Debra Crew

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.

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.