Branding Is Storytelling: Interview with Jeff Mahony, CEO of NEFT Vodka
I recently went one-on-one with Jeff Mahony, CEO of NEFT Vodka.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Jeff: My education and life experiences led me down the pathway to developing technology for the financial services sector, which is where I ultimately learned how to build businesses. I've always had an entrepreneurial spirit and been drawn to branding, consumer products, and innovation. When the opportunity to lead NEFT Vodka came along, I was all in. The idea of combining ultra-premium, two-ingredient vodka with sustainability efforts was an exciting challenge. Along the way, I’ve faced my fair share of setbacks, but every challenge has taught me something new, and that’s shaped how I approach both leadership and business today.
Adam: In your experience, what are the key steps to growing and scaling your business?
Jeff: Scaling a business is about staying true to what makes your brand unique. For NEFT, that’s our commitment to sustainability and using just two all-natural ingredients. Scaling also requires flexibility. You must be able to adapt to new markets and respond to unexpected challenges. A big part of that is making sure you have the right team in place. It’s not just about having a great product—it’s about having people who are passionate about your vision and can execute it effectively.
Adam: What do you believe are the defining qualities of an effective leader?
Jeff: An effective leader is adaptable, is decisive, and is approachable. Great vision alone isn’t enough; you have to connect with your team. Guide them and keep them looking at the horizon through the ups and downs. A great leader makes the tough calls when needed and listens and empowers the team. It’s about building trust and creating a positive environment where people feel heard and valued.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Jeff: The key to taking your leadership skills up a notch is continuous learning. Whether it’s through formal education, mentorship, or just on-the-job experience, you never stop growing as a leader. Having the courage to “try, experience, and learn” is at the core of our management approach. Great leaders are constantly refining their approach and growing. Being open to feedback is also incredibly valuable. One of the biggest things is understanding that leadership is about building a strong, empowered team. It’s not just about making decisions—it’s about creating an environment where we all thrive.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Jeff:
Trust your instincts – Sometimes, you have to make decisions that aren’t based on data, just on what feels right. Trust yourself, even when it’s tough.
Invest in people – A great idea is only as good as the team behind it. Build a team that shares your vision and values, and they’ll help you take things to the next level.
Embrace mistakes – Everyone makes them. The trick is to learn from them, adapt, and keep going. I’ve made my fair share, and each one has taught me something valuable.
Adam: What is your best advice on building, leading, and managing teams?
Jeff: It all comes down to trust and transparency. From day one, I’ve made it a priority to keep the lines of communication wide open with my team. Regular check-ins, sharing feedback, and making sure everyone feels comfortable voicing their thoughts is key. At NEFT, we foster a culture of collaboration and ownership. When people feel like they’re part of something bigger and their contributions matter, it creates a team that’s motivated and engaged.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Jeff: Branding is storytelling. People don’t buy a product—they buy what that product represents. At NEFT, we focus on offering gluten-free, clean-quality vodka and sustainability through our distinctive barrels, but equally important is the emotional connection we build with our consumers. When it comes to sales, it’s relationships, not just closing deals. And, in marketing, authenticity is key. Today’s consumers seek brands they can trust, and trust comes from being genuine in everything you do. A major aspect of our brand story has been our partnership with the Visa Cash App Racing Bulls Formula One team. The collaboration gives us a platform to engage with a like-minded audience who shares our passion for racing and appreciates being part of world-class events.
Adam: What is the single best piece of advice you have ever received?
Jeff: Of the three I mentioned before, trusting your instincts rises to the top. In the early days, I second-guessed myself a lot. Now, I’ve learned to trust my gut more, especially when it comes to making big decisions. As a leader, if you believe in something, go for it—confidence in your instincts is crucial.
Adam: Is there anything else you would like to share?
Jeff: Success isn’t just about making a profit—it’s about having a positive impact. At NEFT, we focus not only on producing a premium product but also on being a responsible company. Our unique unbreakable barrel is made from tin and aluminum, which are significantly lighter than traditional glass bottles, reducing our carbon footprint during transportation. Aluminum is especially sustainable, containing an average of 70% recycled content—more than three times the amount found in glass or plastic.
However, sustainability is only part of the story. At our core, we are committed to uplifting communities, with a focus on supporting women, children, and families. Our “Raise It Up” initiative for Youth and Family Literacy is one example of how we help empower those in need.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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