Episode Details

Diageo is redrawing category lines at wine's expense, Huel just lost an ad to the regulator, and BrewDog's new owner is betting £50m on earning trust back the hard way. Three live lessons for FMCG brand managers.

In this episode:

• Diageo is lending full commercial weight to mid-strength spirits, validating the moderation trend overnight and creating a direct substitution threat to wine at the retail shelf.
• The UK's ASA banned a Huel ad for implying that replacing all conventional food with its products was nutritionally appropriate, setting a precedent that affects every brand making functional or complete-nutrition claims.
• Tilray, which acquired BrewDog in March, is committing £50 million to beer quality, its pub estate and working conditions, explicitly asking consumers for a second chance rather than leading with a rebrand campaign.

The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day.

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