CMOs on 2024: Asahi's Grant McKenzie on the evolution of beer marketing

In an exclusive podcast interview for WARC’s Marketer’s Toolkit, Grant McKenzie – Chief Marketing Officer, Europe and International at Asahi – talks to WARC’s Anna Hamill about sports sponsorship, media fragmentation, moving on from gender stereotypes, and the impact of climate change on the beer industry.

Where to listen


01:47 – Grant’s role at Asahi. 02:49 – How is inflation impacting your consumers? 06:28 – How do these pressures affect your decision making process? 09:10 – How is Asahi telling the story of elevated experiences in their marketing? 10:51 – The growth of non-alcohol beer. 14:09 – Evolving approach to targeting. 19:43 – How important is sports sponsorship in your strategy? 27:59 – Should brands comment on political issues?30:27 – Key challenges brought about...

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