In this episode, host Filiberto speaks with John Kelly about the dynamic world of international marketing, with a particular focus on the food and beverage industry. John shares insights from his extensive career, spanning roles in dairy, beer, and beverage ingredients, highlighting significant shifts in the industry. Key trends discussed include rising consumer demand for product transparency, health-focused beverages, and the blurring of category lines as companies expand into new areas, such as zero-alcohol and functional drinks. They also examine the complexities of market adaptation, the impact of significant price increases, and the crucial need for companies to remain agile and responsive to consumer needs in the face of these changes. The conversation offers strategic insights for businesses aiming to navigate the current landscape and anticipate future developments.

00:00 Introduction

01:01 Interview with John Kelly: Career Journey and Industry Insights

09:51 Consumer Trends and Market Shifts in Beverages

23:31 The Rise of Zero Alcohol Beverages

24:52 Functional Beverages and Consumer Health Trends

34:28 The Future of the Beverage Industry and Market Dynamics

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