Episode Details

Liquid Death isn't just using AI — it's restructuring its entire marketing operation around it. Meanwhile, Constellation Brands is spending up to $353M to own the RTD moment. Here's what both moves mean for FMCG brand managers.

In this episode:

• Liquid Death's chief media and digital commerce officer Benoit Vatere outlined an AI-native marketing model at Advertising Week New York, positioning AI as the organizational foundation — not a bolt-on tool — across content, media, and commerce decisions.
• Constellation Brands has acquired US ready-to-drink spirits brand SpikedAde in a deal worth up to $353 million, following its investment in non-alc challenger Hiyo, signalling a deliberate portfolio pivot toward high-growth drinking formats.
• New research shows Gen Alpha influences nearly 50% of total US household spending in families with children aged 8 to 14, with brand discovery behaviours shaped by a mix of AI tools and influencer content that bypasses traditional FMCG marketing channels.

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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