About this episode

Chris Maffeo and Maurice Doyle discuss the challenges of brand building and investment strategies in the drinks industry.

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 . Maurice and I dive deep into the uncomfortable truths about brand building that most people dance around. We start with his killer insight: 95% of your target market isn't buying your category right now, so what do you do about that? Through war stories from Hendrick's (which took 10 years of faith before showing data-driven success) and Monkey Shoulder (almost killed until the team saw 30-year-younger drinkers going drinking it), we explore why timing beats tactics every time. The conversation gets real about money, not the sexy fundraising decks, but the unsexy plumbing like understanding your value chain where the gap between gross and net pricing is often bigger than your entire A&P budget. Maurice drops his "love and money" framework and we tackle the elephant in every room: how founders pitch exits while asking for investment, spread themselves across 20+ countries…

People in this episode

Host: Chris Maffeo

Guest: Maurice Doyle

Topics covered

• brand building
• investment strategies
• value chains
• market insights
• entrepreneurship
• drinks industry

Keywords

• value chain
• investment decks
• target market
• fundraising
• marketing
• entrepreneurship
• drinks business

Mentioned in this episode

Organizations: Hendrick's, Monkey Shoulder

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