How to drive effective innovation in your drinks brand portfolio
You have 2 options. Commercial (ComCo) vs Operations (OpCo) misalignment is more common than we think. Very often companies think they are listening to the market but they just end up listening to capacity filling needs. While driving production efficiencies is important, ComCo - OpCo meetings get so diluted that
Should drink companies think in categories or in occasions?
Drinks companies think in categories (i.e. Rum, Gin, etc.). Consumers think in occasions (i.e. lunch, aperitif, after dinner).Are team structures ready for the blurring of categories? Not yet. We are probably never going to see a "Director of after dinner" but there is a clear challenge to