MAFFEO DRINKS: The Lab

Chris Maffeo

The MAFFEO DRINKS Podcast is a leading drinks business podcast delivering actionable 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

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MAFFEO DRINKS: The Lab

Episodes (122)

Mon Mar 2nd 119 | Does Culture Really Eat Strategy for Breakfast? How Matilda Andersson uses the 4Cs Framework to Bridge Gut-Feel Insights with Rigorous Research
Feb 16th 118 | What Bottom-Up Actually Means: Mark Ward, Founder of Regal Rogue on the Behaviour Between One and Ten

MAFFEO DRINKS: The Lab

Mar 2, 2026
37 minutes
34 MB

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 In this second part of the conversation on MAFFEO DRINKS, host Chris Maffeo continues the discussion with Matilda Andersson, Managing Director at Truth Consulting, diving deeper into practical frameworks and methodologies for consumer research in the drinks industry. The conversation introduces the Four Cs Framework (Consumer, Culture, Category, Company) as a holistic approach to brand strategy that moves beyond focusing solely on consumers to incorporate broader cultural shifts an...

MAFFEO DRINKS: The Lab

119 | Does Culture Really Eat Strategy for Breakfast? How Matilda Andersson uses the 4Cs Framework to Bridge Gut-Feel Insights with Rigorous Research

Chris Maffeo

00:00 -37:06