Why chief marketing officers should lead brand owners’ boardroom conversation – Comment

In beverage alcohol, everybody's chasing growth at a tough time, what with the industry currently beset by challenges including high costs, lower yields from raw materials and the rise in sober-curious consumers turning from alcohol to no & low options.However, the industry response - a blinkered focus on acquisitions and buying a way into new markets ­- is way off the mark.For proof, consider the recent speculation around a potential Diageo sale when the spirits giant posted its first full-year sales decline (-0.6%) since 2020 in July, driving shares down more than 9% to a four-year low.