Jeff Mahony is the CEO of NEFT Vodka, a premium vodka brand renowned for its award-winning taste and eco-friendly packaging. With a background in finance and a deep passion for innovation, Jeff has guided NEFT to become a disruptor in the spirits industry. Under his leadership, NEFT has not only achieved widespread recognition but also elevated the vodka experience through quality and sustainability. Jeff’s vision is driven by a commitment to both product excellence and responsible business practices, making NEFT a brand that appeals to the discerning, socially-conscious consumer.
What is your typical day, and how do you make it productive?
My typical day balances strategic planning, team check-ins, and hands-on work across our brand initiatives. Productivity comes from applying innovation, methodologies, and processes from my technology background to our operations, setting clear priorities early in the day and staying adaptable without losing sight of the long-term goals.
How do you bring ideas to life?
By starting with the problem we’re trying to solve. Then, from the ground up, by organizing the information or data that our people need into an infrastructure or operational construct that can be readily accessed to solve problems, enhance experiences, and more. Importantly, I include the wisdom of the team in everything that we do. I am talking about developing things like proprietary apps, Learning Management Systems, and the like. Whether it’s inefficiency in a market or a gap in consumer experience, I focus on building solutions that create value and surround myself with the right people to execute.
Additionally, with NEFT Vodka, that meant looking at a saturated vodka market full of overpromising brands with underwhelming products. We focused on something premium, transparent, and genuinely different — both in quality and distinctive, sustainable packaging. From there, I built a team that could help bring that vision to life in a way that would resonate globally.
What’s one trend that excites you?
One trend that excites me is the growing demand for transparency and sustainability in spirits. Consumers today aren’t just buying a bottle, they’re buying into what a brand stands for. At NEFT, we leaned into this by creating a vodka that’s free of additives, sugar, or gimmicks, and packaging it in a recyclable, non-glass container, creating what we see as a pristine consumer experience. It’s exciting to see the market move toward more conscious consumption, where quality and values go hand in hand.
What is one habit that helps you be productive?
Regular team syncs and blocking time for deep work. I stay intentional about when I collaborate and when I need space to think or create.
What advice would you give your younger self?
Trust your instincts more. Intuition, when grounded in experience and supported by data, is one of the most powerful tools you have. In business, you’ll often be faced with decisions where the right path isn’t obvious. That’s when your gut matters. Human intuition isn’t something that can be automated or outsourced — it’s a competitive advantage. If something feels right, trust it and lean in.
Tell us something you believe almost nobody agrees with you.
That sometimes taking the unconventional path — whether it’s launching vodka in a barrel or leading with brand before product — is the smartest move, even if it doesn’t make sense to others at first.
What is the one thing you repeatedly do and recommend everyone else do?
Stay close to your audience. Whether it’s through direct engagement or data, understanding your customer’s mindset is essential across all industries.
When you feel overwhelmed or unfocused, what do you do?
I zoom out. Reconnecting with the bigger picture helps me recalibrate and make better decisions in the moment.
What is one strategy that has helped you grow your business or advance in your career?
Taking calculated risks. From NEFT’s non-traditional packaging to early adoption of Bitcoin, my approach has always been about identifying where the market is going and positioning accordingly.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
I initially believed that quality alone would sell NEFT. I quickly learned that in competitive markets, storytelling and emotional connection are just as vital. That pivot changed everything for the brand.
What is one business idea you’re willing to give away to our readers?
Consider combining blockchain transparency with premium consumer goods. Consumers increasingly care about where their products come from — smart packaging that verifies sourcing could change how people buy.
What is one piece of software that helps you be productive? How do you use it?
Smartsheet, Blockchain – Ryt. Central data warehousing is primary to enabling machine learning and productivity.
What is the best $100 you recently spent?
Giving to and helping the homeless.
Do you have a favorite book or podcast from which you’ve received much value?
None. We innately know what to do and lack the courage to do it. Books don’t teach you that.
What’s a movie or series you recently enjoyed and why?
1923 – the prequel to Yellowstone. The love affair between Hunter and the Duchess (member of the royal family) shows what a commitment between two people can mean.
Key learnings:
- Strategic risk-taking can lead to breakthrough brand positioning.
- Execution and storytelling are equally critical, regardless of industry.
- Strong leadership means balancing vision with day-to-day agility.
- Innovation often comes from intersecting unexpected industries.
- Staying true to core values like sustainability creates long-term differentiation.