In Good Company with Nicolai Tangen Diageo CEO: Shifting Drinking Trends, Brand Innovation, and Cultural Change
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Mar 26, 2025 
Debra Crew, CEO of Diageo, leads a company renowned for iconic brands like Guinness and Johnnie Walker. She discusses the shift in drinking habits, particularly among Gen Z, highlighting the trendy practice of 'zebra striping'—alternating between alcoholic and non-alcoholic drinks. Debra also dives into Diageo's marketing strategies, emphasizing premiumization and brand innovation. Moreover, she reveals the company's cultural transformation towards a more agile and experimental mindset, ultimately enhancing product development and sustainability.
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Spirits Industry Growth
- The beverage alcohol industry, particularly spirits, has a long runway for growth.
- Although currently challenged by economic pressures, the industry is resilient due to underlying structural drivers.
Gen Z Drinking Habits
- Gen Z consumers are embracing "zebra striping," alternating between alcoholic and non-alcoholic drinks.
- This behavior allows them to moderate consumption while still feeling part of the social scene.
Shifting Alcohol Preferences
- While overall alcohol volume per capita has slightly declined since 2012, spirits are gaining share from beer and wine.
- This is partly due to spirits' increasing popularity in food pairings and other occasions previously dominated by beer and wine.