“Innovate like your life depends on it. Don't be resistant to change; pay attention to the consumer, even if it's not your consumer. There are evolving pressures you have to be aware of...Look outside of what you think you know, to other industry trends so you can really see the bigger picture."
– Brandy Rand, Chief Strategy Officer, IWSR Drinks Market Analysis
In this episode, we sit down with VentureFuel Visionary, Brandy Rand, who shares what’s next in the drinks industry. We discuss key consumer trends ranging from better for me and better for the world, to premiumization; e-commerce and digital; as well as drinking at home. She shares her POV on how innovation is reshaping the beer, wine and spirits categories and how organizations can respond to changing consumer needs in order to stay relevant and competitive.
Brandy has over 20 years of management experience in the beverage alcohol industry with previous positions at Allied Domecq Spirits & Wines, William Grant & Sons, and Bacardi Limited, among others. In these roles, she worked across multiple markets covering brand commercial strategy, trade marketing, consumer engagement and product innovation. At the IWSR, she leads global strategy across various areas. During her career, Brandy has also held strategic consulting positions across media and CPG sectors with a focus on brand-building in a new business environment.
With her knowledge of the drinks industry, consumer insights, and passion for uncovering trends, she is a featured speaker at industry events such as BevNet, Distilled Spirits Council, National Beer Wholesalers Association, NABCA, American Beverage Licensees, Tales of the Cocktail, VIBE, Brewer's Association, Wine & Spirits Daily and Beer Business Daily, Vinexpo, Women of Vine & Spirits and the Lo No Alcohol Summit.
Brandy regularly provides commentary on the beverage alcohol industry and has appeared in the Wall Street Journal, CNN, Fortune, Forbes, CBS Marketplace, Bloomberg and various trade publications.
IWSR Drinks Market Analysis is the leading source of global beverage alcohol data and trends across 157 countries. They are the most trusted, accurate, and widely used source for beverage alcohol trends worldwide. They help their clients benchmark performance, identify market entry opportunities and stay on top of innovation for product development. International drink companies and financial institutions use the IWSR database to follow market trends for competitive analysis, strategy, and planning.
Want to learn more about startup innovation in Beer, Wine & Spirits? Check out our conversation with industry leaders and startup founders here at What's Next Now: Beer, Wine & Spirits
VentureFuel builds and accelerates innovation programs for industry leaders by helping them unlock the power of External Innovation via startup collaborations.
