Advocacy Dies The Moment You Count Cases | with Filiberto Amati | Bottom-Up Cut #010

Join The Maffeo Drinks Substack for Episode Analysis! "If you measure an ambassador on how many bottles he's selling, forget about the advocacy, he's going to start pushing cases," says Filiberto Amati. 0:15 How do you translate a founder's passion down through the whole sales chain? 1:09 Why will an agent never be the one who tells your brand's story? 2:48 Why is the founder always the brand's first ambassador? 4:46 Why should a brand ambassador never be measured on how many bottles they sell? 6:04 Why does a category like Aperol still need advocacy after a hundred years? 7:28 What happens when you pitch a bar before anyone there has heard of you? 9:05 How did co-creating with one well-known bartender turn into real demand? 11:31 Why is early demand really one-to-one marketing before it scales? 14:30 Why does building real advocacy take as long as raising a person? Find all episodes featuring Filiberto Amati at themaffeodrinkspodcast.com. Bottom up. 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.