MAFFEO DRINKS

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.Timestamps:00:00 Introduction and COVID Impact Context03:45 Post-Pandemic Volume Normalization09:20 On-Trade Education Crisis Analysis16:15 Off-Trade vs On-Trade Dynamics23:30 Category Blurification and Zebra Striping Occasions28:45 Route-to-Market Consolidation Trends

Show Notes

Episode Deep-Dive Analysis Available at maffeodrinks.com 

Filiberto Amati, Founder of ‪AmatiAssociates‬ and Head of Partnerships at MAFFEO DRINKS, is a veteran of major spirits companies, including Campari and Di Saronno.

He dissects the post-COVID reality facing the spirits industry, revealing how the pandemic created a temporary "shock" that artificially inflated off-trade volumes while disrupting traditional brand-building pathways.

Drawing from his deep beverage industry expertise, Filiberto explains how consumption patterns are realigning to pre-pandemic trends—exposing brands that gained artificial traction during lockdowns without building genuine on-trade education or loyalty.

The conversation explores how consumers increasingly practice "zebra-striping"—switching between categories within the same occasion—why cultural movements drive successful brand rituals from Aperol's orange visual cue to Corona's lime mythology, and how route-to-market consolidation is reshaping competitive dynamics across the fragmented spirits landscape.

Timestamps:

  • 00:00 Introduction and COVID Impact Context
  • 03:45 Post-Pandemic Volume Normalization
  • 09:20 On-Trade Education Crisis Analysis
  • 16:15 Off-Trade vs On-Trade Dynamics
  • 23:30 Category Blurification and Zebra Striping Occasions
  • 28:45 Route-to-Market Consolidation Trends

Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at bottomup@maffeodrinks.com or find out more at maffeodrinks.com 

Creators and Guests

Host
Chris Maffeo
Drinks Leadership Advisor | Bridging Bottom-Up Reality & Top-Down Expectations
Guest
Filiberto Amati
Founder | Amati & Associates

What is MAFFEO DRINKS?

The MAFFEO DRINKS Podcast is a leading drinks industry podcast delivering frontline insights for drinks leadership.

For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.

20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.

Insights come from sitting at the bar.

Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.

Beer, wine, spirits, Low and non-alcoholic.

Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com