064 | Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula

In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake". Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry. The episode also highlights the Fernet Branca coin as a symbol of community among bartenders. Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes. Time Stamps 00:00 Introduction to the Maffeo Drinks Podcast 00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca 01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon 02:58 Brand Building vs. Liquid Quality: What Comes First? 06:24 Creating a Unique Category in the Spirits Industry 10:18 The Importance of Versatility in Product Use 23:53 The Bartender's Handshake: The Story Behind Fernet Branca 33:26 Conclusion and Next Episode Teaser About The Host: Chris Maffeo About The Guest: Nicola Olianas