{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"MAFFEO DRINKS: The Lab","title":"069 | Felice Capasso | Bringing Clarity to Spirits Consumers | Sesto Senso Academy","html":"","width":"100%","height":180,"duration":2689,"description":"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. \nThey examine consumers' misunderstandings about production processes, using the example of whisky from Scotland. \nThey 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. \nReal-life analogies, like Italian food specialties, help illustrate the nuances of education and branding. \nAdditionally, 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.\n\n00:00 Introduction and Episode Overview\n00:29 Consumer Misunderstandings in the Spirits Industry\n03:59 The Importance of Open-Mindedness and Education\n06:39 Creating and Defining Categories in the Spirits Industry\n9:53 Pragmatic vs. Fluffy Storytelling\n19:37 Building Category VS Cannibilizing Category\n30:49 The Role of Education and Retention in the Industry\n40:30 Closing Remarks and Contact Information\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}