Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com

Eric Franco, a former SABMiller colleague, recently Chief Sales & Marketing Officer at Brewdog USA and entrepreneur who started as a bar owner, joins for a discussion validating core bottom-up principles through battlefield experience.

Working long days running his own bar before selling for global brands, the conversation confirms what becomes clear through market observation: everyone agrees on bottom-up methodology in theory, but execution fails when immediate gratification culture, social media distortion, and funding pressure collide with foundational discipline.

The discussion explores patterns visible across markets: brands hiring VPs before mastering founder-led selling, Target distribution forcing unsustainable multi-state expansion, and burning retail relationships in concentrated markets.

Eric's owner-operator perspective adds depth to the systematic approach to channel selection, geographic expansion, and the three-year foundation period required before authentic scaling becomes possible. ​

Timestamps

• 00:00 Introduction and Catching Up
• 01:11 Defining 'Bottom Up' in Brand Building
• 04:36 Challenges in Brand Growth and Market Expectations
• 09:41 The Importance of Local Market Mastery
• 15:16 Balancing Big Opportunities with Realistic Growth
• 32:02 Final Thoughts and Wrap-Up

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com

Robert Simonson, author of seven cocktail books including "A Proper Drink: The Untold Story of How a Band of Bartenders Saved the Civilized Drinking World," joins to discuss how the modern cocktail revival actually happened.

This conversation explores how dead crafts come back to life through individuals rather than institutions, why certain innovations spread while others stay local, and the challenge of documenting history while participants are still alive. Simonson spent 18 months interviewing over 200 people across multiple continents to map how a small group of obsessives rebuilt an entire profession from scratch. The discussion reveals patterns about how quality movements emerge, scale, and risk being forgotten by the next generation.

Timestamps

• 00:00 Introduction and Welcome
• 00:26 Discussing 'A Proper Drink'
• 02:47 The Cocktail Renaissance
• 05:07 Global Influence and Cross-Pollination
• 12:23 Modern Classic Cocktails
• 23:22 Local Influences on Cocktails
• 32:37 Conclusion and Final Thoughts

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com

Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com

Steve Perez reveals how he bootstrapped Global Brands (Owner of VK Vodka Kick and Franklin & Sons) from £200k to £65 million in four years without giving away equity. Starting with zero salary while working nights as a waiter, he funded growth by convincing suppliers to extend £100k monthly credit through radical transparency.

His philosophy: "Your business is your soul, your heart. Don't give it away too easily."

From his 400-acre farm supplying beef to his hotels, to using venues as R&D labs for drinks innovation, Steve's vertical integration proves you don't need London to build global brands. With 400 employees including three-generation families, he explains what rally driving taught him the about business:

Timestamps:

00:00 Welcome and Introduction

00:47 Steve Perez: From Rally Driver to Businessman

02:26 The Beginnings of a Business Empire

05:40 Overcoming Early Business Challenges

08:29 The Rise of VK Vodka Kick

16:17 Bootstrapping and Supplier Relationships

22:33 The Perks of the Drinks Business

22:59 Building a Lasting Business Legacy

24:27 Family Business Dynamics

28:32 The Importance of Delegation

32:29 Navigating Risks and Trends

37:31 Vertical Integration and Local Impact

41:20 The Benefits of Smaller Cities

43:20 Conclusion and Contact Information

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com