118 | What Bottom-Up Actually Means: Mark Ward, Founder of Regal Rogue on the Behaviour Between One and Ten

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 

Mark Ward, founder of Regal Rogue, joins for a conversation validating bottom-up principles through 15 years of vermouth brand building. The discussion explores the actual mechanics of turning one account into ten, ten into a hundred, and the behavior that happens in between those numbers.

The conversation challenges common misconceptions about bottom-up building: it's not about being small, building slowly, or lacking ambition. It's about the specific actions required to convert relationships, the constant auditing of whether your message connects with buyers, and understanding that past success guarantees nothing about future performance. 

Through examples spanning Seedlip's category creation, Diageo's Distilled Ventures program, CÎROC's P Diddy turnaround, and Regal Rogue's 15-year journey to simplifying their serves down to three drinks, the discussion reveals how the nuances of brand building remain fundamentally different across environments. 

What worked in 2011 operates differently in 2026, and expertise from one launch doesn't translate automatically to the next.

The conversation establishes that bottom-up isn't a "small brand" strategy. It's the behavior required at any scale when building genuine relationships and advocacy, whether you're at 1,000 nine liters or 1,000,000 nine liters. The critical work involves constant checking that what you think you're saying actually connects with what buyers hear, because the gap between brand intention and market perception determines everything.

Timestamps

• 00:00 Introduction and Greetings
• 00:40 Discussing Bottom-Up Mentality
• 01:51 Challenges in Building a Brand
• 03:57 Realizations and Reflections
• 05:34 Simplifying the Brand Message
• 08:09 Insights on Craft Brands and Big Brands
• 12:55 Principles of Brand Building
• 22:37 Consistency in Brand Messaging
• 31:55 Conclusion and Final Thoughts

This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations.