Diageo CEO: Shifting Drinking Trends, Brand Innovation, and Cultural Change
In Good Company with Nicolai Tangen
Navigating Spirits Marketing and Trends
This chapter examines marketing and branding strategies in the spirits industry, focusing on the premiumization trend and competition with beer and wine. It also explores the impact of tariffs, brand acquisitions, and the significance of data analytics in shaping consumer preferences and enhancing brand offerings. The discussion highlights evolving drinking habits and strategic portfolio management aimed at capturing emerging markets such as China's whiskey sector.
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