116 | Everyone Agrees Bottom-Up, Few Execute It: Eric Franco on Why Funding Pressure Makes You Skip What You Know Works
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116 | Everyone Agrees Bottom-Up, Few Execute It: Eric Franco on Why Funding Pressure Makes You Skip What You Know Works
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概要
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