New Wave Non Alcs: Brendan Williams on why the future is functional
About this episode
In this episode you'll learn what the future holds for non alcoholic beers. Brendan Williams ran the global non alc business for Carlsberg and literally wrote the book on how to roll out a successful NA strategy for other brewers, large and small. Now he's put himself in the game as the co-founder of a new functional NA beer: NuWave.
We discuss the current state of the category, the consumer trends driving growth, the new occasions that are being opened up and the critical role that investment schemes play in creating the incentive for true innovation.
To listen to the previous episode where Brendan discussed the codification for category growth please click HERE.
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Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
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