Playing the innovation long game at Asahi with Grant Mckenzie

In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits.  They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.