At Bar Convent Berlin, our seminar on innovation strategy delivered insights for spirits brands looking to captivate today’s consumers. From pioneering new categories to reimagining established ones, our expert speakers shared their proven frameworks for meaningful innovation that resonates in the marketplace while building authentic brand equity.
At Bar Convent Berlin, Maurice Doyle, Chief Executive Officer, Compass Box Whisky, revealed how to make alcohol innovation interesting to consumers. Doyle dives into how to incorporate culture and motivation into the alcohol innovation process.
Morten Rinder Stengaard, Co-Founder and CEO of Bemakers, discussed his tips for building a new alcohol category. Stengaard uses his experience building a fruit wine brand and why finding the right niche category is so important.
Audrey Bruisson, Marketing and Brand Advocacy Director at SPIRIBAM, touched on the power of innovating with humility in beverage alcohol. Bruisson used Clément, a renowned rum brand, as a case study, diving into the brand’s venture into creating a unique banana liqueur by listening to the market and collaborating with experts.
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