Discover the Art of Meaningful Innovation
Dear Bottom-up Drinks Builder,
Something fascinating has been on my mind all month as I've talked with brand founders and industry experts online and offline Chris Maffeo Advisory . This delicate dance between respecting tradition and daring to break conventions can make or break a brand.
On May 20th, Episode 099 with Luke Hemsley will be released.
When I talked to him about Wednesday's Domaine, he said something that stuck with me: "Rather than positioning against alcohol, we focus on creating a midweek wine alternative for food and drink lovers who might occasionally want the ritual of wine without its effects."
It's a simple shift in perspective, but it completely transforms how consumers might approach alcohol-free wine. Instead of making it about what's missing, Luke centers it on what's gained – a beautiful wine experience that seamlessly fits into a Tuesday evening.
This conversation reminded me of many other founders I've spoken with this year who've found success not by rejecting their category entirely, but by thoughtfully reimagining its boundaries.
The Art of Meaningful Innovation
I've been reflecting on my January conversation with Imme Ermgassen from Botivo. Rather than positioning her non-alcoholic aperitivo around abstinence or moderation, she created this concept of the "Yellow Hour" – a flexible, pleasure-focused moment that isn't tied to specific times.
This isn't innovation for innovation's sake. It's addressing a genuine limitation in how we think about alcohol-free options. Instead of being defined by what they lack, these products can create entirely new occasions and rituals.
In our January conversation, Andrew Borenzweig took a similar approach with Beverly High Rye. American whiskey has long been wed to frontier imagery and rustic authenticity. But Andrew asked – what if a premium American whiskey embraced modern luxury instead? The result is a brand that fits as naturally in Beverly Hills as traditional whiskeys do in Kentucky.
Michael B. went further with Storywood Tequila, bridging two distinct spirits categories by aging tequila in single malt whisky barrels. What fascinated me most was his strategic pivot from tequila venues to whisky bars, where he found an audience that "spoke oak" and immediately understood what made his product special.
From Theory to Practice
These aren't just interesting stories—they represent a pattern with profound implications for anyone building a drinks brand today.
The most successful category-breakers I've talked with this year share several commonalities:
I'm reminded of what David Gluckman shared in our April conversation about creating Bailey's. When focus groups initially rejected the product as a "girl's drink," the team boldly ignored the research rather than reformulate. The real validation came not from formal research but from placing bottles in a pub and watching two off-duty policemen purchase and enjoy them.
Sometimes, the most valuable innovation happens when we trust our intuition over conventional wisdom.
Looking Ahead: June's Conversations
Next month, I'm excited to explore the theme of Founder's Journey and Building for Sustainable Growth. We'll kick things off on June 3rd with our 100th episode featuring Chris Walker on The Pursuit of Founder's Freedom. Chris will share insights into bootstrapping and the modern startup environment, challenging common misconceptions about venture funding.
From The Archives
If you're new to the podcast or missed some episodes earlier this year, here are a few cornerstone conversations worth revisiting:
Episode 087: Imme Ermgassen on Botivo (January 13) Imme shares how she built a "farm-based, artisanal production" process for non-alcoholic aperitivo with genuine depth.
Episode 091: Nick Guerrieri on Chelly (February 10) Nick reveals his bottom-up sampling approach to building a modernized limoncello brand through "hand-to-hand combat" at liquor stores and festivals.
Episode 095: My Thoughts on Scaling the Unscalable (March 24) I share my philosophy on the bottom-up approach to brand building and why mastering the fundamentals matters more than chasing scale
Episode 098: Paul Thomas on Market Research (May 6) Paul introduces the "Vauxhall Paradox" - how marketers in comfortable offices become disconnected from retail reality - and advocates for creating an "insight ecosystem.
For Paid Subscribers: Comprehensive Episode Deep Dives
As a paid subscriber, you receive detailed episode breakdowns like the one for Episode 098 with Paul Thomas , which includes:
These deep dives allow you to extract maximum value from each episode, with insights and frameworks you can apply directly to your business. They're designed to be practical reference guides you can return to repeatedly as you build your brand.
As always, I'm grateful to have you as part of this community of drinks builders. Your insights, questions, and experiences enrich these conversations immeasurably.
Chat soon,
Chris Maffeo