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
MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar to the boardroom.
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