Agency News
'Why buy a network that even Dentsu couldn’t fix?': Inside the gamble of Dentsu's international arm sale
Diageo's Cristina Diezhandino on the big shifts in the alcohol industry
Cristina Diezhandino, global CMO of Diageo, talks to Storyboard18's Delshad Irani about the big shifts in the alcohol industry and the women shaping brands.
Cristina Diezhandino, global CMO of Diageo. (Image sourced from Diageo website)
Cristina Diezhandino, global chief marketing officer, Diageo says that the premiumisation trend is gaining momentum in the spirits category with people craving for socialisation more after the Covid pandemic.
“The world of premium spirits is an exciting category. It is embedded in the world of socialisation. Post Covid, people have been craving for socialisation and celebration all the more. This category plays a phenomenal role in this context,” Diezhandino told Storyboard18’s editor Delshad Irani at Cannes Lions 2023.
In a candid chat, Diezhandino spoke on key trends and insights in the alcohol category and how Diageo is leveraging AI.She revealed that premium trends have been gaining momentum for a while and people are choosing the higher end of this particular category more. People are observing and valuing the quality of these liquids, she said.
SPOTLIGHT
Today’s B2B marketers wear many hats: strategist, technologist, and storyteller.
Read MoreExplained: What the Online Gaming Bill means for the industry, users and platforms
The Online Gaming Bill 2025 imposes severe penalties, allows warrantless search and seizure, and empowers a central authority to regulate the digital gaming ecosystem. It is expected to disrupt platforms, payment systems, and advertising in the sector. Here's all you need to know about the bill.