the alcohol industry and how brand advocacy should be approached. They examine consumers' misunderstandings about production processes, using the example of whisky from Scotland. They also discuss the importance of educating consumers and professionals, the difference between creating a trend and establishing a category, and how to stand out in a crowded market. Real-life analogies, like Italian food specialties, help illustrate the nuances of education and branding. Additionally, the episode touches on the importance of retention in the hospitality industry's workforce and how brands can use logical, fact-based approaches to educate and engage effectively. 00:00 Introduction and Episode Overview 00:29 Consumer Misunderstandings in the Spirits Industry 03:59 The Importance of Open-Mindedness and Education 06:39 Creating and Defining Categories in the Spirits Industry 9:53 Pragmatic vs. Fluffy Storytelling 19:37 Building Category VS Cannibilizing Category 30:49 The Role of Education and Retention in the Industry 40:30 Closing Remarks and Contact Information 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