The Future of Insights is sitting at the bar | with Paul Thomas, Global Insight Director at Beam Suntory (London, UK). | 030

Join The Maffeo Drinks Substack for Episode Analysis!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 This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.MAFFEO DRINKS is a leading drinks business podcast, listened to in 120 countries with 130+ episodes. How the industry actually works, from the bar and what it means for the boardroom.Wanna know what the conversation above means for your team? It's in the paid section.You get access to Maffeo Confidential (Private Podcast), this analysis, and the full catalog of 130+ episodes, each one translating industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com or on Substack.