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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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Episode Deep-Dive Analysis Available at maffeodrinks.com
In this episode, I spoke to Nick Guerrieri, founder of Chelly, who shares how he crafted a modernized limoncello out of Arizona—a place few associate with classic Italian citrus liqueurs.
By reducing sugar and viscosity, Chelly repositions limoncello from a narrow digestif to a spirit capable of starring in cocktails or being served neatly.
Nick’s strategy relies on grassroots sampling at liquor stores and festivals, weaving a genuine “behind-the-scenes” brand narrative on social media, and balancing on-trade listings with hands-on retail demos.
Distinctive branding elements, like his signature lemon shirt and recipe lookbooks, help Chelly stand out.
Over five years, Chelly has built momentum by focusing on direct consumer feedback, turning local pride in Arizona’s citrus heritage into a marketing edge, and carefully expanding bar menu placements and off-trade distribution.
Timestamps:
00:00 Introduction and Podcast Overview
00:29 Meet Nick Guerrieri: The Limoncello Innovator
01:21 Crafting a Modernized Limoncello
02:05 Consumer Reactions and Market Penetration
03:06 Marketing Strategies and Visual Branding
06:42 On-Trade vs. Off-trade Sales Tactics
14:22 Sampling and Direct Consumer Feedback
22:45 The Importance of Small Wins and Persistence
26:30 Final Thoughts and Farewell
Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at [email protected] or find out more at maffeodrinks.com
116 episodes
