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What happens when one of the world’s biggest drinks brands gets seriously innovative? In this episode of Marketing in the Madness, our host Katie Street is joined by Benjamin Lickfett, Global VP of Breakthrough Innovation at Diageo - the global drinks giant behind brands like Guinness, Johnnie Walker, and Seedlip.
From AI-powered brand concierges to AR cocktail mixers and personalised whisky labels, Diageo is rewriting the rules of brand experience — and we get into all of it in this episode!
Together, they explore:
- How AI & AR are making drinks smarter – From personalised whiskey labels to glass-recognition cocktail tutorials, discover how Diageo is reinventing product experience.
- Why “drink less but better” is shaping marketing strategy – We explore how changing attitudes (especially in Gen Z) are driving the boom in low/no alcohol and brand storytelling.
- The real innovation mindset behind Diageo’s success – Learn how they test fast, fail smart, and use tech (plus smaller brands) to stay ahead without risking heritage names like Guinness.
This is one for anyone in FMCG, marketing, brand strategy, or just obsessed with how digital is changing the way we buy, drink, and connect with brands.
👉 If you enjoyed the episode, please give it a like, hit subscribe, and stay tuned for more conversations like these on the future of marketing.

Benjamin Lickfett
https://www.linkedin.com/in/bennilickfett/

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