In Good Company with Nicolai Tangen HIGHLIGHTS: Debra Crew - CEO of Diageo
Mar 28, 2025
Debra Crew, CEO of Diageo, shares her insights as a leader in the global beverage industry. She discusses how Gen Z's 'zebra striping' trend is reshaping drinking habits, blending alcoholic and non-alcoholic options. Debra highlights the importance of understanding evolving consumer preferences and how this informs Diageo's brand strategies. She also reveals a cultural shift towards embracing a 'fail fast and learn' philosophy, celebrating past failures as learning opportunities in leadership.
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Spirits Industry Growth
- The beverage alcohol industry, especially spirits, has a long runway for growth.
- Despite current economic challenges, the industry is resilient due to underlying structural demand drivers.
Gen Z Drinking Habits
- Gen Z practices "zebra striping," alternating alcoholic and non-alcoholic drinks.
- They are entering the spirits market faster than previous generations, driven by trends like RTDs and tequila with food.
Favorite Drinks
- Debra Crew enjoys a variety of spirits, from Don Julio 1942 tequila to peaty scotch like Lagavulin.
- Nicolai Tangen mostly drinks wine, but enjoys gin and tonics occasionally.