The Innovation Toolbox | Ruud Bakker -Part II

This is the second part of my talk with Ruud Bakker, an innovation beverage consultant with previous experience in Heineken, Red Bull, and Diageo.In this episode, host Filiberto Amati touches on the intricacies of beverage marketing and innovation. The discussion covers launching innovative products in the beverage sector, focusing on consumer needs and trial-and-error methodologies similar to lean startups. The conversation highlights the benefits of rapid prototyping, drawing inspiration from the craft beer movement. The role of bartenders and mixologists in co-creating new beverages and the importance of on-premise channels are explored. Challenges of using third-party distributors versus in-house sales teams and strategies for ensuring quality market presence, are addressed. The episode also touches on the impact of digital marketing and the 'zero moment of truth,' emphasizing the power of brand-building in achieving scalability and long-term success.In this episode:00:00 Introduction 01:01 Launching Innovation in Beverages 05:34 The Role of Bartenders and On-Premise Innovation 10:50 Challenges with Third-Party Distributors 17:03 The Rise of Small Brands and Market Dynamics 26:02 Conclusion and Final Thoughts This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe