091 | Nick Guerrieri | One Store at The Time: Converting Demand Through Sampling with Chelly, Modernized Limoncello
Description
Merry Christmas & Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.
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
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
A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
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