Navigating Change in the Liquor Industry

This chapter explores the speaker's adventurous beginnings in the liquor industry set against the backdrop of the Caribbean. It highlights the challenges faced due to the COVID-19 pandemic, such as the impact on bars and restaurants, while emphasizing the industry's resilience and shift towards e-commerce. The discussion also covers the evolving responsibilities of CMOs in adapting marketing strategies to meet changing consumer behaviors amidst the crisis.