{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"068 | Felice Capasso | The Power of Liquid-driven Messaging | Sesto Senso Spirits Academy","html":"","width":"100%","height":180,"duration":2852,"description":"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. \nThey 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. \nFelice shares his insights from both the brand side and bartender’s perspective, emphasizing the need for clear and expressive communication in the spirits industry. \nThe episode touches on balancing brand identity with creative freedom, offering examples of successful brand strategies and the importance of education within the industry. \n00:00 Introduction to Episode 68 \n00:51 Meeting Felice Capasso \n02:38 Felice's Journey and Background \n05:04 Industry Insights and Brand Building \n08:38 The Role of Expressiveness in Spirits \n15:28 Managing Consumer Expectations \n21:48 Brand Brainwash in the Spirits Industry \n22:49 The Importance of Blind Tastings \n24:24 Understanding Market Positioning \n27:01 Explaining Product Characteristics \n29:22 Creating Clear Brand Identities \n35:27 Recruiting New Consumers \n41:10 Distillation Myths and Realities \n44:43 Conclusion and Final Thoughts\nAbout The Host: ⁠Chris Maffeo⁠\nAbout The Guest: ⁠Felice Capasso","thumbnail_url":"https://img.transistorcdn.com/EEVeqPnCSO50vcTEwCGi8EsKVAfckKW1Ma9V9k_f5cM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mNjQy/ZWFiZWJiOTRmMTBm/YmUxYWFmNTA2MjI4/M2ViNC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}