Happy 2026. This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS. A Deep-Dive Analysis of This Episode is Available at maffeodrinks.com
In episode 030, I had the pleasure of talking to Paul Thomas. He is the Global Head of Shopper Insights at Beam Suntory. He has previously worked for Asahi International, Diageo, Ferrero, and Ipsos. He has an incredible global experience in Drinks Industry Insights. It was a pleasure to discuss it with such pragmatism and common sense. I hope you will enjoy our chat
(00:50); Insights in the Field
(13:43); Adapting to Market Conditions
(19:40); Chasing Trends; A Very Bad Idea
(23:30); Why Do We Have To Chase Gen Z?
(34:26); What A Bar Tender Needs To Know About Your Brand
(36:18); Penetration Vs Spread
(42:47); How Much Localization Is Good?
(51:25); Bridging Categories
(55:47); Insights At The Bar Level
About The Host: Chris Maffeo
About The Guest: Paul Thomas
This episode is brought to you by MAFFEO DRINKS, an Advisory helping drinks leaders execute bottom-up growth while managing stakeholder expectations. You can get in touch at bottomup@maffeodrinks.com
MAFFEO DRINKS: Built Bottom-up