Diageo CEO: Shifting Drinking Trends, Brand Innovation, and Cultural Change
Are our drinking habits changing? In this episode, Nicolai Tangen sits down with Debra Crew, CEO of Diageo, to explore the shifting landscape of the spirits industry.
They discuss emerging consumer trends, including how Gen Z is embracing “zebra striping”– switching between alcoholic and non-alcoholic drinks while socializing. Debra shares insights into Diageo’s world-renowned brands, from Guinness and Johnnie Walker to Smirnoff and Don Julio, and explains how the company stays ahead of trends by closely studying consumer behavior across the globe. The conversation also covers Diageo's cultural evolution from a pursuit of perfection to embracing a "fail fast and learn" mindset.
Watch the episode on YouTube
The production team for this episode includes Isabelle Karlsson and PLAN-B's Niklas Figenschau Johansen, Sebastian Langvik-Hansen and Pål Huuse. Background research was conducted by Sara Arnesen.