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.
09:48
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Quick takeaways
- Gen Z is adapting to changing drinking habits by incorporating non-alcoholic alternatives while still enjoying spirits in social contexts.
- Diageo is evolving its corporate culture to prioritize agility and collaboration, encouraging learning from failures to drive innovation.
Deep dives
Growth and Resilience in the Spirits Industry
The beverage alcohol industry, particularly spirits, is experiencing a long-term growth trend despite current economic challenges. Total beverage alcohol has consistently grown for over two decades, with the share of discretionary spending on alcohol remaining low at under 2%. Although inflationary pressures are currently compressing consumer spending, the industry’s resilience is attributed to strong underlying structural drivers of demand. These factors suggest that while challenges exist, the industry is expected to rebound due to its inherent adaptability.
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