How To Measure Trade Advocacy And What Actually Builds Brands In The On-Trade | Claire Warner | EP 130

Join The Maffeo Drinks Substack for Episode Analysis!Chris Maffeo is welcoming Claire Warner, the founder of the Good Measure Guild and former Global Head of Advocacy at Diageo.Why does the on-trade keep getting deprioritised despite being where brands are actually built?Why is advocacy impossible to measure and what happens to brands when they stop investing in it?Are cocktail competitions a genuine learning tool or a shortcut that breaks the ecosystem?And why is the middle tier of bars the most overlooked commercial opportunity in the industry?Find all episodes featuring Claire Warner at themaffeodrinkspodcast.com.Timestamps:00:00 Welcome and introductions00:33 The Good Measure Guild, measuring what matters in hospitality05:21 The measurement problem, why the on-trade gets deprioritised07:10 Advocacy and brand cycles, why the bartender is the first customer13:50 The overlooked middle tier and secondary cities18:30 Competitions as a learning tool27:14 Beyond competitions, building brand relevance32:27 Training and minimum standards37:19 Consumer education, no and low47:11 The social score vision49:28 Closing 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.