Diageo is taking cues from “adjacent categories” to inform its innovation and allow it to play in new spirits occasions, says its GB marketing and innovation director.
Read the full article on the Marketing Week website
NAM Implications:
- A fundamental trend towards Lo-No alcohol.
- Especially among the younger population that will eventually replace current alcohol users.
- Will take some reversing…
- …and that’s without even factoring in the brand-to-own-label moves.
