GEN C: Pouring Passion Into Brands – Diageo's Julie Yufe on Marketing Iconic Spirits

Mar 11, 2024

Julie Yufie from Diageo shares how to keep iconic spirits relevant by balancing global strategies with local activations. The discussion includes tapping into cultural moments, brand purpose, and staying inspired by trends. They also cover topics like Binance's crypto perfume, public trust in AI, building iconic brands, marketing spirits globally, diversity initiatives, and innovative consumer engagement strategies.

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Introduction

00:00 • 5min

Exploring Crypto Perfumes and AI Skepticism in Marketing

04:46 • 5min

Impacts of Technology on Society and Anticipation for Marketing Insights Discussion

09:54 • 3min

Building Iconic Brands and Marketing Spirits Globally

12:40 • 10min

Empowering Diversity and Inclusion Across Initiatives

22:53 • 1min

Innovative Marketing Strategies and Consumer Engagement

24:22 • 17min

SVP of Vodka and Rum at Diageo, Julie Yufie, joins the pod to share how she keeps iconic spirits brands culturally relevant in this episode of “Gen C.”

Julie Yufe, SVP of Vodka and Rum at Diageo, joins “Gen C” to discuss how the beverage giant balances global brand strategy with localized activations. She shares her approach to tapping into cultural moments like the Super Bowl through innovation and creator partnerships. Julie also explains why brand purpose is essential and how she stays inspired by trends across industries.

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"Gen C" features hosts Sam Ewen and Avery Akkineni. Executive produced by Jared Schwartz and produced by Uyen Truong, with additional production assistance from Eleanor Pahl. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.

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